Ch 8: Media Operations

• Materials: distribute written information to ensure the confirmation of as much information as possible including:
  • Spokesperson-prepared statements issued at the beginning, especially if the spokespeople Will not be taking questions
  • Media kits containing the most current statement/release, organization and incident backgrounders and other relevant materials
• Visuals: display graphs and maps on easels as appropriate
• Website: after the press conference, post above items on the section of website devoted to the incident

8.5.2 Media access

Be prepared to explain the ground rules to members of the media immediately because they may arrive on site soon after the incident occurs and before the press conference area and CCT Crisis Center are ready John Curran, Home Assignment Editor in the Newsgathering Department of the BBC explains how the media moves quickly to obtain site access:

“On a major breaker in Britain our standard send or the first wave, is three live television trucks, two radio cars, six crews, six correspondents, six producers and every dispatch rider in the building all carrying digital video cameras. Then we draw breath and say, ‘What sort of breaker is this? Do we need a cherry picker, a helicopter, a Winnebago [land/or] some kind of maritime capability? We have to move swiftly because police put so much effort into cordons that if you don’t get your assets deployed and in there quick it can seriously hamper coverage.”

Only allow media members with press badges to enter the media staging area. Establishing a perimeter and ground rules will:

• Maintain the integrity of the site for the responders to conduct their operation
• Ensure privacy of those affected
• Ensure the safety of reporters and crew

These rules may include:

• Setting certain areas off-limits because of continuing rescue efforts, investigative efforts or other security matters
• Informing the media of the precise location of all future briefings
• If possible, establishing a regular schedule for updates -for example, every two, four or six hours depending on the event
• Making it clear that any major new developments will be shared immediately, regardless of the schedule. This should allow the media to understand that by leaving an incident scene they may not hear the most up-to-date information
• Respond to requests for tours of the incident site particularly if it is a disaster site. In some cases, small groups of journalists might be allowed to make escorted visits
• Consider creating a media pool depending on the situation. If the space limits numbers of media participants, let the media decide which members join the pool. (For more information see section 2.7 Creating media pool procedures.)
• If the event is in an especially unsafe area, use one of the responders trained in videography to film footage for distribution to the media through the pool.
• Keep in mind special considerations, such as natural disasters, human-caused hazards or mechanical/technological malfunctions (see section 6.5 Incident-based situation assessment and considerations)

Responding to breaking events

If events are breaking and not all the equipment is ready only positioning the spokesperson at the press conference area site Will suffice. The media will provide the necessary equipment. Be prepared to confirm the basics of the incident and the briefing schedule, if known.

Information about an incident and continuing response and recovery operations may not be available and/or confirmed. In these situations, it is acceptable and advisable to answer with what is known at that time and to explain that events are changing rapidly. Subsequently explain that more information will follow and announce when and where the next briefing will occur. The media understand that some time is required to assemble a complete picture They also understand that some information will change – for instance, the number of victims, their condition or a final timeline of the event.

8.5.3 Indoor press conference area and Crisis Center

When press conferences are held indoors, put the press conference area and the Crisis Center in different rooms or on different floors. (See section 3.6.1 Crisis Centeron equipping a CCT meeting area.) If the Crisis Center is near the press conference area, consider installing entrance access codes to the Crisis Center so that media personnel passing by do not intentionally or inadvertently eavesdrop. If this is a joint operation involving public and private organizations, private organizations may need to set up a Crisis Center in a nearby hotel or other available facility.

Always try to keep at least one member of the CCT in the press conference area with the media. He or she can provide information and act as a conduit to the crisis response team for any inquiries.

Indoor press conference area equipment

Most organizations will not have a fully equipped, state- of-the-art press conference area for use in a crisis However, the following equipment, resources and procedures should be readily available to most organizations in order to assist the media and present the organization in a positive light.

• Use a well-lit, cool, quiet room (be careful of acoustic problems in large gymnasium-like rooms)
• Ensure ready access to the outside, for stringing of media cables to satellite and live-broadcast trucks
• Provide a podium or microphone stand for the speakers
• Do not elevate the speaker; try to have the media and the podium at the same height. However, know the height of the speakers and provide a riser for short spokespeople
• Use a solid backdrop color behind the speaking podium (blue is the best color for cameras)
• Place the organization’s logo/name/seal directly behind the podium
• If possible, provide a series of phone lines in the back room away from the press conference area
• Be prepared to provide phone lines for media-only use only to avoid phone and internet disruptions. The media should maintain and pay for separate analog telephone lines, if the situation requires
• On the wall, post ground rules for the media specific to the organization’s technological set up and facility access

8.5.4 Outdoors press conference area

Ideally, the Crisis Center and the press conference area should both be located on-site to ensure close proximity to the situation and to facilitate the immediate dissemination of breaking news. The Crisis Center should be isolated from the press by physical barriers and/or some distance, allowing for privacy.

