OPRC Level 3 Communications and Media Issues

OPRC Level 3 2 Communications and Media Issues Oil spills can generate high and often negative media interest These impressions can be redressed with good media communications Senior managers and administrators have a responsibility to plan for communications

OPRC Level 3 3 Images such as this one can generate immediate and public interest and concern

OPRC Level 3 4 The public is also highly sensitive to images of oiled birds and wildlife

OPRC Level 3 5 Outline Key elements of a communications plan What the senior manager needs to know Key elements of a media relations plan What the public and media want to know Press releases and interview guidelines

OPRC Level 3 6 Two Plans 1.Communications Plan = internal –Response team –Response community –Senior administrators / Ministers 2. Media Relations Plan = external –Media –Public

OPRC Level Key Elements of Communications Plan OBJECTIVE: need to communicate internally and externally STRATEGY: role and responsibilities; major issues; means of communication (including internet) MESSAGE: company/govt position; incident effects; response measures continued.

OPRC Level Key Elements of Communications Plan SPOKESPERSON: Identification of, definition of role; limits of authority MEDIA: Regular press briefings; press conferences; SITREPS RESOURCES: centre; equipment; personnel

OPRC Level 3 9 Incident Information Flow Incident notification –receipt on initial notification of the incident Reporting: –conveying of initial information through chain of command and to other agencies/organizations as per established procedures Information gathering and analysis Activation of response

OPRC Level 3 10 Information Challenges - internal Beginning of the Incident Common problems: – wrong or incomplete information – not knowing whom to contact – panic and pressure from multiple sources Some solutions… –Standardized procedures for notification and reporting –Standardized Reporting Forms

OPRC Level 3 11 Information Challenges - internal As the incident progresses…. Common problems –use of highly specialized terminology and many acronyms that may not be easily understood by all –Volume of information Analysis, management, dissemination –Language barriers – particularly for incidents where external (bilateral, international) assistance has been requested –Communications equipment limitations –Technicality of information

OPRC Level 3 12 Incident Communications Network

OPRC Level 3 13 Communications Plan considerations Identified Spokesperson Roles and responsibilities Information management Regular situation reports Communications equipment Contact numbers Clear definition of roles, responsibility and limits of authority for information sharing Critical! Need to manage high volume, undertake review and analysis, processing, dissemination in a timely and effective way These will be in high demand. Format and examples should be included in plan. Determine frequency and timing. Twice daily at onset, then one a day once emergency phase over Scheduled daily, highly structured, short when possible and, concise. Select carefully! Not Must be media trained, sympathetic, good communicator. Does not have to be a manager

OPRC Level 3 14 Scheduled briefings with team Communications Equipment Contact numbers Communications Plan considerations Scheduled at regular intervals, short, concise Identification of equipment, communications channels, training, awareness of limitations To extent possible, and recognizing these will change, include all relevent key contacts.

OPRC Level 3 15 What the Senior Manager needs to know How to contact OSC Who is official spokesperson? What is being done? Everything under control? What are known and potential impacts? Are neighbouring countries at risk? Are they informed? Political and business issues? Communications government/industry Public relations

OPRC Level Media Relations Plan The policy aim is: to provide the media with honest and accurate information at regular intervals throughout the incident to establish good relations with the media: –to control the flow of information –to avoid distortion of the facts

OPRC Level 3 17 Media Relations Plan The objectives for dealing with the media: to establish the competent authorities as a helpful, reliable and knowledgeable source of information to present an efficient and environmentally caring face to the media to show that an efficient response strategy has been set in place to positively influence what the media write or say

OPRC Level 3 18 Media Liaison Officer The Media Liaison Officer will be the “public face” of the authorities and a critical member of the Management Team: fully informed about combat response decisions sole responsibility for handling relations with the media no responsibility for combat operations

OPRC Level 3 19 Responsibilities for handling the media Tier 1: Press Officer of port or petroleum installation Tier 2 or 3: Press Office of Ministry which is “competent government authority” Important to present a unified approach!

OPRC Level 3 20 What the public wants to know! What happened ? Why did it happen ? What are the authorities doing ? Will there be further developments ? What will be done to prevent such an accident from happening again ?

OPRC Level 3 21 How an issue develops Incident Initial media interest Media investigate Analysis and blame Is it newsworthy ? What else is happening? Is it being badly handled? Is there an issue involved? Is there anything to hide? Specific issues requiring quick detailed answers Slower stage: political

OPRC Level 3 22 Press facilities Who answers the phone? How can you handle hundreds of calls? Allocate a Press Room Allocate phone & fax numbers Press conferences “a Media Contingency Plan”

OPRC Level 3 23 The Press Release The Press Release should admit involvement give basic facts express regret say what is being done to improve the situation give a press contact The Press Release must not: speculate on causes blame parties admit liability use jargon be arrogant

OPRC Level 3 24 Interview Guidelines Write an advance list of the points you want to make Keep answers short and to the point Memorise the most important points Treat every word as “on the record” Be patient, calm and simple: journalists are not oil pollution experts!

OPRC Level 3

26 Interview “Do’s” Stick to your area Prepare your statement Get bad news out first Answer the questions, but return to your message Ask the question to be repeated if you don’t understand it Put the story in context Keep track of what was said during the interview Stick to the facts Define the real problem Stay calm, cool and clear headed Give full story Be honest, accessible, understanding Communicate information at the earliest time

OPRC Level 3 27 Interview “Don’ts” Never guess: stick to the facts Do not bluff: keep cool before answering difficult questions Do not lose your temper even if provoked Never answer a question until you understand it properly

OPRC Level 3 28 Key Messages Responsibility to communicate: –Internally:  senior managers &  responders –Externally: media; general public Importance of regular briefing: –Sharing of information –Situation reviews  action plans Importance of media role Media is the channel to the general public