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Mastering the Media
with
TINA	ALTIERI	
FOR		
ICCA	CEC	2017	
Don't	Risk	Disaster!	
Super	Six	Strategies	
for	Effec2ve	Media	
Communica2on	
Mastering the MediaMastering the Media2	
Hearing	so	
much	and	yet	
having	so	liFle	
clarity	–	under	
that	enormous	
pressure.	
When	Crisis	hits…	
3 Mastering the Media3	 Mastering the Media
Are	you	an	agile	communicator	in	
Lmes	of	trouble?	
4	 Mastering the Media4	
“Crises	are	inevitable	but	
leaders	are	made	by	the	way	
they	handle	them.	The	reverse	
is,	of	course,	also	true.”	
“The	irony	is	a	mismanaged	
crisis	is	far	more	costly	than	a	
well	managed	one.”		
“Own	the	problem….	or	it	will	
own	you.”
Mastering the Media
Rethink...
Relearn…
Rewire…
In	this	session…	
Avoid Communication Paralysis
5	
How	long	does	it	take	to	ruin	your	reputaLon?	
7		
seconds	
6	6	
MASTERING THE MEDIA
6	
Mastering the Media
1.  Communicate	
early	&	oRen	
–  Drip	feed	
–  Be	visible	very	
quickly		
–  Delay	can	put	you	
on	the	back	foot	
Super	Six	Strategies		
Mastering the Media7	 Mastering the Media
1.	Communicate	early	and	oRen	
Mastering the Media8	
–  Tell	everything	
you	know	to	
be	true.		
–  Explain	why	
you	can’t	say	
anymore	at	
this	stage.
Mastering the Media
1.	Communicate	early	and	oRen	
Mastering the Media9	
How	would	I	feel	if		1	million	people	knew	
about	this	by	tomorrow?	What	would	they	
be	thinking	about	us	and	what	would	they	be	
expec2ng	us	to	say?	
The	rumour	mill	can	be	a	
deafening	roar	and	no	
one	wants	to	hear	you	
above	it.	
Mastering the Media
I	had	hoped	we	would	know	
more	by	now	but	that’s	not	
the	case.	We	need	more	
2me	to…	”
“
Phrases	to	neutralize.	Pause	mode.	
It	would	be	premature	for	me	to	comment	on	that	
when	we	don’t	have	all	the	facts.	And	we	won’t	
speculate.	We	promise	to	give	more	informa2on	as	
soon	as	it’s	available.	
“
”
Mastering the Media10	
I	wish	we	knew	more	because	
when	we	have	that	informa2on	
we	will	be	able	to…	”
“
Mastering the MediaMastering the Media11	
We	have	worked	around	the	
clock	every	day	to	understand	
more	about	what’s	happened.	
We	don’t	have	all	the	answers	
and	we	won’t	speculate	yet	
but	what	we	do	know	is…	
“
”
We	owe	it	to	the	families	
involved	to	find	all	the	answers.		
And	we	must	carry	out	the	
inves2ga2on	me2culously.	We	
promise	to	give	more	
informa2on	as	soon	as	it’s	
available.	
“
”
Phrases	to	neutralize.	Pause	mode.	
Mastering the MediaMastering the Media12	
2.	Avoid	the	piWalls	
–  The	loaded	quesNon	
“We	understand	the	scene	was	
chaoLc	and	the	confusion	was	
not	handled	well	by	your	staff	
at	the	scene.	Why	was	it	
handled	so	poorly?”	
Super	Six	Strategies
Mastering the Media
Super	Six	Strategies		
Mastering the Media13	
Speaking	about	something	that	
has	not	happened	and	may	
never	happen?	
2.	Avoid	the	piWalls	
–  The	HypotheNcal	
Mastering the Media
3.  Can	you	give	
your	side	of	the	
story?	
–  Because	if	you	can’t,	
others	will!	
Super	Six	Strategies		
Mastering the Media14	
Mastering the MediaMastering the Media15	
–  Efficiently	and	
eloquently	or	
someone	else	will	
do	it	for	you.	Their	
version	of	events	
may	not	flaSer	you	
or	your	
organizaNon.		
	
Get	the	story	right.	
Super	Six	Strategies		
Mastering the Media
4.  How	&	Why	
things	will	be	
different	
–  Learn	to	
communicate	your	
commitment.		
Super	Six	Strategies	
Mastering the Media16
Mastering the Media
5.  Choose	your	
spokespeople	
well	
–  Compelling	
–  Compassionate		
–  Composed	
Mastering the Media17	
Super	Six	Strategies	
Mastering the Media
–  Trust	is	the	new	
black.	We	need	
emoNonally	
intelligent		CEO’s		
who	are	instantly	
likeable,	
trustworthy	and	
accountable.	
–  If	it’s	appropriate	–	
acknowledge	fears.	
Choose	your	spokespeople	well	
Mastering the Media18	
Mastering the Media
–  Show	empathy	and	
show	you		
genuinely	care	
–  Spo[ng	
inconsistencies	is	
done	instantly.		
Every	twitch,	every	
movement		is	
interpreted.		
Choose	your	spokespeople	well	
Mastering the Media19	
Don’t	be	tone	deaf	
•  FLUCTUATION	
IN	VOCAL	TONE	
•  VOLUME	
•  PITCH	
Mastering the Media20
Don’t	be	tone	deaf	
Mastering the Media21	
Fact…Vocal	
variety	increased	
a	speaker’s	
charisma	and	
credibility	raLng!	
Mastering the Media
Look	who’s	
showing	palms?	
Mastering the Media22	
Mastering the Media
6.  Bridging	
phrases	in	
tough	Lmes.		
–  Do	you	have	them	
ready	to	go?	
Mastering the Media23	
Super	Six	Strategies	
Mastering the Media
Bridging	phrases	
The	most	important	thing	we’ve	got	
to	focus	on	is	….	
The	reality	is…	
On	the	contrary,	we	have	…	
What	we’re	commiFed	to	achieving	
right	now	is….	
Together	what	we	should	be	
working	towards	now	is…	
There’s	no	easy	answer	to	these	
challenges	but	what	we	do	know	is…	
24	 M A S T E R I N G 	 T H E 	 M E D I A
Mastering the Media
Avoid	the	pi^alls.	
Choose	and	train	your	
spokespeople	well.	
Communicate	early	
and	o_en.	
Bridging	phrases	in	
tough	Nmes.	
Super	Six	
Strategies	
25	
How	&	why	things	will	
be	different.	
Can	you	give	your	side	
of	the	story?	
Mastering the Media
TINA	ALTIERI	
Nna@maxcommunicate.com	
hSps://www.facebook.com/MediaAustralasiaXchange	
26	
The	End

