Guide to Successfully Navigating Today’s Media World
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- Navigate this page:
- Chapter 1: The Perils of Citizen Journalism.
- Part II: The Keys to Effective Communications Chapter 2: Have a game plan – based on your communications goals
- Chapter 3: Simplify Your Message
- Chapter 4: A Picture Is Actually Worth 10,000 Words
- Chapter 5: WIIFT: “What’s In It For Them” Always Make it About the Audience
- Chapter 6: The Magic of Storytelling: The Best Way to Connect in a Memorable Way
- Chapter 7: The Keys to Preparation: How to Be Ready For Anything in Media and Workplace QA Settings
- Chapter 8: The Keys to Delivering Your Message in Presentations Speeches
- Chapter 9: Tell it First, Tell it All, Tell it Yourself
- Chapter 10: The Right Way to Say You’re Sorry
- Part V: What’s Next/Summary Epilogue: A Look Ahead
- Status
- Meltdowns Comebacks
- Effective Crisis Communication: Moving from Crisis to Opportunity, by Robert R. (Ray) Ulmer, Dr. Timothy L. Sellnow and Dr. Matthew W. Seeger
- Past and Current Clients
- Professional Affiliations: Greater Tampa Chamber of Commerce Awards
 
WASHINGTON • NASHVILLE Adult/Non-Fiction/Advice-How To - Business 60,000 Words
What Everyone Can Learn from Michael Vick, Charlie Sheen & Anthony Weiner: A Practical Guide to Successfully Navigating Today’s Media WorldBy Kevin F. SullivanLiterary Representation by: Frank Breeden, Managing Partner
202-558-6929 frank@premiereauthors.com http://www.premiereauthors.com Content Book Hook In the last half of the 20th century, worst fears were realized when one answered a knock at the door and heard, “I’m Mike Wallace with 60 Minutes.” Many public relations strategies were deemed successful as long as Mike Wallace never showed up. Now, everyone with a cellphone camera is Mike Wallace. Technology advancements, along with the rise of social media and a highly competitive 24/7 news industry, have created a razor thin margin for error. In Meltdowns & Comebacks, Kevin “Sully” Sullivan, former NBC Sports Executive and White House Communications Director, conveys proven principles that provide the reader a road map for effectively navigating the tough terrains of personal and corporate messaging and crisis management. Sullivan brings these principles to life through case studies involving public missteps and recoveries of high profile stories like Charlie Sheen, the famous “Mission Accomplished” banner behind President Bush, Anthony Weiner, Michael Vick, Caroline Kennedy and more. Reader Take Away If readers in the target audience read Meltdowns & Comebacks, they will :
Because Meltdowns & Comebacks will …
MELTDOWNS & COMEBACKS Chapter Titles & Chapter Summaries Introduction Charlie Sheen was the highest paid television actor, working on the top-rated comedy on the air. Then one day while being interviewed on a radio show, he made a comment most likely intended to raise an eyebrow and get a laugh. But his bosses at CBS didn’t laugh and Sheen’s response ignited a chain of events that cost him his job. But the introduction isn’t about Charlie Sheen or celebrity media mayhem. The introduction sets up the book by establishing that what happened to Charlie Sheen, in today’s citizen journalism-fueled world, could happen to anyone. The margin of error is razor thin. Today our lives our completely on the record and we are surrounded by human wire services and fully empowered content syndicators. A bad joke in a staff meeting can get you fired - even if you are the top-producing salesman or the boss’s golf partner. Then there’s social media. The introduction includes tales of regular people whose carelessness cost them dearly – a phenomenon called, “Fired by Facebook.” This section then introduces the keys to navigating today’s media world – whether you’re doing a national TV interview or taking questions after a routine presentation at work: Be prepared…keep your message simple…and be a storyteller. Chapter 1: The Perils of Citizen Journalism. The rise of citizen journalism is a good thing. It’s good we are all empowered in such a profound way. We can create our own content, tell our own stories and as a result, launch businesses and movements, raise money for candidates and charities, even help catch criminals and take down dictators. But for executives and anyone in the public eye, citizen journalism means when you leave your home, you should have no expectation of privacy. Not on an airplane, at the gas pump or in line at a movie. Everybody is now a one-person wire service fully enabled to expose your weakest moment to the world. This section contains a number of real-life examples of those who have disregarded the power of citizen journalism at their own peril – along with examples of the effective use of social media in driving key messages and repairing reputation damage.
