[KYHAM] KEN Training Feb. 3: INCIDENT INFORMATION AND WORKING WITH THE MEDIA

[Ron Dodson]

Here is a nice piece on media relations that I found both
interesting AND ENTERTAINING.  As noted, portions of this
are in a comic vein, while others are more serious.  I
thought we could all use the laugh and the eduaction at the
same time. Thanks goes to California's ACS for this
delightful article.

NOTE: In 999 times out of 1,000, when working with served
agencies, their PIO staff will handle everything, all we
need do is our jobs!  I caution anyone not desiganted as a
PIO to be making comments to the media in any disaster
situation.  

Still yet, enjoy the material for its 2 cents worth.
Remember, much of it is not meant in a serious (literal)
light.

73, 
Ron, KA4MAP

----------------------------

To:   Emergency Communications Units - Information Bulletin
To:   Emergency Management Agencies via Internet and Radio
By:   Auxiliary Communications Service (ACS) of the
      California Governor's Office of Emergency Services

EMC376  EMCOMM Officers Hdbk 10     Release 1/13/03

        INCIDENT INFORMATION AND WORKING WITH THE MEDIA

  The important thing to remember about the following is to
check 
with the agency information officer before using it, or even
doing 
any final training, as some agencies have very definite
public info
policies and REQUIRE all media contact to be made through
agency
paid staff that is trained in media relations as formal
policy.

Therefore, the following is ONLY an example of how to work
with
the media and some is even printed "with tongue-in-cheek".  
Most of us will never have to worry about talking to the
media 
without being trained and then briefed before each
interview.

1. If you don't have a media relations policy, draft one.

2. If you don't want it printed or broadcast don't say it.

3. Say it in 30 seconds.

4. Record all sensitive media interviews.
 
5. Maintain a good balance in your media relations account.

6. Release bad news after the 6 p.m. TV news broadcast on
Friday.


BE- 1. in charge, and organized.

   2. wary of still photographers.

   3. alert for the "waiting tactic".

   4. aware of newspaper deadlines.

   5. prepared for a media blitz.

ALWAYS- 1. be 100 percent right in a confrontation with the
media.

       2. convey the impression to reporters that you are
trying
          to help them.

       3. get your story out first.

          A.  A good statement in the original story is
worth a
              half-dozen "letters to the editor" later.

          B.  Dribbling out information keeps the
"embarrassing
              story" alive.

NEVER- 1. change the ground rules in the middle of the game.

      2. say "no comment".

      3. wear dark glasses during an interview.

      4. give reporters your personal opinion.

      5. voluntarily submit to an interview with 60 Minutes
or
         20/20.

DON'T- 1.  give or expect favoritism.

      2.  attempt to talk "off the record".

      3.  make off hand remarks in front of reporters.

      4.  hide behind technical jargon.

      5.  disappear when unfavorable news breaks.

      6.  stonewall. When you can't disclose information,
say so
          and explain why.

      7.  try to fool the press.

      8.  try to be a news personality.

      9.  propagandize.

      10. tolerate any openly belligerent or abusive
behavior.

      11. make "wise crack" statements.

      12. be misled by "off the record".

      13. let the media take over your administration.

      14. assume the interview is over until the TV crew
drives
          away.

      15. fight with people who have ink delivered by the
tank
          car.

      16. mess-up on a slow news day.

AVOID- 1. being openly hostile toward the media.

      2. the appearance of "cover-up"

DELUSIONS: 1. I am safe from big city reporters.
               
           2. The out-of-state media will treat you just
like
              the local media.

           3. I can respond to the media in my own good time
and
              in my own way.

           4. I can wing it.

           5. I can retreat into the sanctuary of silence.

REMEMBER: 1. Deadlines sometimes assume more importance than
the
             need to gather "complete" information.

          2. Take care of the local media first.

          3. You don't have to respond immediately to a
telephone
             call from a reporter.

          4. Under pressure, the mouth speaks when the mind
is
             disengaged.

(PLEASE re-read opening paragraph!!)