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The media

The media. The mass media. Last minute news. We interrupt this program for a last-minute slant on the news. Objective. To provide tools and information to understand how the mass media work, and to help prepare interaction and interviews with the media. Mass media.

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The media

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  1. The media

  2. The mass media Last minute news We interrupt this program for a last-minute slant on the news

  3. Objective To provide tools and information to understand how the mass media work, and to help prepare interaction and interviews with the media

  4. Mass media • Main source of information for the public perception of risks. • In view of the complexity of the issue, and disagreement among experts, they focus on aspects of human interest, drama, and politics.

  5. The mass media • They give the same weight to different aspects of a problem, regardless of whether they are reporting the opinion of only a few • Journalists work under strict rules and at great pressure

  6. The media are important • Because they can exercise a strong influence on people • Because the way they show the news can make the public decide who is the “hero” and who is the “villain” of the news item.

  7. Procedures within the government • Find out who are the health officials involved in making information public • Identify the process of approval • If they contact you directly, refer them to the authorized press officers • Information given to the national press should go through official channels

  8. Get to know the mass media • TV: visual and brief • Radio: the immediate story • Newspaper: the detailed story • Internet: interactive and immediate

  9. Get to know the mass media (Continued) • Make a list of the local representatives • Review and visit the local mass media • Get to know the different reporters covering your area

  10. Messages in the mass media • TV and radio: count the seconds • Printed press: help the reporter to simplify • Offer a summary of the information • Be direct

  11. Messages in the mass media (Continued) • Provide supporting documents • Anticipate errors • Give the story a personal touch

  12. When a reporter calls you • Ask when the deadline is, and keep to it • Have a general idea of the information needs • Show yourself to be friendly, positive, and calm • Call your press officer if you need help

  13. Message The message should be the main objective of the information Provide reliable, objective information

  14. How to influence the coverage of the mass media

  15. Objective To provide information on how to influence a reporter or write his story

  16. It is important because • You can help the reporter to understand the issue • Your comments and replies can transmit your message effectively; prepare comments lasting 5 to 10 seconds, and avoid replying with monosyllables

  17. Message • Some reporters need you to provide information to achieve a balanced coverage • A good comment can help to balance the coverage

  18. It is a mistake to regard journalists and other media professionals as agents independent from the risk communication process. Incorporate them; they are part of the process.

  19. “Prevention policy is too important to be left to governments and international agencies alone. To succeed, it must also engage civil society, the private sector and the media” • Kofi Annan. Programme Forum 1999, July 1999, Geneva.

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