Transcript Media Training

Practice Manager Conference
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MEDIA FRIENDLY
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www.mediafriendly.org
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01628-474154
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[email protected]
BRAND VALUES
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Apple $104.3 billion
Microsoft $56.7 billion
Coca-Cola $54.9 billion
NHS? World famous
BBC? Best brand for “truth” in world
Privatise / abolish the NHS?
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Easier to abolish PCTs / SHAs
PCTs - £40 per head – abolished
Public reaction – almost none (outside
NHS)
SHAs – Gone - ditto
CCGs - £25 per head – public
awareness – very low (outside NHS)
No Public Outcry – why?
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Why no public outcry when PCTs
abolished?
Answer – lack of awareness.
Consequences – Mental Health suffers,
Public Health to Local Authorities.
Did they communicate properly (outside
the NHS)? NO
Should they have done more? YES
All about profile
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PCTs – public profile low – abolished
Communication of brand – v low
CCGs – public profile low – ripe for
abolition / privatisation?
Communication of brand – v low
NHS – public profile high (1948 / Bevan)
Risk of abolition – politically – low
Risk of privatisation – back door - high
Lack of Communication
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New Labour – NHS achievements
18 week target – benefits not
communicated properly
Use simple example – Hip Replacement
From 5 years to 18 weeks
Dramatic progress
Tell em, tell em, tell em
Investment in Communication
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Red Bull spends 60% of profits on
Marketing.
Public Sector – huge underfunding in
communication cf Private Sector
KPMG London Office – 1000
employees – 32 Press Officers
Queen Mary’s Sidcup – 3500
employees – 1.5 Press Officers (2002)
Investment in Comms
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Manage Reputation of Brand – in Crisis
+ Promote Brand – proactive PR
Training for SMT + Practice Managers –
Media Training + Proactive PR
Proactive PR skills for selected depts.
Social Media Skills? Option. Risks
Commentary (CEO / FD) = outreach
MEDIA GAFFES
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John Gummer – BSE / CJD
MEDIA GAFFES
Tony Hayward - BP
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“It’s only a drop in the ocean”
“I want my life back”
Photographed sailing around the Isle
of Wight at peak of disaster.
Sharon Shoesmith –
Haringey Council
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Failed to say “Sorry” for 9 days – Baby
Peter
MEDIA GAFFES
Gerald Ratner
MEDIA GAFFES
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Patricia Hewitt – Best year yet for NHS
13,000 nurses lost their jobs
Result – Alan Johnson
The need for good Media
Relations
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No Comment - Empty Chair
Lockerbie / PAN AM
Result: Bankrupt within 12 months
MEDIA SUCCESS
Kegworth – British Midland
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Sir Michael Bishop – live phone i/v
Share price UP
Gordon Brown - Bigot
WHO IS YOUR AUDIENCE?
Raising awareness wider
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The public (public opinion counts to
politicians)
Your customers
Your staff / personnel
Colleagues
Your partners – private and public
sector (stakeholders)
Politicians
How to Handle a Media
Enquiry - Preparation
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Contact details of enquirer
The subject matter
The deadline
The line of questioning
Who else have you spoken to
The length of the interview
The location
Name and nature of the programme.
TAKING CONTROL
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Biggest fear - journalists can ask you
anything.
You don’t have answers to everything.
So, you need some basic tools.
MINDSETS FOR CONTROL
Managing the media
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Two mindsets - Crisis and Success.
Set of tools for each.
Handle any and every media interview.
SUCCESS MESSAGES
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ABC - Answer / Address.
Bridge.
Communicate.
Formulate 3 key bullet points.
Insert 1 point per answer.
Regardless of questions.
CRISIS MANAGEMENT
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Remember the three R’s.
Regret.
Reason.
Remedy.
+ Context.
KEY MESSAGES
“Stop Smoking”
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Biggest day in Public Health for 60
years.
Save thousands of lives (Passive
smoking kills 1000s)
Even smokers support smoking ban
(70% of smokers support the ban)
15 minutes to prepare
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3 Key messages
2 Key facts
Anticipate difficult questions –
What
Why
How
Questions journalists ask
5 W’s + H
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1 – What?
2 – Why?
3 – How? / How much, how many?
4 – Where?
5 – When?
6 – Who? (Who’s to blame?!)
Avoiding “No Comment”
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Media need one quote.
State the facts - public domain.
Non prejudicial - investigation ...
Explain the process.
Talk in general terms, not specific case.
No “off the record” briefings.
WHAT MAKES A STORY
Key words
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Event
Launch
Campaign
Numbers - Money – how much funding
Jobs – how many
Awards / Gongs
Human interest – case studies
Pictures – of people