Rotary Youth Exchange

Rotary Youth ExchangeRotary Youth Exchange

MEDIA TRAINING:MEDIA TRAINING:

Dealing with the Media Dealing with the Media in a Crisisin a Crisis




Presented at the USA Canada Presented at the USA Canada Youth Exchange Network Conference Youth Exchange Network Conference

Houston, Texas Houston, Texas March 10, 2006March 10, 2006




Wen Huang, RI Public Relations Wen Huang, RI Public Relations Ivan Vianna, YEO, Brasil Ivan Vianna, YEO, Brasil Dennis White, YEO, USADennis White, YEO, USA

Session OutlineSession Outline Why this is importantWhy this is important Good and bad examples Good and bad examples Developing a PlanDeveloping a Plan Basic principles Basic principles Key strategy and messagesKey strategy and messages Case studyCase study Support from RI Support from RI DiscussionDiscussion



Good and Bad Examples of Good and Bad Examples of InterviewsInterviews

Why this is ImportantWhy this is Important

1. Death of a student – accident, illness, homicide, 1. Death of a student – accident, illness, homicide, suicide.suicide.

2.2. Serious injury to a student.Serious injury to a student.

3.3. A missing student – lost, abducted, runaway, etc.A missing student – lost, abducted, runaway, etc.

4.4. Abused student – physically, emotionally or Abused student – physically, emotionally or

sexually.sexually.


Crises Happen!Crises Happen!


5.5. An exchange student is accused of criminal An exchange student is accused of criminal

behavior.behavior.

6.6. Allegations of any kind of scandal within the YE Allegations of any kind of scandal within the YE

Program or any club. Program or any club.

7.7. Injury, accident or other harm coming to a Injury, accident or other harm coming to a

Rotarian or host family member involved in a YE Rotarian or host family member involved in a YE

activity. activity.




In addition to managing the crisis itself, In addition to managing the crisis itself, there is often there is often

Intense Media Attention Intense Media Attention

(sometimes called a feeding frenzy)(sometimes called a feeding frenzy)




The media coverage can The media coverage can becomebecome the crisis the crisis



Intense media attentionIntense media attention



Following the tsunami in Indonesia, Jan Englund,Following the tsunami in Indonesia, Jan Englund, Norwegian UN foreign aid specialist, was commenting Norwegian UN foreign aid specialist, was commenting on giving IN GENERAL (not tsunami specific) andon giving IN GENERAL (not tsunami specific) and said that the wealthier nations of the world could dosaid that the wealthier nations of the world could do much more to help the poorer countries. much more to help the poorer countries.



He commented that the recommended contributionHe commented that the recommended contribution to foreign aid was one percent of GDP for any to foreign aid was one percent of GDP for any given country, and that few, if any give that much. given country, and that few, if any give that much.

He then said, referring to the richer nations ofHe then said, referring to the richer nations of the world: the world:

““When you think of it, When you think of it, we are really pretty stingy.”we are really pretty stingy.”



For days, the headlines were: “America criticizedFor days, the headlines were: “America criticized as stingy.” Even after Englund clarified hisas stingy.” Even after Englund clarified his comments comments repeatedlyrepeatedly, the story went on , the story went on relentlessly. relentlessly.

President Bush’s comment, critical of Englund’s President Bush’s comment, critical of Englund’s statement was, “Somebody better get his facts statement was, “Somebody better get his facts

straight!” straight!”



For For six weeks six weeks every time a new and higher pledge every time a new and higher pledge of tsunami money was made by the US, a typicalof tsunami money was made by the US, a typical headline was “Today the United States increased headline was “Today the United States increased its pledge of financial support for tsunami relief to its pledge of financial support for tsunami relief to X amount of dollars, X amount of dollars, after being criticized asafter being criticized as stingy.stingy.





Intense media attentionIntense media attention


The crisis can become a positive opportunity The crisis can become a positive opportunity

to promote Rotary and Youth Exchangeto promote Rotary and Youth Exchange

But it will not happen by chance – we need But it will not happen by chance – we need

to be preparedto be prepared


The good news is…The good news is…

Caution Caution

A strategy for dealing with the media A strategy for dealing with the media

(crisis media plan) is not a substitute for (crisis media plan) is not a substitute for

a crisis management plana crisis management plan

If you do not have a crisis management If you do not have a crisis management

plan, it may be time to…plan, it may be time to…


Caution Caution

Panic!


