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Advanced Media Relations
Brad DugardDirector, Media Relations and Communications
Ontario Chamber of Commerce
Presented to the Chamber Executives of Ontario
Thursday, February 03, 2005
Managing Media and Building Opportunity
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Getting in the journalist’s head
“Don't you wish you had a job like mine?
All you have to do is think up a certain
number of words! Plus, you can repeat
words! And they don't even have to be
true!”
Dave Barry, American Columnist
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Proactive Communications
Getting out there and telling your story
Driving the news cycle
Getting the jump on the
“pending” story
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For Immediate Release
Ontario Chamber of Commerce Releases Results of Member Survey on SARS Impact on Business
Toronto, On – April 24, 2003 – The Ontario Chamber of Commerce, today released the results of its on-line survey conducted among its members to assess the impact that Severe Acute Respiratory Syndrome (SARS) is having on businesses in Ontario.The survey, which was conducted during the period April 16th to April 23rd, 2003, received a total of 739 respondents from across the province who answered seven questions relating to the impact on business, contingency planning and the government’s management of the crisis.
Key results from the survey are:Approximately one-third (32%) of respondents indicated that they have experienced a negative impact from SARS. The top three impacts felt by businesses are: 1) Less business activity 2) Cancelled events and 3) Lost customers. The size of the company did not seem to matter.When asked whether they had contingency plans in place if SARS affected their workplace, 78 per cent indicated that they did not have such plans. This was particularly apparent in small businesses with less than 50 employees, where the number who did not have such plans was 83 per cent, compared to 62 per cent for companies with more than 50 employees.
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Rate the overall quality of
releases that you receive
in a typical business day.
A 0%
B 16%
C 44%
D 28%
F 12%
Source: Canada NewsWire
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Make the boring stuff exciting!For Immediate Release
One-in-Three Businesses Hurt by SARSBut 80 percent have no plan for another outbreak
Toronto – One-in-three Ontario businesses have reported a negative impact to their bottom line because of the SARS outbreak – and yet almost 80 per cent have no contingency plan to deal with another outbreak, according to a new survey by the Ontario Chamber of Commerce.
The survey found that businesses experienced a drop in business, cancelled events and lost customers due to the outbreak. The findings were consistent regardless of the size of business.
“This is a wake up call for business,” said Len Crispino, President and CEO of the OCC. “While this outbreak is now contained and we are optimistic for a quick recovery, companies must be prepared for additional uncertainty.”
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Proactive Summary
Timely, relevant, compelling
Accomplished through well written material and strong
messaging.
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Reactive Communications Speed
•Say it fast
Substance
•Say it well
Slant
•Say it with a better angle
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Reacting to the storyMcGuinty government gives municipalities tools to ease
residential property tax burden
TORONTO, March 15 /CNW/ - The McGuinty Government today announced that municipalities would be given greater flexibility and autonomy in setting their property tax rates.
"With a strong housing market, homeowners in many communities across Ontario have experienced substantial increases in their property assessment," Finance Minister Greg Sorbara said. "We are giving municipalities the tools they need to better manage the impact of reassessment on their residential taxpayers."
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One Hour Later…For Immediate Release
BAND AIDS ON TOP OF BAND AIDS ARE NOT THE SOLUTION TO PROPERTY TAX PROBLEMS
Toronto – Today’s announcement from Ontario Finance Minister Greg Sorbara will do nothing to address any of the problems with the property tax system in Ontario – nor will it address the budget challenges facing municipalities. “We’re pleased to see that the province recognizes the present system is broken,” said Len Crispino, President and CEO of the Ontario Chamber of Commerce. “But this is another Band Aid on top of other Band Aid solutions.” The OCC has communicated extensively with the Ontario government on needed reforms to the current property tax systems…
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Issues Management
Issues come in many forms
Scandal
Contentious Remarks / Position
Sheer Stupidity
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Strategy for Issues
Create a plan & stick to it
Get in front of the issue
Stick to your message
Change the channel
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Chose the right medium Media Releases
Press Conference
Letters to the Editor
Open Letters
Opinion / Editorials (Op-Eds)
Editorial Boards
One-on-one interviews
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Being interviewed
Not Natural
Can be learned
Preparation and sticking to key messages is the secret to success
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Never just start to talking to a reporter who has called you
Buy yourself time
Ask for their deadline and other information
Handling Cold Calls
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About Key Messages Sound-bites are just that – bites.
Prepare 3-4 key messages and stick to them
Don’t just repeat your release
Rehearse
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About Interview length
Keep it short
Agree to interview length at the start
Too much detail can confuse a reporter about what’s important to the story
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Appearance
Don’t wear bold patterns/stripes for TV interviews
Hands always in front, never in pockets or clasped behind back
Do NOT nod while the interviewer is speaking
Sit on suit jackets to prevent hunched shoulders
Sit up straight, even for phone interviews – you’ll sound better