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What do you do if the media is bombarding you during an emergency?

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During an emergency, it's common to find oneself at the center of intense media attention. The need for timely and accurate information can lead to a barrage of reporters and journalists seeking your perspective or details about the incident. Handling this pressure while maintaining focus on safety and emergency management can be challenging. The key lies in understanding how to manage media interactions effectively without compromising the response efforts. This article aims to provide you with strategies to navigate the storm of media inquiries during a crisis, ensuring that you communicate effectively while keeping your composure.

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1 Stay Prepared

Before an emergency strikes, have a media strategy in place. This involves designating a spokesperson trained in dealing with the press and preparing key messages that align with your emergency response plan. Your spokesperson should be briefed on the potential questions and scenarios they may encounter. Establishing clear protocols for communication ensures that when the media approaches, you are ready to respond with confidence and clarity, providing information that is helpful without being overwhelmed.

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David H.

Independent Consultant | Emergency Planning,| Risk Assessment
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During an emergency, handling media attention is crucial for effective communication. Here are some strategies to manage media interactions: 1. Establish Relationships: Build connections with local media agencies before a disaster. 2. Uniform Information: Provide consistent information to all media outlets simultaneously. 3. Timely Updates Attempt to give reporters a reasonable timeframe for new information updates. 4. Be Available: Be available to help reporters get accurate facts before their deadlines. Remember, the media serves as an emergency broadcast system, helping disseminate vital information to the public during crises. Collaborating effectively with them can save lives and improve overall communication21.

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2 Control Flow

During an emergency, controlling the flow of information is crucial. You should set specific times for press briefings and stick to them. This creates a structured environment where information is disseminated in an organized manner. By scheduling these briefings, you can gather necessary details and present them coherently, rather than responding to media queries sporadically, which can lead to misinformation and added stress.

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Brian Kamoie

Managing Director at Deloitte
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Message discipline is critical during an emergency. Establish very clear points of contact (e.g., a Public Information Office) and a briefing / sharing schedule. Make sure that information is known within your organization (with guidance on how to refer media to the communicators), with the media, and the public. The media play a key role in getting information to the public and the best way to stay organized is to maintain a specific time, manner, and place of sharing information.

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3 Message Clarity

Clarity in your messaging is vital. In the heat of an emergency, the information you provide to the media must be clear and concise to avoid misunderstandings. Focus on delivering factual updates and avoid speculation. It's important to repeat key messages to ensure they are understood and to use simple language that can be easily relayed to the public. If you don't have the answer to a question, it's better to say so than to provide potentially inaccurate information.

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Gaurav Singh, CPP, PCI, PSP

ASIS Triple Crown. Board Certified in Security Management.
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In an emergency, prioritize human safety first. Limit media consumption to essential updates from reliable sources and one-point contact only. Maintain a balance by focusing on actionable information and staying connected with loved ones for support and accurate updates.

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Doug Swanson, Ed.D APR

Professor of Communications, Department of Communications, California State University- Fullerton
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The guidance to avoid speculation is so important. That can’t be emphasized enough. In the days following the Murray Building bombing in Oklahoma City, the OKC Fire Department put up chalkboards in front of the media assembly area. There were media members from all over the world present. When a question was asked that the fire department could not answer, the question was written on a chalkboard. That way, the media knew the question would not be neglected. In subsequent meetings when questions were answered, they were erased from the boards. This was a smart tactical step to demonstrate transparency.

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4 Set Boundaries

It's essential to set boundaries with the media during an emergency. While it's important to provide information, you also need to ensure that the response efforts are not hindered by media interference. Politely but firmly set limits on access and the scope of questions that can be addressed. This helps maintain the integrity of the operation and ensures that your primary focus remains on managing the emergency effectively.

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5 Use Social Media

Social media platforms can be powerful tools for managing media relations during an emergency. They allow you to quickly disseminate information to a wide audience, including journalists. By regularly updating your social media channels with accurate information, you can alleviate some of the pressures from direct media inquiries. It also provides a platform for correcting misinformation that may be circulating.

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6 After-Action Review

After the emergency has subsided, conduct an after-action review of your media interactions. This is an opportunity to reflect on what worked well and what could be improved for future incidents. Analyze how effectively the information was conveyed, the timeliness of your responses, and the overall impact on public perception. This review is a critical step in refining your emergency management communications strategy for future events.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Esmeralda Valague, MA, CEM, CBRM

Protecting the resilience of critical Infrastructure and community lifelines (i.e. energy and health care). Advocating for prepared and resilient communities.
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You should designate someone to act as the "PIO" or Public Information Officer. This person's role is to manage media relations, rather than saddling the Incident Commander with this task (the IC can still speak to the media at defined times). If the type and scale of the event dictates (and if it's causing a "bombardment" then I would argue that it does) then open a Joint Information Center to foster collaboration between the response partners and the media. Coordinated messages avoid confusion and provide the greatest clarity.

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What do you do if the media is bombarding you during an emergency?

1

2

3

4

5

6

7

1 Stay Prepared

2 Control Flow

3 Message Clarity

4 Set Boundaries

5 Use Social Media

6 After-Action Review

7 Here’s what else to consider

Emergency Management

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What do you do if the media is bombarding you during an emergency?

1

2

3

4

5

6

7

1 Stay Prepared

2 Control Flow

3 Message Clarity

4 Set Boundaries

5 Use Social Media

6 After-Action Review

7 Here’s what else to consider

Emergency Management

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