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Copyright 1998 by Walter G. Green III
You see them here, you see them there, you see them everywhere ... the media (with apologies to the author of The Scarlet Pimpernel). Many emergency services, and individual members of virtually all emergency organizations, have developed an adversarial attitude toward the electronic and print media that borders on the pathological. In reality the media performs an important emergency role as our best way to get accurate information to the public, a role most media outlets take very seriously. In addition, it is important to remember that our republic was founded on the concept of an informed citizenry. We have an obligation to establish a positive relationship with the media so that they can help us inform the people on the important emergency services issues that impact their lives. Honesty, forthrightness, and a friendly and professional attitude can go a long way toward making that happen.
At the end of this session each student will be able to:
(1) Identify the types of media and select an appropriate type for a specific message.
(2) Describe the contents and format of a press release.
(3) Describe basic procedures for participating in an interview.
(4) Identify strategies for handling media access to an ongoing emergency incident.
During this session, read the following material:
(1) Chapter 14: The Media of the draft textbook MANAGING THE EMERGENCY SERVICES - AN INTRODUCTION (sent to you by e-mail).
Everyone answer three of the following five questions (one E-Mail to the Listserver per question, and make sure you include a subject line that identifies which question you are answering). You may answer them in any order you wish. Remember also to read and comment on at least two answers to questions by your fellow students.
(1) Using a news report in the news paper, break down the report into the pyramid style. What is the main point in the first paragraph? What are the points of each subsequent paragraph? Does this conform to the press release style taught in the course?
(2) What do you feel personally about the media and their role in emergencies (regardless of what has been taught in the course)? What has led you to feel this way? Should public agencies be subjected to scrutiny and criticism by the media, or is what we do so important that they should not question us?
(3) Select a story your organization needs to tell to the public. What media would you use to tell it, and why? Would a combination of print and electronic be better, or should you focus on one type only? Which newspapers would you use?
(4) If you had to put togther an information kit for news reporters, what does your agency have now that you could include in the kit? What would you have to write from scratch? What would you include in the complete package?
(5) Watch an interview on television about an emergency incident. What is your impression of the person being interviewed? What caused you to have that impression? Did the individual tell the story that needed to be told?