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

Communicating with the media, PIO’s, & Community Education RUSSELL J. DECKER, MS, CEM Ohio 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

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 Press Release

P. I. O. Public Information Officers

PIOPublic Information Officer • Do you have one? • And a back up?

Incident Command System

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?

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