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Manage the message! Crisis management in a ‘mediaholic’ world


It doesn’t matter how well/ efficiently you respond to a query, post, tweet or blog directed at your park, if the message is wrong then the result won’t be right, argues Lisa Rau. Here one of the key communications chiefs at Herschend Family Entertainment provides some sage advice for parks and attractions PR professionals. Why not keep the page on file?


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hile there are times in our communications world that a missed step wouldn’t necessarily be critical, during a crisis or serious incident is not one of them. In our hyper-connected, ‘mediaholic’ world, there is no winging it when managing a serious incident at your park or attraction. Every person in every level of management should know the basics of what to do in case – and those who might be in front of cameras, together with reporters, bloggers, tweeters and photographers should be well-versed in message management before anything happens in real time. Note for the sceptical: This does not mean providing the dreaded


“spin” – it means always telling the truth while managing the positioning and the delivery of the message points.


The changing landscape Think about this term: hybrid journalist. It’s new to our repertoire, but quite accurate and exactly what’s happening in today’s newsrooms. Everyone now knows that web is king, queen and court and that even tomorrow morning’s paper posts a “special report” as soon as it can be loaded. This is vastly different to the situation just a few years ago. It doesn’t seem long ago that those in the PR industry would say that the first 24 hours of an incident are critical. Just a decade ago they would reference the first three days. Now, however, social media can turn a message into a speeding viral bullet within seconds and reputations can be tainted or broken, created or built almost in an instant. There is no time for delay and no time to begin studying tactics and potential actions – you must already be prepared with every “What If” scenario imaginable in your workplace. And it’s not only the “real” journalists, hybrid or not, who need to be on your radar/aware of. We have to think of everyone as a reporter-at- large, an eyewitness or on-site contributor – anyone with a cell phone, photography abilities and internet access.


Let’s get to work


While dealing with a crisis or a large- scale incident, when often there are many extenuating circumstances, sometimes-unknown factors and layers of questions, there are some aspects of media management that we should consider near absolutes: 1) The media will find out. 2) The media will show up at your property.


3) The media will expect you to talk with them. 4) The media will have the last word.


The power of the media – and its role in influencing the “Court of Public Opinion” – can have a


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monumental impact on your park, attraction or business. Obviously, the crisis or incident can create harm or havoc by itself, but how we choose to publicly deal with the situation is how our customers – current or potential ones – will determine how they “feel” about who you are as a business; judging, critiquing, criticising or applauding. Who does that include? Your guests, customers, vendors, suppliers, owners, stockholders, civic leaders, legislator and the community as a whole – all the way to your neighbours and your kids’ teachers. In times of crisis, all these groups will make judgments about your reputation, image, brand, identity and credibility – basically, all the things we in the industry strive to protect and enhance. Yet, years of carefully placed public goodwill, a stellar record and a loyal customer base can all be tainted or devastated with the mishandling of one incident. So often, and especially when mistakes might have been made or we’re without all the facts, we view the media as the “other side” and, as a result, contrary to all crisis management guidelines, “No comment” prevails. In most cases, that is an unacceptable response, showing a lack of concern, commitment, awareness, compassion or truthfulness.


Where to start? Learning to deal with the media can be a positive experience. Tactically, it’s never too early to plan for “what if” something happens at your property, company or place of business. Think of it as the Three Ps: Preparation, Positioning and Presentation. Developing and regularly updating an incident coordination plan is key, and a part of that plan should be a completely vetted media plan that outlines: 1) Those identified, trained and authorised to act as spokespeople. 2) The 24/7 contact information of spokespeople, ownership, contact attorney and selected top management. 3) Your social media channels and how to access them with your messaging. Ensure the right social media employees are part of your media training, they will very likely be the first point of message distribution and will be a critical source of monitoring the traffic pertinent to the situation.


4) An emergency media list that has cell phone numbers, daytime, night-time and hotline numbers plus e-mail addresses to all influential news organisations in your area.


5) A possible site plan for potential access areas where you might allow the media to access different areas of your property. Where might satellite/TV trucks park? Can you provide wireless internet, battery charging, beverages, etc?


The preparation stage No crisis yet, but you need to be ready. This stage should include ensuring that your PR and social people – and your lawyers – understand and respect one another’s roles. Operations, marketing, social and key management should play the “what if” game” – what could happen here and in what areas? What are our possible scenarios? Have we identified experts we can call in different areas relevant to our business? The time a crisis is unfolding is a very poor time to learn the names and roles of the dominant media members in your area. You needn’t be lunch buddies with them all, but spokespeople and key management should know something of the reporters on the other side of the microphones. Ongoing and updated education is also essential. Research pertinent areas and issues that pertain to standards within your industry. Know the experts to call and understand safety operations throughout your operation.


ABOVE LEFT: Lisa Rau addresses media during a press conference at Silver Dollar City MARCH 2014

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