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Tina Altieri - Top 6 strategies you should know when dealing with and handling an incident

  • 1. Mastering the Media with TINA ALTIERI FOR ICCA CEC 2017 Don't Risk Disaster! Super Six Strategies for Effec2ve Media Communica2on Mastering the MediaMastering the Media2 Hearing so much and yet having so liFle clarity – under that enormous pressure. When Crisis hits… 3 Mastering the Media3 Mastering the Media Are you an agile communicator in Lmes of trouble? 4 Mastering the Media4 “Crises are inevitable but leaders are made by the way they handle them. The reverse is, of course, also true.” “The irony is a mismanaged crisis is far more costly than a well managed one.” “Own the problem…. or it will own you.”
  • 2. Mastering the Media Rethink... Relearn… Rewire… In this session… Avoid Communication Paralysis 5 How long does it take to ruin your reputaLon? 7 seconds 6 6 MASTERING THE MEDIA 6 Mastering the Media 1.  Communicate early & oRen –  Drip feed –  Be visible very quickly –  Delay can put you on the back foot Super Six Strategies Mastering the Media7 Mastering the Media 1. Communicate early and oRen Mastering the Media8 –  Tell everything you know to be true. –  Explain why you can’t say anymore at this stage.
  • 3. Mastering the Media 1. Communicate early and oRen Mastering the Media9 How would I feel if 1 million people knew about this by tomorrow? What would they be thinking about us and what would they be expec2ng us to say? The rumour mill can be a deafening roar and no one wants to hear you above it. Mastering the Media I had hoped we would know more by now but that’s not the case. We need more 2me to… ” “ Phrases to neutralize. Pause mode. It would be premature for me to comment on that when we don’t have all the facts. And we won’t speculate. We promise to give more informa2on as soon as it’s available. “ ” Mastering the Media10 I wish we knew more because when we have that informa2on we will be able to… ” “ Mastering the MediaMastering the Media11 We have worked around the clock every day to understand more about what’s happened. We don’t have all the answers and we won’t speculate yet but what we do know is… “ ” We owe it to the families involved to find all the answers. And we must carry out the inves2ga2on me2culously. We promise to give more informa2on as soon as it’s available. “ ” Phrases to neutralize. Pause mode. Mastering the MediaMastering the Media12 2. Avoid the piWalls –  The loaded quesNon “We understand the scene was chaoLc and the confusion was not handled well by your staff at the scene. Why was it handled so poorly?” Super Six Strategies
  • 4. Mastering the Media Super Six Strategies Mastering the Media13 Speaking about something that has not happened and may never happen? 2. Avoid the piWalls –  The HypotheNcal Mastering the Media 3.  Can you give your side of the story? –  Because if you can’t, others will! Super Six Strategies Mastering the Media14 Mastering the MediaMastering the Media15 –  Efficiently and eloquently or someone else will do it for you. Their version of events may not flaSer you or your organizaNon. Get the story right. Super Six Strategies Mastering the Media 4.  How & Why things will be different –  Learn to communicate your commitment. Super Six Strategies Mastering the Media16
  • 5. Mastering the Media 5.  Choose your spokespeople well –  Compelling –  Compassionate –  Composed Mastering the Media17 Super Six Strategies Mastering the Media –  Trust is the new black. We need emoNonally intelligent CEO’s who are instantly likeable, trustworthy and accountable. –  If it’s appropriate – acknowledge fears. Choose your spokespeople well Mastering the Media18 Mastering the Media –  Show empathy and show you genuinely care –  Spo[ng inconsistencies is done instantly. Every twitch, every movement is interpreted. Choose your spokespeople well Mastering the Media19 Don’t be tone deaf •  FLUCTUATION IN VOCAL TONE •  VOLUME •  PITCH Mastering the Media20
  • 6. Don’t be tone deaf Mastering the Media21 Fact…Vocal variety increased a speaker’s charisma and credibility raLng! Mastering the Media Look who’s showing palms? Mastering the Media22 Mastering the Media 6.  Bridging phrases in tough Lmes. –  Do you have them ready to go? Mastering the Media23 Super Six Strategies Mastering the Media Bridging phrases The most important thing we’ve got to focus on is …. The reality is… On the contrary, we have … What we’re commiFed to achieving right now is…. Together what we should be working towards now is… There’s no easy answer to these challenges but what we do know is… 24 M A S T E R I N G T H E M E D I A