Chpt 16 Working with the Media summary

Together they are the largest source of information to members of society. As risk communicators you will need to remember that every story is between the journalist and the source of information they talk to.

The role of the media can change from one risk issue to another. This role can be 1. report existing information, 2. influence portrayal of the issue, 3. independently bring the issue to the public’s attention, and 4. propose solutions to the risk at hand. Low-end involvement is an interview between reporter and risk communicator and high-end involvement may include an editor going on the record with a stated position.

Relationship building will be important at all levels of involvement. A good relationship between the media and the risk communicator increases the chance that information will be presented accurately and balanced. The risk communicator also has a greater opportunity to convey concerns when a disagreeable statement is published or aired.
A good relationship includes communicating on a regular basis and not only when a crisis occurs. Waiting for a crisis to communicate will appear as self serving.
Also a good relationship will help you know when you need to contact them and when they will contact you.

Mass media today includes television, newspapers, radio, magazines and the Internet. The difference between mass media and stakeholders is that mass media tends to be objective and balanced and stakeholders usually take a certain position about the issue.

Productive interaction with the media begins by understanding their goals and constraints. There are cultural differences between reporters and those being interviewed. If the interviewee understands that they need to be short and concise and speak in terms the audience understands than an effective interview will occur.

Understand that reporters are largely reactive in their approach to a story. They report the facts surrounding the event and possible risks associated with the occurrence. Because of this method of reporting risk communicators need to include other channels if communicating along with the mass media so that different audience members will be reached.

Be aware that certain types of risks get more coverage, such as risks to children, celebrities and controversy. Those in crisis communication may find it easier to get coverage over those in care and consensus communication.

Remember – independence and deadlines mean the risk communicator had little control on what is aired or published.

Condense Simplify and Personalize - sometimes when this is done the story gets watered down so much in order for the audience to understand without the scientific jargon that the real meaning gets lost. Be careful when translating the story into words the audience understands.

Be prepared to answer different types of questions for the different types of media. It is alright to answer “I don’t know” or refer the interviewer to someone who can answer the question. Know the limits of your authority and don’t feel like you need to answer every question asked. Use terms the audience understands, get to the bottom-line and use a press kit with back-up information for the reporter to take with them for future reference, put the risk in perspective, and respect the reporter’s deadline. Disclose proprietary interest and potential conflicts of interest up front failure to do so can damage credibility.
Follow-up when you feel misleading or inaccurate information has been stated.

There are many ways to get the word out, the Internet, subscription based web services video and audio releases and Public Service Announcements, telebriefings (fancy term for possibly a very large phone conference call).
In special cases public health campaigns are used to prompt long term changes. Sometimes they are paid placements in order to control the message and the time it is aired. Disadvantages to this are it is expensive and doesn’t always reach all members of the target audience.

Using research can add to the success of the campaign. Research to determine what the audience perceptions are and what messages and materials are will work more effectively are recommended.

Remember that mass media channels are awareness campaign tools that greater change comes from personal relationships so getting the community leader to deliver the message carries more weight with the members of that community and can lead to greater levels of changed behavior.

Evaluation is critical to measuring success and to determine what worked and what did not. It can help establish funding for future projects.

The check list was a nice summary and could be copied and used easily in daily activities on the job.
Thanks, Liz