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