Media Interviews: Tips to ensure your message is being delivered

Here is the scenario:
Your phone rings and it is the local newspaper looking for more information on a new product just launched by your company. 20 minutes later after you have hung up the phone you realize you forgot to mention the name of the new product and (gasp) forgot the name of the newspaper that called you. Whoops.

Preparing for your interview can take very little time, but those 30 seconds of preparation will make the difference in the delivery of your key message to the media.

How do you prepare for a media interview?
Here are a few tips and tricks from a Media Coach.

1) Who are you talking to?
Before starting an interview, be sure to get the name of the interviewer and who they are working for. If the person is calling from another city, get their location. Write down the information and keep it in front of you so you don't accidentally thank the wrong person, the wrong media outlet or say the wrong city. Very embarrassing.

2) The clock is ticking
Media outlets are always on a tight deadline. Therefore it is important to show up on time for a scheduled interview, or if they give you 3 minutes to explain your product you should stick to the time allotted. It is always a great idea to ask the interviewer ahead of time how much time they will give you. Respect their time and it will go a long way in ensuring a return visit from the media the next time.

3) Know what you are talking about
What is the product you have just introduced and how will it effect the lives of the consumers? The most effective presentations will avoid technical words or phrases that are not familiar to the general public. Stick to the facts and use real words that people will remember.

4) Speak in short sentences
Media outlets are always looking for the most effective sound byte that best describes the story or situation. In most cases it is a bold statement that is shorter than 15 seconds. Prepare your presentation using short responses - each providing valuable information and promotion about your product.

5) Show off your product
It seems obvious, but if you have just launched a brand new product you had better show it off to the media. You would be surprised how many people forget to put their new product in the spotlight. This could be the unveiling of a new logo, new vehicle, new staff member, etc. Show them off to the media.

6) Big finish
Remembering that you only have 15 seconds or less to make an impact, how will consumers find more information about you? This is where you have to decide to give your phone number, email address or web address. Pick the strongest ONE and stick with ONE. If you are crafty, you will find ways to include mentions of your website, blog, or social media sites within the body of the interview.

If you can master these techniques you will become much more effective in the delivery of your message to the media.

-Darren

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Say What You Mean To Say

Have you ever sent an email or said something that was followed by the comment "what do you mean"?

It happens to the best of us.

Messages can be deciphered into many different points. What is lost in an email or text message is tone and direction which is why I am a fan of picking up the phone and talking directly with the person I am trying to glean information from, or to pass along important information.
The key for successful communications is clear direction and core message development.

Here is another example.
Today is April 28 and my home city of Calgary Alberta is bracing for heavy rain and snow (yes I said snow) for the next 48 hours.
What did you hear in that message?

Did you hear that it's going to be cold, wet and miserable in Calgary for the next two days?

Or, did you hear that Calgary is finally going to get some much needed spring moisture?

Effective message delivery to the Media is just as important.

Before broadcasting a message through all forms of media, start with a clear direction (objective) of what you are trying to accomplish. If you are unsure of your key message, you are not ready for your moment in the spotlight.

Are we clear?

-Darren

Writing Effective Media Releases; tips for attracting Media attention

Before you launch a new product, introduce new programs or announce details of a recent incident at your business, you need to gain the attention and support from the media. If you are lucky, you have already built strong relationships with your local media outlets and know who to call. However, knowing what to say and how to deliver your message to the media is a challenge for many people.


George Gordon is a long time friend of mine who has spent many years in Broadcast News in Canada. He is also the Owner of Be Heard Communications, and author of "What's Your Story". In his role in an active News Room, George has seen the best and worst stories across his desk. Responding to a few questions, George shares his insight below.


Question: What are the most important elements to include in an effective Media Release?
George Gordon: The title must have the hook. For TV, what is the visual? From a print perspective, what will there be to write about "tomorrow".

Peel the onion to what your release is all about. It is said when people feel the pain, they are looking for who ever has the cure. Are you going to provide a better, faster or cheaper service?

Example: Your municipality has banned backyard or "cosmetic" pesticides and you fear for your lawn. The smart lawn care or pest control company with the remedy has a great opportunity.

Your Media Release could look like this:
The Hook: Save your lawn without big killer. Ace Lawn Care introduces the Nematode.
Company
Contact Person
Phone Number
E-mail

Context: The new City law and the dilemma it creates for home owners with pretty lawns.

