Handling negative media coverage

Handling Negative Media Coverage

Crisis Communications

Janis R. EhlersThe Ehlers Group954-726-9228www.TheEhlersGroup.com

Robert WalkerRetirementHomes.com1-888-544-9124 x. 243RetirementHomes.com

“I am a firm believer in the people. If given the truth, they can be depended upon to meet any national crisis. The great

point is to bring them the real facts.”

– Abraham Lincoln

HANDLING NEGATIVE MEDIA COVERAGE

What is a Crisis?

Traumatic and stressful Seen or Quiet Involves conflict and drama


Audiences Affected by a Crisis

Residents Management, staff and employees Families of residents Families of management, staff and employees External community Media


Potential Crisis Areas and Situations

Building & physical plant Natural disasters Residents Employees


Potential Crisis Situations in Senior Communities

Death Accidents Fire Abuse Fraud-Embezzlement Sexual Harassment Missing Resident Personnel Issues Complaints or Accusations

Resident Care Disease Outbreak Fire Flooding

Natural Disasters Building Incidents Construction Issues

(Asbestos, mildew, mold) Industry Press


Stages of CrisisCrisis Occurs

Information Gap

Positive Factual information Reassurance Provide information

Communication

Positive outcomes Enhance reputation Enhanced public awareness

The Bad News SPIRAL Too little/wrong information Without information Work trickles out Rumors start Escalating rumors Confusion Reputation erodes Reputation damage “That was that community”


For Example-Hurricanes How will information be disseminated to various

audiences? What will be disseminated ? How will information be disseminated? Who will be the spokesperson? How will social media keep information available? Who will disseminate information?


Crisis Planning

Have a plan in place before a crisis Crisis team Designated spokesperson Trial runs & practice Media policy & requests Media kit & media resources Social media plan & policy


Each crisis situation may differ in the communication required & priorities

Residents Families Employees Media Social Media External Publics


Being Proactively Prepared1. The situation needs to be assessed

2. Determine the audiences affected

3. Gather the facts and analyze these facts

4. Develop the talking points & messages

5. Anticipate tough questions

6. Put the spokesperson out there

7. Never say no comment

8. Implement the media request policy

9. Weather the storm


Key messages

Concern for residents is #1 message Talking points—answer the 4 “W’s and the H”

1. What?2. When?3. Where?4. Who?5. How?

Explain what community is doing to help residents


Communication

1. Keep it simple and clear2. Stick to facts3. Consistent 4-5 key talking points 4. Crisis team knows talking points


Communication cont.

5. Rely on the spokesperson6. Determine the timetable as to

what will be said and when7. Speed is of the essence8. Consult attorney before making

statements


Media Tips1. They are doing their job2. They will report a story whether you speak to them or not3. Be prepared and stay on point4. If you don’t understand their question—ask for clarification5. Stick to the facts-less is more6. Ok—“I’m not able to provide that information”7. Not Ok—“No comment”8. Balance bad news with good9. Provide a positive perspective on your community/company10. There is some information authorities will release


Media Statement

1. Depending on the severity of the situation

2. Issue a press release regarding the situation

3. Use the CRA technique in the press release


CRA Technique Context

“In the five years we’ve been operating this community, we never have had a situation like this.”

Regret“Our main concern is for our residents. We are working closely with families to provide support …working with authorities…working with specialists.”

Action“We are reviewing our procedures and meeting with employees to ensure this situation does not occur again.”


Dealing with Newspaper Don’t ask to see the article in advance Don’t play the advertising trump card Press releases and media statements Letters to the editor Press kit They aren’t your friend May attempt to fan the fire (“he said”/”she said”)


Media Policy Determined in advance Guard residents’ and employees’ privacy Control media in building Role of spokesperson Log all media inquiries


Social Media and Crisis Communication

Take control of the situation Post Facebook & blog updates Use Twitter if applicable Determine in media policy who will post Determine the information that will be shared Act fast and take control of the messages Employees should understand who disseminates

information


Media List Create a list of local media/email

addresses/telephone numbers Have 24 hour telephone numbers –

weekends and holidays Maintain a list-log of all media inquiries

(name/publication) verify if “fishy” If police is notified/media is notified as well Have Twitter & Facebook contacts


After the Fact Review Reflect Regroup Prepare…for the next crisis


Robert WalkerRetirementHomes.com1-888-544-9124 x. 243

[email protected]

Janis R. EhlersThe Ehlers Group954-726-9228

[email protected]

News & Politics

Handling negative media coverage