Crisis, Media & Demonstrating the Value of PR

1. School PR 100C Crisis, Media & Demonstrating the Value of PR

2. Hello! Trinette Marquis Hobbs, APR 25+ years communication - healthcare, tech, ed Former district comms director Consultant - SchoolPRPro Professor - CSU Sacramento You can find me at @trinettemarquis & him @crosseyedcharlie

3. In this session • Crisis Comm 3 R’s • Media Relations • Demonstrating Value • Office/Life Hacks These slides as well as additional handouts are available at www.schoolprpro.comunder “Presentations”

4. 1. Crisis Comm 3 R’s Relationships, Roles, Resources

5. Types of Crisis • Physical Emergencies • Crisis of Confidence • Individual Incidents • Ongoing Issues

6. Three R’s of Crisis Who do you know? Who is doing what? What do you have in place? Relationships Roles Resources

7. Relationships Build your relational capital Stakeholder groups, leadership team Be honest Especially about challenges Make time to support neighboring agencies “Those” meetings & events

8. Roles Everyone knows who to call Who speaks for the district or school When information is confirmed, released Don’t forget support roles

9. Resources Collect “crisis material Organize in cloud folders People you can call Agencies you can call

10. Best PR is Doing the Right ThingPR Professionals Should Have a Seat at the Decision-Making Table Some crisis can be prevented – • Ethical and fiscally responsible actions & policies • High expectations & accountability for all • Openness, responsiveness and transparency • Caring and connected leaders & staff

11. When it Hits the Fan • Get the who, what, when, where, why • Always have confirmation, don’t speculate • Decide which facts can be shared without violating privacy, other laws or investigations • Decide who needs to know and in what order • Staff? Parents? Students? Community? • Draft statement & message points –make sure everyone is on the same page

12. Reaction= Reputation • Know and own the problem • What was the cause? • Know the solution • What are you doing about it? • How do you keep it from happening again? • Communicate well and often • Show appropriate emotion • Show commitment to solve problem – even if you don’t know how

13. Exploding Yogurt • In 2013, Chobani cups exploding off grocery shelves—literally • Bacteria caused a pressure build up inside the cups Response: • Immediately recalled all yogurt cups from Idaho plant • Staffers (including CEO) jumped onto social media to apologize and to personally address every tweet - 3,600 in 5 days • Personal letter to each of the 150,000 people that had an issue • “Your loyalty and Safety is something we cherish and never take for granted”

14. Keep Messages Simple • Put people first • We cannot share this information because the law requires us to protect the privacy of our staff/students • This is what we know so far about what happened . . . • We are deeply troubled/saddened by . . . . • Think long-term, take the high road

15. Step Up Offer PR Lense • Listen from an outsider’s perspective • Anticipate reactions and suggest strategy • Suggest best communication channels • Suggest appropriate spokesperson • Draft message points, phone scripts, letters, etc. • Always debrief

16. 3. Media Relations Times are changing

17. Don’t Try To Hide Bad News • Ask who knows? How likely is it to spread? • Get it over with – don’t let the news dribble out • Better for staff and community to hear bad news from you • Amount of time a crisis last depends on how you navigate

18. April 29, 2010 After spill The New York Times reported Hayward said (to fellow BP executives) "What the hell did we do to deserve this?" May 18, 2010 "The environmental impact of this disaster is likely to be very, very modest," Hayward told reporters. When asked about whether he was able to sleep at night in light of the oil spill's disastrous effects, he replied, "Of course I can." May 31, 2010 Hayward told reporters, "The first thing to say is I'm sorry." He continued, "We're sorry for the massive disruption it's caused their lives. There's no one who wants this over more than I do. I would like my life back."

19. No Comment Alternatives • It is premature to discuss that • That is a hypothetical question I can’t answer • I cannot discuss that because it is part of an ongoing investigation • Our top priority right now is the safety of students– I would be happy to schedule a time to talk to you later • I haven’t heard all the information yet – I will get back to you when I know more

20. Trust & Friendly Pressure • Relationships • Ethical • Make it easy for them • Compete with them • Put the pressure on - data transparency

21. 3. Demonstrating Value The ROI

22. Tracking Ideas • School, type of school • Issue –effort and breadth • Activity by month • By tool/campaign • Monthly and annual compilation

23. Worksheet Idea • List of all tools • All levels • Use for • Brainstorming • Planning • Tracking • Evaluating

24. Reporting

25. ROI • Increased enrollment & dollars • Negative attention that DIDN’T make it into the media • Time spent with upset stakeholders who DIDN’T sue/call the media • Partnerships that bring opportunities, visibility & resources

26. Reporting Ideas • Closed board session • Monthly output reports • Web & social • Department wall

27. 4. Office/Life Hacks Building Resiliency

28. Audit Your Time • Tactical • Strategic • Visioning • Scanning • Connecting • Gratitude • Professional Development

29. Life Hacks • Protein • Sleep • Gratitude • Connection • Organization

30. Sample worksheet Everything from all 3 sessions www.schoolprpro.com Session Handouts

31. Thanks!! Any questions? You can find me at @Trinettemarquis & trinette@schoolprpro.com & FB: Trinette Marquis Hobbs

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