Unfolding the story: How many acres of lawns affected, which pests are likely to be a problem. Look for actual figures to quote.

Building the momentum: What evil bugs will now be free to devour your lawn? What will it do to the appearance and value of your property?

Climax: Ace now has trained lawn technicians who will treat your lawn safely and effectively using the natural predator of most grubs. The Nematode is a tiny organism that eats the grub larvae but will not harm other insects like bees.

Big Finish: Call Ace Lawn Care today about their Green solution for a green lawn. We will explain the process and give you an estimate on what this investment will mean for you.

Question: How effective is this style or format for a Media release?
George Gordon: The bold letter component titles are from a formula I used to help reporters focus. If your release makes it easy for a reporter or editor to see the story merits you have a better chance of being used. I also like to see the contact coordinater up top. Don't make the harried (or lazy) person at the desk have to look for it.

Question: As a News Director, what was most effective in catching your eye and making you interested in the story?
George Gordon: A good release has empathy for the people affected and words like 'you' and 'your' are more powerful in connecting with the eye and ear. Keep language plain and simple. People are not stupid but are bombarded with information and can't always grasp every message.
Another thing; try to avoid negatives. Like: "The politicians have decided to take away your weapon against bugs". Provide the positive: "Ace is leading the way in the environmentally friendly way to...".
One last thing - if your name is on the release, make sure you are ready to take the call or answer the email immediately.



Next week, check back for insight on what NOT to say to the media, and the impact of social media on news reporting.

Thanks for reading.
-Darren

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How To Cut Through The Noise

Let me guess; one of your earliest childhood memories was learning the letters of the alphabet. Since then you have lived your life confident in the knowledge that "I" comes before "U" in the alphabet. Guess what - you are WRONG.


Before you write a letter to your Grade school teachers or to the Sesame Street gang, let me explain.

For years, marketing and advertising campaigns were designed around the values and experience of the business to demonstrate the products or services being offered. Essentially, consumers were told what was good for them, and for quite some time we believed them. Call this the "I" method of communication.

Then a number of marketing and advertising agencies began to shift the focus of attention towards the consumers to demonstrate how each product or services would impact the lives of the consumer. Call this the "U" method of communication.

Today more than ever, you need to explore how to put your consumers needs ahead of your own.

Think for a moment how many messages you sift through and prioritize each day with email, text messaging, telephone calls, newspaper columns, magazine articles, blog posts, TV news, radio commentary, billboard advertising on buildings, buses and street benches, website click throughs, social media (Facebook and Twitter, etc), meetings, letters, fliers stuffed under your windshield wiper and even bathroom stall advertising. Yes, there are so many ways to broadcast your message. Now, quickly think about how many of those messages do you remember at this moment. Which messages did you respond to and which messages did you discard?

How do you cut through the noise?

As a Media Coach and Consultant offering effective solutions for message creation, delivery and engagement, I am constantly being asked to create communication links (dialogue) between clients and business. Effective messaging, either with media releases, marketing, advertising, even email and blog posts, should focus on the impact of your consumer. Answer their questions: "What's in it for me?", and "How will this effect my heart, health or wallet?".

Start with re-arranging your business priorities by putting the needs of your clients and consumers ahead of your own. In other words, re-arrange the alphabet and put "U" ahead of "I".

-Darren

Did you find this useful? Leave your comments below.

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Spring Cleaning; Tips to Increase Engagement with Customers and Clients

Not only does the arrival of Spring mark the end of the Winter 'blahs', it is also a perfect opportunity to do some spring cleaning of your own to prepare you for an even more successful year.

For businesses big and small, I present the Speak Media Consulting Spring Cleaning check list:

1. Review and update Marketing tools. Ensure all new data is correct and updated to reflect the changes in your market
2. Review and update your Website. Time to update content on your website. Add new staff pictures, be sure all contacts are still employed and all links work correctly.
3. Review and update Media contact list. Media people come and go as often as the seasons. Make calls to your ensure your Media contact list is still current.
4. Clean up your Contact List / email Data base. Each year, people come and go from your life. Nothing personal - it is just time for a purge.
5. Update your Presentations. If you do many public speaking engagements, take a few hours to ensure you have all the current information. Update graphs and slides with the most relevant information. Or if you're really daring - rewrite the entire presentation.
6. Create a new Business card. If you are not restricted by corporate design templates, create a new design for your business cards. Borrow examples from other smart looking cards you have collected over the last few months.
7. Make contact with a long lost friend or former associate. We all live busy lives, but staying in touch (networking) with an old friend might lead to new contacts and a year filled with great rewards for you and your company.
8. Wardrobe. If it has been in your closet for more than 6 months and you have not worn it, get rid of it. Donate all your gently worn clothes to Goodwill or other collection agencies.
9. Update your work space. I am not suggesting you hire a Decorator - take time to freshen up your work space. Clean off your desk, get rid of clutter, update pictures of your family and throw out whatever is growing that funky mold in the back of the refrigerator.
10. Be great. Your clients and customers are looking to you for confidence and charisma. Go out there and be the best you can be each and every time.