The importance of having a game plan is demonstrated by the Michael Vick Comeback Case Study. Vick’s plan took him from Leavenworth – where he spent 18 months for his role in an illegal dog fighting operation – back to the NFL and from being a pariah to a player whose replica jersey ranked among the league’s top sellers. His plan included all the key elements for success: He knew his audience (starting with NFL commissioner Roger Goodell), his message was simple and genuine (“I blame me”), he recruited third party advocates (Tony Dungy and Wayne Pacelle of the Humane Society) to help him carry that message and as a storyteller, he effectively painted a memorable image of loss and regret behind the bars of Leavenworth. He was well prepared – but not scripted or evasive - in his return interview on “60 Minutes” and press conference in Philadelphia. And in executing the elements of the perfect apology, he struck a tone of humility and gratitude for the second chance he was given. Chapter 3: Simplify Your Message There’s an old political adage: If you’re explaining, you’re losing. To illustrate the importance of having a simple message, this chapter offers a case study from the State Children’s Health Insurance Program (SCHIP) policy debate from the summer of 2007. Speaker of the House Nancy Pelosi had a bumper sticker and President George W. Bush had a 3-page fact sheet. Bush had veto power, but Pelosi won in the court of public opinion. The chapter looks at the brain science revealing how people retain information and why it is so critical amid today’s chaotic swirl of news and information, to craft a memorable message.
There are two key truths about the use of images in communication: For starters, most people will remember the pictures they see far longer than the words they hear. Secondly, the images will either enhance and elevate the message – or will undermine it. In other words, getting the images right is at least as important as getting the words right. Getting it wrong is demonstrated by the ill-conceived Sea World CEO press conference – staged in front of tank of frolicking killer whales to discuss the tragic death of a Sea World trainer, who had been killed by – that’s right, a killer whale. The corporate world would be wise to study political stagecraft, where the photo op was born and examples of images both memorable (Bush at Ground Zero) and cringe-worthy (Dukakis in the tank, the “Mission Accomplished” banner) abound. Chapter 5: WIIFT: “What’s In It For Them?” Always Make it About the Audience A presenter has at most 60 seconds to convince the audience that what he is about to say is worth their precious time and attention. Cut that timeframe in half for a TV or radio interview. To connect with your audience, start by asking, what’s in it for them?” And then deliver your message in a way that is credible to your audience, based on their experience and priorities. We’ll make the technical construction of a message map come to life through real-life mini case studies. We’ll also look at some meltdowns – a Hall of Fame of ill-conceived and tone deaf quotes – led by BP CEO Tony Hayward’s infamous, “I just want my life back,” comment following the Gulf Oil Spill of 2010 along with winning messages that were specifically crafted for a target audience. Chapter 6: The Magic of Storytelling: The Best Way to Connect in a Memorable Way Word-of-mouth is the oldest form of communication and when we hear a great story, our first instinct is to want to re-tell it. But that’s not the only magical property of storyelling as way to grab our audience’s attention and keep it. We’ve learned from the brain scientists that we remember images better than words and stories effectively bind images to our words. When basketball great Lisa Leslie was 7, her mother found her practicing her signature and asked what she was up to. “Because I want to give out autographs,” Lisa said. “I just told her I was going to be famous.” That little story that Lisa told the New York Times ended up in the first paragraph of an article about her retirement in 2009. It’s unlikely a straightforward quote about how she always dreamed of success would have gotten such prominent play – or been as memorable. Even those who have no interest in women’s basketball, can relate to her story. That’s another advantage: Storytelling is also the most personal form of communication and audiences relate much better to people than things. Using many good examples, this chapter offers guidance on when and how to use stories in presentations and interviews.
