Oklahoma State University PRSSA

OSU PRSSA welcomed back its members on Wednesday, Jan. 20, 2010.
Twenty-four OSU students and all four officers attended the meeting.
President Katie Butler talked about membership and officer applications and all of the officers talked about what their jobs are all about. Katie then introduced Janet Reeder with the International Ground Source Heat Pump Association who spoke about internship opportunities.
Then Bonnie Cain introduced Dustin Pyeatt, a crisis communication specialist whose first job was with DHS.
You can’t really plan for a crisis, you never know what’s going to happen, Pyeatt said. But it helps to be prepared; take crisis training.
For a “crash box” you should have phone numbers, e-mail and physical addresses for people in a laminated hard copy, copies of your annual report and type writers, he said. Keep things up to date.
The first thing you should do in a crisis is calm down, Pyeatt said. You’re paid to be calm. Next, leave your ego at the door–it just gets in the way.
If the authorities (police, federal agencies) are involved, let them take the lead.
If something happens, call the police/authorities even if they have been notified. It makes you look like you’re concerned.
During a lawsuit, don’t answer a question unless a lawyer tells you two. Work out message points with them.
Only answer questions you can answer. If it’s legal, moral and ethical you should talk. If it’s not then don’t.
Be prepared with a boilerplate statement about your organization.
Timing is everything; a little knowledge is a dangerous thing. Release information in the morning, noon and evening to everyone.
Make sure the press is clear on numbers to call and Web sites.
If the military shows up and has nothing to do, tell them to dig a ditch, then fill it in. People with nothing to do will snap.
A natural disaster is considered a crime scene–keep law enforcement officials within ear shot. If a journalist goes somewhere you’ve told them not to, have them taken into custody.
Feds do things differently. You never see their PR people, only the head of the agency, speak.
During a live media conference, media will ask questions they don’t want to know for the sake of asking a question.
Don’t be goaded–be professional. Don’t let the media pit you against someone else. Don’t pick a fight with the press. If it’s that bad, take the nuclear option and cut them off from information. Don’t pick fights.
There’s no casual Friday in PR. Always dress your best. The best dressed person is the one in charge, always be the one in charge.
We’re paid to be nice in PR, but sometimes paid to not be nice. Be ready to take on any role.
Relationships matter. Build your relationships and reputation, use them when you can. Remember everyone is a person, treat every one with respect.
The press is lending credit to your stories. Never talk to 60 Minutes. They know everything and you’ll lose.
For TV interviewing, have command messages–three main points to drive home. Never answer, “What do you think about…?” “How do you feel about…?” questions. Answer with “That’s not important. This is.”
After a crisis review what went right or wrong. Bring in the media and ask how you did.
If there’s a crisis/disaster–get a Chaplin.
Who should respond to a crisis depends on the crisis.
One of the biggest mistakes during a crisis is not choosing your words carefully enough.
Pyeatt’s advice for crisis specialists are to:
–”Get a decent crisis,” intern with FEMA or Homeland Security
–PR is not an education, it’s a vocation. You learn by doing.
–The media is always late.