Developing a Crisis Developing a Crisis Media PlanMedia Plan

Wen Huang, Public Relations Wen Huang, Public Relations Rotary InternationalRotary International


Before a Crisis Develops (Step I)Before a Crisis Develops (Step I) Convene a crisis media teamConvene a crisis media team

(YEO officer, DG, PDG, Attorney, (YEO officer, DG, PDG, Attorney, Media Professional)Media Professional)

Gather all the factsGather all the facts

Report to Rotary InternationalReport to Rotary International

Offer timely internal briefings Offer timely internal briefings


Before a Crisis Develops (Step II)Before a Crisis Develops (Step II)

Identify a Rotary spokesperson Identify a Rotary spokesperson

Tell clubs/Rotarians not to Tell clubs/Rotarians not to speculatespeculate

When media calls, refer them to When media calls, refer them to crisis team or the spokespersoncrisis team or the spokesperson

Contact RI immediately, if there is a Contact RI immediately, if there is a potential for national/international potential for national/international interestinterest


Before a Crisis Develops (Step III)Before a Crisis Develops (Step III)

Respond to media quicklyRespond to media quickly

Do not cover up or hide the truthDo not cover up or hide the truth

Prepare statement, expressing Prepare statement, expressing Rotary’s positionRotary’s position

Honesty/Stating the truthHonesty/Stating the truth

Monitoring media/web activitiesMonitoring media/web activities


Before a Crisis Develops (Step IV)Before a Crisis Develops (Step IV)

Taking action to show careTaking action to show care

Examples: Examples: DG or YEO contacts parents, DG or YEO contacts parents, organize search activities, appoint organize search activities, appoint counselors, start call for help web, counselors, start call for help web, fundraising for victims, (in the case of fundraising for victims, (in the case of sexual abuse crisis) remove alleged sexual abuse crisis) remove alleged offender from Rotary clubs etc.offender from Rotary clubs etc.


Media Assistance from RIMedia Assistance from RI

Assist drafting position statement Assist drafting position statement

Helping with last minute media training Helping with last minute media training

Providing international spokespersonProviding international spokesperson

Helping coordinating Helping coordinating national/international media national/international media interviews/media contacts interviews/media contacts

Contacts: 847-866-3245/David Contacts: 847-866-3245/David AlexanderAlexander


Other Types of Assistance from RIOther Types of Assistance from RI

RI activates crisis management RI activates crisis management teamteam

Legal Strategies/counselingLegal Strategies/counseling

Program helpProgram help

Help from RI senior leadershipHelp from RI senior leadership


Basic principlesBasic principles

Any interview is an opportunity to send Any interview is an opportunity to send

the message you wantthe message you want

When you speak, you When you speak, you AREARE Rotary Rotary

The media are looking for controversy, The media are looking for controversy,

something new and exciting or something new and exciting or

something that will attract attentionsomething that will attract attention


Basic principlesBasic principles

Take your time and develop your Take your time and develop your

message as you want it to bemessage as you want it to be

Make sure you present the positive Make sure you present the positive

message you want to coveymessage you want to covey

Develop a strategy for difficult questions Develop a strategy for difficult questions

and PRACTICE and PRACTICE


Key Strategy in a CrisisKey Strategy in a Crisis

Demonstrate leadershipDemonstrate leadership

Offer reassuranceOffer reassurance

Make a statement with:Make a statement with:

1. Facts1. Facts

2. Feelings2. Feelings

3. A forward looking vision3. A forward looking vision



Sample News ReleaseSample News Release

A ___________________ at ____________________ A ___________________ at ____________________ involving __________________ occurred today at involving __________________ occurred today at ________________ . The incident is under ________________ . The incident is under investigation and more information is forthcoming. investigation and more information is forthcoming.


From the article: From the article: CrisisCommunicationPlan.docCrisisCommunicationPlan.doc on yeoresources.orgon yeoresources.org


For instance:For instance:

A youth exchange student was found unconscious at A youth exchange student was found unconscious at the bottom of a swimming pool at a Rotary Youth the bottom of a swimming pool at a Rotary Youth Exchange conference this evening. The student was Exchange conference this evening. The student was taken to the emergency room at St. Mary’s Hospital at taken to the emergency room at St. Mary’s Hospital at 10:00 pm in critical condition. More information will 10:00 pm in critical condition. More information will be forthcoming when it is available. In the mean time be forthcoming when it is available. In the mean time we have contacted the student’s parents have been we have contacted the student’s parents have been notified and we pray for a swift recovery. notified and we pray for a swift recovery.


