The mediaThe media

We interrupt this program for a last-minute slant on the news

The mass mediaThe mass media

Last minute news

ObjectiveObjective

To provide tools and information to To provide tools and information to understand how the mass media work, understand how the mass media work, and to help prepare interaction and and to help prepare interaction and interviews with the mediainterviews with the media

   Main source of information for the public perception of risks. 

In view of the complexity of the issue, and disagreement among experts, they focus on aspects of human interest, drama, and politics.

Mass media

They give the same weight to different aspects of a problem, regardless of whether they are reporting the opinion of only a few 

Journalists work under strict rules and at great pressure

The mass media

The media are importantThe media are important

Because they can exercise a strong influence Because they can exercise a strong influence on peopleon people

Because the way they show the news can Because the way they show the news can make the public decide who is the “hero” and make the public decide who is the “hero” and who is the “villain” of the news item. who is the “villain” of the news item.

Procedures within the government Procedures within the government

Find out who are the health officials involved in making information public

Identify the process of approval

If they contact you directly, refer them to the authorized press officers

Information given to the national press should go through official channels

Get to know the mass mediaGet to know the mass media

TV: visual and brief

Radio: the immediate story

Newspaper: the detailed story

Internet: interactive and immediate

Get to know the mass media Get to know the mass media ((ContinuedContinued))

Make a list of the local representatives

Review and visit the local mass media

Get to know the different reporters covering your area

Messages in the mass mediaMessages in the mass media

TV and radio: count the seconds

Printed press: help the reporter to simplify

Offer a summary of the information

Be direct

Provide supporting documents

Anticipate errors

Give the story a personal touch

Messages in the mass media ((ContinuedContinued))

When a reporter calls youWhen a reporter calls you

Ask when the deadline is, and keep to it

Have a general idea of the information needs

Show yourself to be friendly, positive, and calm

Call your press officer if you need help

MessageMessage

The message should be the main objective of the information

Provide reliable, objective information

How to influence the How to influence the coverage of the mass coverage of the mass

mediamedia

ObjectiveObjective

To provide To provide information on how information on how to influence a to influence a reporter or write his reporter or write his storystory

It is important becauseIt is important because

You can help the reporter to understand the issue

Your comments and replies can transmit your message effectively; prepare comments lasting 5 to 10 seconds, and avoid replying with monosyllables

MessageMessage

Some reporters need you to provide information to achieve a balanced coverage

A good comment can help to balance the coverage

It is a mistake to regard journalists and other media

professionals as agents independent from the risk communication process.

Incorporate them; they are part of the process.

“Prevention policy is too important to be left to governments and international agencies alone. To succeed, it must also engage civil society, the private sector and the media”

Kofi Annan. Programme Forum 1999, July 1999, Geneva.