Communicating with the media, PIO’s, & Community Education

RUSSELL J. DECKER, MS, CEMOhio EMA Spring Directors’ Conference

April 1, 2010 Columbus, Ohio

Progression of a Story

• IMMEDIATE

• INTERMEDIATE

• LONG TERM

Progression of a StoryIMMEDIATE NEEDS (Local)

• Public Safety

• What happened?

• What are YOU doing about it?

INTERMEDIATE NEEDS(Regional Media)

• Heard about it from the locals

• Is it as bad as they heard?

• We want access!

• The PRESS CONFERENCE

LONG TERM NEEDS(National Media)

• Need additional PIO’s

• Need ample parking and work space

• Be as accommodating as possible

• Let your locals help work with the nationals

How do stories become “National”?

• Locals “put story on the wire”

• Locals “sell” stories to networks

• Locals gain recognition and look for “big break”

“Dog bites man” = NOT news“Man bites dog” = IS news

“If it bleeds, it leads”

Types of Communication

• PSA (Public Service Announcements)

• Press Releases

• Media Advisories

• Prepared Statements

Public Service Announcement

• Broadcast media (radio & TV)

• Print media (community calendars)

• Geared to timely announcement or community education programs

• Should specify time frame

• Should not be too time sensitive

• Distributed 2 - 4 weeks in advance of desired publication

Media Advisories

• Addressed to media you desire at Press Conference or other “media event”

• Include the Who, What, When, Where, and Why

• Make certain to provide contact name(s) and phone number(s)

• DON’T OVER USE!

Prepared Statements

• Usually distributed at press conference or in lieu of press conference

• Provide specifics (facts) that you need released to public

• Attribute statement to someone

Press Release

• Is it news?• Is your media list

current?• One page!• Date the release• Use headline to

summarize

• Remember basics

• Check grammar, spelling and accuracy

• Provide a contact “name” and “number”

• Don’t overwrite

P. I. O.

Public Information Officers

PIOPublic Information Officer

• Do you have one?

• And a back up?

Incident Command System

In c id en t C om m an d

P IO S afe ty O ffice r

L ia ison

O p era tion sO ffice r

P lan n n in gO ffice r

L og is tic sO ffice r

F in an ce &A d m in is tra tion

In c id en t C om m an d er

Duties of the PIO

• Connection from IC to the media

• Know the stories being aired

• Address “misinformation” NOW

• Provide background ASAP

• Establish/manage “Media Staging” area

Duties of the PIO

• Manage Press Conference*

• Brief IC Staff / Key Players

• Provide promised updates

• Establish “Media Work Area”

• Establish “JIC” as warranted

• Be the “BAD GUY”

Manage the Press Conference

• Brief participants before the PC

• Know likely questions from media

• Know rumors/misinformation

• Establish “ground rules”

• Enforce “ground rules”

Where to find potential PIO’s

• Retired or former news reporters, directors, editors, producers

• Advertising agency staff

• Universities, colleges, high school faculty

The Golden Rules of Talking to the Media . . .

Golden Rules . . .

• NEVER lie

• NEVER speculate

• DON’T promise

• TRY to accommodate

• Time Management

Community Education

• AUDIENCE

• OUTCOME DESIRED

• VENUE

Community EducationVenues

• Schools

• Churches

• Neighborhood groups

• Business groups (including Ag orgs)

• County fairs

• Mass media

• Mfg. / Industrial Councils

Examples . . .Schools

• SEVERE WEATHER

• Severe Weather Safety Awareness Week

• Statewide Tornado Drill

• Spotter Trainings

• HAZARDOUS MATERIALS

• 9/11 (terrorism, etc.)

Examples . . .Media

• Special section inserts

• Op Ed Columns

• Radio shows

• Gov’t access TV

PROMOTE YOURSELF & YOUR EMA

• SME

• Subject

• Matter

• Expert

SOCIAL MEDIA

• Twitter

• Facebook

• Myspace

THANKS!

• Any questions?