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?2020 Retransmission Consent: Communications Best PracticesThe purpose of this document is to provide a guide to communicating consistently and clearly to both internal and external audiences about Retransmission Consent. It includes a situation analysis, and outlines communications suggestions. The document should be used in conjunction with the “Messaging Framework,” also found in the toolkit.As appropriate, you’re encouraged to share this information with staff. Situation AnalysisIt’s important to understand that our approach to dealing with Retransmission Consent and how we talk about it are evolving. First and foremost, cable companies are continuing to work hard to offer compelling channel line-ups and keep fees as low as possible – nothing has changed there. Through good faith negotiations, we want to avoid any kind of customer impact such as channel blackouts or dropped channels. While we have always fought these increases, broadcaster consolidation has made this situation even more “David vs. Goliath” than it was before. Now, it is virtually impossible for us to fight against these fees because huge corporate entities simply have a greater ability to outspend and outmuscle us in the fight. Therefore, we’re pivoting in our approach, redirecting our energy and efforts, and doubling down on caring for our customers the best ways we can. One thing we can do is inform them about alternative ways to receive their broadcast stations, through over-the-air (OTA) antennas and streaming services such as HULU, NBC’s Peacock, CBS All Access, Roku or YouTube TV. It can also be noted that most broadcasters will also make their local newscasts available for free on their websites and apps. While we may not have wanted to highlight these alternatives in the past because of cord-cutting fears, our core business is now more focused on our high-speed service as opposed to the content offered. We care very much about robust channel offerings, but if our customers need to save money, the message customers is that they have options.While the harm of Retransmission Consent may not be going away, there are a few simple ways you can help better position the company to handle the potential impact of Retransmission Consent negotiations. Suggestions and TipsEnsure the Organization is Informed: Internal Communication Is CriticalEven though customer care representatives will probably be the ones fielding calls about Retransmission Consent increases, we must inform our entire organization about what is happening and keep it updated as the process unfolds. This is one of the single most important things we can do. Our own employees are our best ambassadors. They all have friends, family and neighbors who post online, email, call and discuss issues such as this one. We would not want employees placed in a position where they felt they must avoid rate increase conversations because they were not well informed. By investing time and explaining the issue and why it matters to our employees and our community, we are engaging them as valued advocates and team members.Be Direct and TransparentThe Retransmission Consent fee increase should not be misrepresented, avoided or hidden but tackled directly and head on by well-informed employees. Our transparency (or lack thereof) speaks volumes about the character of our organization. Express Genuine GratitudeWhile we do our best to combat increases, the Retransmission Consent issue “is what it is.” That said, employees should never be dismissive of customer frustrations, but instead use this challenge as an opportunity to inform customers about what is happening, express gratitude and acknowledge loyalty.Highlight the Value of Our Service Overall and Remind Customers of EnhancementsConversations about Retransmission Consent can also be a great time to reiterate the value of our service overall. Have we made any improvements or added any services from which this customer has benefitted? Now would be a great time to share those.Shift to Positive Messaging as AppropriateA customer’s immediate inclination (and rightfully so) is to focus on the negative impact (discussing increased fees or lost channels), but once we have fully explained the issue, and if a customer indicates a desire for a change, we should try to appropriately pivot to discussing convenient new streaming services that can help meet customer needs. This way, our interaction is not about a net loss, but possibly even a net gain as these streaming services can “go with you.” Be sensitive in using this approach when dealing with customers who may identify as “low tech.”Know the Alternatives We OfferIt’s much easier to speak with authority if we fully understand the streaming alternatives we are discussing. Take a moment to explore alternative streaming services such as HULU, YouTube TV, NBC Peacock, CBS All Access. If appropriate, consider offering “hands on” training sessions where employees can explore streaming services.Make Changing EasyIf we have explored all options and a customer still requires a change as a result of these fee increases, let the customer know we are sorry we could not resolve the issue and pleasantly agree to help. Be sure to make the change and process the transaction as professionally and easily as possible. Make the Most of Social MediaSocial and digital media outlets such as Twitter, Instagram and Facebook can be effective low/no cost ways to communicate with various audiences about your retransmission consent negotiations. These resources in this toolkit provide fact-based content for you to re-purpose on social/digital media outlets:Just the Facts One SheetFrequently Asked Questions (FAQ)InfographicsVideos ................
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