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IAEA International Atomic Energy Agency Media Relationships EPR-Public Communications L-012.

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Presentation on theme: "IAEA International Atomic Energy Agency Media Relationships EPR-Public Communications L-012."— Presentation transcript:

1 IAEA International Atomic Energy Agency Media Relationships EPR-Public Communications L-012

2 IAEA Objective An overview of how various media work and how to identify key media; Establishing and maintaining working relationships with the media.

3 IAEA Outline Overview; Key media for radiation emergencies; Establishing relationships.

4 IAEA Overview Mass media can be a useful channel to communicate emergency related information; Media do not just transmit information; they determine what will be reported according to their agenda; Media act as the voice of the public—raising concerns in the public interest; In the initial stages of the emergency, media tend to report factually with information provided; At some point, however, usually once the urgent phase has passed, media will begin to question why the situation occurred and who may have been responsible; They may also criticize the response itself, if there are any delays with providing information or action to protect the public.

5 IAEA Overview – Continued Mass media: Print media—daily and weekly newspapers, specialty publications, and magazines; Electronic media—radio, television, Internet; Newswire services. The news cycle: Increasingly 24/7 for all media types; Most major daily newspapers have online editions that are updated regularly. New media—blogs, social networking sites, Twitter, etc.

6 IAEA Overview – Continued Characteristics to consider: Print Media More details and analysis reported; Historical information; Editorial opinion; More time for research; In depth features (magazines and specialty reporters). Electronic media: Immediacy; Short reports; Visually driven; Constant updates—especially radio and cable TV (national and international); Live interviews.

7 IAEA Overview – Continued The more significant the event, the more constant the news coverage; During an emergency, media will fill a vacuum with whatever information they can get from any source, regardless of credibility; Response organizations must inform media as soon as possible what their role is in an emergency, even if information about the situation is incomplete; Must offer regular updates to meet the demands of the “news cycle”, even if there are no new developments.

8 IAEA Key media for radiation emergencies Identifying key media should be part of planning in preparation for a radiation emergency; Consider likely emergency scenarios, based on where radiation is used: Nuclear power plant; Medical use (teletherapy or sealed sources); Industrial use (construction, irradiation facilities, milling, etc); Transboundary release. Consider the likely affected audience and also the “reach” of the media available.

9 IAEA Key media for radiation emergencies Special relationships with the media—include them into emergency planning; Determine the audiences of particular media and their preferences—plan to use the most effective outlets during an emergency; Be aware of the impact of social networking tools—particularly for issuing warnings; Be prepared for different demands and interests of local, regional, national and international media;

10 IAEA Establishing relationships Media will turn to those organizations that they know and trust; Important to have well established relationships with media in advance; Make sure you have their contact information and they have yours; Establish priorities for those media that will be the most effective during an emergency.

11 IAEA Establishing relationships Proactive media relations: Meet with reporters or editors; Include in emergency exercises; Pitch stories; Periodic updates about your organization or activities; Effective spokespersons. Listserv where media can get new information on topics they are interested in.

12 IAEA Establishing relationships High turnover in media; New media –blogs; Interest groups; Social networking sites.

13 IAEA Establishing relationships Maintain these relationships in an emergency by planning for media needs: Broadcast quality footage; Print quality photos; Maps and technical illustrations; Quick facts for media; Contact lists and out-of-hours numbers.

14 IAEA Media monitoring PIOs should be aware of what other sources are saying about the emergency: These sources may have valuable information that may be fed back into to the response organization; They may be reporting inaccurately; Response organizations needs to avoid creating a credibility gap, where other sources are providing new information.

15 IAEA Media monitoring Analyze media coverage for trends and perspective on the emergency as it unfolds; Media analysis can also be used to evaluate public communications activities as part of a lessons learned review.

16 IAEA Summary Identify media who will be most important to the emergency response; Establish positive relations with the media through proactive media relations; Cultivate effective spokespersons who are knowledgeable and trained in risk communications principles.

17 IAEA Summary Develop plans and arrangements to monitor media and analyze reporting trends during an emergency.

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