Confronting a potential crisis before it hits you might evenallow you to deflect it before it causes any damage – otherwise being prepared can minimise its impact – and perhaps leave you looking positive in the eyes of the kedia and public.
Module 1: Setting the scene
My qualifications for delivering the training; housekeeping; notes, questions, handouts; participants introduce themselves, their experience(s) with the media and outline the potential crisis. All information is held in strictest confidence.
Module 2: The Nature of the Media
Legal differences affecting the way your crisis is presented to the public; who to be more concerned about – the local media or the nationals? what is a crisis to the media? Which topics are most newsworthy? Is everyone interested in you crisis? Is anyone? The changes in the media and the resultant advantages and disadvantages in the way your crisis becomes public. Opportunities and dangers of the new media.
Module 3: Aspects of Crisis
What the media is looking for; what will you call your crisis?; how you plan to handle the pressure – appointing a spokesperson; media deadlines; internal and external communications; pros and cons of press conferences; your hidden Achilles’ Heel which virtually no-one thinks of beforehand; when does the crisis finish?
Module 4: Radio Interview
A light-hearted 30 second radio interview for each participant which, although fun, illustrates five serious aspects of media interviews and communication considerations and skills – particularly in a crisis environment.
Module 5: Effective Media Interview Skills
The four cornerstones of success. Why the participant has been chosen; how the media avoid the ‘spokesperson’; the three stages of most news stories. Kelly’s Bow Tie strategy – to win every media interview – the trick to deliver messages early. The essential approach to messages. Preparation; taking control of the journalist by asking five important questions; tricks of impact. Delivery – many tricks and considerations including four Golden Guidelines. The magic formula for disaster – providing up to five positive messages in any crisis situation. Live vs pre-recorded; buying time live.
Preparing for a tv interview. Appearance: dress, hands, eyes, smiling body language – positive and negative. Smiling in bad news.
Module 6: Television Interview 1
Chris plays the role of a friendly reporter to tease out the essential elements of the potential crisis, looking for positive messages that might be used and what be said in mitigation.
Twelve or so tricks reporters use to catch people out, confuse them or make them sound foolish. Delivered with antidotes to all tricks.
Television Interview 2
Chris plays the role of the nasty, unfriendly reporter out to make the situation seem as bad as possible. This is with whichever people are expected to be put up for interview should it be necessary. Again, the outcome will be the generation of positive messages and the minimising of potential bad messages. Attention will be paid to body language.
Toward the end
A short summary of the key points of the day and positive messages to deliver. Distribution of website handouts.