7 - Creating a public press release - Andrea Graff

Andrea Graff

CREATING A PUBLIC PRESS RELEASE

Reference: (2006). Crisis and emergency risk communication tool kit. cdph. Retrieved from: http://www.cdph.ca.gov/certlic/drinkingwater/Documents/Security/CERCtoolkit.pdf

Theme: Tips for writing a press release in an emergency situation.

Summary:

• Make sure your name, or whoever is going to be the spokesperson for the agency, and number are on top, easily seen, and clearly written. Journalists may need to call to regarding the information.

• Press releases should be limited to 1 to 2 pages. The most important information known as the 5 W's and H should be at the very beginning and the rest of the information "should go into an attached fact sheet or backgrounder".

• Create your headlines in an active voice and don't forget to include the date. Make sure to do privacy and security checks before releasing your report and make sure it reads easily. Avoid jargon and large words.

Application to the lesson topic:
Knowing how to write press releases and what information needs to be in them and where is an art that should be mastered early in your career.

Application to emergency services:
We need to understand how to write a press release and practice doing this way before an event occurs. Being able to dissect the pertinent information you want to get out to the public takes time and practice to get down.

7: Misrepresentation of Randomized Controlled Trials in Press Releases - Jeff Neal

Reading Summary 7: Misrepresentation of Randomized Controlled Trials in Press Releases and News Coverage: A Cohort Study

Jeff Neal

Reference: Citation: Yavchitz A, Boutron I, Bafeta A, Marroun I, Charles P, et al. (2012) Misrepresentation of Randomized Controlled Trials in Press Releases and News Coverage: A Cohort Study. PLoS Med 9(9): e1001308. doi:10.1371/journal.pmed.1001308

Theme: The media and health industry use press releases to mislead the public. They only discuss the positive aspects of the health research making the public believe that the research resulted in a positive outcome, when many times there was insufficient data or more negative than positive results.

Summary: this article evaluated 498 press releases from randomized controlled trials (RCTs), which are studies considered the gold standard for therapeutic evaluation. It was found that that half of the press releases contained "spin".  "Spin" is defined as specific reporting strategies (intentional or unintentional) emphasizing the beneficial effect of the experimental treatment.  This means that the press releases only discussed the positive effects and benefits of the health research being performed.   90% of the public read these press releases when looking for information about a health issue. The studies containing "spin" would take the positive aspects of the study and spend the majority of the release reviewing these findings, ignoring the problems that occurred.  Many times people in the studies would see not effect form the Drug, procedure or other health issue being research, but the press release would spend little time reviewing these findings.  If a company is preforming a study on a drug and they only report the negative or ineffective aspects of the drug then no one will believe that the drug has any value.  "Spin" is used to mislead the public that this drug is a good option.  This means that you can only believe about half of what you hear regarding a health research and the health industry.

Application to the lesson topic: In reading this article it reminded me of how many drugs I have heard advertise on in the media.  All drugs you hear about will advertise how good they are for people with a particular problem.  Then at the end of the ad they are required to list the side effects.  IF you listen to the side effects related to some drug it is scary.  Prozac is an example; here are the possible side effects:

severe blistering, peeling, and red skin rash; very stiff (rigid) muscles, high fever, sweating, fast or uneven heartbeats, tremors, overactive reflexes; nausea, vomiting, diarrhea, loss of appetite, feeling unsteady, loss of coordination; or headache, trouble concentrating, memory problems, weakness, confusion, hallucinations, fainting, seizure, shallow breathing or breathing that stops. Less serious side effects may include: cold symptoms such as stuffy nose, sneezing, sore throat; drowsiness, dizziness, feeling nervous; mild nausea, upset stomach, constipation; increased appetite, weight changes; sleep problems (insomnia); decreased sex drive, impotence, or difficulty having an orgasm; or dry mouth.

Of course if they spent time discussing all the possible side effects of Prozac then no one would want to use it.

Application to emergency services: The fire service is guilty of using "spin" in press releases.  They do this to protect themselves and to continue to create a good public image.  Everyone wants to tell everyone what happened when things go well, but no one wants to tell about the times they mess up.  It's natural for this to happen.  The media can be a great way to share good and valuable information to the community.  Emergency managers need to be sure they know what is going on in their departments and assume that press releases are accurate and contain information that is valuable to the community but not detrimental to the department or city they work for

5 - Role of Mass Media in the Disaster Preparedness and Sustainable Development of Society - Chris Schippers

Chris Schippers

Reference:

Seid-Aliyeva, D. E. (2006). Role of Mass Media in the Disaster Preparedness and Sustainable Development of Society. AIP Conference Proceedings, 825(1), 79-83. doi:10.1063/1.2190733 Retrieved from http://ezproxy.uvu.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=aph&AN=20279620&site=ehost-live on October 22, 2013.

