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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