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Em_Lead&Comm_Study_Guide - Stakeholders(how do they...

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Stakeholders (how do they identify themselves?) o Stakeholders are people or organizations with a special connection to the emergency o Stakeholders will self-identify as stakeholders You don’t get to decide whether they have something at stake in the emergency or not They believe you are “beholden” to them They expect you to communicate with them through the media and through other means possible *media, public, clients/customers, business and community leaders, elected officials, consumer action groups, partner organizations, employees, families, board members, external advisors, union/labor organizations, legal advocates Media are demanding stakeholders o Don’t assume that satisfying them will satisfy everyone else o Don’t ignore media, but…. . Plan that other stakeholders will want a piece of you before, during, and after an emergency Leaders and organizations typically make 5 mistakes during a crisis according to stakeholders themselves o Inadequate access o Lack of clarity o No energy for response to them o Too little, too late o Perceptions of arrogance Spokesperson A spokesperson is an individual representing the organization who has… Knowledge Authority Community Trust o …with the media and the public As a subject matter expert, Never comment "off the record." Place most important points at the beginning of each response. Be concise. Think headlines! Respond to simple questions with simple answers. Do not answer hypothetical questions; bridge back to reality. Avoid negatives. Be positive. Be prepared. Respect deadlines. Suggest that the spokesperson take control of interviews with some of these tips: Bridging — Transition from questions asked to a key message. Bridging Example: o "Yes and in addition to that. ...“ o "No, let me explain. ..." Hooking — Force a follow-up question that sets the stage for a key message. Hooking Example : o "There are several ways to answer your question. ..."
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Flagging — Use verbal cues to underscore the importance of a forthcoming comment. Flagging Example: o "The most important point to remember is. .." The Machine Gunner (AKA, Bryant Gumbel) Trap : o Rapidly fires a series of questions at you and you try to answer all questions Solution : o Choose the one question that will allow you to seize control and deliver a message Example : o “Let me put some of that into perspective for you . . .” The Interrupter (AKA, Bill O’Reilly) Trap : o Never lets you finish a thought. Cuts you off mid-sentence and you acquiesce; the interview falls into a question/answer/question/answer interrogation Solution : o Politely continue your statement Example : o Smile and say, “I’ll be happy to get to that in a moment, but as I was saying . . .” o NOTE : Ask yourself if your answers are too long or too technical. Try to become more quotable.
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Em_Lead&Comm_Study_Guide - Stakeholders(how do they...

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