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Managing Truth and Reputation:Crisis Communication in the Opioid EraSession One: Crisis Communication and managing your storyAudiences are critical to any communication effortThere is no ONE audienceMust understand different aspect of diversity to know how to reach audienceTargeting is criticalSegmentation and tailoring makes it easier to do our jobsQuestions to ask about your audienceWhat communication channels they useHow are they using those channels for biggest impact/return on investment (ROI)How my audience processes infoHow does your audience feel about the problem/goal and would change your audience’s perceptionsGoals of messagingInformPersuadeMotivateAchieve mutual understandingWhen evaluating messages for your audience, think about whether that message is:AppropriateMeaningfulMemorableUnderstandableBelievableHow public opinion worksOften surrounds issues of contentionWhat you hear about doesn’t have to be the majorityOften small, vocal minorityPress can perpetuate inaccuracies by looking for sources from both sidesOpinion leadersOpinion leaders serve as catalysts for the formation of public opinion through their knowledge and ability to articulate ideas about specific issuesSociologists describe them as:Highly interested in a subject or issueBetter informed on an issue than the average person Avid consumers of mass media Early adopters of new ideas Good organizers who can get other people to take actionLife cycle of public opinionDefine the issueInvolve opinion leadersPublic awarenessIntervention (often with government/regulatory involvement)ResolutionThe role of mass media in public opinionVia mass media, you can become major players in forming public opinion Often provide the mass media with the information Idea is mass media determine what the public believes is importantAlso called Agenda Setting TheoryResearch about messagesPositive better than negativeRadio and TV better than print (most of the time)Emotion and fear are good for low interestLogic better than emotion for highly educatedAltruism needs good motivatorLimits of persuasion in messagingLack of message penetrationCompeting messagesSelf-selectionSelf-perceptionCrisis communication planningServes as a road mapShould help describe and define what a crisis isDefinition of “crisis” may varyCrisis communication teamShould be established before a crisis occursNeed a spokesperson to be the “face” of your orgSpokesperson could be:Head of your organizationPR or communications person (or whoever serves that function)Expert on the topic at handFighting misinformationRejecting information requires cognitive effortIt’s harder for your brain to weigh the truth of information than just accept itIf the topic isn’t important to you (or you have other things on your mind) misinformation is more likely to take holdWhen information sticks with an audienceConforms to our existing world viewPoliticalReligiousSocialStrategies to fight misinformationReplace the existing narrativeFocus on the factsKeep it briefTailor the message to the audience’s beliefsRepeat, repeat, repeatSix principles of sticky ideasSimplicityUnexpectednessConcretenessCredibilityEmotionsStoriesKeys to storytellingBring the emotion and humanity to our storyListen to your audience and learn about what’s important to them and their stories with your product/organization/serviceFind the protagonist (your company/org/service) and antagonist (enemy of your success) of your story. Look for stories within your organization and from your customers to flesh this out.What is the twist, turn, change that can make the story compelling? Is there something new the customers wouldn’t know that you can bring out?Transformation – this is how you bring the story to a close. What is it that makes what you do unique? Important? Unique selling proposition? Goals with storytellingBuild empathy between the audience and the “product”Weave storytelling techniques into all communication effortsInspire the audience to ACT and ENGAGESession Two: Inside the newsroomAbout the mediaDon’t care about helping youGet a LOT of releases/pitchesDon’t have time to chatLike easy storiesWant to hear a really good storyAbout newsroomsStaffs are VERY leanMajor metro TV stations: 2-4 peopleDeadlines are short, stories shorter, expectations highPress releases are reviewed by the DOZENS. Most fail!If the story objective isn’t clear, it’s dismissedYou have just a few seconds to break through the clutterHaving your story break through the clutterBuild your press release around people (tell a story!)When possible, ID a person who media can contact who is PERSONALLY affected by the topicHave contact info for the person available (phone, email)Putting a face to a topic is impactfulProvide added facts in bullet pointsMake it easy for reporters to understand WHY your story is importantTo get to the top of the pile, get to know the reportersCultivate the relationship before, during and after the storyMeet them informally – coffee works!Know who makes the decisions at the media outletCheck in with them from time-to-timeFollow the reporters on social mediaCreate a relationship – friendship/working relationshipTraits of a good press releaseTimelinessImpactProminenceConflictUnusualnessProximityThings to avoid in a press releaseHave a news-like headlineStay away from being sales-yAssume NO knowledge on the part of the readerDon’t use overly hyped up words, adjectives or jargonStick to the factsKeep it (normally) to one page (400 – 600 words)Interview best practicesAsk the topic matter, what org the journalist is with and what their deadline isAsk for questions ahead of timeAsk the journalist their knowledge on the topic Give answers as if you were speaking to a 6th grader (average reading level of the public)Avoid jargonThink about the message YOU