1. DA010 - Professional Diploma in Public Relations - COMM6024EP
Media Relations and New Media
Technology (2011/10)
Lecture 7
Event’s media relations
Managing crisis communications
Developed and Presented by
Roy Ying, Msc., B.Comm.
Note: Pictures used in this power point file
is for academic Purpose only

2. Table of Content
• Event Management
– Identification of publicity needs in different types of
events
– Partnership with media in event management
– Media service in sporting events
• Crisis Management
– Identification of risk: Try to managing crisis before it
happens
– Tools in brain storming for crisis management
recovery actions
– Managing spokesperson’s line to take in media
interviews
– Organization of emergency media activities in
managing crisis

3. Media event vs. Event’s media
• A media event is an occasion or
happening that attracts prominent
coverage by mass media organizations.
• An event’s media is the PR function in
generating publicity for the event with
specific objectives in adding value to the
event.
Class:
Class:
•• What are the
What are the
activities of an
activities of an
event’s media?
event’s media?

4. For example, the media activities of
an exhibition may consists of:
Mass media
• TELEVISION - The media mix includes utilization of multi
channel approach
• PRINT - A planned advertising campaign in leading
National Dailies shall be utilized to create awareness.
• RADIO - Publicity on leading FM Channels.
• OUTDOOR - Hoardings, posters and banners shall be
placed at strategic and key locations
• ONLINE - Publicity on various prominent portals through
Banner space, Mailers to their members, Links, Articles,
Pop-Ups etc., shall ensure maximum footage/presence
amongst the Target visitors.

5. Exhibition’s media activities:
Targeted media:
• PR ACTIVITY - High level PR activity through Previews
and Reviews in print & electronic media, trade journals,
trade magazines, Government journals, School
magazines etc.
• DIRECT MARKETING & INVITATIONS - A massive
direct invitation, mail and email campaign to Schools,
Colleges, Institutes, Embassies, Training & Education
Centers, Universities, Education Boards, Public Libraries,
Education Free Zones, Government Bodies &
Associations, Ministries, Media, Corporate Houses,
Consultants, Banks, Retailers, Wholesalers, Distributors,
Buying Agents etc. shall ensure qualitative target
audience.

6. TVC

7. Print ads

8. PR activities

9. Outdoor media

10. Ambush Outdoor Media Marketing

11. Online / mobile

12. Viral Media Marketing

13. Direct Marketing
DATABASE

14. Media Partnership

15. WHAT CAN ORGANISER OFFER?
• Interesting stories
• Exclusivity
• Access to speakers with a longer lead time
• Special reader offers and free tickets
• The opportunity to expand current
readership/audience
• A single point of contact
• Brand association
• Visibility

16. WHAT IN RETURN?
• Coverage
• Advertising (free or a good deal)
• Profile
• Increased awareness
• Branding / shared association
• Improved quality of editorial and access to
editorial
• Possibly better sponsorship opportunities

17. WHAT ARE THE DRAWBACKS?
• Usually exclusive. You may gain editorial
exposure in your partner media, but you are not
likely to get a lot from others.
• Media often use published rates to negotiate
entitlements. You may be in a position to be
exchanging for a more expensive item.
• Your media partner may be supporting your
competitor’s event as well, but it’s very difficult to
put this restrictive covenant into your media
partnership agreement.

18. Other examples – co-organizer

19. Other example - sponsor

20. Media Centre
• The service organisers have to provide

21. What do we mean by crisis?

22. Risk, incident & crisis management

23. Media protocol & action hierarchy

24. Emergency Personnel Team
• You – as PR manager
• Spokesperson (1-2)
• Phone team (talk to media)
• Researcher and writer
• Decision maker
• Legal council, if applicable

25. First determine what’s wrong, e.g.
• Human error
• Clerical error
• Unauthorized procedures
• Inadequate supervision
• Inadequate quality control
• Misuse of confidential information
• Errors of judgement
• Inadequate standard operating procedures

26. Develop your core message
• You want this message to be heard in
every step of how people assimilate news

27. Tell everyone your core message!
1. Emergency Personnel Team
2. Board of Directors
3. Employees
4. Members
5. Other Stakeholders

28. Example – Michael Jackson
• Died on 25 June, 2009

29. Crisis communications
• "The world lost a kind soul who just
happened to be the greatest entertainer
the world has ever known," Randy Phillips,
chief executive of AEG Live, said in a
statement. "Since he loved his fans in life,
it is incumbent upon us to treat them with
the same reverence and respect after his
death.“
29 June 2009

30. Emergency crisis media interview

31. Designated Spokespersons
• Must be a senior officer
• Interest and empathy
• Honesty and authenticity
• Responsive and proactive
• Open to criticism
• A good story teller

32. Lack of crisis communications
preparation

33. Interview skill - Bridging
• Don’t Know: I don’t know, but I can tell
you…
• Time: That may have been the case in the
past. Now we are…
• Importance: That once was important. What
is most important now is…
• Completing: I think you would have a more
complete picture if you considered…
• Yes and No: No, let me explain. Yes, and
furthermore…

34. 7 Must Have Elements in Your
Crisis Communication Kit
1. A list of the members of the crisis
management team
2. Contact information for key officers,
spokespeople, and crisis management team
members
3. Fact sheets on the company, each division,
each physical location, and each product
offered.
4. Profiles and biographies for each key
manager in your company

35. 7 Must Have Elements in Your
Crisis Communication Kit
5. Copies of your company, division and
product logos, your press release format
and the scanned in signature of your CEO
on disk
6. Pre-written scripts answering key questions
that you have generated through your crisis
scenario analysis
7. Contact information for each of your key
media contacts both locally, nationally, and if
appropriate, key financial press and analysts.

36. Key considerations

37. Crisis media strategy should…

38. Remember…

39. What NOT to do

41. Using the 10 golden rules
• Outline what you think the Tokyo Electric
could have done a better job in
communicating this crisis to the public
Credit: Ike Pigott