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PR: HANDLING THE MEDIA DURING A CRISIS
THE RACE FOR ATTENTION
UNDERSTANDING THE MEDIA MACHINE
RATINGS VS
WHAT IS NEWSWORTHY
THE EVOLUTION OF THE MEDIA: COMPETING FOR RELEVANCY
MEDIA OUTLETS ARE BUSINESSES
PAID FOR BY ADVERTISING
INCREASED VIEWERSHIPEQUATES TO MORE REVENUE
SEASON 33•SEX•CONFLICT•HUMOR
IT’S ALL ABOUT VIEWERSHIP
CLICKSSKYDIVING STORIES
GENERATE
THE KEY TO SUCCESSFULLY NAVIGATING WITH THE MEDIA IS STAYING AHEAD OF THE MEDIA.
THE MEDIA IS PREDICTABLE
THE MEDIA IS PREDICTABLE
MEDIA POINTS OF CONTACT
▸Within 30 minutes of the authorities being called, the media has been tipped off.
THE MEDIA IS PREDICTABLE
▸Media will begin calling the DZ.
▸Media will begin showing up at the DZ
▸Media will want to conduct interviews with Owner, Staff & Fun Jumpers & get B-roll video.
MEDIA POINTS OF CONTACTTHE MEDIA IS PREDICTABLE
▸Media will be in contact with the coroner trying to confirm a name.
▸Media will contact DZ for confirmation of name.
▸Media will visit victim’s Facebook page & other social to pull a photo.
MEDIA POINTS OF CONTACTTHE MEDIA IS PREDICTABLE
▸Media will contact victim’s family or home DZ.
YOUR JOB:
BE PREPARED AT EVERY MEDIA TOUCH POINT
X TIPS TO MANAGING THE MEDIA
1. DON’T IGNORE THE MEDIA
They will write the story with or without your input.
2. DESIGNATE (ONE) POINT OF CONTACT WITH THE MEDIA.
3. COACH YOUR STAFF ANSWERING PHONES .
When the media calls, get their information & give a time they can
expect a press release from you. This is better than a “no comment” statement.
4. CREATE A PRESS RELEASE
Avoid all technical jargon / skydiving lexicon.
5. DON’T COMMENT(THAT’S WHAT YOUR PRESS RELEASE IS FOR)
6. RECOGNIZE THE SOURCES FOR A STORY?
FAMILY OF VICTIM LOCAL
AUTHORITIES
DZSKYDIVERS
7. MEET WITH THE COMMUNITY
8. DON’T GO ON CAMERA
PROVIDE YOUR PRESS RELEASE
9. DON’T RELEASE THE VICTIM’S NAME(even when the media knows it and wants confirmation)
10. NEVER LIE…
EVER
11. CONTACT THE FAA
12. PUT GEAR & VIDEO UNDER LOCK AND KEY
13. COOPERATE WITH AUTHORITIES(Have a rigger available)
14. INVEST IN A PROFESSIONAL SIGN