Key messages - Key messages - acknowledgementacknowledgement

We care about every student - as if they We care about every student - as if they

were our own childrenwere our own children

We are shocked/concerned/saddened by We are shocked/concerned/saddened by

this information/allegation/event this information/allegation/event

We take every event/allegation very We take every event/allegation very

seriouslyseriously


Key messages - positiveKey messages - positive

Rotary conducts over 6,000 exchanges Rotary conducts over 6,000 exchanges

every yearevery year

Every Rotary Club adopts their exchange Every Rotary Club adopts their exchange

student as if they were a son or daughterstudent as if they were a son or daughter

We believe we are building peace one We believe we are building peace one

exchange at a timeexchange at a time


Positive Messages we can deliver in Positive Messages we can deliver in cases of abusecases of abuse

We take all allegations very seriouslyWe take all allegations very seriously

Rotary has a zero tolerance policy for Rotary has a zero tolerance policy for

abuse of any kindabuse of any kind

Our first concern is for the safety of the Our first concern is for the safety of the

studentstudent


Positive Messages we can deliver in Positive Messages we can deliver in cases of abusecases of abuse

We report any allegations to the authorities We report any allegations to the authorities

and cooperate completelyand cooperate completely

All Rotarians, students and parents involved All Rotarians, students and parents involved

in youth Exchange are trained in in youth Exchange are trained in

understanding abuse issuesunderstanding abuse issues

Our first concern is for the safety of the Our first concern is for the safety of the

studentstudent


Preparing for Difficult QuestionsPreparing for Difficult Questions Control the difficult questionsControl the difficult questions Learn to bridge – remember ABC – Learn to bridge – remember ABC –

Answer, Bridge, ContextAnswer, Bridge, Context Question:Question: ““Aren’t there dozens of cases of Aren’t there dozens of cases of

allegations of abuse from years allegations of abuse from years ago, ago, just coming forward?”just coming forward?”


Preparing for Difficult QuestionsPreparing for Difficult Questions Rotary takes any allegation, past or Rotary takes any allegation, past or

present, very seriouslypresent, very seriously It would be inappropriate to comment on It would be inappropriate to comment on

any specific case that might be under any specific case that might be under investigationinvestigation

But let me tell you about our But let me tell you about our comprehensive Youth Protection comprehensive Youth Protection Policy…Policy…


Preparing for Difficult QuestionsPreparing for Difficult Questions It’s best to address a question briefly It’s best to address a question briefly

then smoothly bridge back to your then smoothly bridge back to your “message track”“message track”

Don’t use “No comment” or “I can’t Don’t use “No comment” or “I can’t answer that”answer that”

Instead explain why you can’t answer Instead explain why you can’t answer and bridge a topic or message point and bridge a topic or message point that’s in your “home base”that’s in your “home base”



Preparing for Difficult QuestionsPreparing for Difficult Questions If you don’t want a reporter to knowIf you don’t want a reporter to know something – DON’T SAY IT!something – DON’T SAY IT! There is no such thing as “Off the Record”There is no such thing as “Off the Record” If you get where you don’t want to go If you get where you don’t want to go – – BRIDGE!BRIDGE!

Controversy Controversy Your Message Your MessageBRIDGEBRIDGE

Preparing for Difficult QuestionsPreparing for Difficult Questions Rotary takes any allegation, past or Rotary takes any allegation, past or

present, very seriouslypresent, very seriously It would be inappropriate to comment on It would be inappropriate to comment on

any specific case that might be under any specific case that might be under investigationinvestigation

But let me tell you about our But let me tell you about our comprehensive Youth Protection comprehensive Youth Protection Policy…Policy…



Remember your ABC’s – Answer – Bridge Remember your ABC’s – Answer – Bridge – Context– Context