Theme:

With a better understanding of cause and effect of large earthquakes, the mitigation of damage and loss of lives is improved and more effective.  The media relations are vital in preparing and educating hazard-prone regions and assisting in the effort of understanding cause and effect.

Summary:

·         A conflict between nature and people in hazard-prone regions exist and are known as Natural Disasters.

·         Hurricane Katrina shows us that even the most prepared countries can't hide from large natural destructive events.

·         Sometimes nature warns us, sometimes it doesn't warn us at all or soon enough.

·         Greater understanding of the causes and effects of an earthquake may be able to reduce damage and save lives.

·         Hurricanes, tornados provide warning time, however, earthquakes do not.

·         One of the most important attributes of prevention and reduction of disaster's repercussions is mass media through educating the population living with risk.

·         Information management is a significant link in the chain of disaster prevention measures.

·         After the disaster happens, any information about it must be thoroughly examined before presenting to the audience.

·         The information agencies should inform the population not only on the numbers of victims and damages, but also should prepare the population to correct response on the event and bring up the adaptive capabilities during emergency situations.

·         The media relations should be a method of relating regular interpretations of the disastrous events.

·         Mass media's activity in disaster preparedness is one of the most important measures of disaster prevention in many countries of the world.

·         There is a Methodology related to mass media activity in disaster preparedness and a questionnaire was developed including 13 questions.

·         Provides an example of the Caspian Earthquake of November 25, 2000.

·         Explains there lack of education and preparedness and the results of these limitations.

·         Well-informed and educated population is a guarantor of healthy society and sustainable development in the country.

Application to the Lesson Topic:

This article demonstrates the vital link of which media relations play a role in preparing and educating the public and populations living in disaster-prone areas.  By keeping good media relations with the public through educating them and preparing them for what could happen in the event of a disaster, builds a relationship of trust with the community and would further decrease the seriousness of the aftermath of the disaster, ultimately saving more lives and protecting property.

Application to Emergency Services:

Just like gaining the confidence of your patient you are caring for, it is extremely important for media relations to be at the top of their game and build the same mutual confidence with the community it serves.

7- Randy Rask- Press Releases: When Nothing Else Will Do, Do it Right

Reference:

G.A. Marken.  Public Relations Quarterly; Fall94, Vol. 39 Issue 3, p9-11, 3p, 1 Black and White Photograph, 2 Charts

Theme:

The article discusses some of the factors that need to be addressed when writing a press release.  Remember that the objective is to entice the editor, reporter, or journalist.  Accuracy is also very important when writing a press release.  Although this article is based on press releases to help with marketing efforts in business, the information on what is important to say and how to say it can carry over to emergency service press releases.

Summary:

-          Editors have been complaining that writing quality of press release materials has been deteriorating over the years.  There is lack of clarity, brevity and directness.

-          To write a good press release you should stick to basic rules.  This will help to determine the real story. 

1.       Write in inverted pyramid style so that editors do not have to search for the most important points.

2.       The most important information goes in the first paragraph.

3.       Present the facts clearly, concisely and simply.  Do not try to be clever.  Just use plain English.

4.       Do not send a press release unless there is something important to say.  If too many press releases that lack importance, editors might start to think that looking into your press releases is a waste of time.

5.       Tailor the copy of your press release to your intended audience. 

6.       If charts and graphs can be used to illustrate points, then include them.  Editors enjoy a good graphic.

-          A good press release is short, accurate and to the point. 

-          Present your information in a professional manner.

-          Understand what your objective is and who the target audience is. 

 

Application to Lesson:

This week's lesson teaches us how to disseminate information during disasters.  This article teaches us good techniques on how to assemble a press release for an editor.  I think that with the knowledge that we learned in this lesson along with the information in this article, a very effective press release.

Application to Emergency Services:

This article can apply to emergency services because before, during and after disasters, press releases need to be written so that accurate information needed for the public can get to them.  This articles teaches us good techniques on how to write a press release to get that information out as effectively as possible. 

7- Ashley Burningham - Pre and Post- Incident Planning

Reference:Mega. Broker Inc. (2009). Broker advices everyone on what to do about latest scary thing. Reactions, 29(7), 78.

Theme:
It is important to have procedures in place to deal with things before and after a disaster.

Summary:
- Mega Broker (insurance broker) issued press release following the new bombing trend to advise people of what they should do in the case of an emergency.
- The recent bombing is a stark reminder to put obvious procedures in place to deal with things before and after really bad stuff happens.
- Review the procedures that are currently in place.
- Make a list of what to do if something bad happens.
- Know who will be responsible for what.
- Use a centralized system to monitor and detect threats and make sure there is a backup procedure for doing so.
- Make copies of lists and plans that are created.
- Purchase insurance on anything, no matter how small the probability of occurrence may be.
- Be aware of warning signs (large bags, smells, body language, etc)
- Our world is getting more violent every day, and we need to be prepared to handle anything. Once an emergency has started, there is no time to plan. You must already have disaster plans devised.

