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Media Communication Primer & Workshop Part 1 – The Media

This presentation will probably involve audience discussion, which will create action items. Use PowerPoint to keep track of these action items during your presentation In Slide Show, click on the right mouse button Select “Meeting Minder” Select the “Action Items” tab

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Media Communication Primer & Workshop Part 1 – The Media

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  1. This presentation will probably involve audience discussion, which will create action items. Use PowerPoint to keep track of these action items during your presentation • In Slide Show, click on the right mouse button • Select “Meeting Minder” • Select the “Action Items” tab • Type in action items as they come up • Click OK to dismiss this box • This will automatically create an Action Item slide at the end of your presentation with your points entered. 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

  2. Presented by Dr. Brian R. Shmaefsky President – Shmaefsky Consulting Professor of Biology & Biotechnology Kingwood College 20,000 Kingwood Drive. Kingwood, TX 77339-3801 281-312-1609 Drbrs@netzero.com

  3. Why be here… …the number of fatalities in Hawaii exceeded 40 for the first time since collection of these data began in 1992.

  4. 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. Objectives of Session

  5. 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

  6. What is the Media? • Mass Media Includes • Television • Press • Electronic (Cell/Web/E-mail) • Radio • Media Coverage • International • National • Local • Special interest/Advertising

  7. 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.

  8. Who Makes up the Media? • Owner/Manager • Content People/Editors • Chief • “Beats” • Reporters/Correspondents/Anchors • Staff • Stringers/Freelance • Layout/Programming • Advertising

  9. What Makes a Story? What makes safety & emergencies such good news topics? • Contemporary • Has dimension (viewpoints) • Interesting – sometimes macabre • Addresses basic human needs

  10. Practice – Let us make a story • Write three things you can speculate from this picture:

  11. “Hot” Safety Stories • Bioterrorism & Chemical terrorism • Natural disasters • Workforce discrimination • Workforce safety • Emergent/work-related diseases • Environmental accidents • Food safety • Transportation accidents

  12. “Hot” Hawaiian Safety Stories • Natural disasters • Homeland security - Borders • Tourism safety • Environmental incidents • Industrial/ Worksite accident • Agriculture • Construction • Manufacturing • Boating/Maritime • Transportation accidents

  13. 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.

  14. Who? What? How? Where? When? Why? QUICK TEST! Name 6 important elements of all news stories?

  15. 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!

  16. What Information is Needed?Practice • Who? • What? • How? • Where? • When? • Why? Be a reporter to inquire about the incident in the picture What would you want to tell to the public?

  17. How the Media Gathers Information • Interviews • All point of view sources • Witnesses • Experts • Special interest groups • Investigation • Public records • References • Research reports • Internet

  18. 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?

  19. What do your people know? • What you you say about how this could be prevented?

  20. Is “Press Relations” part of your emergency response contingency plan?

  21. Hints on Dealing with the Media There Is No Magic Formula. But…

  22. 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

  23. TEST Explain the following in a Sound Bite:

  24. Hints on dealing with the Media2 – The Story • Be expedient • Be friendly & courteous • Know the “angle” (ask!) • Know how it relates to other issues • Prepare • Tell the truth • Know what you are saying • Avoid jargon • Do not speculate • Supply written quotes & briefs

  25. Another Test Give two “angles” for the following incident:

  26. ANSWERS • Commercial airlines safety • Industry working conditions • Natural disasters • Owners profit margins (greed) • Terrorism • Fate of families • Workers’ compensation • Industry exposé • Environmental issues

  27. 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 copy • Do not ask to help edit or review • Do not expect a copy; seek one out • Compliment if story is good • Comment accurately and calmly if information appears “off”

  28. Hints on Dealing with the Media4 – Off the Record? • No such thing as “off the record” • Reporters are not your friends • They need information • Whatever you say is “public record” • Whatever you say is “meant to be said” • They have no intent to denigrate, just to report

  29. Dealing with Accident Coverage • Be familiar with emergency response plans & procedures • Know what happened • Be honest about the incident • State risk assessment • Do not discuss blame • Feel 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

  30. Dealing with Environmental Justice & Discrimination Issues • Be calm • Know the rumors • Show knowledge of all sides • Do not attack people or groups • Only argue issues • Do not alienate audience • Be rational, not radical • Present facts and obvious examples • Take on an advocacy role

  31. Sometimeswe want tobe in the media!

  32. 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

  33. Publicity 101 • Be proactive • Know the appropriate press • Attract or solicit the press • Cultivate a press relationship • Be interesting and “attractive” • Be truthful • Stay in the press (in good way)

  34. Successful Press Releases 1 • Target specific press contacts • Have a catchy, but not trivial, headline • Use news story format • Should not read like an advertisement • Written objectively • Keep to one main goal • Keep simple • Stay under 800 words

  35. Successful Press Releases 2 • Write in sound bites • Include short quotes from at least two people. Use original sources and not PR people • Support all assertions & claims • Include names of contact people • Be prepared for follow-up

  36. 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.

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