-Darren
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What's In It For Me? Effective Email Marketing Tips

In my presentations as a Media Coach and Consultant with Speak Media Consulting, you often hear me use the phrase "what's in it for me?".

To have effective engagement with your customers and clients, you must answer the number one question they have each time; "what's in it for me?".

If you are using email marketing to reach your consumers, are you answering that question?

Is your email marketing still bragging about your 'stuff' and not focusing on the wants and needs of your consumer?
Or have you realized that effective marketing - just as effective communication - you must put the needs of your consumer ahead of your own?

When it comes to email marketing, the trend has always been to use strong words such as "save", "gift", "free" and "now" in the subject line.

From eMarketer.com, the most powerful words for email marketing subject lines are "you" and "your". Finally, the consumer is been recognized as the most important element of the campaign.



Read the full report from eMarketer.com.

Today's consumer is busy and your message has to cut through all the noise created by other effective newspaper, radio, television, email, text, web and Social media messaging.

You read through this message. Something must have grabbed your attention.
Thank you for stopping by. I hope you found this useful in creating your own effective connection with your clients and customers.

-Darren
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Effective Communication In Harmony With Your Favorite Song; It Engages You

What is your favorite song? Why is that your favorite song? Most likely, your favorite song is one that captured a moment in your life that you continue to relate to today. A great songwriter has the ability to craft lyrics that are consumed by the masses much the same way great communicators are able to win over the public and their consumers will well crafted presentations.










(photo courtesy Canadian Music Week)

Recently, I was fortunate to attend a Songwriting Showcase in Toronto held in conjunction with Canadian Music Week. On this panel were legendary songwriters Dan Hill, Don Schlitz, Dave Stewart and Paul Williams.
Each of them have written songs you are very familiar with - songs that still connect with you today.

Dan Hill wrote "Sometimes When We Touch" when he was 19 years old to try to win back the heart of a girl. That is just one of many big songs he has written for other performers.
Don Schlitz wrote a song when he was working as a computer programmer at the age of 22 living in Nashville that took 6 weeks to craft until he had it finished. Ever hear of "The Gambler"? That was just one of over 50 Top-10 hits written by Don Schlitz.
Dave Stewart has written many incredible songs like "Sweet Dreams are Made Of This" for the Eurythmics, and other huge hits for Ringo Starr, Tom Petty and Gwen Stefani.
Paul Williams' repertoire includes many of the Carpenters hits like "We've Only Just Begun" and "Rainy Days and Mondays", Barbra Streisand's "Evergreen", "The Rainbow Connection" from the Muppet Movie and even the theme from "The Love Boat".

These songwriters are more than just master word-smiths. They are master communicators.

But do not think that writing a hit song and communicating with your target audience can be completed overnight. The process takes courage, creativity, insight and more importantly, it takes time.

Effective communication starts with a well thought out plan and is always focused on impacting and engaging your target audience - your clients or customers.

Ready to write a hit song today?

-Darren

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Make Each Moment Count

Whether it was the grueling 50 kilometer cross country ski event, or a short track speed skating event, each athlete that competed at the 2010 Winter Olympic Games in Vancouver had to make each moment count.

The Olympics are very much like communicating to your clients or customers. You hire and train staff who are capable of delivering under pressures such as deadlines, split second decisions and risk of failure.

Are your staff worthy of standing on the medal platform, or are they better keeping the bench warm?

When communicating to your clients and customers through the media, you have one chance to make a lasting impression. What you say and the manner in which you say it goes a long way in earning the trust and respect from a prospective customer.

Each time you use media, regardless if it is on-line, radio, television or newspaper, make each moment count. Your team (company) is counting on you to put in your best performance every time.

