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We interrupt this program for a last-minute slant on the news
The mass mediaThe mass media
Last minute news
ObjectiveObjective
To provide tools and information to To provide tools and information to understand how the mass media work, understand how the mass media work, and to help prepare interaction and and to help prepare interaction and interviews with the mediainterviews with the media
Main source of information for the public perception of risks.
In view of the complexity of the issue, and disagreement among experts, they focus on aspects of human interest, drama, and politics.
Mass media
They give the same weight to different aspects of a problem, regardless of whether they are reporting the opinion of only a few
Journalists work under strict rules and at great pressure
The mass media
The media are importantThe media are important
Because they can exercise a strong influence Because they can exercise a strong influence on peopleon people
Because the way they show the news can Because the way they show the news can make the public decide who is the “hero” and make the public decide who is the “hero” and who is the “villain” of the news item. who is the “villain” of the news item.
Procedures within the government Procedures within the government
Find out who are the health officials involved in making information public
Identify the process of approval
If they contact you directly, refer them to the authorized press officers
Information given to the national press should go through official channels
Get to know the mass mediaGet to know the mass media
TV: visual and brief
Radio: the immediate story
Newspaper: the detailed story
Internet: interactive and immediate
Get to know the mass media Get to know the mass media ((ContinuedContinued))
Make a list of the local representatives
Review and visit the local mass media
Get to know the different reporters covering your area
Messages in the mass mediaMessages in the mass media
TV and radio: count the seconds
Printed press: help the reporter to simplify
Offer a summary of the information
Be direct
Provide supporting documents
Anticipate errors
Give the story a personal touch
Messages in the mass media ((ContinuedContinued))
When a reporter calls youWhen a reporter calls you
Ask when the deadline is, and keep to it
Have a general idea of the information needs
Show yourself to be friendly, positive, and calm
Call your press officer if you need help
MessageMessage
The message should be the main objective of the information
Provide reliable, objective information
ObjectiveObjective
To provide To provide information on how information on how to influence a to influence a reporter or write his reporter or write his storystory
It is important becauseIt is important because
You can help the reporter to understand the issue
Your comments and replies can transmit your message effectively; prepare comments lasting 5 to 10 seconds, and avoid replying with monosyllables
MessageMessage
Some reporters need you to provide information to achieve a balanced coverage
A good comment can help to balance the coverage
It is a mistake to regard journalists and other media
professionals as agents independent from the risk communication process.
Incorporate them; they are part of the process.