Practicing Tough Questions


A crisis situation is always difficult when dealing with the media. Therefore, tough questions and rehearsals are necessary to help the spokesperson prepare.

It is important, at the onset of the crisis, that the spokesperson, backup and advisors spend some time rehearsing prepared statements and answers to possible "tough" questions that may be asked by reporters. If possible, similar rehearsals should be conducted prior to each media interview, briefing or news conference. It is also important to anticipate and practice new questions as the story evolves.

Don't volunteer information unless it is a point the company wants to make and the question hasn't been asked. Don't talk off the record.

If you don't communicate immediately, you lose your greatest opportunity to control events. You must give the facts that have been gathered from reliable sources and confirmed. Don't over reach and don't speculate. There is a limit to your role. To exceed that limit is a mistake. If you do nothing more than show concern for the public and for your employees in your first press interaction, you are already on the right track.

You must have a prepared statement on hand that can be used to make an initial general response to the media when knowledge about the crisis first becomes known on a widespread basis or by reporters.

Blog


A downturn is the time to refocus your marketing budgets, not cut them.

There is no doubting the apprehension is rising for many of you as the economy weakens.

I know it is tempting to begin the slashing process of your expenses. And, I know that marketing is one of those areas that typical gets the brunt of those budget cuts.

Sure, you should always be doing everything you can to maximize your marketing resources. That's true, even in a good economy. But history shows us that now is just not the time to curb your marketing efforts.

As the crisis progresses and new information and facts become available, it is also advisable to develop prepared statements to be made by the spokesperson at the onset of any media interview, briefing or news conference. These prepared statements also can be read over the telephone to reporters who call to request information but are not represented at news conferences or briefings. The statement can also be sent by FAX or e-mail upon request.


Getting the best Value from Corporate Events

With all corporate events, it is important to be clear about the objectives. These objectives should tie in to corporate goals, and the type of event you have will be strongly influenced by the outcome you are trying to achieve.

The objectives are often psychological, such as to reward staff for a good year or to overcome internal barriers between departments. A key choice is whether your aim is a positive or negative one. That is, are you trying to build on success and reinforce much of the good that is being done already? In that case, you should be considering rewarding staff with a morale-boosting time away from the workshop.

Once you have defined your goals, and decided on a general approach, the 'psychology' of a corporate event needs as much planning and coordination as the logistics of transport, accommodation, activities, break times and meals.

For example, suppose you want to build better relationships between management and staff. You can do this by mixing them in groups and/or at tables during mealtimes. However, left to their own devices they might naturally sit with their colleagues and friends, so you need to ensure they mix, without it appearing too contrived. You can do these using methods such as:

  • Briefing everyone beforehand to encourage them to mix
  • Producing a formal seating plan
  • Dividing people onto tables using random criteria such as date birth
  • Asking every other person to swap tables or seats between courses

There may be other ideas that are more appropriate for your group. Whatever you decide to do, the important point is that you need to plan the psychology of the event as much as the logistics.



Marketing and the Global Crisis

During the 2009 economic downturn, many people will be looking for value rather than luxury - saving money, buying products that last longer. Expect growing demand for retail outlets that offer well-made, basic things at low cost.

Marketing will struggle to meet the challenge of online communities. Most consumers trust the opinion of friends and strangers more than official advertising. That’s where we come in to help you get your message across effectively.

We are able to deliver because we know what to expect and we anticipate the future by making it happen. These are some of things you should look out for:

Expect rapid growth of positional marketing – where advertising is triggered by where you are or by what you are doing. It could be a special offer arriving in your mobile phone for example, just as you are walking by a restaurant. Or advertising while you are surfing the web which is linked to lifestyle choices you have made in the past.

Expect special targeting of different groups – for example of older consumers who often have more money and time than many companies realize. Older people are badly neglected by many marketing departments, which are often dominated by young executives. Just a small example: most people over 50 need glasses to read small print, yet most products aimed at older people are covered in small text. Same with restaurant menus: often designed by 20 year olds and unreadable by candle might by over 50s.

The future is about emotion, and emotions change. We need to listen to our customers and get to know them well. Take what they say really seriously when they complain or make suggestions. But be careful before believing everything they say about the future. We need to try to build a picture of what the future might be like, and then imagine how they might behave in such a situation.



For more information, please contact us at 03-7728 8575 or email us at info@atcencommunications.com

The updates of our services and e-Newsletters are mailed to you as an ATCEN Communications value-added service. 
If you do not wish to receive further updates from us, you may reply to this email with "REM0VE" in the subject line. Thank you for your attention.
©2009 ATCEN Communications Sdn Bhd. All Rights Reserved.