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No Comment: How Not to Speak to the Media · Never speak extemporaneously Know what you can say,...
Transcript of No Comment: How Not to Speak to the Media · Never speak extemporaneously Know what you can say,...
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COMPREHENSIVE, DEFENSIBLE POLICY AND DAILY TRAINING C O M P R E H E N S I V E , D E F E N S I B L E P O L I C Y A N D D A I LY T R A I N I N G | L E X I P O L . C O M
No Comment:
How Not to Speak to the Media
Presented by:
Gordon Graham
Frank Cowan
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COMPREHENSIVE, DEFENSIBLE POLICY AND DAILY TRAINING
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About Lexipol
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COMPREHENSIVE, DEFENSIBLE POLICY AND DAILY TRAINING 3
Disclaimer
The materials provided in this webinar are for general
informational and educational purposes only. The
materials are not intended to be and should not be
considered legal advice or opinions. You should not
act upon any information presented without first
seeking legal counsel on your specific matter.
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COMPREHENSIVE, DEFENSIBLE POLICY AND DAILY TRAINING
Presenters
Gordon Graham
Attorney and Risk
Management Expert
Graham Research Consultants
Co-Founder, Lexipol
Frank Cowan
Freelance Photojournalist
Former Police Officer and
TV Reporter
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COMPREHENSIVE, DEFENSIBLE POLICY AND DAILY TRAINING 5
Introduction
X Risk Management Tragedy
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COMPREHENSIVE, DEFENSIBLE POLICY AND DAILY TRAINING 6
In the News
“Man fatally shot by Santa Maria police after lunging at officers with a knife” Santa Maria Times Gina Kim July 20, 2016
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COMPREHENSIVE, DEFENSIBLE POLICY AND DAILY TRAINING 7
POLICY
TRAINING
PLANNING
Media Relations
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COMPREHENSIVE, DEFENSIBLE POLICY AND DAILY TRAINING 8
Policy
Establishes accountability
Stresses importance of fast response
Provides clear direction on who can speak to the media
Provides clear direction on release of information on personnel and staff
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COMPREHENSIVE, DEFENSIBLE POLICY AND DAILY TRAINING 9
Public Information Officer
Designate a PIO, no
matter how small your
agency
Develop a PIO team of
trained individuals
Those filling the PIO
role should be:
-Smart
-Media savvy
-Professional
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COMPREHENSIVE, DEFENSIBLE POLICY AND DAILY TRAINING 10
Training
Formal training for PIO – 40-hour course
Informal training for chief, others who will/might talk with media (PIO trains others)
Training topics include: news conferences, one-on-one interviews, on-camera etiquette, general communications skills
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COMPREHENSIVE, DEFENSIBLE POLICY AND DAILY TRAINING 11
Planned News Conferences
Never speak
extemporaneously
Know what you can
say, what you can’t
Get your statement
vetted
Ensure all details
are accurate
Questions?
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COMPREHENSIVE, DEFENSIBLE POLICY AND DAILY TRAINING 12
Off-the-Cuff Interviews
Never say “no
comment”
Prepare and perfect
a general message
for these situations
Know how to create
a sound bite without
saying much
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COMPREHENSIVE, DEFENSIBLE POLICY AND DAILY TRAINING 13
Politics/Relationships
It IS political
How will you counter political pressure?
Don’t fight those who are against you—align with your supporters
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COMPREHENSIVE, DEFENSIBLE POLICY AND DAILY TRAINING 14
Work at the Speed of Social Media
Need to be fast
But also accurate
New media creates
new challenges
But also new options
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COMPREHENSIVE, DEFENSIBLE POLICY AND DAILY TRAINING
10 Rules for Crisis Communications
#1 • Develop a policy, a plan and a team.
#2
• News and social media don’t play by rules. Plan and act accordingly, but within your policy and plan.
#3 • Build interview and communications
skills through formal training.
#4
• Designate a PIO (staff the function). Remember: The PIO spot is not the dumping ground for the sluggos and malcontents.
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COMPREHENSIVE, DEFENSIBLE POLICY AND DAILY TRAINING
10 Rules for Crisis Communications
#5
• Know when to use a prepared statement and when you can answer questions.
#6 • Develop a strong, cohesive
message.
#7 • It’s all political—deal with it.
#8
• Don’t battle special interest groups. Focus on your supporters and allies.
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COMPREHENSIVE, DEFENSIBLE POLICY AND DAILY TRAINING
10 Rules for Crisis Communications
#9
• Move at the speed of social media.
#10 • If you have time to
think, use it.
Note: These
two rules
are not
contradictory!
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COMPREHENSIVE, DEFENSIBLE POLICY AND DAILY TRAINING
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COMPREHENSIVE, DEFENSIBLE POLICY AND DAILY TRAINING
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COMPREHENSIVE, DEFENSIBLE POLICY AND DAILY TRAINING
For More Information
www.lexipol.com/media-relations-webinar -10 Rules handout
-Sample Media Relations Policy
-Daily Training Bulletins focused on the communicating with the
media
-Presentation slides
-Recording of webinar
Questions?
Shannon Pieper, Director of Marketing Communications
949/276-9938 • [email protected]