If the press conference area is in the field or the incident is outdoors, consider the following:

• Establish a perimeter and require the press to show their credentials at the post entrance
• Provide a media staging area using the same type of equipment as for an indoor event: podium backdrop, microphones and so on
• Situate the staging area close enough to allow members of the media to record visuals of the incident scene (unless this would put the media in danger or compromise response efforts)
• Inform the media and incident managers/ commanders of the location as soon as it is established
• Situate the Crisis Center as appropriately as possible, ideally mid-way between the incident and the press
• If possible, use natural barriers (roadways, canals and so on) as buffer zones between the media, the Crisis Center and the Incident Command Post
• Work with the producers to ensure that the site will work with media outlets intending to go live. Satellite uplink/down-link trucks must be close by to broadcast the event live.

If this is a joint operation involving public and private organizations, private organizations may need to set up a Crisis Center in a nearby hotel or other available facility. After the initial emergency phase subsides, the Crisis Center may be moved to a nearby facility. Throughout, it is the media’s responsibility to be self- sufficient in finding their own provisions, such as food, beverages and hotels.

8.5.5 Crisis Communications Team vehicle

If an incident takes place away from an organization’s base, for example at a company warehouse or in a rural area of a jurisdiction, the CCT vehicle can serve as a portable office and audio support unit.

The outdoor press conference area is intended for briefings, but the CCT Leader needs to be near the media and able to travel. Equip the designated CCT vehicle with the following:

• Audio equipment: speakers, microphones, microphone stand
• Portable backdrop and podium
• Lighting equipment
• Phone with car adaptor or battery charger
• Writing equipment: paper, pens, hand-held dry erase boards
• Laptop with car charger, ideally with a wireless communications device to send emails and monitor Internet coverage
• Two-way radios to communicate with the rest of the organization. Be careful about information security when using wireless communications because the media satellite uplink/downlink trucks can often intercept radio and cell-phone exchanges.
• Identifying attire: spokesperson vest or jacket
• Appropriate clothing/equipment including:
  • Protection against the weather: sun block, insect repellent, rain gear, boots, snow suits and so on
  • Breath mints or gum
  • Mirror

8.5.6 Procedures during a press conference

The CCT Leader Will manage the press conference by:

• Explaining the schedule, time frame for statements question-and-answer period and/or future briefing times while standing beside the podium. Do not step up to the microphone unless ready to go live’ with the actual press conference. The media is there to broadcast the principal speaker’s statement, not the procedural details.
• Listing ground rules such as whether or not questions will be taken
• Introducing the speakers
• Managing the question-and-answer period if the main spokesperson does not want to select the questioners
• If there is a regular briefing schedule but a statemen is not available, announce this immediately and state when the next briefing is scheduled to occur
• If the press conference will be delayed, immediately inform the media

Matchmaking

As an event unfolds and the flow of major, hard facts about the incident begins to ebb, the media will become more interested in specific details and human-interest features. They will seek assistance from the CCT Leader or members in identifying possible stories and accessing relevant information. Watch for opportunities that will help fill this need. When possible and appropriate, attempt to bring together news sources that have a story to tell with the media that can transmit those stories.

This may be derived from:

• Hearing about successes in internal briefings or reading them in daily situation reports (SITREPs)
• Speaking with on-scene managers, involved employees or other witnesses

8.6 Interview guidelines

When speaking to the press, spokespersons will not have the opportunity to ‘revise’ any statements Every time someone from the involved organization speaks with a journalist, that person is essentially giving an interview. Therefore, it is in an organization’s interest to inform all employees on how to interact with the media. For training information see section 3.5.1 Staff training.

8.6.1 Types of interviews

At all media organizations, including print, radio, television, and Internet, interviews have different levels of engagement:

• In depth: a news source and a reporter meet at a prearranged time and place for a formal interview The reporter is likely to have conducted some degree of research and to have prepared questions ‣
• Less formal: a reporter calls a potential source at the office or home, or happens upon him/her at a crisis scene. The reporter asks a few questions which tend to be superficial but might also be quite substantive. Even the most casual remark is on the record and could return to haunt the source
• Very informal: interviewee and the reporter are walking from an event scene, to the parking lot or maybe they see each other at a restaurant. No notebooks or cameras are in sight.
• Taped: for 7- to 10-second sound bites; the reporter, editor and/or producer selects the content used
• Live: for significant and breaking news; the spokesperson can speak freely
• Live to tape: usually during a remote interview; the session is live but immediately put on tape for broadcast at a later time. Although it will air as ‘live, the interviewee has an opportunity to talk to the producers to clear up any major discrepancies.
• Panel: several interviewees, typically representing different issues or perspectives. Many times, there are audience questions. Being brief and calm are vital to being understood and respected
• Press conference: for significant announcements the speakers can present prepared statements and visuals, conduct a question-and-answer period and distribute materials
• Group interview: similar to a press conference, but more than one spokesperson presents and answers questions. Beforehand, decide who is responsible for areas the media’s questions will cover.

