1. Handling Negative
Media Coverage
Crisis Communications
Janis R. Ehlers
The Ehlers Group
954-726-9228
www.TheEhlersGroup.com
Robert Walker
RetirementHomes.com
1-888-544-9124 x. 243
RetirementHomes.com

2. “I am a firm believer in the
people. If given the truth, they
can be depended upon to meet
any national crisis. The great
point is to bring them
the real facts.”
– Abraham Lincoln

4. HANDLING NEGATIVE
MEDIA COVERAGE
What is a Crisis?
 Traumatic and stressful
 Seen or Quiet
 Involves conflict and drama

5. HANDLING NEGATIVE
MEDIA COVERAGE
Audiences Affected
by a Crisis
 Residents
 Management, staff and employees
 Families of residents
 Families of management, staff and employees
 External community
 Media

6. HANDLING NEGATIVE
MEDIA COVERAGE
Potential Crisis Areas
and Situations
 Building & physical plant
 Natural disasters
 Residents
 Employees

7. HANDLING NEGATIVE
MEDIA COVERAGE
Potential Crisis Situations in Senior
Communities
 Death
 Accidents
 Fire
 Abuse
 Fraud-Embezzlement
 Sexual Harassment
 Missing Resident
 Personnel Issues
 Complaints or Accusations
 Resident Care
 Disease Outbreak
 Fire
 Flooding
 Natural Disasters
 Building Incidents
 Construction Issues
(Asbestos, mildew, mold)
 Industry Press

8. HANDLING NEGATIVE
MEDIA COVERAGE
Stages of Crisis
Crisis Occurs
Information Gap
Positive
 Factual information
 Reassurance
 Provide information
 Communication
 Positive outcomes
 Enhance reputation
 Enhanced public awareness
The Bad News SPIRAL
 Too little/wrong information
 Without information
 Work trickles out
 Rumors start
 Escalating rumors
 Confusion
 Reputation erodes
 Reputation damage
 ―That was that community‖

9. HANDLING NEGATIVE
MEDIA COVERAGE
For Example-Hurricanes
 How will information be disseminated to various
audiences?
 What will be disseminated ?
 How will information be disseminated?
 Who will be the spokesperson?
 How will social media keep information available?
 Who will disseminate information?

10. HANDLING NEGATIVE
MEDIA COVERAGE
Crisis Planning
 Have a plan in place before a crisis
 Crisis team
 Designated spokesperson
 Trial runs & practice
 Media policy & requests
 Media kit & media resources
 Social media plan & policy

11. HANDLING NEGATIVE
MEDIA COVERAGE
Each crisis situation may differ in the
communication required & priorities
 Residents
 Families
 Employees
 Media
 Social Media
 External Publics

12. HANDLING NEGATIVE
MEDIA COVERAGE
Being Proactively Prepared
1. The situation needs to be assessed
2. Determine the audiences affected
3. Gather the facts and analyze these facts
4. Develop the talking points & messages
5. Anticipate tough questions
6. Put the spokesperson out there
7. Never say no comment
8. Implement the media request policy
9. Weather the storm

13. HANDLING NEGATIVE
MEDIA COVERAGE
Key messages
 Concern for residents is #1 message
 Talking points—answer the 4 ―W’s and the H‖
1. What?
2. When?
3. Where?
4. Who?
5. How?
 Explain what community is doing to help
residents

14. HANDLING NEGATIVE
MEDIA COVERAGE
Communication
1. Keep it simple and clear
2. Stick to facts
3. Consistent 4-5 key talking points
4. Crisis team knows talking points

15. HANDLING NEGATIVE
MEDIA COVERAGE
Communication cont.
5. Rely on the spokesperson
6. Determine the timetable as to
what will be said and when
7. Speed is of the essence
8. Consult attorney before making
statements

16. HANDLING NEGATIVE
MEDIA COVERAGE
Media Tips
1. They are doing their job
2. They will report a story whether you speak to them or not
3. Be prepared and stay on point
4. If you don’t understand their question—ask for clarification
5. Stick to the facts-less is more
6. Ok—―I’m not able to provide that information‖
7. Not Ok—―No comment‖
8. Balance bad news with good
9. Provide a positive perspective on your community/company
10. There is some information authorities will release

17. HANDLING NEGATIVE
MEDIA COVERAGE
Media Statement
1. Depending on the severity of the
situation
2. Issue a press release regarding the
situation
3. Use the CRA technique in the press
release

18. HANDLING NEGATIVE
MEDIA COVERAGE
CRA Technique
Context
―In the five years we’ve been operating this
community, we never have had a situation like this.‖
Regret
―Our main concern is for our residents. We are
working closely with families to provide support
…working with authorities…working with specialists.‖
Action
―We are reviewing our procedures and meeting with
employees to ensure this situation does not occur
again.‖

19. HANDLING NEGATIVE
MEDIA COVERAGE
Dealing with Newspaper
 Don’t ask to see the article in advance
 Don’t play the advertising trump card
 Press releases and media statements
 Letters to the editor
 Press kit
 They aren’t your friend
 May attempt to fan the fire (―he said‖/‖she said‖)

20. HANDLING NEGATIVE
MEDIA COVERAGE
Media Policy
 Determined in advance
 Guard residents’ and employees’ privacy
 Control media in building
 Role of spokesperson
 Log all media inquiries

21. HANDLING NEGATIVE
MEDIA COVERAGE
Social Media and Crisis
Communication
 Take control of the situation
 Post Facebook & blog updates
 Use Twitter if applicable
 Determine in media policy who will post
 Determine the information that will be shared
 Act fast and take control of the messages
 Employees should understand who disseminates
information

22. HANDLING NEGATIVE
MEDIA COVERAGE
Media List
 Create a list of local media/email
addresses/telephone numbers
 Have 24 hour telephone numbers –
weekends and holidays
 Maintain a list-log of all media inquiries
(name/publication) verify if ―fishy‖
 If police is notified/media is notified as well
 Have Twitter & Facebook contacts

23. HANDLING NEGATIVE
MEDIA COVERAGE
After the Fact
 Review
 Reflect
 Regroup
 Prepare…for the next crisis

24. HANDLING NEGATIVE
MEDIA COVERAGE
Robert Walker
RetirementHomes.com
1-888-544-9124 x. 243
Robert@RetirementHomes.com
www.RetirementHomes.com
Janis R. Ehlers
The Ehlers Group
954-726-9228
Janis@TheEhlersGroup.com
www.TheEhlersGroup.com