1. Media & Mayhem Sept. 12, 2011 Misty Fry, Public Relations Manager Michael Schwabe, Account Manager

2. Howdy! And welcome! All media exist to invest our lives with artificial perceptions and arbitrary values. - Marshall McLuhan

3. Howdy! And welcome!

4. Today’s media landscape

5. What you’re up against

6. What you’re up against 24/7 – 365 Continuous publication Compressed publication times Shrinking newsrooms Multiple platforms – print, websites, blogs, social media, videos News spreads at broadband speed

8. The playing field

9. The risk It’s always a risk to speak to the press. They are likely to report what you say. - Hubert H. Humphrey

10. What’s newsworthy?

11. Journalist’s perspective Their job? To tell THEIR story, not YOUR story

14. The DOs

19. The DON’Ts

20. Don’t say “No comment”

22. Don’t ever go off the record There’s NO SUCH THING as Off the Record

26. What to do when you get the call

27. What to do when you get the call The questions don’t do the damage. Only the answers do. - Sam Donaldson

34. Putting it in perspective It takes a lifetime to build a reputation and only a few seconds to destroy one. - Unknown

35. The bottom line

37. Control what you can control You have ZERO control over the questions, but 100% control over the answers

38. Q&A

39. Misty Fry Public Relations Manager [email_address] Michael Schwabe Account Manager [email_address] (216) 391-2255 www.thundertech.com