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.
