unhcr/e-centre/interworks - emergency management training7.4.1. session 7.4. working with the media...
TRANSCRIPT
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.1.
Session 7.4.Session 7.4.
Working with Working with the Media in the Media in EmergenciesEmergencies
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.2.
ObjectivesObjectives
After this session, participants will be able After this session, participants will be able to:to:
List the actions needed to cultivate a List the actions needed to cultivate a positive relationship with the mediapositive relationship with the media
Explain how to prepare and manage a Explain how to prepare and manage a media strategy for emergency responsemedia strategy for emergency response
Describe a number of actions critical to Describe a number of actions critical to preparation for a television interviewpreparation for a television interview
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.3.
The media will be The media will be interestedinterested in in the emergencythe emergency
Be prepared! Be prepared!
Be available! Be available!
What you do and say What you do and say counts!counts!
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.4.
GuidelinesGuidelines UNHCR UNHCR hashas an important message to convey an important message to convey Cultivate relations: help the press get stories Cultivate relations: help the press get stories Stick to the factsStick to the facts
Reps should develop 2-3 key messages about the Reps should develop 2-3 key messages about the refugee/IDP programmes that everyone must refugee/IDP programmes that everyone must conveyconvey
All staff must be able to speak about how the All staff must be able to speak about how the emergency is affecting refugees/IDPs emergency is affecting refugees/IDPs andand about about their area of expertisetheir area of expertise
Be accessibleBe accessible
Media communications are a basic part of any Media communications are a basic part of any emergency management planemergency management plan
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.5.
Planning a media strategy requires:Planning a media strategy requires:
Senior management commitmentSenior management commitment
Clear definition of PI staff / other staff responsibilitiesClear definition of PI staff / other staff responsibilities
System to keep focal points at HQ informedSystem to keep focal points at HQ informed
Detailed checklist: what to do, what is needed: laptop, Detailed checklist: what to do, what is needed: laptop, digital camera, cell-phone/radio etc.digital camera, cell-phone/radio etc.
But above all you need to But above all you need to develop a media strategy to develop a media strategy to highlight the effect of the highlight the effect of the crisis on the refugees or crisis on the refugees or IDPsIDPs
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.6.
Know your Media! Know your Media! Is the press hostile or sympathetic to UNHCR or Is the press hostile or sympathetic to UNHCR or refugee concerns?refugee concerns?
Do you have list of media contacts currently operating Do you have list of media contacts currently operating in country?in country?
Are you familiar with beats, interests Are you familiar with beats, interests & who their & who their primary audience isprimary audience is??
Help them Help them visit the emergency site where your visit the emergency site where your organization is working.organization is working.
Remember: Remember: journalists have deadlines they journalists have deadlines they must must respect.respect.
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.7.
Communicating with the MediaCommunicating with the Media
Press briefings—regular, informal way of keeping press Press briefings—regular, informal way of keeping press informedinformed
Press releases—less than a page; related to a significant Press releases—less than a page; related to a significant policy, initiative or real-life storypolicy, initiative or real-life story
Press packages—statement regarding UNHCR’s mission Press packages—statement regarding UNHCR’s mission and programmes; factual background on emergency and programmes; factual background on emergency and UNHCR’s responseand UNHCR’s response
Fact sheets—basic facts about emergency situation and Fact sheets—basic facts about emergency situation and UNHCR’s response (1 page)UNHCR’s response (1 page)
InterviewsInterviews
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.8.
Organize your statementOrganize your statement
Main Point
Detail
The print media generally edits in The print media generally edits in “pyramidal” fashion...“pyramidal” fashion...
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.9.
Make your most critical points first. Make your most critical points first. Add the detail afterwards.Add the detail afterwards.Always be aware of the short “sound bite”Always be aware of the short “sound bite”
So tell us, what So tell us, what is the situation is the situation
of children there?of children there?Well, I…I…Well, I…I…
Thank you so very Thank you so very much, I am afraid that’smuch, I am afraid that’sall the time we have….all the time we have….
