Sports PR Exam 3
news conferences, live interviews
besides face to face, also advisable for crisis communication
apology
rebuilding posture - accept full responsibility
pre crisis (forecast), crisis response, post crisis
three stages when preparing for a crisis
story angle, technical info reporter may need (stats, etc.), deadline
topics PR person should ask about when reporter requests interview with coach or player
not for attribution
without identifying the source. Often used in politics.
PR sport professional
works with the media during a crisis
project voice but don't yell, enunciate to be understood, don't rush, vary pace and voice inflection, stand up straight/don't be statue, don't fidget, no um or like, move but don't burst their personal bubble, look at audience members and connect/don't let eyes dart, gesture but not over the top, facial expressions
11 tips for delivering an effective speech
reputation
A crisis affects this. The way the organization responds either calms waters or stirs the pot.
before
A crisis plan should be in place _____ a crisis occurs.
what questions will be asked
As a PR person, don't ask this because reporters might not like it.
presentation
Consider what type of media is interviewing. It makes a difference. Image is everything - appearance.
bridging
Deal with the question honestly and briefly. Then move logically to your message. Yes, and in addition I would like to say...
flagging
Emphasize to reporters what you want them to highlight - what one piece of info you want them to publish. The most important thing is...
media advisory, notify all media at same time, for breaking give at least a few hours and as much time as possible, for good news give them a day to prolong news cycle
How do you notify media of news conference?
parking space available, seating, technical requirements, location (centrally located and easy to find)
If a news conference must be off site, consider these factors.
respond
If you don't ______, you are stirring the pot. A good one calms everything.
on the record
Journalists consider any remarks on Twitter or other social media as __________.
website page
Make a new ____ just for the crisis.
likelihood, impact
PR practitioners should prioritize a crisis based on these two dimensions.
hooking
Prompt next question by ending a response with a hook. If interviewee doesn't respond, use bridging. And that's just one possibility...
facial cues, tone of voice, words
The success of a speech is determined by more than what is said. 55 percent is retained from good __________, 38 percent is ________ and 7 percent is _____.
true
True or false: Reputations can be enhanced during a crisis.
build and enhance relationships with key publics
Unmediated communication helps sport organizations do what?
as soon as possible
When should you announce a news conference? better you than someone else on social media
Q&A
When training a speaker for this, PR person must help anticipate questions and formulate responses and practice bridging. Speaker writes speech or outline or PR team writes the speech, but speaker has final authority.
make a statement
When you perceive a crisis is over, do this. It is sometimes easy to know, but it's sometimes hard to judge.
on-site
Where should a news conference be held if possible?
Rule of 3s (for interviewee)
Write down, memorize and state three messages organization wants delivered. State each of three three times. Doesn't have to be exact, but you get the gist.
eliminates favoritism, makes PR job easier (one event), pro organizations are mandated to do it after game or one day after
advantages of news conference
off the record
agreement prohibiting reporter from using info in any way in pursuit of story. Info is given to reporter so he/she can better understand situation. Info not to be disseminated, even in conversation. Don't release info because once it's released, it can't be controlled.
PR practitioner's jobs during media day
anticipate which players will be popular and train them, have more trained and available, tell coaches to run visually stunning plays, photos of team - pick background, etc.
10 recommendations for dealing with media in a crisis
be truthful, anticipate difficult questions, never say no comment, don't speculate, don't make off the record statements, don't promote organization's product or services, don't ask media to withhold damaging info, remain calm and professional, recognize reporters might not regularly deal with team, track coverage & internet chatter
high school clinics
benefits of these are: children benefit from athlete role models, children have access to one on one instruction, children develop interest in HS team, student athletes learn responsibility, student athletes have greater appreciation for coaches, student-athletes' reputation is enhanced, children who attend are likely more skilled in HS, team bonding
Tuesday, Wednesday, Thursday
best days to release info to media - followed by Monday
hotel
best place for off-site news conference because of room setup services and sound system
victimage
bolstering - emphasize how org has suffered because of crisis
ingratiation
bolstering - heap praise on its stakeholders for their support
diversion
bolstering - redirect attention away from org to players and fans who suffer because of crisis
reminding
bolstering - remind key publics about positive thing org has done
radio interviews
can be done on phone, don't get too relaxed, stick to message
clinic considerations
careful scheduling, advance promo, coordination among all parties, risk management/insurance
open house considerations
clean presentable site, promo event, provide incentives, make effort to exceed guests' expectations, use appropriate org. reps to meet and greet, if guided tours only best places, collect contact info from attendees for future communication
caravan considerations
communities with big crowds, dates that don't conflict with other major events, accommodations for reps who must spend the night, plan around public and media - separate events, allow time for rep to relax, promo event to secure big crowds
How effective - was it activated correctly? How quickly did team assess situation, select response strategy?
