Working with the Media in Emergencies & Disasters

Principal Goal

How can an official authority's information and media team exploit the mass media in an effective and efficient way to pass on information, guidance and instructions to the public at a time of emergency?

· Persuade media representatives to be active and supportive ‘helpers’ in assisting the population in distress.

· Recruiting the media in helping save lives while minimizing injuries and property losses, and getting life back to normal despite the damage caused by the disaster.

The Basic Approach:

Structure an enabling process to achieve a set of common interests for both the media and official spokespersons concerning information for the public through a positive non- threatening mutual help sharing framework.

"Pigeons In The Square" Model

"Bringing the pigeons in the square to sit on your shoulder and eat right out of you palm"

This approach enables the media to carry out its work and achieve its goals in a superior, quicker, more accurate and reliable way by promoting more live, updated, colorful, and varied coverage through cooperation with an official spokesperson.

Major Tools for Treating the Pigeons:

· Briefing reporters – "whistle to them".

· “Reporters’ ramp on the site" – "fixing an antenna".

· Communicators – "seeds bags".

· Authentic interviewees – "let the children feed them too".

· Fluent updates – "refreshing the food".

· Exclusiveness – "personal feeding spot to the good pigeon".

· Connection to VIP's – "food stamps".

· Local escort – "the square guide".

· Available means of communication and back up (communication centers, phones, studios etc.) – "drinking water fountain".

· Personal briefing – "making the pigeon acquainted with the square.

· Accessibility and availability – "leaving a tail-end".

Potential Traps:

· "Broken glass pieces"- obstructive information (incorrect, unreliable, inaccurate, misleading, biased, delayed, destructive etc.)

· "Tasteless seeds" – unattractive information, irrelevant, “non-colorful", non-updated etc.

· "Seed's peels"- superficial information, "no story", "small fry", recycled information etc.

· "Intimidating noise" – (drives away the pigeons) – interruptions, hassles, hostility, disrespect, breaking promises etc.

· “Thorns” - crowding, work discomfort, inconvenience on functioning, time wasting, lack of time etc.

· “No food” – no information (for different reasons, such as: everything is classified, information contact blockage, “CMA” (Closed Military Area), etc.).

· “No food on time” – a lack of consideration in reporting times of the media, such as: news broadcasts on the radio and television, newspapers closing deadlines, news flashes etc. · “Fattening only the white dove” – preference and exclusiveness disregarding the dominant media for a cut off “yard reporter”.

· “Pigeons got wings” – the media is not your employee and you don’t have control over it. If you don’t supply the goods, it will turn to other sources and will cut you off. It may also lead to alienation and hostility towards you if you disrespect it or its’ intelligence.

· “Alternative pigeons feeders” - there are also ‘competitors’ interested in passing messages to the media, such as people looking to assign blame, frustrated population not getting what it expects, individuals and groups promoting their own interests etc. If you don’t supply the goods the media will find them and abandon you.