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EPR-Public Communications L-012. Media Relationships. Objective. An overview of how various media work and how to identify key media; Establishing and maintaining working relationships with the media. Outline. Overview; Key media for radiation emergencies; Establishing relationships.

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Presentation Transcript
  • An overview of how various media work and how to identify key media;
  • Establishing and maintaining working relationships with the media.
  • Overview;
  • Key media for radiation emergencies;
  • Establishing relationships.
  • Mass media can be a useful channel to communicate emergency related information;
  • Media do not just transmit information; they determine what will be reported according to their agenda;
  • Media act as the voice of the public—raising concerns in the public interest;
  • In the initial stages of the emergency, media tend to report factually with information provided;
  • At some point, however, usually once the urgent phase has passed, media will begin to question why the situation occurred and who may have been responsible;
  • They may also criticize the response itself, if there are any delays with providing information or action to protect the public.
overview continued
Overview – Continued
  • Mass media:
    • Print media—daily and weekly newspapers, specialty publications, and magazines;
    • Electronic media—radio, television, Internet;
    • Newswire services.
  • The news cycle:
    • Increasingly 24/7 for all media types;
    • Most major daily newspapers have online editions that are updated regularly.
  • New media—blogs, social networking sites, Twitter, etc.
overview continued1
Overview – Continued
  • Characteristics to consider:
    • Print Media
      • More details and analysis reported;
      • Historical information;
      • Editorial opinion;
      • More time for research;
      • In depth features (magazines and specialty reporters).
    • Electronic media:
      • Immediacy;
      • Short reports;
      • Visually driven;
      • Constant updates—especially radio and cable TV (national and international);
      • Live interviews .
overview continued2
Overview – Continued
  • The more significant the event, the more constant the news coverage;
  • During an emergency, media will fill a vacuum with whatever information they can get from any source, regardless of credibility;
  • Response organizations must inform media as soon as possible what their role is in an emergency, even if information about the situation is incomplete;
  • Must offer regular updates to meet the demands of the “news cycle”, even if there are no new developments.
key media for radiation emergencies
Key media for radiation emergencies
  • Identifying key media should be part of planning in preparation for a radiation emergency;
  • Consider likely emergency scenarios, based on where radiation is used:
    • Nuclear power plant;
    • Medical use (teletherapy or sealed sources);
    • Industrial use (construction, irradiation facilities, milling, etc);
    • Transboundary release.
  • Consider the likely affected audience and also the “reach” of the media available.
key media for radiation emergencies1
Key media for radiation emergencies
  • Special relationships with the media—include them into emergency planning;
  • Determine the audiences of particular media and their preferences—plan to use the most effective outlets during an emergency;
  • Be aware of the impact of social networking tools—particularly for issuing warnings;
  • Be prepared for different demands and interests of local, regional, national and international media;
establishing relationships
Establishing relationships
  • Media will turn to those organizations that they know and trust;
  • Important to have well established relationships with media in advance;
  • Make sure you have their contact information and they have yours;
  • Establish priorities for those media that will be the most effective during an emergency.
establishing relationships1
Establishing relationships
  • Proactive media relations:
    • Meet with reporters or editors;
    • Include in emergency exercises;
    • Pitch stories;
    • Periodic updates about your organization or activities;
    • Effective spokespersons.
  • Listserv where media can get new information on topics they are interested in.
establishing relationships2
Establishing relationships
  • High turnover in media;
  • New media –blogs;
  • Interest groups;
  • Social networking sites.
establishing relationships3
Establishing relationships
  • Maintain these relationships in an emergency by planning for media needs:
    • Broadcast quality footage;
    • Print quality photos;
    • Maps and technical illustrations;
    • Quick facts for media;
    • Contact lists and out-of-hours numbers.
media monitoring
Media monitoring
  • PIOs should be aware of what other sources are saying about the emergency:
    • These sources may have valuable information that may be fed back into to the response organization;
    • They may be reporting inaccurately;
    • Response organizations needs to avoid creating a credibility gap, where other sources are providing new information.
media monitoring1
Media monitoring
  • Analyze media coverage for trends and perspective on the emergency as it unfolds;
  • Media analysis can also be used to evaluate public communications activities as part of a lessons learned review.
  • Identify media who will be most important to the emergency response;
  • Establish positive relations with the media through proactive media relations;
  • Cultivate effective spokespersons who are knowledgeable and trained in risk communications principles.
  • Develop plans and arrangements to monitor media and analyze reporting trends during an emergency.