7- Mazmizing Media Coverage - Sylvia C Kearney

Reading Summary 7 By Sylvia C Kearney

Reference: Gosnell, A. R. (2000). MAXIMIZING MEDIA COVERAGE. Fire Engineering, 153(5), 93.

Theme: As a Public Information Officer, PIO, it is important to not only get along with the media, but to let them know early on about an incident. This way you have an opportunity to not only advertise your department but also advertise for it.

Summary: There are five easy steps to remember how to best work with the news media and tell your factual story about the incident.

§  Early notification – this is while you are responding to an incident. Send a “teaser” to the news media. A teaser can look like this:

BREAKING NEWS

5 ALARM FIRE at

PROVO TABERNACLE on

SOUTH UNIVERSITY in PROVO

PIO EN ROUTE

CALL IN CAR  (801) 830-8212

*****

A template can be set up in most any phones, ready to be sent to all news reporters in your address book.

§  Follow-up notification and verification: If you have some reporters on speed dial, call them and follow up and invite them to come and cover the story.

§  On-scene coverage: Once you arrive on scene, it is important to gather information quickly from the Incident Commander, who will expect you to take over responsibility as a PIO. This is another moment where it is important to introduce yourself to the Police and other section officers to let them know who you are. It is important to stay in close communication with the media. If you have not received much information at least report what has happened and then promise to offer more info as it becomes available. Keep your promise to all media, and set them up as close as it is allowed to the scene.

§  Wrap-up or summary: This is the moment where you write a news release. This would entail a fact filled report including historical information and as much information about the incident as possible. This release can come in handy for news agencies that did not get to be on scene, or radio reports, or other future use.

§  Follow-up: The PIO will be the last person to leave the scene, since he has to evaluate the situation. In the case of the Provo Tabernacle, a lot of questions where asked, even many days after the fire was put out.

Application to lesson topic: Being a PIO is an important job that can be exciting and yet very informative. The main part in all of this is the understanding of becoming acquainted with news media in more than just one way.

Application to emergency services: It is most beneficial as a PIO in emergency services to be prepared before an incident even happens. Just like firefighters are prepared to fight a fire, the PIO needs to be involved with the media prior to his response and on the way to the scene, to receive the maximum coverage of his story and not that of hearsay.