Presentation by Tina Altieri for ICCA CEC Summer Meeting

1. Mastering the Media
with
TINA ALTIERI
FOR
ICCA CEC 2017
Don't Risk Disaster!
Super Six Strategies
for Effec2ve Media
Communica2on
Mastering the MediaMastering the Media2
Hearing so
much and yet
having so liFle
clarity – under
that enormous
pressure.
When Crisis hits…
3 Mastering the Media3 Mastering the Media
Are you an agile communicator in
Lmes of trouble?
4 Mastering the Media4
“Crises are inevitable but
leaders are made by the way
they handle them. The reverse
is, of course, also true.”
“The irony is a mismanaged
crisis is far more costly than a
well managed one.”
“Own the problem…. or it will
own you.”

2. Mastering the Media
Rethink...
Relearn…
Rewire…
In this session…
Avoid Communication Paralysis
5
How long does it take to ruin your reputaLon?
7
seconds
6 6
MASTERING THE MEDIA
6
Mastering the Media
1. Communicate
early & oRen
– Drip feed
– Be visible very
quickly
– Delay can put you
on the back foot
Super Six Strategies
Mastering the Media7 Mastering the Media
1. Communicate early and oRen
Mastering the Media8
– Tell everything
you know to
be true.
– Explain why
you can’t say
anymore at
this stage.

3. Mastering the Media
1. Communicate early and oRen
Mastering the Media9
How would I feel if 1 million people knew
about this by tomorrow? What would they
be thinking about us and what would they be
expec2ng us to say?
The rumour mill can be a
deafening roar and no
one wants to hear you
above it.
Mastering the Media
I had hoped we would know
more by now but that’s not
the case. We need more
2me to… ”
“
Phrases to neutralize. Pause mode.
It would be premature for me to comment on that
when we don’t have all the facts. And we won’t
speculate. We promise to give more informa2on as
soon as it’s available.
“
”
Mastering the Media10
I wish we knew more because
when we have that informa2on
we will be able to… ”
“
Mastering the MediaMastering the Media11
We have worked around the
clock every day to understand
more about what’s happened.
We don’t have all the answers
and we won’t speculate yet
but what we do know is…
“
”
We owe it to the families
involved to find all the answers.
And we must carry out the
inves2ga2on me2culously. We
promise to give more
informa2on as soon as it’s
available.
“
”
Phrases to neutralize. Pause mode.
Mastering the MediaMastering the Media12
2. Avoid the piWalls
– The loaded quesNon
“We understand the scene was
chaoLc and the confusion was
not handled well by your staff
at the scene. Why was it
handled so poorly?”
Super Six Strategies

4. Mastering the Media
Super Six Strategies
Mastering the Media13
Speaking about something that
has not happened and may
never happen?
2. Avoid the piWalls
– The HypotheNcal
Mastering the Media
3. Can you give
your side of the
story?
– Because if you can’t,
others will!
Super Six Strategies
Mastering the Media14
Mastering the MediaMastering the Media15
– Efficiently and
eloquently or
someone else will
do it for you. Their
version of events
may not flaSer you
or your
organizaNon.
Get the story right.
Super Six Strategies
Mastering the Media
4. How & Why
things will be
different
– Learn to
communicate your
commitment.
Super Six Strategies
Mastering the Media16

5. Mastering the Media
5. Choose your
spokespeople
well
– Compelling
– Compassionate
– Composed
Mastering the Media17
Super Six Strategies
Mastering the Media
– Trust is the new
black. We need
emoNonally
intelligent CEO’s
who are instantly
likeable,
trustworthy and
accountable.
– If it’s appropriate –
acknowledge fears.
Choose your spokespeople well
Mastering the Media18
Mastering the Media
– Show empathy and
show you
genuinely care
– Spo[ng
inconsistencies is
done instantly.
Every twitch, every
movement is
interpreted.
Choose your spokespeople well
Mastering the Media19
Don’t be tone deaf
• FLUCTUATION
IN VOCAL TONE
• VOLUME
• PITCH
Mastering the Media20

6. Don’t be tone deaf
Mastering the Media21
Fact…Vocal
variety increased
a speaker’s
charisma and
credibility raLng!
Mastering the Media
Look who’s
showing palms?
Mastering the Media22
Mastering the Media
6. Bridging
phrases in
tough Lmes.
– Do you have them
ready to go?
Mastering the Media23
Super Six Strategies
Mastering the Media
Bridging phrases
The most important thing we’ve got
to focus on is ….
The reality is…
On the contrary, we have …
What we’re commiFed to achieving
right now is….
Together what we should be
working towards now is…
There’s no easy answer to these
challenges but what we do know is…
24 M A S T E R I N G T H E M E D I A

7. Mastering the Media
Avoid the pi^alls.
Choose and train your
spokespeople well.
Communicate early
and o_en.
Bridging phrases in
tough Nmes.
Super Six
Strategies
25
How & why things will
be different.
Can you give your side
of the story?
Mastering the Media
TINA ALTIERI
Nna@maxcommunicate.com
hSps://www.facebook.com/MediaAustralasiaXchange
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The End