-Darren
Speak Media Consulting

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Tiger Speaks - A Lesson in Crisis Management

Today, February 19, 2010, Tiger Woods - one of the most recognized sports celebrities of the times broke the silence about his affairs with many women and the impact it has had on his personal and professional life.

In his 13 minute Media conference today Tiger appeared composed while reading from his prepared statement. Following his comments he did not take questions from the Media.

As a Media Coach and Consultant that offers training in Crisis Management, Tiger's appearance today was text book. However, about 3 months too late.

In the days that followed the November 27, 2009 incident outside his Florida home; the crashing of his SUV into a fire hydrant around 2:30am and his rush to hospital, Tiger remained silent only releasing short statements through his web site but never talking to the Media who were starved for answers. In the days that followed, the Media were quick to unveil some of the facts surrounding the story. Did the Media have a field day with this? You bet they did! Did Tiger lose credibility in his fans, sponsors and the Golf world? You bet.

The key to understanding how to deal with Crisis is knowing HOW to react and WHEN to react. The more proactive you are the more likely you and your staff will be able to handle the Crisis. It is your opportunity to turn a potential damaging situation into an ability to demonstrate leadership and strength within your organization.

Take care of the victims. No matter the incident, there are victims. Be sure you put their safety, security, well-being ahead of your own.

Admit to the mistake. Everyone makes mistakes. While they might not like what you have to say, the public wants to know that you are human.

Fix the problem. Now that you have admitted there is a problem, what are you doing or what have you done to fix the problem.

Inform stakeholders, employees or key public features. Depending on the magnitude of the crisis, you will want to inform key people within your company before calling the Media and releasing the information.

Respond to Media calls. To ensure you are in control of the story, it is important to return all calls to the Media as quickly as possible. The longer you stall, the longer the Media will continue to 'spin' the story based on the limited information provided and write the story based on their preconceived views.

Ease public fears. People watching or reading information from your Media conference are asking the question "Am I safe?". Be sure to address that and ease the fears.

Do you need to review your Crisis Management Plan for your Company? Contact me at Speak Media Consulting for a free consultation.

-Darren.
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Social Media; A Journalists Best Friend

A recurring message to my clients is the importance of using Social Media to connect with new clients and customers. I am not surprised to learn the results of a recent survey conducted by Cision and Don Bates of The George Washington University, found that an overwhelming majority of reporters and editors now depend on social media sources when researching their stories.



Of the Journalists surveyed for the October 2009 report, almost all (89%) reported using Blogs for story research.

When it comes to publishing, promoting and distributing what journalists wrote, almost two thirds (64%) reported using Blogs followed by Facebook, Linked In, Twitter and You Tube.



Journalists also report using Google as the main tool for on-line research, with Wikipedia rating as the next favorite, followed by Firefox and Yahoo.



Sure, Social Media sources might be less reliable for news reporting. It is still one of the best ways to build an on-line profile for your business and build Media Relations with your local media outlets.

So think of this; when you send a media release or are making a big corporate announcement, the majority of Journalists and News reporters will use the Internet and social media to do their research. Perhaps it is time to really take a good look at what your website and social media sites are saying about you.

Contact me directly if you wish to view this full report.

-Darren

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Canadian Musicians Produce Song for Haiti

I have been very fortunate to be part of many exciting project launches in my years. The most recent: Heartbeat For Haiti.

On January 12, 2010 – a magnitude 7.0 earthquake reduced Port-au-Prince, Haiti to rubble. In the days following this catastrophic event, many individuals and organizations came together to provide comfort, aid and support for a country in need.

Responding to the cries for help, the Calgary music community banded together to create and produce a song in support of Haiti relief efforts. HEARTBEAT FOR HAITI features the contributions of local emerging artists representing a full spectrum of musical genres, from Pop to Rock, Folk to R&B. Proceeds from sales of the song “(I Wrote You) A Song” and supporting compilation CD will go to World Vision Canada and the Canadian Red Cross.

The song “(I Wrote You) A Song” has been distributed to every radio station in Canada for airplay consideration. To support the radio release, a website has been launched where you can learn more about the HEARTBEAT FOR HAITI project and more importantly, where you can purchase and download our fundraising song.
www.heartbeatforhaiti.com

Who is HEARTBEAT FOR HAITI? Produced at The Beach Recording Studio in Calgary, Alberta, this song was written by local emerging artists Amy Heffernan, Jessica Day and Steve Dodd. It is our contribution to the rebuilding of Haiti and also an opportunity to expose the exceptional talent of our local music scene.

