Issue link: http://read.uberflip.com/i/326847
E ffective communications with the media is essential to good public relations and maintaining a positive image of your rink within the community. Whether you communicate via press releases, articles, interviews or responding to requests, the message you send has a significant impact on how the public perceives your operation. Having a process in place to effectively communicate with the media will ensure that the information released is accurate, timely and relevant and helps you to promote your organization's overall mission. When developing a media policy for your organization, it should be emphasized that any contact with newspapers, radio and tele- vision stations, or other external sources that distribute information widely must be subject to review prior to being released. While you want your staff to feel comfortable commu- nicating with the media, specific guidelines of what topics they can and cannot speak to should be documented and reviewed. Those topics deemed sensitive in nature should be referred to a "spokesperson" — generally the director or manager — and not addressed by others under any cir- cumstances. Also, it is helpful when there is an incident report process in place so your staff can inform you of anything of a serious or sensitive nature. Having that information in advance allows you to be proactive and address the situation prior to being contacted by the media and lessens the chance of you being blindsided. While you want to come across as being receptive, honest and helpful to members of the media, you also need to be cautious and show due diligence before responding to their requests. Ask for the media person's name, organization and contact information as well as the reason they are inquiring. Prior to responding, make sure that the question is clearly stated and don't make assumptions. Only respond if you are com- fortable with your answer. If that is not the case, ask for a reasonable amount of time so that you can research the situation. It's important, however, that you are true to your word and get back to them in the time- frame stated. Establishing trust with your local media outlets is imperative in the long run if you are to maintain a positive image. In crisis situations, how you respond will have a lasting impact on your reputa- tion in the public's eye. First, evaluate the urgency for information distribution, especially for health and safety purposes, but be careful not to rush into something unless absolutely necessary. Next, when putting together your mes- sage, make sure you seek input from key stakeholders who are involved in the situ- ation to gain their insight and support. Before releasing the information, anticipate what types of responses you may receive so you can be better prepared to handle them. Once released, make sure that you are responsive to those who contact you and available to answer questions. How you handle these types of situa- tions can define you as an organization, so being professional, thorough and trans- parent is the best approach in order to gain the confidence of your constituencies and the media. J 30 / MAY.JUNE.2014 RINKMAGAZINE.COM BIGSTOCKPHOTO.COM IN CRISIS SITUATIONS, HOW YOU RESPOND WILL HAVE A LASTING IMPACT ON YOUR REPUTATION IN THE PUBLIC'S EYE. Talking to the Media by BEN RUGGLES, CIRM, PMP RINK ISSUES Media Relations