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Handling the Media in Contentious Situations © LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA Handling The Media in Contentious Situations © Millicent Danker Founder & CEO March 18, 2008 LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA The Brief You & The Media Dealing with Media Demands Tools & Techniques to avoid pitfalls & improve company reputation LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA You & The Media LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA Brief History • The oldest, largest media institution: The New Straits Times Group; its flagship paper, The New Straits Times, was first established in July 15, 1845 and is believed to be among the oldest newspaper titles in the world • The broadsheet New Straits Times was the leading national newspaper in English until 1997 when its daily circulation was overtaken by The Star, a tabloid first established in 1971 • Readership of the English dailies has declined in favour of the vernaculars; Harian Metro is the fastest-growing paper in the country with a circulation of nearly 250,000 • The Utusan Malaysia (210,000) was published in 1938 as the first vernacular newspaper • Berita Harian, born in 1957, enjoys a circulation of the same • The mainstream Chinese newspapers, six in all, claim a combined daily circulation of more than 1 million • Malaysia’s own national news agency, Bernama, began operations in 1968 • Television made its debut in Malaysia in the early 60s LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA Key Media Issues • Government-influenced; organized, like government, along party lines • Highly supportive of the national agenda • Sometimes used to discredit individuals and institutions • Skills shortages, poor language competency • Print media much more developed in content, electronic media less so • TV widely used for propaganda; radio entertains LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA Mainstream Press – 4 English Morning Dailies (The Star, The New Straits Times, The Sun, Malay Mail) – 4 Bahasa Morning Dailies (Harian Metro, Berita Harian, Utusan Malaysia, Kosmo!) – 6 Chinese Morning Dailies (Sin Chew Daily, China Press, Guang Ming, Kwong Wah Yit Poh, Nanyang Siang Pau, Oriental Daily) – 2 Tamil Dailies (Tamil Nesan, Malaysia Nanban) – Sunday Editions of the above – A Weekly Financial Newspaper (The Edge) LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA Electronic Media • Radio: – RTM (32 stations) – AMP/ASTRO (8 terrestrial radio channels and 10 music channels) – THR (1 station) – Radio Rediffusion (2 stations) – Synchrosound (1 station) • Television: – RTM (1,2) – Wholly government-owned – TV3 (Media Prima Group) – 8TV (Media Prima Group) – Ntv7 (NatSeven TV Sdn Bhd) – ASTRO – MiTV – Berjaya Group Berhad LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA Alternative Media • www.malaysiakini.com • www.jeffooi.com • www.harakahdaily.net • “Utusan Konsumer” • “Aliran” • www.blog.limkitsiang.com • www .rocky’sbru.com • www.malikintiaz.blogspot.com • www.brandmalaysia.com • www.mykmu.net LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA Foreign Press Foreign Media Representatives Wire Services & News Agencies • Bernama Economic Service • Financial Times (S’pore) • Reuters • CNN (S’pore) • AFP • Newsweek (S’pore) • AP • AWSJ • UPI • Straits Times Singapore • Bloomberg Business News • Business Times Singapore • Dow Jones News Wires • JiJi Press Ltd • AFX-Asia • Asia Inc. (S’pore) • Kyodo News Service • CNBC Asia (S’pore) • Nikkei (Nihon Keizai Shimbun) • Al-Jazeera LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA East Malaysian Press • Key Sarawak Papers: • Key Sabah Papers: – Berita Petang Sarawak (C) – Borneo Post (E) – Chinese Daily News (C) – Borneo Mail (E) – International Times (C) – Borneo Bulletin (E) – Miri Daily News (C) – Daily Express (E) – See Hua Daily News (C) – New Sabah Times (E) – Utusan Sarawak (BM) – Asia Times (C) – The Borneo Post (E) – Morning Post (C) – Malaysian Today (E) – Merdeka Daily News (C) – Eastern Times (E) – Overseas Chinese Daily News (C) – See Hua Daily News (C) LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA The Media: Why they matter An important channel of communication Command large audiences/readers/listeners/viewers Control public opinion Wield influence and power Can build or destroy reputation LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA Know Your Media • Ownership • News Interest • Editorial Policy • Readership Profile • Key Players • Circulation • Influence • Geographical Strengths • Frequency of Publication • Copy Deadlines LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA A day in the life of a newsroom News Editor assigns reporter to event Reporter returns to write his story Story is edited by Sub-Editor Sub-Editors lay out news pages Evening conference decides how to play LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA Sir Adrian Cadbury, Father of Corporate Governance says… ‘It is essential that companies should present their past record and their future opportunities positively to the outside world. Since a number of people will be involved in representing the company, chairmen have to make certain that they are all playing to the same rules and presenting the same picture of the enterprise’ -- From ‘Corporate Governance & Chairmanship, A Personal View’, 2002 LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA When to give an interview? A clear opportunity to present a message enhance company reputation or image provide publicity for products and services influence public opinion or educate correct misunderstanding motivate staff promote understanding LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA When not to give an interview? X time pressures X issue-related environment X potential negatives X wrong spokesperson X incomplete facts X ‘unfrie ndly’ or ‘naïve’ press X wrong timing LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA How do you prepare? Know your media Consider the audience Know your story Determine key messages Anticipate questions/develop Q&A LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA Dealing with media demands LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA Key Communication Values Openness & Transparency Two-way communication Accountability Timeliness Accuracy & Simplicity LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA During a Crisis In a crisis, the media want answers to these questions: • What happened? • How did it happen? • What are you doing about it? LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA During a Crisis Your task is to provide these answers: • This is what happened • This is what we are doing about it • This is how we feel about what has happened LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA During a Crisis Reasons for poor communications: • Lack of information • Don’t know what to say, or how to say it • Fear of making the situation worse • Fea r of the media • Trying to protect reputation • Fear of revealing proprietary information LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA During a Crisis Media Behaviour • Feeding frenzy • Intense competition among journalists • Needing something extra via scoops or exclusives • High er emotional content, with natural sympathy for the underdog LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA During a Crisis If you do not provide information others will… • Eyewitnesses • Analysts, observers • Local, State or National Level Politicians • Armchair Experts • Pre ssure Groups • Local Community Leaders • Partner/Internal ‘sources’ These sources will shape and decide the story for your organisation, resulting in: • Stakeholder perception issues • Risks to corporate reputation • Conflicting and contradictory views LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA During a Crisis When communicating, do… • Tell the truth • Release only confirmed facts • Show concern when death/injuries/psychological trauma/losses have occurred • Tell what you are doing to resolve the situation and/or mitigate the damage • Provide regular updates LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA During a Crisis • Both electronic and print media will be interested in accurate and early information • We must always appear to be well-informed and in control • The Chairman/CEO, as the chief spokesperson, may need to speak personally, or be interviewed on TV; media skills/simulation needed • Good PR skills are essential in times of crisis • Companies at high risk usually have pre-prepared statements for press/employees • Consi der a ‘Gag’ order for internal stakeholders • Press material should be drawn from Risk Assurance, Corporate Governance, HSE, Environmental, Quality & other policies LEXIS NEXIS * INVESTOR RELATIONS MANAGEMENT * MARCH 18, 2008 * BURSA MALAYSIA During a Crisis When conveying bad news, remember to focus on the PAP formula • People (to demonstrate your concern for those affected) • Action (as taken by your company
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