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Monday, August 27, 2:45 pm-4:00 pm | Georgia Governors Tourism Conference | Marriott Atlanta Buckhead Presented By: Slide 2 Ellen Weaver Hartman, President, Hartman Public Relations Kelly Hornbuckle, Director of Marketing, Georgia Restaurant Association Slide 3 Media Training Preparing for Interviews Message Points Interviewing Dos & Donts Interviewing Techniques Traps Preparation Pays Crisis Management Crisis Objectives Responding to a Crisis Type of Crises Case Studies What Have We Learned? Q&A Slide 4 Slide 5 Slide 6 Know your objectives and messages Know your target audiences Determine your audience take-away Slide 7 Good, Strong Headline + Specific Examples/Support = Message Point Slide 8 Quick, powerful, brief (10 sec) Context and perspective Repetition Analogies (simplifies complex issues) Problems and solutions (research strategy) Slide 9 Slide 10 Answer positively Lead with important message Make sure you understand the question Use examples to illustrate your points Correct misinformation and tell the truth Keep answers short, simple, quotable Stick to your topic View each question as a topic area If you do not know the answer, say so It is OK to repeat messages Slide 11 Do not mislead Do not use technical jargon Do not speculate or respond with no comment Do not speak off the record Do not accept facts or figures unless true Do not comment on something someone else said Do not lose your cool Never say anything you would not want repeated Slide 12 Slide 13 Bridging I dont know the answer to that question. What I do know is No, let me explain Yes, and furthermore Hooking Youd be surprised at what our research indicates. There are three things weve found that are particularly important. Flagging The key point to remember is The most exciting thing about this program is Slide 14 Still beating your wife? Question: Was your previous CFOs resignation because of pressure from the board of directors or from the stockholders? Response: Neither. A change was necessary Hypothetical Question: If this new product flops, will the company survive? Response: Thats not going to happen. In fact, our research indicates this product will be so successful that Slide 15 Twisted statements Question: Many financial analysts say the decline in your stock value is due to management that is out of touch with changes in the industry. What is your opinion? Response: I disagree with that characterization. This professional management team is quite innovative and has shown leadership in many areas. Rankings What is your companys greatest achievement? What is your top priority? Slide 16 Slide 17 Slide 18 What is a crisis? A time of intense difficulty, trouble, or danger. A time when a difficult or important decision must be made. VS http://rmarkmoore.com/2011/01/11/atlanta-snow/ Slide 19 Show leadership Communicate effectively Actions speak volumes First day is the crisis story Second day is how the company is managing the crisis First day coverage colors all future stories Slide 20 What happened? Why did it happen? Who is to blame or who is responsible? Who is going to fix and/or pay for it? What is going to be done to prevent this from happening again? Slide 21 Just dont say No Comment Have prepared responses: The well-being of our guests is our top priority. We are cooperating fully with the authorities. When we have more information, we will get back with you. Slide 22 Smoldering Most common. Starts out small and internal, grows and becomes external. Ex. Financial mismanagement, sexual misconduct, anonymous accusations. Sudden Occur without warning, but you can still be prepared. Ex. Natural disasters, fires, explosions, violence. Perceptual Some key audience or stakeholder group thinks there is an issue, but in fact, there is no real problem. Ex. Swine flu hits the news, people stop eating pork. Bizarre Impossible to prepare for. Ex. Your parking deck collapses. Before Crisis Hits: Building a Strategic Crisis Plan. Authors:Smith, Larry L.; Millar, Dan P.Authors:Smith, Larry L.Millar, Dan P. Slide 23 Slide 24 Slide 25 Distributed shots nationwide Identified culprits & franchisee Contacted Police, Health Department Slide 26 Worked to get video off YouTube Communicated with websites Shared information internally Dominos Pizza did not issue a press release or call a press conference. Slide 27 Posted public response on web site Launched Twitter account