John Scardena
Reference:
Moskovtz, Mike. (199, January). Thurston High School Shooting Tragedy: The Media Downpour. Public Relations Tactics, Vol. 6, Issue 1,
Theme:
The theme is based on a Public Information Officer's account of the shooting spree at Thurston High School. The author gives specific examples of what the situation was, what happened, and what they learned from it. He gives six main points from what he has learned from this crisis.
Summary:
Ø There are six strategic steps when dealing with the media and mass communication as a public information officer.
Ø 1. Assemble a Crisis Team: Set up a team of PIO's that can fully combat the onslaught of media.
Ø 2.Quickly Analyze, but don't overanalyze the situation: communication needs to come fast so put it out there but don't look into thoughts too deep or share ideas that are not fully developed, the media can run with it and it can backfire hard.
Ø 3.Set up a Media Information Center: a safe place away from the disaster zone for media to gather and to give information out to everyone at the same time.
Ø 4. Communicate as quickly as possible: Timing is everything, it can save lives or it can cost them. Especially with a crisis, social media can help clear chaos.
Ø 5.Provide steady communications on the status of the crisis: When you handle the media and communicate correctly the situation becomes manhandled and not the other way around (the situation manhandling you)
Ø 6.Make the media a partner not an enemy: If you help the media or hurt the media they will run with it, and people listen… so help the media. Give information don't run from it or hide from it, always be out front first and have an idea ready.
Ø The glitches, goofs, gripes and grumps: mistakes are always made, we're human but getting out and admitting it helps keep a positive image and allows you to keep moving forward
Ø Regrets: learning from the past is important but living in it is bad. Keep looking forward and be willing to improve.
Application to Lesson Topic:
PIO's are always right in the mix of everything, this article points out some of the stresses that a PIO deals with and how they are the face of disaster control. We can learn from this experience and others that information to the public, how it's received and when it's received is very important to crisis control.
Application to Emergency Services:
Emergency Services deal with disasters every day, mostly small, but once and awhile catastrophic ones. When those experiences happen, all eyes and ears will be on the PIO from the EMS teams. It is extremely important to our major and to the line of work we are going into.
