Crise e Media
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Transcript of Crise e Media
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1
PrinciplesofCrisisManagement
andMediaHandling
7.12.2012
inHKU
Problem Unhappyencounterswithmedia
Whyaretheyappearwhenyoudontwantthem
and
disappearwhenyouneedthemmost?
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Whyis
there
such
ahuge
gap?
Myanswersare
1. Medialogicyourorganizationlogic
2. Yourpriorityisnottheirpriority
3. Theirfocusmaynotbeyourfocus
1.Whatismedialogic?keyelements
A) Theirmission "Theconstructionofjournalisticideologystartsfromthe
premisethatontheonesideofsocietytherearethepowerful(establishment),whileontheothersidewefindthecommonpeople.Inbetweentherearejournalists,locatedintheregionbetween
those
in
power
and
the
people.
The
journalists
job
is
toservethepeopleandchallengethepowerful(establishment)."
(Petersson&Carlberg1990)
Point1 :Reporterscometo occasion witha
mission/purpose. Theyarenot academic
observersorbystanders
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B.Their
roles
Seriousjournalistsregardthemselvesastheguardianof
thepublicgood, sotheywatchoutformalpractice,
corruption,wasteofpublic resources.
Theyaretherefore biasedinthesensethattheylove
negativestories
Also,theydislikehidingoffactsandindeedhatelies.If
discovered,thepersonwholieswillcomeundersevere
criticism
Point2 :seriousjournalists areboundtobecritical,
sometimescynical.Sowhenyouarebeingquestionedbya
youngreporter, dontfeeldespair.Thereisnothing
personalaboutthecriticalquestions.
C.Theirwayofthinking
Definitionofnews
"Whenadogbitesaman,thatisnotnews,becauseithappenstoooften.Butifamanbitesadog,thatisnews."
ThephrasewascoinedbyAlfredHarmsworth,aBritishnewspaper
magnate,but
is
also
attributed
to
New
York
Sun
editor
John
B.
Bogart(18481921)
Ofcoursethereisanexception duringtheoutbreakofrabies,wewouldtakedogbitingapersonasamajornewsitembecauseitwouldspreadthediseaseandthereforeofmajorpublicconcern.
Point3 :Journalistsloveextremities.Awaytodrawtheir
attentionistouncovernoveltiesforthem.
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D.(know)
Their
limitations
* ontheirreturntothenewsroom,theyhavetocompetefor
timeslotorspaceintomorrownewspaper
AsanEditor,wechooseheadlinestoriesaccordingtothe 2-I approach.
Importance -- how important is this story to the society
Interesting -- how interesting it would be to the readers.
Point4 :helpthejournalists toidentifythe 2-I inyour
storywouldinreturnhelpyourselftohavetheintended
exposure.
SummingUp:Think likethem
Watercancarryboatsbutitcansinkthem
aswell. (,)
Mediaarethesame,theycanhelpyouas
muchas
they
can
destroy
your
reputation.
Crux: thinklikethem.
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PartII:CrisisManagement
DifferentTypesofcrises? Atcommunitylevel 9.11attacks
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Different
Types
of
crises?
(2) Atinstitutionlevel
DifferentTypesofcrises?(3)
Atpersonallevel
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Whatarethedefining
characteristicsofacrisis?
4MainDefiningCharacteristics
1. Triggeringeventstypicallycomeasasurprise (e.g.
arrivalofSARS,arrestofseniorofficials.)
2. Posingthreats tothereputation/security/core
value
of
an
individual/
an
institution/
a
community
(e.g.)
3 Requireimmediateremedialactionsorresponse
(e.g.)
4.Rootcausesusuallyrelatetosystemorpersonal
failures/weakness
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WhatisCrisisManagement? ModifieddefinitionfromWikipedia
Crisismanagement istheprocessbywhichanorganizationdealswithamajor(unexpected)event
thatthreatenstoharmthe(reputation/corevalueofthe )
organization,
its
stakeholders,
or
the
general
public.
Lessons
learned
from
HKUsmishandlingof8.18episode
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RecapHKUs8.18episode
Itbecame apublicoutcryandHKUwasaccused of1) Ingratiating withtherichandthepowerful
2) Failing toprotectits students
3) Failing toprotectfreedom ofexpressionwithinthe
campus
1. Eventscomeasasurprise
(., ) 2. Posingthreatstothereputation/security/corevalueofanindividual/
aninstitution/acommunity
( ?
?
?)
3. Requireimmediateremedialactions
(,?) 4. Rootcausesusuallyrelatetosystemorpersonalfailures/weakness
()
Allinall:allfour elementsmakecrisisverydifficultto
management
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1st
Lesson
1.Youneedthemessenger Reportersmaybeveryaggressiveinthe waytheyask questionsand
couldbeastrongcriticofyouaswellandtheymaybeverypartisan
BUT
Youstillneedthemtoconveythemessageasmostpeoplestillrely
on
the
media
to
get
information
Implicationsforcrisismanagement
1. Dont gotscaredofthepresenceofastrongteamofreportersatyourdoorsteps.Youneedthemtoconveythemessage.
2. Itisthedutyofareportertobecritical/askdifficultquestions()
3. Getthe
facts
first
before
you
talk
to
the
media.
