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

Presented by

Dr. Brian R. ShmaefskyPresident – Shmaefsky ConsultingProfessor of Biology &

BiotechnologyKingwood College20,000 Kingwood Drive.Kingwood, TX 77339-3801281-312-1609Drbrs@netzero.com

Why be here…

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

Objectives of Session

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.

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

What is the Media?Mass Media Includes– Television– Press– Electronic (Cell/Web/E-mail)– Radio

Media Coverage– International– National– Local– Special interest/Advertising

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.

Who Makes up the Media?Owner/ManagerContent People/Editors– Chief– “Beats”

Reporters/Correspondents/Anchors– Staff– Stringers/Freelance

Layout/ProgrammingAdvertising

What Makes a Story?

ContemporaryHas dimension (viewpoints)Interesting – sometimes macabreAddresses basic human needs

What makes safety & emergencies such good news topics?

Practice – Let us make a story

Write three things you can speculate from this picture:

“Hot” Safety Stories

• Bioterrorism & Chemical terrorism• Natural disasters• Workforce discrimination• Workforce safety• Emergent/work-related diseases• Environmental accidents• Food safety• Transportation accidents

“Hot” Hawaiian Safety Stories

• Natural disasters• Homeland security - Borders• Tourism safety• Environmental incidents• Industrial/ Worksite accident• Agriculture• Construction• Manufacturing• Boating/Maritime

• Transportation accidents

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.

QUICK TEST!

Who?What?How?

Where?When?Why?

Name 6 important elements of all news stories?

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!

What Information is Needed?Practice

Who?What?How?Where?When?Why?

Be a reporter to inquire about the incident in the pictureWhat would you want to tell to the public?

How the Media Gathers Information

Interviews– All point of view sources• Witnesses• Experts• Special interest groups

Investigation– Public records– References– Research reports– Internet

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?

What do your people know?

What you you say about how this could be prevented?

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

Hints on Dealing with the Media

There

Is

No

Magic

Formula.

But…

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

TEST

Explain the following in a

Sound Bite:

Hints on dealing with the Media2 – The Story

Be expedientBe friendly & courteousKnow the “angle” (ask!)Know how it relates to other issuesPrepareTell the truthKnow what you are sayingAvoid jargonDo not speculateSupply written quotes & briefs

Another Test

Give two “angles” for the following incident:

ANSWERS1. Commercial airlines safety2. Industry working conditions3. Natural disasters4. Owners profit margins (greed)5. Terrorism6. Fate of families7. Workers’ compensation8. Industry exposé9. Environmental issues

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 copyDo not ask to help edit or reviewDo not expect a copy; seek one outCompliment if story is goodComment accurately and calmly if

information appears “off”

Hints on Dealing with the Media4 – Off the Record?

No such thing as “off the record”Reporters are not your friendsThey need informationWhatever you say is “public

record”Whatever you say is “meant to be

said”They have no intent to denigrate,

just to report

Dealing with Accident CoverageBe familiar with emergency response

plans & proceduresKnow what happenedBe honest about the incidentState risk assessmentDo not discuss blameFeel 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

Dealing with Environmental Justice & Discrimination IssuesBe calmKnow the rumorsShow knowledge of all sidesDo not attack people or groupsOnly argue issuesDo not alienate audienceBe rational, not radicalPresent facts and obvious examplesTake on an advocacy role

Sometimeswe want tobe in the media!

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

Publicity 101

Be proactiveKnow the appropriate pressAttract or solicit the pressCultivate a press relationshipBe interesting and “attractive”Be truthfulStay in the press (in good way)

Successful Press Releases 1

Target specific press contactsHave a catchy, but not trivial, headlineUse news story formatShould not read like an advertisementWritten objectivelyKeep to one main goalKeep simpleStay under 800 words

Successful Press Releases 2

Write in sound bitesInclude short quotes from at least

two people. Use original sources and not PR people

Support all assertions & claimsInclude names of contact peopleBe prepared for follow-up

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.