8.6.2 Off the record

Off the record means that a reporter agrees not to attribute a statement to the spokesperson, per his or her request, and can only use the information if a second credible source independently confirms the statement Although spokespeople and news sources cultivate relationships with journalists to manage the release of breaking information as quickly and accurately as possible, as a rule consider everything to be on the record. Not-for-attribution statements may jeopardize the consistency of key messages in the event the journalist breaks that trust. To a reporter, members of an involved organization are always a news source and everything they say or do is for fair use.

This is not to suggest avoiding all informal contacts with reporters o never speaking off the record. This would damage relationships with the media and undermine personal and organizational credibility. Speaking off the record to provide background information on an issue or incident is useful to educate the media, especially if the source is from a private organization. When events are changing quickly during emergencies, officially however, it is safest to only speak on the record.

Always try to cement relationships with the media because informal contacts do help in disseminating accurate information quickly. Just be aware that all people serve as news sources to journalists.

Personal recordings

To ensure accuracy, spokespersons have the right to make their own recording of an in-depth interview. lf a spokesperson is worried about the reporter’s objectivity or Skill. he or she may want to bring along a small cassette recorder and ask to be allowed to operate it him or herself News sources do not usually do this and most reporters do not embrace the concept.

8.6.3 Interview guidelines: do’s and do not’s

Before agreeing to conduct an interview, review the interview details from the media log and checklist of releasable information. Some general guidelines to communicate effectively and to protect i an organization’s reputation during an interview include:

Interview do’s

• Explain the scope of your comments before the interview and also what is interesting about the situation at hand
• Speak name and title; spell last name
• Advise the reporter of individual’s role in the crisis
• Remember that the public is the real audience, not the interviewer. The spokesperson is to educate or inform the public. The interviewer is merely a conduit.

Messages

• Be honest, share confirmed information. Say “This is what we know presently.”
• Reinforce what the reporter should know. Repeat key messages to make sure they are recorded in the reporter’s notes and increase the likelihood of appearing in the report.
• Relate key messages to the recovery objective
• Be clear about what is not confirmed. Say, “We have no confirmed information about that at this time. We’ll share any confirmed information as soon as we receive it.”
• Use facts and figures to reinforce your message Cite outside experts, industry reports and so on.
• Be alert for leading questions
• Break down multipart questions and address each issue in turn
• Offer to clarify any points ideally during, but also after the interview

Demeanor

• Speak in plain language, using short, concise sentences
• Be polite, not argumentative
• Maintain eye contact with the reporter
• Words and body language should suggest that dealing with the media is natural and right – not a hassle, inconvenience or nerve-wracking experience

Interview do not’s

Message

• Never lie
• Do not offer personal opinions
• Do not speak negatively of others’ personal character
• Do not place blame
• Distinctions tend to fade as news makes its way from the reporter to the editor and then to the public. Often, speculation is rapidly transformed into fact by the time it reaches the public.
• Avoid information overkill. Do not let your message be lost in a flood of peripheral information
• Do not simply answer ‘yes’ and ‘no.’ Use every response as an opportunity to deliver a key message
• Avoid jargon
• Avoid acronyms

Approach

• Do not volunteer information when the reporter pauses before asking another question. Remain quiet and wait for the reporter to ask the next question
• Do not repeat loaded or slanted words the questioner uses. Doing so gives double exposure to the accusation, such as “I am not a crook.” Make the answer re-cast the question as positive. For example, “The company has passed all accounting audits without problems each year.”
• Do not use ‘no comment,’ because the public often interprets it as an admission of guilt. Explain, “I have nothing for you now” and why you cannot answer the question.

Although the interview may be taped, make a best effort to give statements correctly the first time.

8.6.4 Telephone interview tips

At the outset, limit the time available for a telephone interview. There is an obligation to answer important questions from the media but save time by sending materials in advance. Be sure to confirm whether the interview is live, live to tape or taped.

