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IAEAInternational Atomic Energy Agency
Communication and Stakeholder
involvement in Radon issues
L-08
Media relations
Prepared by Tanja Perko, SCK-CEN, Ivana Fojtikova, SURO
IAEA
For successful media communication
You need to work on media relation and
not only media contact.
IAEA
Objective
• To learn how to make media strategy.
• The learn how to make press release.
• To prepare a press conference.
• To learn how to give an interview.
IAEA
What is newsworthy for a media?
• Tragedy, drama
• New, unusual information
• Event can be personalized
• Evokes emotions
• Presence of elite and celebrities
• Conflict
IAEA
What is newsworthy for a media?
• Tragedy, drama
• New, unusual information
• Event can be personalized
• Evokes emotions
• Presence of elite and celebrities
• Conflict
Is radon
newsworthy
for a media?
Rn
IAEA
How to get in to a media?
• You need a proactive approach to get in to a media.
Plan it!
• Or crisis (media attention is high during crisis.)
Also a crisis is your opportunity.
IAEA
IAEA
Make media communication strategy
• Identify objectives (e.g. All local media publish special topic about
radon)
• Get to know your journalists
• Identify type of mass media that you want to use
• Organise media events
• Attend media trainings
• Prepare for crisis communication (scenarios)
• Evaluate and improve your strategy
IAEA
Make media communication strategy
• Identify objectives
• Get to know your journalists
• Identify type of mass media that you want to use
• Organise media events
• Attend media trainings
• Prepare for crisis communication (scenarios)
• Evaluate and improve your strategy
IAEA
Get to know your journalists
• Make list of journalists, editors, media (local and national level, new
and traditional media)
• Establish a relationship with them and offer them a training
• Scrutinise how do they report
Golden 5 W:
Who, What, When, Where, Why
+
Framing (e.g.: sensationalistic, scientific, health orientated, sceptic, local, policy
orientated …?)
IAEA
Get to know your journalists
Journalists have:
• to cover different topics every day,
• probably low prior knowledge on ionizing radiation and
radon,
• short deadlines,
• space limitations,
• different code of ethics.
IAEA
Get to know your journalists
Journalists have:
• to cover different topics every day,
• probably low prior knowledge on ionizing radiation and
radon,
• short deadlines,
• space limitations,
• different code of ethics.They are:
• competitive
• watch dogs of the society.
IAEA
Make media communication strategy
• Identify objectives
• Get to know your journalists
• Identify type of mass media that you want to use
• Organise media events
• Attend media trainings
• Prepare for crisis communication (scenarios)
• Evaluate and improve your strategy
IAEA
Identify type of mass media that you want to use
Traditional media:
• Radio, newspaper, TV
New Media:
• Blog, Facebook, Tweet,
• Social networks..
• National media, Local media
• Citizen’s journalism
IAEA
IAEA
IAEA
Make media communication strategy
• Identify objectives
• Get to know your journalists
• Identify type of mass media that you want to use
• Organise media events
• Attend media trainings
• Prepare for crisis communication (scenarios)
• Evaluate and improve your strategy
IAEA
Press conference
Basic things to decide before a conference:
• Who is going to mediate a press conference?
• What messages are you going to say?
• Who will explain actions taken? (identify clear roles and responsibilities)
• What kind of supporting material can you use?
• Where will you organize it and how your message will be supported?
• How long can it be?
• Assess questions, also unpleasant?
• Prepare media kit.
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Media kit
Contains all information and background information important for a
journalist:
• Agenda of the press conference and names with affiliations of speakers
• Information about radon
• Information about radon action plan
• Radon maps (on paper and electronic version)
• Photos
• Graphic/video material
• Detector with demonstration (one for all journalists)
• Facts about you and your institution
• Contact numbers
• Written press release with statements
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Organise a “training” for the conference
E. Jensen, 1996
Impact on the audience
• Prepare ambient, select chares
• Summarise for all speakers what they have to say
• Go through possible questions together
• Identify who answers to which question
• Make clear that moderator is responsible for coordination
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Ways to communicate with a media
• (In)formal communication
• Media briefing
• Press release
• Statement
• Statement with a possibility for few questions
• Interview
• Excursion, field trip
• Press conference
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Press release
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Later in the media
IAEA
Make media communication strategy
• Identify objectives
• Get to know your journalists
• Identify type of mass media that you want to use
• Organise media events
• Attend media trainings
• Prepare for crisis communication (scenarios)
• Evaluate and improve your strategy
IAEA
Media use other language than we do
Anniversary of the Fukushima
Perko T. (2014): Radiation risk perception: A discrepancy between the experts and the general
population, Environmental Radioactivity, (133), 86–91
IAEA
Media trainings
What do you ask when a journalist calls?
• Will the interview be live or recorded?
• Who else will be participating?
• How long can the answers be? (20 sec)
• Where and when it will be broadcasted/published?
• What type of program will the interview be used in?
• Negotiate the rules before the interview!
• You always have the right to authorize! If it is possible Do it!
• You don’t need to answer all questions.
• Remember: This is your opportunity – use it!
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Media trainings
Before an interview for a TV
• Talk to a journalist first without a camera.
• Talk to the journalist broader on the topic.
• Ask the journalist to tell you the questions – word by word.
• Not more than 3 questions in front of the camera.
• Take time to think over your answer
• (they can wait for a few minutes)
• Deliver your message.
• Check the background (surroundings are a message too)
• …
IAEA
Media trainings
During an interview for a TV
• Don’t run after answers, take time.
• Make short sentences, answers (max 20 sec)
• Don’t say "yes" or "no". Bridge to your message.
• Show empathy for concerns if appropriate.
• It is better to make it standing.
• Correct misinformation in a question.
• Behave as you are - naturally
• You can always ask repetition of shooting. (In the place.)
• The camera may still be running even when the interview is over.
• …
IAEA
Media trainings
If you don’t have an answer, answer…
• We are assessing the situation right now, and will share
information with you as soon as we have it.
• This is not my field of competence. You will get the
information …(tel. no., person …)
• Right now we don’t have a full answer on that, as we are
still focusing our efforts on the priority of…
IAEA
Make media communication strategy
• Identify objectives
• Get to know your journalists
• Identify type of mass media that you want to use
• Organise media events
• Attend media trainings
• Prepare for crisis communication (scenarios)
• Evaluate and improve your strategy
IAEA
Negative story
• Media are going to write and air stories with or without your
help.
• It's in your best interest to participate in a story – even a
negative one – in order to have your position correctly
represented.
• The alternative for the media is to write that responsible
“didn’t want to give the information" which only fuels
suspicions and rumours.
IAEA
Conclusions
How can you improve you media relation?
IAEA
Conclusions
How can you improve your media relation?
• Be proactive.
• Make media strategy.
• Develop relations, cooperate with journalists.
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