Preparation is the foundation of successfully delivering your message. No interview or workplace Q&A opportunity is too insignificant to require preparation - even if you know more about the subject matter than the people asking the questions. The key is to develop a certain mindset: “This is my time, not the interviewer’s time.” Presumably, an executive does an interview or employee event in pursuit of some business goal – there is a reason to be doing this. The executive’s approach should be driven by meeting that goal. In preparing for an interview, the subject should envision the headline he would like to see and work on getting there. This chapter covers the techniques reporters use to get information and ways to effectively acknowledge difficult or off-topic questions before pivoting smoothly – and without appearing to be ducking the question – back to the message you are driving. We’ll demonstrate the techniques used to maintain control of interviews by some of today’s best communicators from the corporate and political worlds. Chapter 8: The Keys to Delivering Your Message in Presentations & Speeches This chapter is devoted to improving performance in speeches, presentations, employee Q&As – even routine staff meetings. The first rule in overcoming glossophobia (the fear of public speaking) is to take the pressure off yourself. You don’t have to communicate like Bill Clinton or Ronald Reagan. The way to get comfortable is simple: Know how you are going to open…the two or three points you want to make…and how you are going to close. Using real life examples, we’ll demonstrate effective ways to build a winning structure for any type of presentation. We’ll provide guidance on using body language to enhance – not derail – your presentation. We’ll offer a reminder to put the audience first and cover ways to embrace social media during your presentations. We’ll demonstrate the best way to weave stories throughout your presentation, how to finish with a memorable call to action and then, how to best navigate Q&A sessions.
There is one way Tiger Woods could have minimized the media circus that engulfed him for four months in late 2009 and early 2010: He could have addressed his personal crisis as it was becoming public – when the National Enquirer broke the news of his extra-marital affairs. It’s an old Washington adage: When crisis strikes, tell if first, tell it all and tell it yourself. If Congressman Anthony Weiner had followed that advice, he may have been able to save his job. Media misdirection, lies and cover-ups always fail. This chapter covers the role of communications strategy in overall crisis planning. We’ll demonstrate how to be ready for an array of bad news situations; from a privacy breach or an executive DUI arrest to a social media hoax or anything else that threatens to damage your brand or your business. Chapter 10: The Right Way to Say You’re Sorry Today’s citizen journalism-fueled media world has generated a significant spike in public apologies. It’s a fact of today’s digital media landscape – there are all kinds of new ways to screw up and no shortage of people happy to expose your mistake. This chapter uses a series of case studies on apologies both bad (NY Jets WR Braylon Edwards after a DUI…Serena Williams at the U.S. Open and more) and good (Olympian Marion Jones, Congressman Bob Etheridge after a student ambush) to bring to life Dr. Leslie Gaines-Ross’ “Elements of the Perfect Apology.”
We’ll finish with a recap of our key points and lessons learned, then take a look ahead at the next wave in the technology of communications, social media and more. We’ll close with a call to action to stay vigilant and prepared – which is the best way to protect and build your hard-earned reputation, brand and image. We’ll also emphasize that no matter how small the devices get…no matter how fast the downloads become, the story remains what is most important. The best ideas presented in the most compelling way will always be more important than the platform on which you are consuming it. Manuscript Status Status: Approximately 30% written. Anticipated Length: Approximately 60,000 words. Timeline: Can be completed within six months upon execution of a Publisher Agreement. Features: The Book will contain a photographs section Copyrighted Content: Author will secure written permission for use of any third party copyrighted content, including photographs. Foreword / Endorsements Candidates for a Foreword and/or Endorsements for the book include:
Market Characteristics The primary target audience of this book will be mid- and top-level managers and executives in the for-profit and non-profit sectors, public relations practitioners, elected and aspiring public officials, professional athletes, celebrities, students and those with an interest in social media. Motivations Meltdowns & Comebacks will be essential reading for anyone in the target audience because it demystifies today’s media world in a way that enables them to effectively tell their stories, reach their goals and protect their brands and reputations. Affinity Groups Meltdowns & Comebacks will be attractive to people who:
Book Positioning Meltdowns & Comebacks would be best suited for the Advice/How To genre. Bookstores and E-tailers may locate the title among their business and self-help books. Because Meltdowns & Comebacks will cover the worlds of politics, entertainment and sports, television, radio, print and online interviews should cover the broad spectrum of cable news, sports shows and political shows. Market Comparables The target audience for Meltdowns & Comebacks may also read: What Were They Thinking? Crisis Communication -- the Good, the Bad, and the Totally Clueless, by Steve Adubato (Rutgers University Press, 2008, 239 pages, ISBN # 978-0-8135-4351-1) 
