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2. ERICA ALLISON FOUNDER, PR + BRAND STRATEGIST

3. LEARNING LAB: PUBLIC RELATIONS STRATEGIES FOR TODAY’S RDO BY

4. WHAT IS PR?

5. TOOLBOX P R

6. STRATEGY

7. COMMUNICATION PLAN

8. AUDIENCE IDENTIFICATION

10. MESSAGING& T A L K I N G P O I N T S

11. PRESS RELEASES

12. BOILERPLATE THE FINAL PARAGRAPH IN YOUR PRESS RELEASE: • FACTUAL DESCRIPTION OF YOUR COMPANY • USED REPEATEDLY IN ALL PRESS RELEASES

13. MEDIA LIST

14. MEDIA RELATIONS

15. ONLINE MEDIA ROOM

16. SPOKESPERSONS TRAINED

17. PITCH POTENTIAL

18. COMMUNICATION PLAN CRISIS

19. STRATEGY REPUTATION MANAGEMENT

20. LET’S DISCUSS+ PRACTICE

21. PITCH ANGLE DEVELOP YOUR

22. MEDIA CONTACTS RESEARCH YOUR

23. CRISISCOMMUNICATION

24. WHAT CONSTITUTES A CRISIS?

25. CAN CREATE THAT CRISIS? WHOWHO

26. EVERYONE IS A JOURNALIST.

27. MEDIA EVERYONE NEEDS A GOOD GUY AND A BAD GUY.

28. PREVENTION A N O U N C E O F

29. PLAN T H E

30. YOUR TEAM ASSEMBLE

31. KNOWLEDGE

32. WITH MEDIA COMFORTABLE

33. A RESPECTED LEADER

34. SUBJECT MATTER EXPERT

35. STAKEHOLDERS IDENTIFY

36. WHO IS MOST AFFECTED BY YOUR NEWS OR SITUATION ?

37. WHO HAS THE POTENTIAL TO POSITIVELY OR NEGATIVELY IMPACT YOUR ORGANIZATION ?

38. CRISIS POINTS I D E N T I F Y

39. WHAT ARE THE ISSUES WITH THE MOST POTENTIAL TO CAUSE CONCERN?

40. WHAT ARE THE ISSUES THAT THE MIGHT BE MOST INTERESTED IN ?MEDIA

41. WHERE ARE YOU MOST VULNERABLE?

42. CREATE TALKING POINTS

44. WRITE CLEAR, CONCISE STATEMENTS ABOUT THE CRISIS POINTS.

45. PREPARE STATEMENTS

46. DRAFT A PREPARED STATEMENT IN ADVANCE.

47. WITH YOUR SHARE TEAM

48. IF YOUR RESPONSE TEAM  DOESN’T KNOW WHAT TO SAY THEY CAN’T RESPOND.

49. YOUR POINTS PRACTICE

50. YOUR SPOKESPERSONS TRAIN

51. SUBJECT  MATTER EXPERTS ARE NOT ALWAYS ACCUSTOMED TO SPEAKING WITH THE MEDIA.

52. SYSTEM NOTIFICATION CREATE A

53. HAVE A MASTER CALL LIST.

54. OF CALLS ORDER ESTABLISH

55. AND IN WHAT ORDER TEXT, CALL, OR EMAIL DETERMINE

56. DISTRIBUTE IT.

57. AND STICK TO IT FINALIZE PROTOCOL

58. ANNUALLY REVIEW & REVISE

59. WHAT HAPPENS WHEN CRISIS STRIKES?

60. LEAN ON THE PLAN

61. AND LEADERSHIP SPOKESPERSONS TAP THE

62. QUICKLY REVIEW TALKING POINTS

63. DRAFT STATEMENTS

64. TALKING WITH THE MEDIA

65. FOCUS ON THE PEOPLE AFFECTED

66. MODIFY IN THE MOMENT BASED ON NEW INFORMATION

67. ALWAYS REMAIN TRUTHFUL

68. FOLLOW UP

69. IN PLACE AS A RESULT OF THE CRISIS NEW PROTOCOLS

70. TO POLICY TRAINING OR MODIFICATIONS

71. WITH THE MEDIA STAY ENGAGED

72. DON’T WAIT  UNTIL A CRISIS TO COMMUNICATE WITH MEDIA

73. BUILD RAPPORT

74. PROVIDE

75. FEED THE POSITIVE STARVE THE NEGATIVE

76. CRISIS STRIKES PRACTICAL APPLICATION

78. IF THE CRISIS HAPPENS HERE

79. MOVE IT OFFLINE ASAP X

80. COMMUNITY SENTIMENT MONITOR

81. STAY IN   YOUR OWN YARD.

82. ACTUALLY… THIS TOO SHALL PASS

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