How can you help? Call your favorite radio station in Canada and ask them to play the song. Tell your friends about Heartbeat For Haiti. Spread the word on your Social Media sites.

You can find us on Twitter and on Facebook.

And why is a Media Coach in Calgary Alberta involved in this project? The answer is simple: my desire to help the citizens in Haiti, my passion for music, and the thrill of working with so many talented emerging Artists from the local music scene.

-Darren
Executive Producer - Heartbeat For Haiti
President - Speak Media Consulting, offering innovative and effective communications solutions

4 minutes that will change your view on the Power of Social Media

As a Media Coach and Consultant, I spend a lot of time each day reviewing material to assist the success or my clients. This is one of the most powerful presentations I have seen.



Please - I beg you - share this link with an employer who insists that Social Media is still a fad.

-Darren
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Customer Service: on-line vs. off-line

How much time, effort and resources are you (your company) spending on customer service? Are you providing quality customer service, or simply assigning those duties elsewhere?

Providing great customer service starts with listening.

Your sales people on the showroom floor are customer service representatives for your company. So are the in-home installers, your receptionist, the CEO, even the brand new staff member you just hired in shipping.

In today's environment, your clients and customers are looking for information about you and your company from every level of staff member you have employed. What are your customer service representatives - your staff - saying about your company, your brand, your reputation? I am not suggesting you put a muzzle on everyone, nor am I telling you how to run your team. However, if you want to create the groundwork for great (or expectational) customer service, it must first start with a staff of great listeners. Empower your staff to be less defensive when someone provides negative feedback about your company or a product you provide. Hey, everyone has their right to an opinion. Instead of barking back a response, one of the most disarming phrase a great customer service representative can offer are the words "thank you for your feedback".

These guidelines should also be applied to your on-line customer service. In fact, social media is one of the best places to provide customer service and build positive relationships with your clients and wanna be clients.

You have probably heard how Domino's Pizza turned negative comments about their product into a very creative and successful advertising campaign. I applaud them (Domino's) for this tactic. While many were quick to point out all the negative comments that were being posted on their website and social media about their product, Domino's Pizza were able to diffuse the situation by turning it into a positive campaign.

You know it all to well. Clients either like you, do not know about you, or do not like you. What are you doing on-line and off-line to build stronger relationships with your "A" list of clients, and more importantly, what are you doing to gain the trust, respect and financial rewards from the other groups?

Providing exceptional Customer service goes a long way both on-line AND off-line.

-Darren
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Selecting the most effective spokesperson

Congratulations. With your new Promotion comes the extra responsibility of being your company spokesperson. Are you the right person for this job?

The transitioning economy brought many of these changes to the workforce in recent months and created a need for many companies to look for the perfect candidate to be the new company mouth-piece. In some cases, companies who were once fully staffed with Public Relations and Communications departments are now looking within to find replacements to these positions after corporate restructuring and downsizing. So, who is the right representative for your company?

At quick glance, you can easily discover those who love their new position and are engaged with other staff and departments, but they are not necessarily the perfect candidate. Surely there must be someone that has a pleasant speaking voice and presents well in the public. Perhaps the person that is best suited in the role as company 'spokesperson' is (in fact) you.

Who is best qualified to be a spokesperson at your company:
1) Someone who is keenly aware of your company's operations or the department they represent.
2) A person who speaks confidently and is respected be their peers for their communication skills.
3) An individual who remains calm during crisis and will most likely deliver your key message to the media under pressure.
4) The multi-tasker. I call this person 'the one who knows just enough about what is going on to be dangerous'. Yes, this is similar to point number 1 above.
5) Someone with a flexible schedule. As a spokesperson, you may have to make presentations to media or shareholders at times that are not convenient to your regular schedule. Being available during 'off-hours' goes a long way in demonstrating and improving your company's customer service.

Take a look around your office. Take stock of your surroundings and the talented staff you have working with you. I am sure you will find the right person for the job as your new spokesperson.

-Darren

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How to get out of a sticky situation

We have become fixated on celebrities in the news; Britney Spears, David Letterman, Tiger Woods. Some have been successful in negotiating their way through a sticky situation - others, have not.

Are you and your employees prepared to defuse a 'situation' or crisis when it occurs in your business or organization?

