Post-Conference Masterclass

9:30 - 12:30 Wednesday 30 November 2011

Responding to Media: How to be a star when the stories get ugly
Led by Sue Driscoll, CEO, Health Communications

Training with interaction from participants, using camera and lights!

Every organisation has contingency plans for managing media. Someone senior is usually prepared to answer questions and control authorised filming. And, in 95 per cent of cases, these plans will be adequate.

Complaints managers have an important role in media management that is usually ignored. These employees play an early warning role in identifying patients who could go to the media for resolution of the issue. They also have to brief the CEO on the facts and emotions around the situation, while keeping important details confidential from public exposure.

A hard road to walk - what can you say and how can you say it, without compromising your integrity, and the law? What do you tell your patients when the media intrude? How can you brief them on what to expect if the media wants to talk to them.

To make your job harder, the environment is changing. Media has become more intrusive and competitive. Reporters may ignore normal protocols and try to get sensational pics and comments, to beat up an otherwise dull story. Patients may record advice to them without anyone knowing. Even staff may film unobtrusively using the increasingly sophisticated mobile media - and use these shots on Facebook or YouTube.

It is easier to prepare for the media if you understand what they are wanting - and what your spokesperson will be asked.

This workshop, based on more than 20 years of managing media in health settings and using Australian cases, provides practical experience in preparing complaints managers for media stories:

• What makes news and why
• Why media look for the sensational angles
• How to protect your patients and their details
• Preparing and managing a media interview
• How to prepare and rehearse your spokespeople
• Handling aggressive or difficult media questions
• Assessing the damage to reputation if the media gets the wrong story

Participants will rehearse scenarios in front of a TV camera and lights, with playback for evaluation. This technique allows participants to rehearse common scenarios before they have to respond in real life situations.