This is a comparable book in that the author uses prominent case studies to teach lessons of crisis communications. Meltdowns & Comebacks updates the subject matter into the world of social media and citizen journalism. M&C will also be differentiated in that its scope goes beyond crisis preparation and response and provides helpful information on how to tell your story and drive your corporate message in general. This is the most recent of Dr. Adubato’s three books, so it’s time for an update, especially considering how social media has re-shaped the communications and media landscapes. Effective Crisis Communication: Moving from Crisis to Opportunity, by Robert R. (Ray) Ulmer, Dr. Timothy L. Sellnow and Dr. Matthew W. Seeger (Sage Publications, 2010, 264 pages, ISBN 9781412980340) 
This work is typical of most crisis communications books: very theoretical and written from an academic point of view. There are some case studies included, but the material is fairly dry. M&C will be more compelling, based on the author’s real life experiences at the White House, and in the worlds of sports and corporate America. The examples and case studies will be entertaining and relevant. Author 
Kevin F. Sullivan Bio
Founder // Kevin Sullivan Communications, Inc. Sullivan’s career in communications includes the rare combination of government, corporate and sports experience at the most senior levels. As White House Communications director under President George W. Bush, Sullivan oversaw message development and communications planning. His responsibilities included oversight of the White House Web site, the rapid response operation and the production of Presidential events. Previously, Sullivan served as the Senate-confirmed Assistant Secretary for Communications & Outreach at the U.S. Department of Education and as Senior VP for corporate communications at NBC Universal. As VP of Communications at NBC Sports, he led communications efforts for three Olympics. Sullivan got his start with the Dallas Mavericks, where he was regarded one of the NBA's top public relations executives. He earned a bachelor’s degree in management from Purdue University and a master’s in mass communication from Iona College in New York. Kevin Sullivan Communications, Inc., launched in February 2009, provides strategic counsel, crisis planning and media relations help to an array of clients. Sullivan is also a sought-after media coach and speech/presentation trainer. Endorsements Here’s a sample of what people are saying about and business professionals are saying about Kevin Sullivan: “Through the years, Kevin Sullivan has been an important strategic adviser to me, both professionally and personally. Sports can be filled with intense, high-pressure situations and that experience served him well at the White House. In difficult times, his sharp instincts and confident presence helps solve complicated communications issues. He is smart, hard working and patient but, most importantly, his optimism is infectious. Any team he joins will benefit from his optimistic leadership, strategic thinking and strong counsel. Simply stated, Sully delivers results.”
“(Sullivan) makes everyone feel valued and leads with a consistently optimistic spirit. I guess that’s where Sully’s sports background pays off at the White House. He understands the importance of a team ethic and knows how to build it in his own operation. – Former White House Chief of Staff Josh Bolten “If (Sullivan) had been in charge of Castro’s public relations, we’d all be smoking Cubans and singing Guantanamera in the shower.” – Kevin Sherrington, Dallas Morning News columnist “Kevin Sullivan is on Dallas’ media Mount Rushmore.” – Barry Horn, Dallas Morning News, Past & Current Clients / Professional Affiliations, Awards & Memberships Past and Current Clients:
Professional Affiliations:
Awards:
Speaking Engagements (Past 3 Years)
Media Appearances KEVIN SULLIVAN is a regular guest co-host and contributor to “Polioptics,” a radio show on political communications that airs weekly on SiriusXM’s POTUS Channel 124. He has been interviewed or quoted in the following media outlets (among others):
Published Articles Note: Articles may be found at author’s website: http://www.ksullivancommunications.com/?cat=4 Sports Business Journal
Yahoo! Sports
National Review Online
Real Clear Politics
Marketing Kevin Sullivan is prepared to help sell Meltdowns & Comebacks and will be generally available as needed for interviews, media appearances and public appearances to promote the book. Author’s Reach Use this section to talk about audiences you are able to communicate to and otherwise influence through various channels – and include public domain metrics for each, such as: Twitter Followers: 2,015 and growing (@KSullie) Facebook Friends: 1,900 and growing LinkedIn Connections: 1,549 and growing Occasional Contributor to Sports Business Journal and Yahoo! Sports Regular contributor to Polioptics.com Blog Subscribers/Readers: Blog occasionally at www.ksullivancommunications.com Corporate Relationships Kevin Sullivan has relationships with Weber Shandwick – the world’s largest public relations firm – where he has been a senior consultant since February 2009, along with former employer NBC Universal and his roster of current and past clients. He will be able to supplement a publisher’s publicity efforts as needed to leverage these relationships to promote Meltdowns & Comebacks through assistance with media appearances, and tapping into existing blog networks and social media channels. SAMPLE CHAPTERS (Intro – Chapter 4) Download 287.82 Kb. Share with your friends:
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