And… And… PRACTICEPRACTICE


Avoid jargon of any kindAvoid jargon of any kind

RYERYE

RYLARYLA

DGDG

YEOYEO

RIRI

Use personal storiesUse personal stories


I have hosted several exchange students – theyI have hosted several exchange students – they are still like family to meare still like family to me My own son/daughter was an exchange studentMy own son/daughter was an exchange student My wife/husband and I have attended My wife/husband and I have attended

weddingsweddings of former exchange students of former exchange students


After the media interview After the media interview Write an Email or letter thanking the reporterWrite an Email or letter thanking the reporter

Writer a letter to the editor if you think Rotary is Writer a letter to the editor if you think Rotary is being misrepresentedbeing misrepresented

Contact RI Public relations or YE staff for a Contact RI Public relations or YE staff for a review and additional assistancereview and additional assistance

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Case StudyCase Study

By Ivan L. Vianna - Dist 4760 BRAZIL

A Brazilian experienceA Brazilian experienceof a of a missing YE girl… YE girl…


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Briefing of the storyBriefing of the story


1- Nov. 6 2005 Sunday: a girl RYE student, leaves her host to a nearby city to go to Church and does not return home in the evening; local police started investigating/searching

2- Nov. 7, Monday morning: host district is informed and Crisis Plan is in effect: higher authorities are called, sponsor district overseas & R.I. are informed. In the afternoon police told us the girl changed bus to go to UNAI, another city 150 miles away, where she was spotted on the road trying to hitch-hike.

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3- Nov. 8, Tuesday: Police informed she got a ride on a truck whose driver paid for her lodge in Brasilia. False alarm result in a intensive farm search in the early hours. Meanwhile, several high authorities are called for help: Belo Horizonte Mayor, Federal Police Chief, Brasilia High rank Officers, Church Officers. The FBI attaché in Brasilia keeps close contact and reciprocal info.

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4- Nov 9, Wednesday: this story is first shown abroad before it reaches Brazil media. TV and radio live interviews are given to many vehicles and a national TV interview is taped. Police suspects she may be in Brasilia. A false YE is grabbed in a road hitch-hiking to Brasilia. Help keeps flowingin from many different sources.

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Nov. 9 2005 Wed.

Brasilia YE Chair searches local churches on his own. Her internet messages, sent, received, deleted – from 30 days are checked by FBI, contacts with ROTEX hosted in her country are made. All District YE Students are called.Her pictures on posters are on walls of UNAI. Media is continuously and persistently wanting interviews and info. RI PR makes contacts with international news and keeps monitoring the media relationship, helping with key messages and great support.

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Messages came from many countries reporting they have seen the case on TV. I asked everyone who called for help for PRAYING that this YE girl be found soon.

Her natural parents leave home to Brazil, a long trip that takes two days.

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NOV. 10 Thursday: TV Show Good Morning Brazil brings the story and pictures of the girl, airing the interview taped before. Media keeps calling all the time, very crazy.

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At noon TV announces a breaking news story showing the girl ALIVE on the beach in Salvador, Bahia, 1,500 miles away At the same time she calls, using the reporter’s cell phone. They go to a Police station where local YEO met them and legally got custody of the YE girl. She gave a testimony to INTERPOL assisted by a legal representative of consulate and by the Rotarian YEO.

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NOV. 11A few hours later, she is taken to Brasilia flying together with the Rotarian YEO. At the same time our District Inbound Coordinator flew over there to meet them.

In the morning her natural parents arrive at the Embassy in Brasilia where our YEO released the student to them, ceasing then her period of exchange. Next day the family leaves Brazil returning home with the student.

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NOV. 11

THOSE WERE THE FACTS THAT HAPPENED

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So, some actions we have taken in this case…


1- As soon as the situation was defined as a Crisis, we call for the Crisis Team, informing and keeping everyone informed: YEOs, R.I., DG, YE Students.2- A line of communication was immediately defined: ONLY ONE person to speak for Rotary.3- District YE Emergency Funds were put on standby and treasurer plans to increase if that becomes in need

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When it happened, some urgent actionshad to be taken:


• We checked twice the first info received before passing it out to others, as our primary source was very nervous and sleepless.•Immediately the Crisis Team was declared open followed by an immediate Team Meeting: NEVER TRY TO RUN THE CRISIS ALONE!

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When it happened, some urgent actionshad to be taken:


• After parents, district YEO, DG and RI were informed, legal and professional help was then immediately called: police contact, experienced psychologist, lawyer, journalist.