want to impart and focus your responses on thatAlternatives to a press releaseInfographics – can use Venngage or Canva (free online tools)Video – can use your phone or online tools such as Promo, Animoto or MagistaFact sheetsHold a press conferenceOp/Ed articlesStart with a sentence – should summarize the main point you want to makeForget objectivity – this is an opinion piece, you don’t need to be objectiveBe informal – write as if you were debating a friendBack up your opinion – data, anecdotes, quotes – you need to support your opinion to make the point you’re trying to get across more powerfulKeep it short and simple – same as a press release, think in terms of 400-600 wordsKnow your audience and outlet – every media outlet is different when it comes to op-ed rules and audiences they serveDeveloping a media listAssess your target audienceResearch the media outletsWhat topics does the outlet coverWhat is the outlet’s reach/audience sizeWhat’s the frequency of publicationKnow the precise contact personDon’t send to a general contact address or formRead your target media outlet and see who covers the type of story you’re pitching, know the different job titles you might wantDon’t send to multiple people in the same outlet as it can look like you’re spamming themTailor the pitch and release to that personOrganize and update your listWhat to do when stories go badIf facts are wrong, reach out immediately to the reporterIf no correction is necessary, but context is important, say soIf a correct IS necessary, ask for that or a follow-up storyIf the reporter won’t make a correction, ask for their supervisor (editor/producer)WORST CASE: Tell the reporter/editor that the mistake and lack of correction will impact the future of your relationshipCreating good social media contentUnderstand psychologyLearn what motivates your customers Conduct surveys or polls Analyze commentsAnalytics let you know what is effective and the reachFind demographic info about your audienceFigure out what value your posts provide to your audienceBe a good copywriterCommunicate effectively and succinctlySelect content that grabs attention and holds interestPlay on their triggers and emotions (goes back to what you learned about the psychology of your audience)Be surprising/interesting (give them the unexpected)Cut out jargon, complex language – make sure your audience knows what you’re sayingBe analyticalDo the initial research to understand the audienceLearn when your audience is online, content they react do, demographics, etc.Review your analytics to plan contentKnowing times/days to postExperiment with content and see what sticks70/20/10 formula for content70 percent original content focusing on your audience20 percent other people’s content (retweets, likes, reposts, shares)10 percent self promotionUse strategic communicationConsistent content creation across platforms for audience is keyThe overall message can be the sameDelivery should be different depending on platformThink monthly/quarterlyImpossible to plan too far aheadCreate a social media calendar for a few months at a timeNeed to be flexibleLine up your calendarReady to go with trendsCreate content based on breaking news, holidays/occasions, trending contentAdopt new platformsAlways be open to new platforms as they arise or as your business/organization changesPlanning content toolsHootsuite (free tool) – ability to manage 3 social profiles in one place and schedule 30 posts in advanceBuffer (free tool) – similar to Hootsuite in abilitiesTweetDeck (free tool) – Twitter-specific tool allowing you to manage Twitter posts, lists and check analyticsFacebook Insights – built into Facebook, allows you to schedule posts and view analyticsInstagram Insights – built into Instagram, allows you to schedule posts and view analyticsSession Three: Smartphone trainingPhone camera settingsRecommended: 720 HD, 30 FPSAlternatives:4K/1080 HD (will use more phone storage)24 FPS for cinematic look and feel60 FPS if you plan to use slow-mo during editLandscape vs. portraitLandscape (horizontal)YouTubeFacebook, Twitter, etc.Big screenPortrait (vertical)SnapchatInstagramNever both at the same timeThree keys to professional videoStabilityEliminate or minimize shakinessUse a tripodIf no tripod, use your surroundingsTabletop or groundTrees/wallsTuck elbows, hold camera closer to bodyLightingLight source (sun, windows, etc.) ALWAYS at your backInterview subject should FACE the lightIf indoors, try to move subject underlightsNEVER shoot into the lightSigns of poor lighting technique? “Light halo” in video, subject is darker than background, lack of crispness in videoSoundGet CLOSE – an arm’s length awayAccount for “ambient” sound: construction, children playing, traffic noiseUse wireless ear plugsIndoors: lights that give off a “hum”, vacuum cleaners in the background, people talkingPanning and zoomingNEVER zoom with your phone cameraLoses resolution and quality“Move with your feet” (get closer)Pan SLOWLY and STEADILYPick a starting and ending point“Short distance” pansAvoid quick, sweeping pansFramingGet close enough to maximize the experienceFaces and fronts, not butts and backsSequence shots: close, medium and wideMatch actionShoot lots and lots of footage, then shoot MORESession Four: Elevator pitches (and how to give them)Elevator pitch basicsFocus on one messageDo some research on your audienceDecide on your angle for that audience Map out your storyPlan on 30 seconds to 1 minute for the pitchPitch layoutOpen with:Introductions – this is where you establish your credibility and relevance to your audienceMain body:Personal story – could be yours or an example from your workClose:Summarize and ideally have an “ask” – you always need to end with an action step asked of your audience ................
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