Application to Lesson:
This weeks lesson discussed press releases, and understanding how to disseminate information. This article references a press release that was put out in the wake of a recent bombing. It demonstrated information dissemination from an insurance company on important steps to take before and after a disaster.

Application to Career:
While this article gives advice from an insurance standpoint, the message is still applicable to law enforcement. You need to have prevention, mitigation, and disaster planning in place before something bad happens in order to minimize damage to persons and property.

7 - FEMA and Press Releases - Michael Newland

 Reference:

Murphree, V., Reber, B., & Blevens, F. (2009). Superhero, Instructor, Optimist: FEMA and the Frames of Disaster in Hurricanes Katrina and Rita. Journal of Public Relations Research, Vol. 21 Issue 3, Pg. 273-294.

Theme:

The Federal Emergency Management Agency (FEMA) released several press releases before and after Hurricanes Katrina and Rita hit in 2005. They provided useful hurricane information and emphasized optimism but ignored social, political, and cultural issues that damaged FEMAS image.

Summary:

·         In the days preceeding and weeks following these storms, FEMA produced more than 600 press releases.

·         The study in this article examined the content of these releases and demonstrates that FEMA consistently framed messages in an optimistic manner and generally did not acknowledge the critical events surrounding the hurricanes.

·         The releases were generally helpful but they did avoid the criticism surrounding FEMA in the fall of 2005. The releases suggest misplaced priorities that help solidify the fact that FEMA failed to prepare “the nation for all hazards” and initiate “mitigation activities.”

·         ON August 26, 2005 there was a release that urged New yorkers to purchase flood insurance. This suggests that FEMA priorities were misplaced. Examples like this apeared throughout the study, and provide an important and recorded narrative of FEMA’s organizational approach.

·         FEMA’s press releases strongly suggest that FEMA avoided taking responsibility for the inadequate response to the hurricanes.

·         The relief efforts during Hurricane Katrina were very slow. When Hurricane Rita was looming in press releases FEMA promised to do a better job. Evacuation efforts ended up creating mayhem and further hurt FEMA’s image.

·         FEMA press release writers generally ignored the controversy surrounding the organization in the wake of the storms. Instead they repeatedly announced its generosity and presented a paternalist view toward the victims in the releases.

Application to the Lesson Topic:

Press releases are an important part of any type of emergency especially during large scale natural disasters. The public wants and needs to get as much information as possible in order to protect themselves and their families.

Application to Emergency Services:

Often times during an emergency things are so chaotic that even emergency repsonders are clamboring for information. These press releases are not only important to the public but to emergency responders as well.

6 - Journalists and Emergency Managers Discuss Disaster Response - Ray Huntzinger

Journalists and Emergency Managers Discuss Disaster Response

By Ray Huntzinger



Reference:

Veil, S. R. (2012, August). Journalists and emergency managers discuss
disaster response. Communication Currents. Retrieved on October 18,
2013, from http://www.natcom.org/CommCurrentsArticle.aspx?id=2645

Theme:

The theme of the article described the different roles, beliefs,
misconceptions, and responsibilities of journalists and emergency
managers discovered during a media relations conference involving both
journalists and emergency managers; ultimately suggesting that
information to the public is more timely and accurate when journalists
and emergency managers know each other personally and know each
other's job responsibilities.

Summary:

--When emergency managers and journalists work effectively together
during disasters, it has been proven that lives can be saved.

--Although a strong relationship between the media and emergency
managers has proven to be beneficial, it is common for journalists and
emergency managers not to trust each other. Often the media feels that
emergency managers obstruct information and emergency managers feel
that the media are only after the sensational story.

--Journalists often mistrust emergency managers because they feel they
report to elected officials; whereas emergency managers feel that the
media overlooks facts in order sensationalize issues.

--Journalists and emergency mangers often have unreal expectations of
each other; journalists expect immediate information regardless of
department staffing and emergency managers expect the media to work on
the timetable of the emergency manager.

--The group found that the lack of trust and understanding between
journalists and emergency managers was not usually based on personal
experience, but more often the result of each group's perceptions of
media structures and large government.



Application to the lesson topic:

The article emphasizes the importance of good relationships between
the media and emergency managers. As was encouraged in the lesson, the
article encourages emergency managers and journalists to build
personal relationships and get to know the job responsibilities of
each other. These factors will ultimately allow more timely and
accurate information to be dispersed to citizens before, during, and
after an emergency.



Application to emergency services:

The article is very helpful in emphasizing the importance of the media
during disasters. In addition, the article describes many
misconceptions that journalists and emergency personnel have about
each other; thereby, offering real answers and solutions on how the
media/emergency manager relationship can be improved. Ultimately,
strong relationships between the media and emergency managers will
enhance the flow of timely and accurate information during disasters.