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About the line of communication:


• An important point in the crisis was the good communication between the partner districts.•Each district had a YEO contact that knew personally each other: in fact this is A difference between Rotary Y. E. P. & others •FAST, CORRECT & reliable communication was kept with ALL involved

ALL THE TIME

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• No speculations or guessing, keeping only to the facts!Basically this was the line of communication: Host District YEO talks to sponsor District YEO Sponsor district YEO talks to natural parents Host district INB Coordinator talks to host parentsKeep DG well informed of everything at all times

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ROTARY INTERNATIONAL kept close contact with both districts, giving

FULL SUPPORT

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We kept aiming two objectives which We believed would help to find the girl:


1- KEEP THE MEDIA INTERESTED AND SHOWING PICTURES OF THE MISSING GIRL ALL OVER THE COUNTRY We were successful, perhaps for some reasons:a. This story raised a lot of concerns to every homeb. It is a kind of news that touches peoplec. The international media was active and it may have pushed strongly the local one

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2- ALERTING AUTHORITIES THAT THIS TEEN GIRL WAS MISSING FOR NO REASON AND THAT ALL ACTIONS MUST BE TAKEN IN ORDER TO FIND HER asap.

Again, we were successful for calls and contacts were made with:

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1- Federal Government including the VP of Brazil2- State Civil & Military Police Chiefs 3- Mayor of Belo Horizonte4- Minister of Tourism, himself a former RYE 5- Church high officers, both in Brazil & abroad

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KEY MESSAGES WE KEPT REPEATING over and over IN ALL INTERVIEWS:


1- Rotary has been in close contact with the YE girl family and doing whatever

may be necessary to assist them.2- We do not know what happened,

police and authorities are investigating: there never was any evidence this might occur, it surprised all

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KEY MESSAGES WE KEPT REPEATING over and over IN ALL INTERVIEWS:


3- Rotary officers in both countries are cooperating fully with authorities during this investigation.4- We can not speculate for what might have happened: so far, what we know is what police tell us & tell you.5- I was myself a Rotary YE, so was my son and every year more than 8,000 students live abroad as exchange students. Brazil hosts 1,000 Y.E. students from 36 countries

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KEY MESSAGES AFTER THE GIRL WAS FOUND:


1-We thank God for she was found alive and well2-She met her parents and together they are flying home, her exchange is over3- We are deeply thankful to the authorities, to police officers and to the media for their work which indeed contributed to this outcome

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Districts 4760 and 4530 created a certificate Service Above Self which was given to 15 people non-Rotarians who were involved in a special way in the search of this girl:08 police officers from two states, 2 TVreporters, Chief of Staff of Brazil’s V.P., 01 Minister of State, FBI Officer, 02 Gov. Officers. IN that event, 82 inbound students participated, 05 BR Chair + 15 YEOs

A Rotary Special Dinner of thanks was held on Jan 11 in Brasilia:


Pictures of Rotary THANKS Dinner Jan. 11Pictures of Rotary THANKS Dinner Jan. 11

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•Some people you would not never expect to act differently, they do. Be not surprised, be ready•Insist that every R.C. YEO participates in the YEO training sessions, even the old ones•Besides Crisis Management Plan, it was very important that our District 4760 had an Emergency Fund: crises also cost money

We learned a lot, some of it:

Things Do Happen!

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•Every Rotary Club YEO must know at any time where is the IB student: each one should have an international Rotary ID (Certification will make it)

•Tell the host family to treat the IB student just the way they wished their child would be treated if abroad in similar position.

•Keep telling all Y.E. students: Trust your instincts. If you do not feel safe in a situation or someone's behavior is making you uncomfortable, get out.BE YOURSELF.

No JARGON, but some phrases must be repeated over and over:

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THANKS FOR YOUR ATTENTION


Articles posted on yeoresources:

Crisis Communication Plan.doc A CRISIS MANAGEMENT PLAN.doc Crisis Management.doc Good PR.doc mediarelations.pdf spokesperson checkist.pdf CRISIS MEDIA TRAINING handout.doc



DiscussionDiscussion

QuestionsQuestions CommentsComments




Presented at the USA Canada Presented at the USA Canada Youth Exchange Network Conference Youth Exchange Network Conference

Houston, Texas Houston, Texas March 10, 2006March 10, 2006

Rotary Youth Exchange

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