early Updated Facebook page Slide 28 250,000 views became 500,000 Lets get aggressive. What if we did our own YouTube video? Slide 29 Slide 30 Two idiots with a video camera Dominos didnt do this. It was done to us. They dont represent the rest of us. Clean stores; delicious food. Nothing is more sacred than your trust. Slide 31 Internet Search Ads. Ad campaign as scheduled. Big employee and franchisee rallies. Robust social media campaign, with the focus on the NEW Dominos Pizza. Slide 32 ... consumers know the brand.... people saw it for what it was a hoax.... Dominos Pizza didnt hide.... its culture was one of caring (build a piggy bank of good will). Slide 33 #1 in industry comp sales growth 9% comp sales growth in 2010 256% growth in stock price since 2009 And inspiring others to follow their example Taco Bell Slide 34 Toto, I have a feeling were not in Kansas anymore. - Judy Garland as Dorothy Slide 35 At 9:04 p.m. on Friday, March 14, a 130 mile per hour tornado ripped through part of downtown Atlanta and snaked across a six-mile long, 200- yard wide stretch of the city with the Westin Peachtree Plaza in its path. The storm disabled 320 rooms of 1,068 rooms. This was the only documented tornado to ever hit downtown Atlanta. Slide 36 Upon impact, the hotel swayed two feet in either direction, as it was designed to do. The hotel evacuated all 2,000 guests, including 700 diners in the Sun Dial Restaurant Bar & View, a dental convention and a wedding party, into the ballrooms within 20 minutes. Sister hotels Westin North and Sheraton Gateway housed the guests whose rooms were damaged. No injuries in the hotel were reported. Slide 37 It is critical the Florida Restaurant and Lodging Association get the message out that Panhandle beaches are clear, and Florida is open for business. - FRLA President and CEO Carol Dover Slide 38 Reporter: "Whether the oil arrives or not, it doesn't really matter. It's what people are afraid going to happen - but people really have no idea of what the future holds." Carol Dover: "You're absolutely correct. It's the perception. The reality is, our beaches are beautiful. That's why we thank you for helping us get this message out." Slide 39 The Only Oil On Our Beaches is Tanning Oil Launched Florida Live with webcams and visitor pics. A picture is worth a thousand words. A video is worth a thousand pictures. Slide 40 Slide 41 The Crisis: On March 24, 2005, Anna Ayala, a woman from Las Vegas, claimed to have found a human finger in her bowl of chili at a Wendy's restaurant in San Jose, California. The Action: Wendy's hired private investigators, set up a hot line for tips and offered a $100,000 reward for anyone who provided information leading to the finger's original owner. The Information: Wendy's said the finger did not come from the restaurant's employees. It is also confident company suppliers are not to blame because of product coding that allows the company to trace where a product comes from, the day it was produced, when it was shipped and when it arrived at the restaurant. Slide 42 On Thursday the 21st of April, Anna Ayala was arrested in Las Vegas and charged with attempted grand larceny related to the chili case. May 13, 2005, police announced that they had identified the finger tip as belonging to an associate of Ayala's husband. Police received the information from an undisclosed caller to the Wendy's hot-line. Indeed, what we have found is that thus far our evidence suggests the truest victims in this case are indeed the Wendys owner, operators and employees here in San Jose, San Jose Police Chief Rob Davis said Friday. Slide 43 "Our customers stood by us while we defended our good name and protected our employees' livelihoods, so now we're showing our appreciation with free Frostys," Tom Mueller, Wendy's chief executive, said in a press release. "We're moving on." Slide 44 Everything happens at lightning-speed Consumers even loyal customers demand hyper-transparency Dialogue as important as message delivery Search reputation delivers multimedia Brand detractors have the same tools Slide 45 Messages must be accurate, targeted Acknowledge responsibility Not the same as accepting blame Apology is powerful Demonstrate empathy, care and concern Never say no comment You cant just stick your head in the sand Slide 46 Slide 47 Monday, August 27, 2:45 pm-4:00 pm | Georgia Governors Tourism Conference | Marriott Atlanta Buckhead Presented By: