Media Communication Primer & Workshop Part 1 – The Media 9th Biennial Governors Pacific-Rim Safety and Health Conference 2006 Thursday, May 11, 13:30-14:45 Kahuku, Sheraton Waikiki,
Media Communication Primer & WorkshopPart 1 – The Media
9th Biennial Governors Pacific-RimSafety and Health Conference 2006
Thursday, May 11, 13:30-14:45
Kahuku, Sheraton Waikiki, Hawaii
Presented by
Dr. Brian R. ShmaefskyPresident – Shmaefsky ConsultingProfessor of Biology &
BiotechnologyKingwood College20,000 Kingwood Drive.Kingwood, TX [email protected]
Why be here…
…the number of fatalities in Hawaii exceeded 40 for the first time since collection of these data began in 1992.
Objectives of Session
Understand the mission of the media.
Learn the needs of the media when covering safety issues.
Know how the media approaches story coverage.
Learn how to talk to the media about incidents or accidents.
Learn how to develop a rapport with the media.
Learn how to reduce the impact of negative coverage.
Why Know the Media?
Safety issues:– are “hot” stories– are commonly misunderstood– are newsworthy items– are local in scope– are national in scope– stimulate debate– educate the public
What is the Media?Mass Media Includes– Television– Press– Electronic (Cell/Web/E-mail)– Radio
Media Coverage– International– National– Local– Special interest/Advertising
Why Worry about the Media?It is a permanent record of events– Print–Websites– Transcripts
It can be shared– Other media–Wire services
Its information is simple to be referenced.
It information can be researched.
Who Makes up the Media?Owner/ManagerContent People/Editors– Chief– “Beats”
Reporters/Correspondents/Anchors– Staff– Stringers/Freelance
Layout/ProgrammingAdvertising
What Makes a Story?
ContemporaryHas dimension (viewpoints)Interesting – sometimes macabreAddresses basic human needs
What makes safety & emergencies such good news topics?
“Hot” Safety Stories
• Bioterrorism & Chemical terrorism• Natural disasters• Workforce discrimination• Workforce safety• Emergent/work-related diseases• Environmental accidents• Food safety• Transportation accidents
“Hot” Hawaiian Safety Stories
• Natural disasters• Homeland security - Borders• Tourism safety• Environmental incidents• Industrial/ Worksite accident• Agriculture• Construction• Manufacturing• Boating/Maritime
• Transportation accidents
In the news…Rails could have stopped harbor death
OSHA issues a notice to Hawaii Stevedores, and an investigatorsays the pier at Barbers Point lacked needed safety devices
By Jaymes K. SongStar-Bulletin Wednesday, June 9, 1999
Federal investigators say safety rails could have prevented a fatal accident at Barbers
Point deep-draft harbor two weeks ago. Honolulu-based Hawaii Stevedores Inc. was issued an "imminent danger notice"
Friday by the Occupational Safety and Health Administration for not having the rails, which are required by law, or curbs installed at Piers 5 and 6, U.S. Department of Labor officials said yesterday.
The warning is to notify workers of the danger at the site and advise drivers to avoid the area near dock edges.
"We identified a violation and we found a problem with the pier at Barbers Point," said Alan Traenkner, OSHA's director of enforcement and investigations in San Francisco.
The harbor is where Hawaii Stevedores' operation supervisor Edgar Fernandez drowned after he backed a forklift off the dock, which had no guardrail, on May 25.
"We believe the lack of (railings), contributed to the accident," Traenkner said. Theo Rohr, who helped pull Fernandez from the water, said railings would have
prevented the death.
What Information is Needed?Who?– People responsible
What?– Details (distilled)
How?– Simple cause & effect (not exhaustive)
Where?– For incidents or discoveries
When?– Old or new information?
Why?– Reason for incident/accident – stats!
What Information is Needed?Practice
Who?What?How?Where?When?Why?
Be a reporter to inquire about the incident in the pictureWhat would you want to tell to the public?
How the Media Gathers Information
Interviews– All point of view sources• Witnesses• Experts• Special interest groups
Investigation– Public records– References– Research reports– Internet
What do your people know?
Do they know regulations?Do they know their SOPS?Do they know the EMR plan?Are they aware of what is going on?How much of the overall operations
does each employee know?Do they know the chain of
command?
Hints on Dealing with the Media1- The Sound Bite
Written quote chunks– No more than 15 words per quote– Say it in 6 quotes or less
Verbal quote chunks– Complete sentences– Say it in 5 second chunks– Say it in 6 quotes or less
Hints on dealing with the Media2 – The Story
Be expedientBe friendly & courteousKnow the “angle” (ask!)Know how it relates to other issuesPrepareTell the truthKnow what you are sayingAvoid jargonDo not speculateSupply written quotes & briefs
ANSWERS1. Commercial airlines safety2. Industry working conditions3. Natural disasters4. Owners profit margins (greed)5. Terrorism6. Fate of families7. Workers’ compensation8. Industry exposé9. Environmental issues
Hints on Dealing with the Media3 – The Follow-up
Call, fax or e-mail to ask if other information is needed
Call, fax or e-mail to ask for showing or publication date
Do not ask to see copyDo not ask to help edit or reviewDo not expect a copy; seek one outCompliment if story is goodComment accurately and calmly if
information appears “off”
Hints on Dealing with the Media4 – Off the Record?
No such thing as “off the record”Reporters are not your friendsThey need informationWhatever you say is “public
record”Whatever you say is “meant to be
said”They have no intent to denigrate,
just to report
Dealing with Accident CoverageBe familiar with emergency response
plans & proceduresKnow what happenedBe honest about the incidentState risk assessmentDo not discuss blameFeel free to say “I do not have enough
information to comment right now”Do not exclude obvious information or
hide things or people from press
Dealing with Environmental Justice & Discrimination IssuesBe calmKnow the rumorsShow knowledge of all sidesDo not attack people or groupsOnly argue issuesDo not alienate audienceBe rational, not radicalPresent facts and obvious examplesTake on an advocacy role
Attracting the Press
Have an interesting story– Contemporary & novel– Local value– Fits global issues– Fills a need– Uncovers a little known issue
Publicize!– News story– Press release– Press conference
Publicity 101
Be proactiveKnow the appropriate pressAttract or solicit the pressCultivate a press relationshipBe interesting and “attractive”Be truthfulStay in the press (in good way)
Successful Press Releases 1
Target specific press contactsHave a catchy, but not trivial, headlineUse news story formatShould not read like an advertisementWritten objectivelyKeep to one main goalKeep simpleStay under 800 words
Successful Press Releases 2
Write in sound bitesInclude short quotes from at least
two people. Use original sources and not PR people
Support all assertions & claimsInclude names of contact peopleBe prepared for follow-up
In Conclusion
Know the media!Know your story!Be prepared & rehearsed!Make media relations part of your
emergency response plan.Stay in the media in proactive way.