When Local Goes Global: The Role of Eagle County Government in the State of Colorado v Kobe Bryant

Transcription

1 When Local Goes Global: The Role of Eagle County Government in the State of Colorado v Kobe Bryant 3CMA Annual Conference September 2004 Denver, CO Becky Gadell RTI International rgadell@rti.org AP Photo

2 Basics: Ten Commandments 1. Always tell the truth. 2. Know your message, what you are trying to communicate. 3. Treat everyone as important. Do not play favorites. 4. Be the first and best source of good and bad info and news 5. Return all calls promptly. Ask for the deadline. Provide answers or direction to the source the same day. 6. Use plain English. 7. Give the same, complete information to everyone. 8. Stay on the record, always. 9. Know the reporter and their news organization. 10. Respect not fear reporters. Remember they are people doing a tough job. When Local Goes Global 2

3 Changing Playing Field Ever-expanding number of players, both online and on the networks Number of specialized media, a la Court TV and Celebrity Justice, increasing News is 24x7 News, commentary, entertainment blending in some venues Local story can become global in a blink When Local Goes Global 3

4 When Local Goes Global Eagle County is a global, resort community. Celebrities part of the scenery. Historical roots in ranching, agriculture. #1 Ski Mountain in North America. Home to Vail. Population 45,000. Annually over 2 million skiers swell population. Non-winter outdoor recreation golf, fishing, rafting, high altitude training increasing. Rapidly growing county airport served by major carriers to major US hubs. Property tax assessments over $2 billion. Half are second homes. Over 80% of land public owned. Much is wilderness. County budget is very healthy with 20% in reserve. When Local Goes Global 4

5 When Local Goes Global: People of Colorado v Kobe Bryant County sheriff released information on a Sunday evening, July 4 holiday weekend. Local media called county contacts immediately. Many agencies, organizations with a stake: County Sheriff District Attorney (DA) of Fifth Judicial District of Colorado Town of Eagle, the County Seat Eagle County. County funds elected sheriff and a portion (over half) of elected DA. [Current DA appointed to fulfill an unexpired term.] Visitor industry and local business, including media When Local Goes Global 5

6 When Local Goes Global Grew exponentially overnight By Aug. 6 advisement, approximately 300 reporters, support teams 35 satellite trucks were on the ground ABC, NBC, CBS network, their affiliates and family, such as MSNBC and the Today Show CNN, Fox News, Clear Channel International organizations from Sweden, Japan, Britain Court TV, Celebrity Justice AP, Reuters, NY Times, The New Yorker, Washington Post, London Times, Orange County Register, LA Times, Denver Post, Rocky Mountain News, other local and regional Supermarket tabs, a la The Globe When Local Goes Global 6

7 The Scene Coordination, facts slow coming Arrest, other info sealed. Media interviewing teenagers, people on the street, in restaurants. Rumor, speculation ruled. Motions and counter motions surround access to records. News focus on town of Eagle small town not county as whole. Some agencies had definite points of view: tension between sheriff and DA made news. County made decision to stay out of the story, provide County information when asked. Defined clear and consistent message: We are neutral. County web visits soared overnight. Revamped web to a serve global customer first. The Lodge at Cordillera Downtown Eagle Local Teens When Local Goes Global 7

8 The Story Across the Globe EAGLE, Colo. - The best rumors come from the Taco Bell. This is where the high-school kids gather, where the stories spill freely from teenage mouths to the front of newspapers and lead-ins on television news. The Taco Bell isn't even like a regular Taco Bell. It's actually just a corner of a convenience store with a small takeout counter. The store is called Eagle Convenience, and it sells gasoline, diet soda, cheese-and-cracker sandwiches, Nachos Bellgrande and at the right moments when adolescent hubris meets tabloid America, it also peddles the daily fix for the new trial of the century. I know a lot of the kids who know her. A lot of them were doing interviews. I think they kind of enjoyed it. - Eagle resident Jason Conrad. The Seattle Times KRT Wire When Local Goes Global 8

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10 Time for Coordination Media stayed, numbers grew. Court parking lots overflowing. Court lawn filled with umbrellas, sets. Eagle County name and reputation on the line in every news report. County offered to facilitate planning among key players: Courts Sheriff DA Town County, primarily administration and facilities Defined roles, responsibilities Agreed to use Aug. 6 proceeding as test, learning experience should case go to trial Judge set out media ground rules in Decorum Order. When Local Goes Global 10

