Denver, Colorado Media to Tell Your Side of the Story ...
Frenemies or Facilitators? How to Work with Media to Tell Your Side of the Story
Frenemies or facilitators?
How to work with media to tell your side of the story
Denver, Colorado September 13 ? 16, 2017
fren?e?my
frenmi/
noun informal ? a person with whom one is friendly
despite a fundamental dislike or rivalry
The
? Communications gurus / spokespeople ? Former journalists ? Former agency brat ? Regulatory, government, corporate,
financial and consumer experience
Council on Licensure, Enforcement and Regulation
2017 Annual Educational Conference 1
Frenemies or Facilitators? How to Work with Media to Tell Your Side of the Story
1. The role of the media and why relationships matter
2. Building a crisis plan 3. Media coverage in the regulatory sphere 4. Discussion + Q&A
Learn how to
? Effectively build strong working relationships with media
? Safely navigate through a crisis in a strategic manner
? Identify proactive and reactive media opportunities
The role of the media & why relationships matter
Denver, Colorado September 13 ? 16, 2017
Council on Licensure, Enforcement and Regulation
2017 Annual Educational Conference 2
Frenemies or Facilitators? How to Work with Media to Tell Your Side of the Story
Building relationships: For sunny and rainy days
And definitely build them before it rains
*90 per cent of the time
*The media...
A conduit to your story
Has a story to
tell ? whose?
Flag
potential
Are just
threats &
people
opportunities (doing
their jobs)
Denver, Colorado September 13 ? 16, 2017
Council on Licensure, Enforcement and Regulation
2017 Annual Educational Conference 3
Frenemies or Facilitators? How to Work with Media to Tell Your Side of the Story
expect to...
? Be friends ? Have an easy interview ? Change their minds ? Correct their stories ? Talk to a subject matter
expert ? Keep conversations "off the
record"
? Pause to prepare ? Treat them like a client ? Answer the question and stop ? Remember there may be a
next time ? Remember the pen is mightier
than the sword
Denver, Colorado September 13 ? 16, 2017
Types and rules
Council on Licensure, Enforcement and Regulation
2017 Annual Educational Conference 4
Frenemies or Facilitators? How to Work with Media to Tell Your Side of the Story
Types of interactions
? Proactive ? Reactive
? Just the facts ? Hostile ? "Gotcha"
Denver, Colorado September 13 ? 16, 2017
Just the facts: the case of the high profile plagiarist
? Head of Canada's largest school board ? Plagiarized public and academic work ? Found guilty of professional misconduct ? Teaching license revoked ? First time the College has revoked a license
for plagiarism
How we worked with media
? Issue: high-profile character generated dogged media interest
? Challenge: help the media understand the disciplinary process within selfregulation (messy, lengthy, confusing)
Council on Licensure, Enforcement and Regulation
2017 Annual Educational Conference 5
Frenemies or Facilitators? How to Work with Media to Tell Your Side of the Story
Hostile forces
Denver, Colorado September 13 ? 16, 2017
Our response
? Our response:
? Committee chair resigns ? Independent review; adopted
recommendations ? Improved processes and practices ? Lobbied for change; government changes law
"Gotcha": CBC Marketplace
? 2016: Tough-line consumer affairs program with an advocacy approach
? What we did: Approached with caution; declined an on-camera interview request with our CEO, but we provided answers to all of their questions
? Research: they did not share what their story angle was, so we dug
Council on Licensure, Enforcement and Regulation
2017 Annual Educational Conference 6
Frenemies or Facilitators? How to Work with Media to Tell Your Side of the Story
How we won
? Highest grade: national report card
? 4x web traffic ? Became the standard
for transparency
Denver, Colorado September 13 ? 16, 2017
Did we succeed?
Were we available? Were we helpful? Did we provide factual, useful information? Was the public served?
Will they call us again? Can we call them? Do we (still) look good?
Council on Licensure, Enforcement and Regulation
2017 Annual Educational Conference 7
Frenemies or Facilitators? How to Work with Media to Tell Your Side of the Story
Things to remember
? Understand who you're working with ? Be honest with yourself about your role ? Client-service orientation: reporters
know what to expect from us
Speaker Contact Information
Brian Jamieson & Olivia Yu
Ontario College of Teachers Senior Communications Officers bjamieson@oct.ca / oyu@oct.ca
Crisis Management
Strategic planning and management
Denver, Colorado September 13 ? 16, 2017
Council on Licensure, Enforcement and Regulation
2017 Annual Educational Conference 8
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