As an emergency manager, you know that the media can be your ally or your adversary during a crisis. How do you establish trust with the media and ensure that they report accurate and helpful information to the public? In this article, you will learn some practical tips and best practices for building and maintaining a positive relationship with the media.
Before a crisis occurs, you should identify and reach out to the media outlets and journalists that cover your area of responsibility. Introduce yourself and your role, share your contact information and availability, and offer to provide them with relevant and timely information. Establishing a rapport with the media contacts can help you gain their trust and respect, and make them more likely to contact you for clarification or confirmation during a crisis.
It is very important to be factual to the media in order to prevent and protect the would be affected. This is more important because people who want to travel to certain areas of the world want to be with free mind of losing money or being found in an fortunate situation such that it can cause other people to be affected too. People want to be certain with the future hence as a media manager we have to give factual data with evidence attached. E.g pictures.
During a crisis, you should communicate with the media frequently and transparently. Provide them with factual and updated information, avoid speculation or rumors, and acknowledge any gaps or uncertainties. Use simple and clear language, avoid jargon or acronyms, and repeat key messages. If you don't know the answer to a question, say so and promise to follow up. If you make a mistake, admit it and correct it. Being honest and consistent can help you build credibility and trust with the media.
During a crisis, set up frequent press briefings. If possible establish a time frame, for example every 12 hours or less, depending on how fast things are developing. Make sure your spokes person is at the predetermined briefing point at the established time. Even if there are no updates, always be present for any questions the press might wish to ask. Keep in mind that the press is also your voice with the public. Avoid speculation, so be very clear in your briefs.
One of the most important ways to establish trust with the media is to be accessible and responsive. Make yourself available for interviews, briefings, or statements, and respond to media inquiries as soon as possible. Don't ignore or evade the media, as this can create suspicion or hostility. If you can't answer a question or provide information, explain why and when you can. If you need to limit media access to a certain area or situation, explain the reasons and the alternatives. Being cooperative and respectful can help you maintain a positive relationship with the media.
Another way to establish trust with the media is to provide them with guidance and resources that can help them report accurately and responsibly. For example, you can provide them with background information, context, or data that can enhance their understanding of the crisis. You can also provide them with guidelines or recommendations on how to protect themselves and others from potential hazards or risks. You can also direct them to credible sources or experts that can provide more insight or analysis. Providing guidance and resources can help you demonstrate your expertise and authority, and show your appreciation for the media's role.
Finally, you should monitor and correct any misinformation that may arise from the media or other sources during a crisis. Misinformation can undermine your trust and credibility, and cause confusion or panic among the public. You should monitor the media coverage and social media platforms for any inaccurate or misleading information, and address it promptly and publicly. You should also provide the media with updated and verified information, and ask them to correct or retract any errors or falsehoods. Monitoring and correcting misinformation can help you protect your reputation and the public's safety.
This is the second piece to the honest and clear communication discussed above. You set the tone by being honest, clear, consistent, and so forth. But, this is the internet age, and media is a long way from Walter Cronkite. Rumors, misunderstandings, and outright lies will fly. As the official spokesperson, you have the responsibility to quash them. Always bring it back to the facts. It may be an unpleasant part of the job, but it's worth it - this is about people's lives and homes.