Reputation Management and the Media.

2. Reputation Management and the Media Robin Treacher Fellow Chartered Institute of Public Relations Director of DTW Vavasour Journalist with 25 years’ local government experience

4. WHAT IS NEWS? “ News is what someone, somewhere is trying to suppress ... everything else is advertising”

5. “ Political language has to consist largely of euphemism, question-begging and sheer cloudy vagueness” GEORGE ORWELL Politics and the English Language 1946

6. THE NATURE OF MEDIA What is your primary source of news? Note: Demographics show faster increase in young with internet TV (55% and steady) Press (15% and declining) Radio (11% steady) Internet (19% quickly increasing)

7. WHY BOTHER WITH THE MEDIA?

26. THE IMPORTANCE OF MESSAGING

28. ANSWERING THE QUESTION Interview ends KEY MESSAGE 1 KEY MESSAGE 2 KEY MESSAGE 3 Substantiate Substantiate Substantiate Insight Insight Insight First question from journalist

29. ANSWERING THE QUESTION Interview ends Take decisive action Maintain stability of system Take necessary steps Governor, Chancellor and I take any necessary action We will do whatever we can Over last few weeks taken decisive action Sent message to White House Anything to benefit families and businesses Action continued over the weekend First question from journalist

30. ANSWERING THE QUESTION IN TIME

31. Weaknesses Strengths

32. Reputation and the media? When it comes to reputation, the media can be the mechanism – not the menace

33. QUESTIONS?