Reference: Lowrey, W., Evans, W. (2007). Effective media communication of disasters: pressing problems and recommendations. BMC Public Health.
Theme: Problems and recommendations for media communication
Summary:
Natural and man-made disasters have been increasing over the last decades and journalists and media personnel have a crucial role in covering these events. Public information officers (PIO) and media need to work together to make sure accurate and timely information gets to the public. Following are challenges and solutions faced:
- Public health's expanding role in preparedness: It wasn't until Sept. 11 that public health began to be integrated into the disaster response efforts. Their role in collaborating with the media is to get information on personal protective actions to the public during times of emergency.
- Professional and organizational realities: Public health agencies have been faulted for not "preparing in advance information useful in emergencies and for ineffective dissemination of information". PIO's are the go-between, they have to put out information that will be understood and is communicated accurately. "PIOs are also constrained by legal requirements designed to protect citizen privacy".
- Journalism advisors have several complaints about PIOs. They say PIOs err on the side of withholding access to information and experts, sometimes they lack the authority to provide access to information, and they too often perform poorly on camera and in interviews.
- Both journalists and PIOs worry about their ability to get information to the public when it is something they should be worried or concerned about. They both believe it is necessary to build close relationships with one another to respond effectively to health-related emergencies.
Application to the lesson topic: Media and PIOs have been and will probably continue to be a big issue in the sense of getting along and trusting one another. Realizing this and coming up with solutions to overcome the struggles they face and learning to trust each other will go a long way in getting timely accurate information out to the public.
Application to emergency services: Making sure our PIOs have the most accurate information to give to the public will help in the relationship between the PIO and media personnel. That way, the media won't feel the need to go straight to the source to get information, but will trust in what the PIO has to say.
These are real concerns that I see all of the time. Each PIO has a different situation and process that they have to deal with. I recently heard a lecture from both a PIO and a new reporter that explained the complexity of their relationship and how they make it work. The PIO had the perception that he needed to inform the media and public of certain events. The reporter added that he knew the PIO would give him as much information as he could. They discussed a mutual understanding of one another. They had developed a relationship and friendship. The PIO was honest and told as much as he was able to and the reporter was grateful for the information he received and believed the PIO was giving as much as he could. If all PIOs could establish relationships with the media and treat one another respectfully, it would significantly benefit everyone.
ReplyDeleteThe media and public information officers are vital to the public. Without them there would be no way of getting any information about the situation. It is important for the media, journalists, and PIO's to have a close relationship in order to work together effectively during a disaster situation.
ReplyDeleteIt is interesting to see that a fine line can exist between a PIO and the media. Again, I feel we are all in this together in a disaster and we will work together, even if we do not know each other. I was very impressed with Jeffrey Dougherty. He used to be a journalist first, and now he is amongst other things a PIO. Journalism is an interesting subject, but not one that I wanted to pursue, even though it is said that English courses in communication etc. can be very beneficial to PIO's.
ReplyDelete