The Showdown: Dealing with the Media

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The ShowdownDealing with the Media

• GFOAT Spring Institute
• February 20, 2009

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Were the finance people, why do we care about
the media?

• Media Coverage Has Changed and Evolved
• Myth - only external services and political
  positions need to care about media
• Reality - media has become more aware of, and
  interested in, the impact that good and bad
  financial issues can have upon city services,
  programs, facilities
• Capitalize on Good News / Damage Control Bad News
• One positive media story - build a tremendous
  amount of credibility
• Once negative media story - inspire riot, create
  unnecessary work, and change policy
• Understanding and embracing the benefits of
  working with the media can benefit you, your
  department, your city manager, your city council,
  and your community
• Current and Future Economic and Political Climate
  
• Finance issues rising to the top of the media
  coverage priority list
• New Technologies information, correct and
  incorrect, takes on a life of its own

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High Priority and High Profile

• County told to cut 10 of expenses. Judge says
  leaner budget necessity for next fiscal year
• - April 18, 2009
• City to try turning off some street lights to
  save money
• - April 19, 2009
• Imprudent, unwise and offensive paper riled
  over 4 raises given to council appointed
  staffers
• - April 10, 2009
• Citys pension funds take a hit
• - April 5, 2009

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High Priority and High Profile

• City Officials expected shortfalls in revenue as
  they planned for this years budget and made
  adjustments to compensate
• - April 12, 2009
• Next Mayor faces dismal financial outlook
  current fiscal year is a walk in the park
  compared to what city will experience in 2010
• - April 12, 2009
• Residents react to water rate increase city
  leaders respond
• - April 2, 2007

City seeking new Finance Director third in
three years - April 14, 2009
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News Events Occur in all shapes and sizes

• Positive
• Neutral / Informational
• Negative
• When Faced with Conveying News
• Two Key Communication Goals
• Ensure most accurate and positive story possible
• Convey your message effectively and efficiently
• Three Primary Communication Stages
• Pre-Event
• The Event
• Post-Event

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Stage 1 Pre Event Relationship Building

• Important, yet often forgotten or neglected stage
  
• Build positive relationships when the news is
  good
• Reporters are human
• They too are susceptible to flattery,
  demonstrated interest, and casual
  conversation
• Stage often viewed as unnecessary, touchy-feely
  acts of kindnessreality, self-serving foundation

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The Reporter Love Bank

• Goal Increase balance during the fruitful
  periods
• Result Large withdrawal wont create
  deficit
• What to Do
• Provide story Ideas Take them to Lunch
• Return phone calls promptly Respect their
  deadlines
• Go the extra step Be responsive

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Stage 2 The Event

• Two Types of News Events
• Slow Building
• Mounting Stress, Anxiety, Problem Avoidance
• Utility Increases, tax hikes, construction
  projects
• Emergency
• Phone Calls, reporters in lobby, satellite trucks
• Weather, water main breaks, Hazmat, etc.

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Stage 2 The Event

• Three Stages of Communication
• Event Assessment
• Message and Messenger Identification
• Message Communication

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Event Assessment

• Positive, neutral, or negative
• What, who, why, when, result
• Solution and timeline
• Devils advocate anticipate the tough questions
  
• Gather facts and figures
• Verify all information
• Thorough reconnaissance prevents future
  embarrassment

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Message Identification

• Identify Message
• Craft message carefully
• What do they want to know?
• What do we want them to know?
• Consider all audiences (reporters, residents,
  other cities)
• Answer all questions up front
• Anticipate criticism / build responses into
  message
• Minimize residual coverage
• Holding Out Keeps em coming back for more

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Messenger Identification

• One Voice
• Consistent message, builds trust over time
• Field Expert
• Instant credibility, knowledge and language
• Hybrid
• Case-by-case basis

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Message Communication Tell It All, Tell It Now,
Tell It Once

• Identify Appropriate Means of Communication
• Media release
• Interviews (In-person, phone, or email)
• Press conference
• Internal communication tools (Web site, TV)
• Combination

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Message Communication Tell It All, Tell It Now,
Tell It Once

• Provide As much information as possible, as fast
  as possible
• Dont Tell More than is necessary
• Always Tell the Truth
• Dont ever say something you cant defend the
  next day
• Convey consistent message to all media
  representatives
• Proactively neutralize potentially negative
  questions and info
• If additional information releases are necessary,
  provide schedule and stick to it
• Stay on message and redirect back to message
• Never let the opposition or a reporter define
  your message

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Stage 3 Post-Event

• Correct inaccurate reporting of facts/figures
• Dont correct bad or slanted reporting
• Continue to report solutions and progress
• Provide supportive story ideas and photos
• Dont hold grudges. They arent.

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The Showdown Dealing with the mediaSummary

• Three Communication Stages
• Pre-Event
• The Event
• Post-Event
• Three Key Goals
• Build the Relationships
• Tell the Truth
• Minimize Residual Coverage

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Working Closely with Staff to Interact
Effectively with the Media
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Working Closely with Staff to Interact
Effectively with the Media

• Pre-event
• Establish Relationships
• Get to know key staff members
• Learn their strengths
• Define roles
• Define procedure, policy, etc.
• Clarify individual (EO) preferences

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Working Closely with Staff to Interact
Effectively with the Media

• Event
• Understand staff member strengths
• Utilize their expert knowledge
• Define Roles (primary, informational)
• Control setting to optimize benefits
• Personal interaction/remain professional

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Working Closely with Staff to Interact
Effectively with the Media

• Post-Event
• Debrief
• Clarify and adjust message
• Convey consistent message through internal
  meansWeb site, newsletter, etc.

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Working Closely with Staff to Interact
Effectively with the Media

• Good Practices
• Agree upon consistent message
• Agree upon consistent policy
• Agree upon consistent procedures
• Air dirty laundry at home, not in media
• Present unified front

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Texas Association of Municipal Info Officers
(TAMIO)

• www.texastamio.org

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The ShowdownDealing with the Media

• GFOAT Spring Institute
• February 20, 2009