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MANAGING MEDIA

Bottom line: make sure media

Developing strategies

organisation’s reputation, if handled the

Talking of surprises, there are incidents

right way, it can also have a positive

management is part of your risk

that you can more or less predict are

effect.

management and business continuity

going to happen, and which come as

“The reason we spend millions of

planning. Doing so could prevent a

little surprise, such as employee

dollars in budgets on having marketing

crisis developing into a disaster for your

wrongdoings or the behaviour of

and communications is because we

reputation — not to mention your share

overzealous security officers.

know ultimately it’s about your interface

price.

Nonetheless, security departments

with your customers and your

frequently offer a flatfooted response.

consumers and your stakeholders,” says

“Have a media strategy handy, so that when [something] happens, you

Kelleher. “It’s crucially important that you not

LEARN MORE ABOUT DEALING WITH THE MEDIA

know who to go to, how quickly they’ll

only see a security incident or issue as

be able to respond, and how they will

something that is going to have a

Security professionals looking for

respond. You can work out the actual

damaging and detrimental impact on

practical advice and experience in

detail of what happens later. But don’t

your business or organisation, but also

media management can attend a

ignore the fact that you’re going to need

view it as an opportunity to enhance the

special workshop conducted by

a strategy for it,” says Kelleher.

reputation of your business or

Rod Cowan at this year’s Security

organisation.”

2010 Conference.

“Every organisation, in its business continuity arrangements, should have a

Pharmaceutical companies, for

Conducted over four hours, the

media strategy. It does not need to be

example, having had highly publicised

workshop will explain how to

in depth. It just needs to identify some

product recalls due to product

develop a media strategy, what to

key points.”

tampering, have worked with authorities,

Those key points include:

then redesigned their packaging to

• Who will manage media responses

ensure products couldn’t be tampered

to an incident; • Who will be in the potential pool of identified spokespeople; • How staffing and other arrangements

with, and followed up with a marketing campaign. “[The pharmaceutical companies]

To ensure the session helps you in your context and to give a hands-on experience, numbers are limited — so book early.

have come out of that with their

will be organised and managed

reputations enhanced and greater

throughout the duration of that

confidence in their products than

incident; and

possibly they had to start with. So you

• What the key messages your

say and how to say it.

should look at it as an opportunity to be

organisation, business or agency

able to do some good for your business

should be considering in responding

or organisation’s image, and not as

to an issue are.

something that’s incredibly damaging,”

As much as a crisis can damage an

says Kelleher. *Rod Cowan is an independent contributing editor and can be contacted at mail@rodcowan.net.

SECURITY 2010 CONFERENCE & EXHIBITION 1-3 SEPTEMBER 2010, SYDNEY CONVENTION & EXHIBITION CENTRE

Security2010 C O N F E R E N C E & E X H I B I T I ON

1–3 SEPTEMBER 2010 For more information visit www.asial.com.au

38 //SECURITY INSIDER JUN/JUL 2010

SYDNEYCONVENTION & EXHIBITION CENTRE

Security Insider June 2010  
Security Insider June 2010  

Bi-Monthly SecurityI ndustry Magazine published by Australia's Largest Security Industry Organisation - ASIAL. Designed by Martin at Webfx2...

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