Focuses on dealing with conventional and social media in response to bad news. Participants learn how reporters actually work – why they ask the questions they do, and how they format stories. Also, the advantages and disadvantages afforded by social media in managing bad news – including use of social to end-run conventional media.
1) Gain insight into how reporters actually do their jobs, so that they can better manage media encounters
2) Gain insight into proper management of social streams during a crisis, so that they can both share information the press doesn’t want to report and have better odds of controlling the spread of misinformation
3) Gain insight into pre-planning so that they can be more effective in both mediums.