considerations for assessing a crisis response
podium should have signage/logo on front, dais (head table raised slightly where interviewees sit), multibox, lighting (normal, key, fill lights)
considerations for room setup/equipment for a news conference
justification
diminishment posture - minimizes amount of perceived damage, use when crisis produced minimal injuries or damage, when victims bear significant responsibility for their injuries
excusing
diminishment posture - organization had minimal or no responsibility
cold and impersonal, format awkward and uncomfy, bright lights mess with interviewees' vision, not spontaneous, no scoop
disadvantages of news conference
not having home turf advantage, cost
disadvantages of off-site news conference
tragedy, something violent, coach firing, player trade, free agent signing, facility construction
examples of major events worthy of news conference
physical plant, on-field, family, corporate, player personnel
five common types of crises sport organizations might face
ensure senior-level management supports it, maintain involvement of key personnel, ensure all employees recognize existence of plan and importance (one voice), test plan (mock drills), use plan - don't deviate
five steps involved in developing crisis plan
atmospherics, press kits, adherence to strict format, room setup/equipment, quote service
five things that determine success of news conference
public speeches, personal appearances, promo tours, clinics, open houses/fan days
forms of unmediated communication
development of personal connections with members of key publics, production of goodwill and favorable attitudes among key publics, generation of publicity, ability to generate revenue
four benefits/results of unmediated communication for sport organization
incentives/pay/contractual obligation, purpose of event/how it will unfold/what they will do, match reps' personal interests with event, orientation meeting before event
four things PR person must convey to speaker to make sure he/she understands expected goal and conduct of appearance
news conference
goal of this is to disseminate newsworthy info to targeted publics via media
Houston Astros, Montana State
had successful crisis response examples in textbook
Duke, Roger Clemens, Terrell Owens
had unsuccessful crisis response examples in textbook
PR person
identifying spokespersons: this person is often spokesperson, but may have less credibility.
CEO
identifying spokespersons: this person should be at major announcements, but not always spokesperson. May be unprepared, may not have charisma to make positive impression.
activate team, preliminary info shared internally, initial statement to media
initial steps for PR team in managing a crisis
TV interviews
keep answers concise (10-20 seconds, pause before you answer to collect thoughts), repeat key messages you memorized, look at reporter, practice posture/appearance/nonverbal gestures (record mock interview)
prepping the interviewee
know story topic/angle/sources, anticipate possible questions (think like a reporter), if you know it's about bad news, make sure outline for interviewee has facts/stats/info about good news
crisis team determines length and frequency of meetings and when to declare crisis is over
last steps for PR team in managing crisis
How can the plan be improved before the next crisis?
most important question for assessing a crisis response
working with media
most important task during a crisis
face-to-face
most persuasive communication channel
print interviews
no time restraints, more in depth, better odds of getting message out, better likelihood of misquotes or out of context quotes if no recording, you can prompt reporter to record if you record as interviewee.
bolstering posture
not designed to stand alone, use with other strategies
crisis plan
offers guidance on how to proceed after crisis has occurred: specify roles people play, address contact procedures, address how to share info internally and externally
interview
opportunity for organization to communicate message through athletes
guide for speakers who use electronic presentations
practice speech with it, arrive early to check tech stuff, don't display or hand out materials before you're ready to discuss or after you discuss, make sure presentation is easily understood, don't block audiences' view, talk to audience - don't turn around and read from slide
message development
prepping the interviewee - have responses/messages ready for interviewee, sticking to key messages helps influence direction of interview
organization owns/leases/controls that area, flexibility in timing and setting up, news media familiar, minimizes time demands of personnel, greater control of message and atmosphere
reasons news conference should be on site
compensation
rebuilding posture - money or gifts for those harmed
what PR people should do when fielding media requests
set up interview and make sure it happens, use opportunity to ask what type of info reporter might need, story angle
list most likely scenarios for crises and responses, initiation of plan - who does it?, definition of response teams, internal communication plan (call tree), external communication plan, initial media statement, spokesperson identification (usually CEO)
seven key elements of a crisis plan
crisis
situation or occurrence possessing the potential to significantly damage a sport organization's financial stability or credibility with constituents
announce news or give response of major importance, serve media's interest when prominent spokesperson is available only for short time, avoid accusations of playing favs among reporters, if it will get media info they couldn't in simpler way such as news release, major event/emergency scenario
suggested reasons to hold a news conference
clear sense of who audience is, how they will react , what they want
things great speakers must understand about audience
know media's schedules, know and beat competition, know news cycle
things to consider when making a news conference announcement - rules for deciding
face to face interaction builds relationships, audiences who attend are usually already interested and favorable, sport org has a lot of control over message
three advantages of unmediated communication tactics
type of crisis (affects how key publics are likely to perceive organization), organization's crisis history, overall reputation
three issues a crisis response strategy is based on
attack accuser by challenging those making claims (threat of lawsuit), denial that crisis exists and explanation why not, scapegoating
three strategies in denial posture category
dress, composure, mannerisms
three things that should be considered regarding interviewee's appearance
ability to speak well and make organization look good, ability to interact well with crowd, ability to retain knowledge about organization and use it in presentation
three ways to identify a great speaker
newsworthy info, who is saying it (spokesperson)
two important factors that interest media in a news conference
maximize exposure, minimize demands on organization
two reasons media days are good for organization
suddenly and with no warning, warning signs there
two types of crises that occur
unmediated communication
two-way contact with many key publics that doesn't pass through media
controlling post-event interviews
use your media policy that outlines procedures, PR people manage the situation (polling media about who they want to interview, bring interviewees to media room, escort athlete to interview area, rights-holding media often given preferential treatment for post-event interviews)
denial posture
used when facing false rumors, unwarranted challenges
TIPCUP
what news media use to evaluate if a news conference is newsworthy
within an hour
when an organization should first respond to a crisis
determine key messages (repeat in everything you send), choose communication channels
when communicating in a crisis, two things that must be considered to make sure organization is effective
diminishment posture
when crisis is accident beyond organization's control, especially when unfavorable crisis history or poor reputation
rebuilding posture
when preventable crisis occurs or when organization with weak crisis history and poor reputation suffers accident
eliminates surprise
why a reporter might not want to tell a PR person the story angle