Reputation Management and the Media

Robin TreacherFellowChartered Institute of Public RelationsDirector of DTW VavasourJournalist with 25 years’ local government experience

This Presentation

•Getting on the Media’s wavelength

•Why bother with our reputation?

•Self-inflicted wounds

•Doing better

WHAT IS NEWS?

“News is what someone, somewhere is trying to suppress ...

everything else is advertising”

“Political language has to consist largely of euphemism, question-begging and sheer cloudy vagueness”

GEORGE ORWELLPolitics and the English Language1946

THE NATURE OF MEDIA

TV

(55% and steady)

Press

(15% and declining)

Radio

(11% steady)

Internet

(19% quickly

increasing)

What is your primary source of news?

Note: Demographics show faster increase in young with internet

WHY BOTHER WITH THE MEDIA?

Why bother with the media?

• Keeping residents informed leads to higher satisfaction levels• Huge importance to politicians• Reinforces confidence and trust in the Council• Quick and cheap way to explain policy or service changes• Accountable – helps the democratic franchise• Dilutes the bad news, which will happen anyway

The Silly Season• There are two known times of the year when there is a

News famine:

• Summer holidays

• Christmas holidays

This is a prime time for getting good news out.

It is also a danger period – especially for FoI

Who is the media?• Very diverse – over 2,000 titles• News has brand values! Guardian v Telegraph• Each media type has different requirements and needs• Which is most important to:

• - Your Council = News at Ten?

• - Your residents = Community Newsletters?

THE MEDIA HIERARCHY

• National television• National radio• Professional newspapers / magazines • National newspapers • Local television• Local radio• Local / regional daily newspapers• Local weekly and free newspapers

THE MEDIA HIERARCHY

• Local weekly and free newspapers• Local / regional daily newspapers• Local radio• Local television• National newspapers• Professional newspapers / magazines• National radio• National television

Media Myths

1) The media has to be truthful and balanced2) Off the record means you won’t quote me3) You cannot use this – it is embargoed4) If I ignore them they will go away5) Today’s newspapers are tomorrow’s fish and

chip wrappers

Alternatives to media relationsIf you don’t or won’t use the media pro-actively, what avenues are there?

•Advertising in the media (not editorial)•Advertising elsewhere (e.g. hoardings)•Publications – including a civic newspaper or magazine.•Web-based information•Face-to-face (meetings)

All lack the credibility of “independent” media, are slower and more costly

Managing your reputation - Why bother?- What makes a reputation?- Who matters?- Is it all about media relations?

Why Bother?

You already have a near monopoly!

Why bother?• Democratic franchise• Vulnerable clients – moral duty• Staff recruitment and retention• Promotes innovation and creativity• Attracts extra grants and funding vehicles• Fosters confidence• Attracts best partners and suppliers• Better time with regulators and enforcers

What makes a reputation?

• What we do – no substitute for good services• Community leadership (Kent smoking ban; Essex

post offices)• Responsiveness – especially disasters

IDeA/LGA identified

I. Media (especially pro-active)

II.A-Z guide

III.Regular civic newspapers

IV.Consistent branding

V.Ambassadorial staff

Reputation via the media• Not a local government strength• Not a main driver for public sector careers• Marketing, brand management, market

positioning – alien to those delivering council services?

• Reputation not a highly treasured asset• Private sector: “Reputation is the most valuable

intangible asset on the balance sheet”

Good reputation: Poor reputation

Examples of good?

Examples of poor?

Good = accumulation of positives

Poor = single issue

Hard to win: easy to lose

Reputation

Where do you get your information before making an assessment?

Self inflicted wounds

The media (and us) prefer bad news

Given half the chance a good story can turn bad

The media isn’t there to work on your behalf

How to avoid shooting yourself in the foot

• Remove careless or ambiguous wording

• Don’t use jargon or acronyms

• Spot a breaking story

• Don’t draw comfort from blaming someone else

• Don’t include worst case scenarios

• Don’t give absolute assurances

Think like a journalist

You should be.......• Gathering news from around the Council – and be pro-

active about it

• Bring about balance across Council priorities and service areas

• Build in good news to balance the bad

• Be sure to know when bad news might hit the fan

• Watch out for “pre-digested” news from colleagues

Everyone in your Council has a responsibility to think media

THE IMPORTANCE OF MESSAGING

Issue Analysis

• Strengths

– Three key messages you want to communicate

– ‘Safe ground’

• Weaknesses

– The angle the opposition is likely to take

– What you’d prefer not to be brought up

ANSWERING THE QUESTION

Interview ends

KEY MESSAGE 1 KEY MESSAGE 2 KEY MESSAGE 3

Substantiate Substantiate Substantiate

Insight Insight Insight

First question from journalist

ANSWERING THE QUESTION

Interview ends

Take decisive action

Maintain stability of

systemTake necessary

stepsGovernor, Chancellor

and I take any necessary action

We will do whatever we can

Over last few weeks

taken decisive action Sent message to

White House

Anything to benefit families and businesses

Action continued over the weekend

First question from journalist

ANSWERING THE QUESTION IN TIME

Weaknesses Strengths

Reputation and the media?

When it comes to reputation, the media can be the mechanism – not the menace

QUESTIONS?