11 Roles: Collaborative Incident Command Courts: Court process, proceedings, documents. Media decorum, access, including seating, pool camera decisions. On-line media center with case docs, schedules, media sign-up: Sheriff: Public safety DA: Case facts Town: Traffic, safety. Town business. County: Media logistics and facilities, including parking. County business. County logistics role outlined in Media Decorum Order Businesses, including phone company, rental companies News Media When Local Goes Global 11

12 Our Objective/Message We re working to make certain we have a safe, orderly environment so the process can work and everyone, including the media, can do their jobs. Repeated at start of every logistics meeting, with greeting of newly arriving press Steered every decision When Local Goes Global 12

13 What We Did AP Photo. (Lesson: Don t look so serious. Smile.) Planned media services, logistics with the media Decorum order provided ground rules Used AP wire, media list, to invite media to participate Facilitated parking for sat trucks, support vehicles Facilitated ROW space for standup sets, safety across public streets Managed media services tent, overflow courtroom viewing Facilitated contacts with businesses, such as phone company Coordinated pool camera-still photo bullpen, public viewing areas at facility entrance When Local Goes Global 13

14 Media Services Tent Basic Services General Information, including Eagle County Media Kit (included community information) and Contacts List Directions for parking of media trucks and vehicles Workspace tables and chairs for print and radio Electrical Outlets 1 Voice Line/Telephone Local and Toll Free Calls Only (Aug. 5-6) 1 PC with Internet access and Printer/Copier 1 Big Screen TV with pool feed (Aug. 6) Message Board Basic office supplies (pens, paper, stapler, tape ) Iced, bottled Water When Local Goes Global 14

15 Media Services Tent, continued Other Guidelines, Notes Please limit use of the telephone, PC to 15 minutes if others waiting. The Center will be open to the public for overflow courtroom viewing during the advisement proceedings on Wed., Aug. 6. Please allow room for the public. Media Logistics Meetings will be held Mon.-Wed., Aug. 4-6, 11 a.m., in the Media Service Center/Overflow Viewing Tent The Justice Center parking lots are reserved for the public and people with court business. Sat trucks should park in the field across the street from Justice Center. Other media vehicles may park on the North side of Chambers Ave. Abide by the Decorum Order. Order is available on-line, Hard copies are available in the Media Service Center/Overflow Viewing tent. When Local Goes Global 15

16 Logistics Checklist AP Photo: Logistics Meeting in Media Services Tent Facilitate and collaborate with agencies, business, media. Do not try to control. Provide centralized services, particularly workspace for print -radio and information (in person and on-line). Hold daily logistics meetings. Designate parking area for sat trucks Work out space for stand-up sets, ideally contiguous for pooling. Provide contacts for electrical, phone. Facilitate coordination of utilities. Remember the port-a-potties, trash dumpsters, cleaning crews. Let the media pay where appropriate. Pay attention to amenities (such as water) without overdoing. Know and care for engineers and producers, as well as reporters. When Local Goes Global 16

17 Expenses by September 2003 About $30,000 For perspective, county just spent $1 million on artificial turf for a soccer field. Logistics: About $10,000. Businesses discounted some services for the county. Major costs included tent, big screen TVs, press kits Landowner donated lot for sat trucks for week of Aug 6. Now wants $1,000/day Media willing to pay their way County set aside $105,000 for extra DA expenses. He has used about $20,000 to date. Next year s budget request down. When Local Goes Global 17

18 Local or Global: Basics the Same Know what you are trying to achieve Business objective steers: Message Strategy and tactics Choice of spokespersons Follow the 10 Commandments What What the the heck heck are are you you trying trying to to do, do, to to say? say? When Local Goes Global 18

19 10 Lessons So Far 1. Recognize there are few right answers. 2. Agree on business objectives, role with your elected officials. 3. Pay attention to regular business. The BIG STORY and media will go away. Citizens, other agencies, local media will stay. 4. Tell the truth. Be smart. Know only what you need to know. 5. Speak only on the record. Imagine your words on page 1 of the New York Times, as CNN lead story. 6. Resist the lure of the camera. 7. Involve media in logistics. Lay out ground rules and facilitate problem-solving. 8. Remain friendly, polite and calm. Avoid confrontation. Settle differences privately. 9. Remain objective. Don t get personally involved. Recognize others, even government agencies, may have a point of view. 10. Learn from history. Consult with 3CMA veterans of Columbine, Jon Benet Ramsey, Oklahoma City, OJ. When Local Goes Global 19