Dont
repeat
ProfessorTsuis(ViceChancellorofHKU)mistake hedidnotevenknowofthepushing ofthestudentintothestairwellwhenhespoketothepress.
4. Face the press with honesty.
(Henry Tangs attempt to hide his illegal basement is good exampleof the need to be honest).
It takes years to build credibility but it requires only a word todestroy it!
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2nd
Lesson
2.InsiderscausemostdamageThegamewiththepressisnotjustanexternalaffair.Moreoftenthannot,thisisanextensionofsomeinhousefighting.
Thesourceofalotofverydamaginginformationisusuallycomingfromunhappyinsiders. Theyarejustusingthepresstocontinuetheinhousefighting.
Thisisverytypicalforbiginstitutions!
Believeitornot? (?)
DeepthroatofWatergate
WatergateScandalledtothedownfall
ofUSPresidentNixonin1974andis
consideredthemasterpieceof
westerninvestigativejournalism
Some30
years
later,
it
was
confirmed
bythereporterconcerned,his
informantisthethenFBIAssociate
Director(),MarkFelt
!!!!
?
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Example:In
case
of
HKU
ThemostdamagingepisodetotheUisthecryingsceneofthestudentafterbeingpushedintothestairwell.
Thecryinginfrontofthecameraimmediate
inflamed
the
strong
resentment
already
existed
amongHKUSU andalumni. EventuallythisbecameapublicrelationsdisasterfortheUniversity.
Implicationsforcrisisprevention
1.Preevent/crisisriskassessment Itisimportanttobemindfulofstrongopinionleadersandtrytocopewiththeirdemandsbeforehand.ThisisthebestwaytopreventaninsiderturnsJudas. Preevent consultationisagoodwaytopreventcrisisasitcanhelptospot
possibleworst
case
scenarios.
2.Inthemiddleofacrisis rememberdontjustfocusyoureffortsonhowtohandletheexternalrelations.Totakegoodcareofinternalstakeholdersareequallyimportant.Anymutinyatthisstagewoulddestroyyourdamagecontrolefforts.
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3rd
Lesson
3.MostCrises areresultsofsomeinternal/personalfailures
Intheformoflackofcoordination.Thisisverycommoninbigbureaucracy.
Key
duties
are
delegated
to
inexperienced
or
incompetentpersonnel.
Inadequateresourcesforabigjob
8.18 crisisrevealedseriousmanagement
problem withinHKU
1. Silo mentality() Oneobviousexampleisthefailuretofindoutquicklyonwhathashappenedtothethreestudentsbeingpushedintothestairwell. ( Ittookthem4daystofindoutthecourseofeventsinthe
stairwell).
Inthefirstfourdays,thecrisismanagementteamdidnotevenasktheirownsecurityguardsonthespot.TheclosecircuitTVthatcapturedthePolicespushingwaskeptontheinitiativeofthesecurityteamandhandedtothetopmanagementonthefifthday!!!!
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4th
Lesson 4.Crisisalwaysbringsaboutopportunitiesto
reform()
Crisisnormallycreatesenormouspoliticalandsocialpressure,thusithelpstosofteninternalresistancetoreformortochangetheusualbut
ineffectiveways
of
doing
things.
Butthewindowofopportunitiesisusuallyveryshort.Theinertiatoreformwillreturnveryquickly.
Implicationsforcrisismanagement
1. Toarrange internalreviewquicklysothatlessonsandstructuralfailurescanbeidentifiedwithoutdelay.
2. Toimplementnecessaryreformswhiletheplateis
hot
3. Crisispreventionisthebestcrisismanagement.Adopttheconceptofriskmanagementinallpolicyformulationprocess.Identifyweaknessbeforehand.
4. Tokeepacrisisresponsemechanisminplaceallthetime.Youwonthavetimetothinkwhencrisisarrivesatyourdoorstep
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Summaryof
my
4messages
1.Youneed themessenger dontgotscaredofthemedia.
2.Insiderscausemostdamage thiscanhelpyoutopreventescalationofcrisis
3.MostCrises areresultsofsomeinternalfailuresthishelpstoidentifytherootcauseandtodevelopappropriateresponses
4.CrisisbringsOpportunitiestoreform thiscouldhelpyoutogetoutofthecrisisstronger
andbetter.
DosandDonts
of
MediaHandling
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Dos..
1.Gatherthesalientfactsasmuchasyoucan:
whathavehappenedwhohasdonewhat.
2.Decideyouractionplan.justissuea
statementortoholdapressconference..
3.Beforeyoumeetthepress,rememberthe
messagesyouwanttosend
4.Anticipatequestionsfromthepressandrehearse
wellbeforemeetingthem
5.Arrange
agood
setting
to
face
the
press
6.Keepyourstatementclearandconcise
7.Repeatyourmessagesnomatterwhatyouareasked.
Donts.
1.Keepsilenceasitimpliesyouhave
somethingtohideandgivinguptherightsto
reply.
2.Dont
hide
or
try
to
cover
camera
3.Dontissuestatementlateatnight
4.Donttrytogivelongandconditional
statement