Creating an Effective Media & Crisis Plan

Sharon HendersonVP Communication and Public Affairs

Chartwell Retirement Residences

A day in my life…

Media Sandbox…

Advertising

Earned Media

Social Media

Issue Management

How messages are delivered about your residence and your brand:

What is earned media?

Why it matters: reputation

Recommendations from people I know: 84% Branded Websites 69% Consumer opinions posted online: 68% Editorial content such as a newspaper article: 67% Ads on TV: 62% Ads in newspapers: 61% Brand sponsorships: 61% Ads in magazines: 60% Emails I signed up for: 56% Ads on radio: 57% Ads served on search engine results, online video

ads and social network ads: 48% Online banner ads 42% Text ads on mobile phones 37%

Neilson Trust in Advertising Study

Opportunity to build brand recognition, community awareness and demographic outreach

Powerful tool to build good reputation with community influencers and consumers : legitimacy comes from someone else (respected journalist, news anchor or talk show host) talking positively about us,so it carries more weight

Does not require an expert just genuine, authentic stories combined with planning

The value of earned media

One good story is worth a hundred ads…

Compelling resident/employee stories Newsworthy events Celebrations

Milestone Birthdays, Anniversaries, etc. Good news

Charitable events, community partnerships Unique guests

Elected officials, guest speakers, etc.

Tips: Relevance is critical Uniqueness is important - find your “sweet spot” Disclose media attendance to staff and residents

#1 Good stories

Before Media advisoryAfter Media release + photoTopical Targeted outreach to local mediaExperts On-site support, as needed

Tips◦ Embrace traditional and online mediums◦ If something is working well, replicate it◦ Be sure to follow your organization's media protocol when dealing

with media

#2 Have a Plan

Realize the media have a job so understand what they are looking for

Open your doors and let them see the good your residence is doing

Be cautiously accessible Be genuine – people love authenticity Be seen as helping others, not helping yourself

Tips:◦ Map out your local media i.e.: who likes human interest stories◦ Do not “market” to reporters unless you are paying for it◦ Don’t wear out your welcome

#3 Build Relationships

The Power of Organic Word of Mouth

The flip side…

“Coroner investigates neglect at local retirement home”

“Senior dies after nurse refuses to give CPR “ “Senior diagnosed with listeriosis after eating tainted

meat in nursing home dies” “Resident abuse alleged in long term care home” “Fire in seniors home kills 3” “Senior goes missing from nursing home” “Theft caught on grannycam” “Outbreak shuts down seniors residence” “Senior charged with death of roommate in care home”

It can happen…

The evolution of media

When you least expect it…

What would you do if it happened to you?

AccurateResponsive

Truthful

A.R.T. of Crisis Communication

Have a Plan/Create a Policy Make sure all staff know what to do if the media

calls or a crisis hits – ◦ make sure they know who to transfer the call to ◦ no “off the record” comments◦ no responding to media calls unless you are designated

a residence spokesperson Before you respond consider the facts,

investigate situation Create key messages – discipline is critical Train key spokespeople in advance Monitor what is being said about you

Tips

1. Acknowledge the situation2. Accept you don’t have all the answers3. Avoid personal or specific information in

your first response4. Show you Care

Unexpected Media

Issue Preparedness – Map out a strategy

“In the absence of consistent messages, employees will fill the void with rumors and speculation. It takes 10 times the effort to correct misinformation than it does to deliver correct information in the first place.”

WatsonWyatt Report

Rebuilding a Reputation

1. Communicate with staff, residents and stakeholders quickly with the facts and your key messages

2. Don’t hesitate to offer a chance for people to express concerns and answer questions

3. Accept and share whatever “learning opportunities or changes implemented” that come out of the situation

4. Understand that social media comes with its own risks and a long lifecycle