In November, 2009 all eyes turned to the Tiger Woods story and his refusal to make comment other than a few statements on his website. Instead of stepping forward and using the media to his advantage and taking controlling the situation, Tiger went deeper into hiding while the story exploded around him. Read my blog posting from this event.

You do not want this to happen to you.

John Baldoni is a leadership consultant, coach, and speaker. He is the author of eight books, including Lead Your Boss, The Subtle Art of Managing Up. And John writes a blog for Harvard Business Review.
Click here to read his blog on how you can recover from bad communications.

When crisis occurs at your business, use the media to your advantage and acknowledge the problem. Hiding from the truth will only delay the agony of the truth.

-Darren

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Hey media, Look over here! Tips to building Media Relations

12,000 fire victims receive warm Christmas dinner.

That grabbed your attention.

A strong headline is necessary to grab the attention of the media and the public, but you first have to grab the attention of the media to help you reach the public.

Building strong Media Relations
1) Who are you
It is very important to first know who you are, the product you offer and who is your target audience. From here, create a media strategy that will enable you to reach your consumer.

2) Know your Media options
Take a look at all the media organizations in your community, or if you are a national company, look at all your global media options. What media operations connect with your target audience? Take your time and do your research on this one. Media trends are rapidly changing and you need to be on top of these changes to effectively engage your audience.

3) Media contacts
In addition to knowing who to contact to place an advertising order with your local media outlets, it is also important to get to know who is in charge of content. News Directors, News Editors, Program Directors; these are all people you should reach out and network with. You can usually find their contact information on their company website or try a simple phone call to the main switchboard. Politely explain who you are and who you are trying to reach.

4) Offer something unique
Armed with your list of media contacts, give them a reason to contact you or become interested in your company and your product. Are you a specialist that could provide useful comment and content for their media operation? This is something that is unique to them and provides you with an opportunity to build a stronger relationship with your local media.

5) Leave them wanting more
If your company is launching a brand new product or service during a splashy media blitz, launch with your well planned statements, graphs, pictures and presentations. The key; less is more. Leave the media wanting more. To ensure the media has as much background and information about your launch, it is also wise to present them with printed documentation to support your company, product and/or services. Be sure each 'media kit' also includes a contact name and information along with a web site address.

6) Do not give up
Building a strong relationship with media is just like real life relationship building - it takes time. Be patient. Do not be offended if you have not received a returned phone call or email immediately after you first make contact with your media list. Have you seen the Kevin Costner movie "Field of Dreams"? Remember the famous line; If you build it, they will come. If you have something they (the media) can use, they will contact you.

To receive more tips and consultation on how to use the media more effectively, please contact me directly.

-Darren

Where has all the good news gone?

Surely there must be something good to talk about in the world today, or have we become trained by the media to read and hear only bad news?

When I say bad news, I am referring to stories about people losing their jobs, soldiers being killed, people dying in natural disasters, and even celebrity mishaps.

Sadly, the truth is; bad news is very effective for media. Bad news grabs the attention of readers, listeners and viewers to every media stream and it that creates revenue and ratings.

Where does that leave the good news? Media is looking for these stories - they just need a little help finding this content. That is where you come in.

Traditional media operations around the Globe are running with fewer and fewer staff members which means fewer people who are able to spend time sorting through all of the potential news stories of the day. As a result, some of the good news stories end up as trash because they either did not meet the criteria of that media operator or they simply ran out of time and resources.

In the online world, there are limitless opportunities to broadcast these good news stories. On your website, blog, video blog, email, and all the social media sites.

While I am not suggesting to turn your back on traditional media and create your own on-line media empire (which some are already predicting this outcome), use the tools available to you to broadcast your good news stories and share with the traditional media outlets. Engaging content no matter the source is always going to be engaging content. Create a reason for others to take notice and we will get to enjoy a little good news today.

Enjoy.
-Darren

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Tiger Woods not on par with Media

Tiger Woods is undoubtedly one of the worlds greatest athletes. He is worth millions and is adored by even more around the globe. Now all eyes are on this fearless legend not by his actions on the golf course but because of his actions, or lack there of, following his car crash early Friday morning, November 27, 2009.