..
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.10.
An effective interview strategy hinges on An effective interview strategy hinges on your ability to be:your ability to be:
• CONFIDENT CONFIDENT (able to go into interviews as a partner)(able to go into interviews as a partner)
• IN CONTROLIN CONTROL (able to present messages clearly) (able to present messages clearly)
• CREDIBLE CREDIBLE (helps audiences believe your message) (helps audiences believe your message)
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.11.
Plan your statement.Plan your statement.
• Flag IssuesFlag Issues: “We have three main concerns…”: “We have three main concerns…”
• Put the Human Element Into Your StatementPut the Human Element Into Your Statement: : “Every refugee has rights. This is why UNHCR “Every refugee has rights. This is why UNHCR is…”is…”
• Don’t Use JargonDon’t Use Jargon: Stay away from acronyms like : Stay away from acronyms like NGO, OCHA, MCH Centres, etc.NGO, OCHA, MCH Centres, etc.
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.12.
Manage the interview!Manage the interview!
Be in control. Be in control. Don’t be pushed where you don’t want to go.Don’t be pushed where you don’t want to go.
Yes...you in the Yes...you in the back... back...
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.13.
Look professional for the camera...Look professional for the camera...
• Comb your hairComb your hair• Dress neatlyDress neatly Avoid distracting clothing patterns.Avoid distracting clothing patterns.
No dark glasses.No dark glasses.
No gum chewing or smoking.No gum chewing or smoking.
Stand still, avoid tics, don’t “shuffle around.”Stand still, avoid tics, don’t “shuffle around.”
Look at the journalist. Look at the journalist.
Don’t let your eyes or hands wander.Don’t let your eyes or hands wander.
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.14.
Answer the question, then be quiet. Answer the question, then be quiet. Don’t ramble on and on...Don’t ramble on and on...
The media won’t waste time broadcasting your silence. The media won’t waste time broadcasting your silence.
They They mightmight broadcast an error made while “rambling broadcast an error made while “rambling on.”on.”
...and so I said... and then he ...and so I said... and then he said... so I said...and she said... so I said...and she said..and I, of course, then said..and I, of course, then noted that i could...noted that i could...
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.15.
Avoid Being NegativeAvoid Being Negative
• avoid arguing with the reporter --- they always avoid arguing with the reporter --- they always have the last wordhave the last word
• avoid repeating a negative questionavoid repeating a negative question
• avoid criticizing other UN or NGO partnersavoid criticizing other UN or NGO partners
• rule of thumb: give credit when credit is duerule of thumb: give credit when credit is due
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.16.
NeverNever argue or complain! argue or complain!
No way!No!
Forget it!Never!
Not on your life!
ObjectObject only only if the article is untruthful.if the article is untruthful.
NO!
No!Nope!
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.17.
Know your key messages Know your key messages
Put the human element into your statementsPut the human element into your statements
Prove your points with statistics and anecdotes! Prove your points with statistics and anecdotes!
Don’t use jargonDon’t use jargon
Point out if a reporter has misunderstoodPoint out if a reporter has misunderstood
Offer information you want the public to know: Offer information you want the public to know: Even if you’re not askedEven if you’re not asked
Some interviewing tips:
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.18.
If you don’t know the answer,If you don’t know the answer,say so...say so...
I don’t know.
If appropriate, tell them you’ll try to get the information for them.
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.19.
Be transparent. Don’t try to cover up.Be transparent. Don’t try to cover up.
Tell the truth.Tell the truth.
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.20.
Good media coverage is the result of good Good media coverage is the result of good management:management:
planning, organizing, controlling, influencingplanning, organizing, controlling, influencing
Plan your strategy!Plan your strategy!
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UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.21.
……and remember these words of wisdom.and remember these words of wisdom.
“CNN is the sixteenth member of the Security Council.”
Boutros Boutros-Ghali, 1995