• Go to a quiet room to avoid distractions
• If the interview is for television, keep the television on mute to see what footage the station airs, as it is sometimes not screened thoroughly. If it is for radio having the television nearby will provide any breaking news.
• Confirm who is on the other end of the line
• Ask if the interview is being recorded
• Keep key messages near for quick reference Repeat them often so that reporters realize their importance
• Ask when and where the information will be used
• Obtain the reporter’s phone number to call him/her back in the event the call is interrupted or updated information is later provided
• Stand up to strengthen the voice and increase alertness
• Spell out difficult names, technical terms phrases
• Ask reporters for feedback to ensure that they understand your points

8.6.5 Live radio interview tips

A live interview is very different from a taped phone interview. Be sure to confirm whether the interview is live, live to tape or taped. If the interview is live determine if there will be callers, how callers are selected and what they will be permitted to ask.

• Speak in normal tones
• Avoid filler words such as ‘uh,’ ‘um,’ and “you know Take the time to form your thoughts and answer
• Use notes on hand-sized note cards but do not rustle papers. Use a highlighter to emphasize key messages.
• Answer questions in 10 to 12 seconds using key messages when appropriate
• Do not offer lengthy technical explanations Remember that the audience most likely has very little technical background. Tell them what the information means to them. Take on the audience’s point of view.
• Know that reporters may ask the same question multiple times in an attempt to elicit a different answer or to obtain an answer to the question with fewer words
• Assume the microphone is always live

8.6.6 Television interview tips

Spokespersons must take the time to prepare for an appearance. With the help of the CCT Leader or members, practice answering questions, especially aggressive, rapid-fire questions. Ideas, facts and anecdotes must be part of the spokesperson’s thinking so he or she can discuss them easily and naturally Avoid memorized answers as they might sound recited plus the interviewee needs to be flexible to be most effective. Be sure to confirm whether the interview is live, live to tape or taped.

• Answer each question in 10 to 12 seconds using key messages when appropriate
• If a question calls for a longer answer, pause every 20 seconds. This will make it easier for the host to break in for a commercial interruption.
• Practice stopping as the interviewer directs. Hard breaks in mid-sentence at commercials look unprofessional and desperate.
• Speak slowly and deliberately; pause between sentences to appear in control. Microphones tend to make people speak too quickly.
• Drive out monotone by raising and lowering the pitch of your voice, not the volume
• Do not make broad unnatural gestures or move around in your chair. Natural, calm animation helps increase credibility.
• Ask for a chair that does not swivel
• Maintain eye contact with the reporter, unless directed otherwise
• Ensure that the earphone fits securely and know what to do if it pops out of the ear. Ask the producer or sound/camera technician for help if needed.
• Sit comfortably upright. In a confrontational interview, the reporter might try to sit very close to make the subject feel uncomfortable. Do not hesitate to ask the producer to adjust the seats before taping.
• In taped interviews, ask to repeat your response if you believe the first attempt was not your best. In live interviews, correct misstatements as quickly as possible.

8.7 What to wear on television

Wear clothes appropriate to the situation. In a field situation, a suit may not be appropriate. Only wear a uniform if it is for the job.

Men

• Avoid patterned suits, stripes, and checks
• Button double-breasted suits and single-breasted suits may be unbuttoned. If possible, sit on coattails, to avoid bunching around the neck and shoulders
• White shirts are considered the most conservative Also consider wearing light blue or gray. Bottom line: in an emergency, look conservative, not stylish or flashy.
• Neckties should be somber. Do not ‘advertise’ a product or point of view on your tie.
• Wear knee-length socks darker than the suit
• Be clean-shaven
• Use make-up, typically available for in-studio interviews. If the make-up technician offers make-up, take it as a sign that it is needed.
• Bald men should keep their heads up and consider powdering the top of their heads

Women

• Do not wear short skirts
• Wear neutral colors and muted patterns. Most set backdrops are blue or purple
• Wear dark shoes
• Avoid distracting or shiny jewelry and any accessory that jangles or needs constant adjusting
• Wear everyday make-up. Avoid loud fingernail color. Lipstick should be a neutral/natural shade; lip liner helps define the lips. Women who never wear make-up should consider color on the lips

Men and women

• Neat, trimmed hair is best
• If your skin is shiny under the lights, ask for powder
• Take off eye glasses unless doing so causes squinting. Consider non-glare glasses if wearing them is a must. Never wear tinted lenses or sunglasses.

NOTE:

With proper preparation, communicating to the public through the media can convey the organization’s key messages with a directed focus and in minimum time.

Working with the media’s time constraints and responding to their information needs best serves the Crisis response efforts.