Surviving a Media Crisis
Presenter: Melanie Goetz, MBA
Wednesday, July 8th
Credits: 1 PDH / 0.1 CEU
At some point we all find ourselves in the hot seat. And if you're a public figure, that hot seat is likely in front of a media firing squad. Are you prepared to answer the tough questions? Are you ready for the media's tricks? Do you have a plan in hand to manage your reputation? You should.
Join returning industry expert Melanie Goetz for her tips and tricks to survive any media crisis, including how to: assess the damage; create a communications and response plan; address, manage, AND leverage the press; and know when it's time for full damage control.
In this webinar, we'll start by identifying the five different types of media crises (from witch hunts to emergencies), how to determine the level of your crisis, and what options you have once you're thrust in the spotlight. We'll address the importance of a communications and response plan and how to craft one with effective soundbites that answer the tough questions and emphasize your key messaging points. Goetz will also present an in-depth look at the media and its tricks, including the 8 toughest questions reporters ask and how you can spot (and spin) their setup questions so you control what airs and prints. Additionally, we'll discuss how to recognize upfront if the media is your friend (distributing information in emergencies) or foe (escalating the issue), how to best leverage a friendly media, and how to effectively mitigate a hostile one. Finally, Goetz will outline when to know it's time for damage control, the essentials of damage control, and how to take responsibility and show empathy WITHOUT losing trust in your leadership.
Throughout this webinar, we'll take a look at real-world video footage and examples from the field of what to do and not to do when it comes to the media. Attendees will walk away with a better understanding of the media and a game plan to survive (and thrive in) any media crisis.
• Learn how to effectively leverage the media during a crisis to your advantage.
• Learn why communicating a communication plan is essential and how to develop an effective one.
• Understand the five different types of media crises and what they mean for your company.
• Know the eight toughest questions reporters ask and how to bridge them to your key messaging.
• Understand the power of soundbites and how to craft them to work for you.
• Learn when you need to apologize and the essentials for effective damage control.
Melanie Goetz, MBA
President, Hughes & Stuart
Melanie Goetz brings over three decades of public communications experience to Forester University. As a speaker, consultant, and author who specializes in helping utilities effectively convey the value of water and energy to the public, Goetz has been a driving force behind defining and implementing effective strategic public education and outreach campaigns. With strong community involvement, Goetz has conducted community meetings, research, and has volunteered countless hours to help educate residents about wells, water conservation, droughts, stormwater management, water quality, and the depletion of groundwater. Goetz also has over 15 years of experience serving on special district boards.