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JP Squared communication

JP Squared communication

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JP Squared communication

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  1. JP Squared communication • Media Relations: Maximizing Opportunities, Minimizing Risks

  2. JP SQUARED COMMUNICATION About: Jennifer P. Brown • Started JP Squared Communication in the fall/2008 • Background: Local Matters, Central Ohio Triathlon Team, Limited Brands, General Motors, Airfoil PR • Experience: executive coaching, media training, strategy

  3. JP SQUARED COMMUNICATION Media Relations General Strategy • Have a strategy (handout) • Develop a one-page CAA overview • Don’t: panic, place blame, badmouth or guess • Be prepared • Identify your organization’s experts and community partners • Media relations isn’t about the media, it’s about the community

  4. JP SQUARED COMMUNICATION Media Relations: Maximizing Opportunities/Proactive • When the reporter calls - offer more • Piggyback on recent news stories • Invite media to an informational roundtable • Invite media to participate in specific events

  5. JP SQUARED COMMUNICATION Media Relations Done Right: The Tylenol Crisis of 1982 • Situation: Several people died after taking Extra Strength Tylenol, which had been poisoned • Media/Public Response: Outrage, fear • Tylenol Response: • Distributed warnings to hospitals and distributors • Halted Tylenol production and advertising • Issued a nationwide recall of Tylenol products; an estimated 31 million bottles were in circulation, with a retail value of over US$100 million. • Advertised in the national media for individuals not to consume any products that contained Tylenol. • When it was determined that only capsules were tampered with, they offered to exchange all Tylenol capsules already purchased by the public with solid tablets. • Why effective? • Quick, socially responsible, accountable, proactive

  6. JP SQUARED COMMUNICATION Media Relations: Minimizing Risks/Reactive • When the reporter calls don’t immediately comment - ask questions to understand all they need • Don’t be defensive (smile) • Hang up and take five, gather answers, then call back • Never speculate - only provide answers you know. • Have a message and stick to it. We recognize that with the incoming stimulus funds there will be increased scrutiny. See example FAQ

  7. JP SQUARED COMMUNICATION Media Relations Done Wrong: The U.S. Automakers Request Fed Funds • Situation: Last fall, the U.S. automakers requested Federal Funds to ensure their survival - and they showed up via private jets with little pre-planning • Media/Public Response: Angry, disbelief • Automakers Response: • Frantic planning • Standard messaging - no new approach • Didn’t maximize their supporter network • Ineffective use of social media • Why ineffective? • Continuing to pump the same message that didn’t stick • Poor planning resulted in new behaviors being seen as inauthentic

  8. JP SQUARED COMMUNICATION Media Relations: More Examples • Done right: Ford Motors Rouge Plant Explosion • Done right: Apple iPhone rollout • Done wrong: Swine/H1N1 Flu • Do you have other examples?

  9. JP SQUARED COMMUNICATION Group Exercise • Break into groups • Identify a timekeeper, a notetaker and a reporter • One person from each group come up and get a situation • Have 10 minutes to answer the following, based on your situation • List the steps you would take to respond. (Max 5) • Write your one-three sentence key message

  10. exercise report out • 5 minutes: report out & response

  11. Wrap-up • Jennifer P. Brown • Principal, JP Squared Communication • (614) 947-0468 • jbrown@jp2communication.com • www.jp2communication.com • Twitter: @jenniferpbrown • Twitter: @jp2comm