KELLI MATTHEWS | UNIVERSITY OF OREGON | VERVE NORTHWEST COMMUNICATIONS PLANNING | CRISIS + ISSUES MANAGEMENT | MEDIA TIPS STRATEGIC COMMUNICATIONS FOR NATURAL RESOURCES LEADERS 

FROM THE GROUND UP 

Maximize the Bene fi ts Minimize the Risks 

START WITH A PLAN 

FIND THE RIGHT MESSAGE FOR THE RIGHT PEOPLE AT THE RIGHT TIME USING THE RIGHT CHANNELS 

WHAT DO YOU NEED TO ACCOMPLISH? • We want to build our reputation and showcase the important work we do • We need to garner support from our community, regulators or legislators • We want to draw new customers to our business • We want to connect with employees and their families 

WHO ARE YOU TRYING TO REACH? • Define your audiences as clearly as possible. There’s no such thing as the “general public.” 

SITUATIONAL THEORY PROBLEM RECOGNITION CONSTRAINT RECOGNITION LEVEL OF INVOLVEMENT Those public with high problem recognition, low constraint recognition and high level of involvement are much more likely to be actively engaged in an issue. 

HOW DO THOSE AUDIENCES GET INFORMATION? 

PESO MODEL Credit: Spin Sucks • Website • Mobile site • Blogs • Email • Webinars • Videos • Podcasts • Social media • Word of mouth • Referrals • Partnerships • Influencer Engagement • Mentions • Shares • Reviews • Media coverage • Lead Generation • Sponsored Content • Display ads • Content promotion • Reputation • Authority • Thought Leadership 

UNDERSTAND YOUR AUDIENCES’ DECISION MAKING JOURNEY? 

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PROACTIVE VS. REACTIVE 

THREE STAGES OF CRISIS PRE-CRISIS ACUTE CRISIS POST CRISIS 

- Value of Reputations - Stakeholder Activism - Communication Technology - Broader View of Crises - Negligent Failure to Plan RECENT DEVELOPMENTS 

THE WORK YOU DO IN THE “CALM” HELPS YOU WEATHER THE “STORM.” 

ENVIRONMENTAL SCANNING LISTENING & MONITORING 

VALIDATED ACCEPTED WISDOM AVOID “NO COMMENT” RESPOND QUICKLY “STEALING THUNDER” 

STEALING THUNDER TELL IT FIRST. TELL IT FAST. TELL THEM WHAT YOU’RE GOING TO DO ABOUT IT. 

MEDIA RELATIONS 101 

-They are under intense pressure and heavy workload -They live and die by deadlines -They see themselves as public servants -They will go elsewhere for information if you can’t respond quickly enough They need you to be brief and use vibrant language (paint a picture) -They need you to think in headlines (speak in subheads) They need you to help them tell a story -You need to repeat, repeat, repeat EARNED MEDIA IS IMPORTANT. SO WHAT DOES THE MEDIA WANT FROM YOU? UNDERSTAND MEDIA’S NEEDS AND ROLE 

-Be helpful. -Ask the reporter what angle or topics they want to cover -Be prepared! -Be honest. -Don’t guess. Ever. -Don’t use jargon. -Never say “no comment.” MEDIA INTERVIEWS 

-Remember the reporter’s job. -Know everything you can about them. -Brainstorm questions and answers in advance. -What are the “rude Qs” you don’t want to be asked. -Set a time limit. -Assume everything is on the record. -Watch your non-verbal communications. PREPARE 

ASPECTS OF NON-VERBAL COMMUNICATION 

Defensive: crossed arms, leaning away, fl inching when asked a question Guilty: eyes shifting, heavy sweating, voice changing Angry: tense voice, clenched fi sts, expletives Nervous: shining position a lot, licking lips, smiling or laughing at inappropriate times Arrogant: looking down your nose, “talking down” to interviewer, using $100 words when simpler terms will do. BODY LANGUAGE 

The real issue is….. It’s important to emphasize.... - - - What people really need to know is.... - I can’t speculate on that, but what I can tell you is..... - I’m not the best one to answer that, but I can tell you.... - People have that misconception, but the truth is.... - Let me put this in some perspective..... BRIDGING PHRASES & PIVOT POINTS 

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Q&A