Allow me to quickly provide you with the timeline of events:
Friday around 2:25am; Tiger crashes his SUV into a fire hydrant and then a tree while attempting to leave his Florida home.
Friday afternoon around 3:30pm; some 13 hours later, news of this crash hit the media. Not many details of the crash were available and no comments were made by Tiger Woods.
Saturday; no comments from the great one, only a flurry of speculation by the media.
Sunday afternoon; Tiger releases a statement on his website stating the accident was his fault, his wife Elin was not to blame, and that this was a private matter and wanted to keep it that way. He even declined to be interviewed by the local Police.
Monday morning; Tiger announces his withdrawal from his own golf tournament this week and does not plan to play golf until the New Year.

Where did Tiger go wrong? Silence.
Recently, many celebrities including David Letterman have learned the easiest way to control a situation is to come clean, tell the truth and admit the mistake. Everyone makes mistakes. Own up to them and move on. Instead, Tiger's silence has opened the doors for more negative comment and more harm to his squeaky-clean good name. We are living in the 'now' generation. We do not want to wait for answers, we want them now. If we do not get the answers we are seeking, we will look to any source to provide the information. This is how rumours grow rampant.

In a time of crisis, follow these 5 steps and control the situation:
1) Use the media to your advantage
As soon as you are able, call a media conference and explain as much information as you can without getting into private details.
2) Prepare a statement
When giving your account of the crisis, you will be glad that you have prepared a statement in advance. Camera flashes, microphones and the excitement of the moment will be overwhelming. Be prepared.
3) Admit the mistake
If you are at fault, tell the truth and admit the mistake. Enough said.
4) Focus on your message
After giving your statement, be prepared to answer several questions from the media. Focus on your message and do not deviate from that message. Once you go 'off the script' you will be open to more questions and speculation (not to mention more expensive Lawyers)
5) Correct the un-truths
After you have provided the truth about the crisis, be sure to correct media operations that continue to publish incorrect information. Try first with a phone call. If that is not successful, have your Lawyer intervene.


Are you prepared to face the music when crisis occurs at your company or organization?

-Darren

H1N1 Pandemic; Fears before Facts – what you needed to know

I am not a Doctor. I am not employed by any Medical company.
But because of the fears of the H1N1 ‘Swing Flu’ pandemic, I have had to do a lot of my own research to ensure that I remain healthy. And I’m sure you and many of your friends and families have done the same.

Why? Because the people who we elected to ensure the health and safety of the citizens of our country failed to do their job. They failed to control the message, they failed to provide reliable information on the flu strain, and they failed to inform me (the public) on the safety or effects of getting the flu shot. They simply failed.

Where could this have been corrected? Let’s start at the beginning.
The WHO (World Health Organization) has been talking about a Global Pandemic for years, but it was about 18 months ago when their tone changed. No longer were they talking about ‘if’ there would be a concern but ‘when’ there this would be a concern. And what were our Governments doing to prepare for this Global infection? From what we’re seeing now in many parts of Canada – nothing.

Surely someone started to prepare an Emergency Crisis plan. Surely, emergency meetings were called to discuss a crisis management strategy. What are we going to say? How are we going to get the messages out? How are we going to ensure that one message is being delivered at all times? How are we going to ensure the public will not panic? Was this done? Perhaps to some degree, but not to the extent that I needed to be.

As a Media Coach, my message to my clients is simple; communicate a message and do not alter from that message. Use every method possible to ensure your message is being delivered accurately and correctly. How do you think they, the people responsible for ensuring the health and safety of millions of Canadians performed? Failure.

From the moment the H1N1 ‘Swine Flu’ became a Pandemic concern, they needed to broadcast timely and consistent messages to everyone, everywhere. We’re talking about the lives of Millions of innocent people. Many of these people are also very web savvy and, like me, have had to look to the net to find useful, up-to-date information because it is not being provided by the traditional Media outlets. Think about it.
A newspaper only publishes daily in large markets – weekly in smaller markets.
TV stations only air Newscasts in the Morning, noon hour, supper hour and late evening
Radio stations run short news casts during the morning shows and very few through the rest of the day.
The internet provides content that is refreshed every second.

So how can you prevent panic when you’re only providing minimal updates to the conventional media when we, as citizens, want updates NOW?

You have to be willing to think outside the box – re-invent the box if you have to, but you can do so while still controlling the main message. First of all, you have to build a team of people that understand the importance of message development and message delivery. Once you get a plan in place, you can then begin broadcasting your message to the ‘web’ of Media that will turn to you for comment. Remember, if you don’t provide the information the public wants when they want it, they will find anyone standing on a street corner to give them the information they are looking for at that moment.

So before Crisis strikes your organization, are you prepared?