EXPECT THE UNEXPECTED

Greg Johnson, Athletic Director,North Central University

Matt Higgins, Asst. Exec. Dir., Minnesota Intercollegiate Athletic Conference

Expect theUnexpected

Positive Breaking NewsGreg Johnson

Crisis ManagementMatt Higgins

The Situation

Plan Ahead Research

When was the last time…?Records, bios, facts in place

Flash drive/hidden website ready at all times

CommunicationAlert key campus contacts of

“could happen” scenarios

Don’t Be Cheap Bring an assistant or student help

The more meaningful content you can provide, the better.

Great experience/exposure for your assistant(s).

Buy the photographer (within a reasonable cost) You never know when a $75 cost will turn into

a profitable investment. Don’t put “photography” in your event

job description

Go on Offense Don’t wait for the media to come to you.

Reach out to them individually.

Have key contacts ready. Be ready to make it personal. You want them to come on

campus. Make a connection with them.

Develop external relationships. Dave Wright Patrick Reusse

Minneapolis Star Tribune & ESPN Radio

Go on Offense The ESPN Factor:

assignmentdesk@espn.com and assignmentdesk2@espn.com

Quality > Quantity High quality is better than speed. It’s ok to wait (to an extent).

Foster Conversation

Having an accessible media vault unweagles.com/ncaa

Use a hashtag if appropriate Channel the messaging to the right place

The Unthinkables

Track your stats Social media and website statistics Can be used to gain buy-in for future investment

Sleep! Athletes wear down over the course of a game. So do you!

Don’t plan a vacation! Block out potential future dates.

Crisis Management

Develop a plan

Communicate effectively

Respond & React

Develop a Plan Gather details and opinions

Research topic, learn what’s out there

Make decisions and/or take action

Prepare communications In-house, press release, social media

Anticipate media coverage Statements, Interviews, Talking points

Communicate Effectively

Communicate details in order of importanceExample: Department/Membership/Conf. office, NCAA,

Media, Public, Social Media Control the message

Face issues head-onTake control of information sharedShare talking points with all involved

Be professional, but also be humanShare what needs to be sharedShow compassion when called for

Respond & React Working with media

Be available, direct and honest Set parameters for interviews

All parties should work from same talking points Use opportunity to build relationships

Social Media Monitor the discussion Control what you can control Think before you interact

Monitor coverage Know what’s being reported

Crisis Management

In conclusion…Plan, Communicate, Respond & ReactAlways be preparedIt’ll eventually blow over

Expect theUnexpected Any questions? Further discussion Powerpoint online