7- 5 questions to ask when writing news releases - Mike Wayman

Reference:

Luttrell, R. (2013). Press pass: 5 questions to ask when writing news releases. Public Relations Tactics, 20(3), 14.

Summary:

• Journalists must examine each press release that they receive and determine whether it is newsworthy enough to pursue a story.
• Press release writing takes research, time and skill.
• Five basic questions that every practitioner must answer when drafting and editing press releases

1. What are we announcing?
2. Who is the target audience?
3. When and where is it available?
4. What are the impacts or benefits?
5. Who will be the spokesperson?

Application to the lesson topic: Press Releases are what the public will base their opinion on. It is important to write an effective, clear, and to the point press release.

Application to emergency services: In times of an emergency press releases are vitally important. When everything is chaotic and people are afraid, a press release can give those panicking some sense of comfort and relief. A press release from emergency services needs to be in lay man's terms so the public can understand what's going on.  

7 - Proactive Crisis Communication - Ray Huntzinger

Proactive Crisis Communications

By Ray Huntzinger



Reference:

Trunko, M. E. (n.d.). Proactive crisis communications. Disaster
Recovery. Retrieved on October 24, 2013, from
http://www.drj.com/drworld/content/w3_044.htm

Theme:

The theme of this article is the recommendation of a proactive
approach to the media before the disaster takes place by developing
relationships, public relation kits, and plans for working with the
media during the disaster.

Summary:

--Proactive communication with the media is important before the
disaster occurs.

--Before a disaster, organizations need to establish high credibility,
a good reputation, and good will with the media.

--A PR kit should be assembled and distributed before emergencies as a
course of business.

--The media and public must be continually updated about your
organization before the crisis.

--Before a disaster, questions should be anticipated and background
materials should be prepared for used during the disaster.

--Rough drafts of press releases should be prepared before a disaster;
this will help eliminate the need to scramble during the stress of a
disaster.

--Be proactive during the disaster by providing media access,
suggesting interviews, and granting interviews if at all possible.

--Tell "your side of the story" as soon as possible after the incident.

--Reporters should receive prompt responses and frequent calls before,
during, and after an incident.

Application to the lesson topic:

Although this article was intended for private businesses, it
discusses specific concepts press releases that are relevant to any
public or private organization. The article also stresses core
concepts in media relations that should be utilized by all agencies
before, during, and following a disaster.

Application to emergency services:

The article provides great suggestions for providing a proactive
approach to press releases and media relations as a whole. This
proactive approach is integral if emergency service providers are to
effectively integrate with the media before, during, and after
disasters.

7 - Media and Government PIO Disconnect: Looking at Crisis Communication During a Disaster - Justin E. Ross

Media and Government PIO Disconnect: Looking at Crisis Communication During a Disaster

Justin E. Ross

Reference: Fontenot, M., Boyle, K., & Gallagher, A. (2008). Information Subsidies and Disaster Coverage: A Qualitative Content Analysis of Press Releases and Newspaper Coverage of Hurricanes Katrina and Rita. Conference Papers -- International Communication Association, 1-25.

Theme: During large scale disaster very few of the government's press releases actually become stories that the press runs.

Summary:

• ·         Disasters have an adverse impact on the relationship between PIOs and the media.

• ·         When disasters strike the press starts to look to almost any source they can find for a story, other than the government.

• ·         If it is a prolonged event, that has a long enough lead-time before the event occurs, the media will use government press releases as a source of information.

• ·         Pre-event the media will sometimes use the actual press release as an article rather than writing their own story.

• ·         If working for a non-profit, such as the Red Cross, news outlets are more likely to run an article from a press release generated from those types of organizations.  

• ·         The media will use high ranking officials press conferences as stories, so it is important to get the officials on board with the messaging you want to get out there.

Application to the lesson topic:

This article really informs the reader about how the press views press releases from governmental agencies.

Application to emergency services:

I found this article very interesting, and I will use the information continually. Now that I know the media will be turning to the "people on the street" for storylines rather than the government press release I will be developing ways to get my messaging out through other channels, so that the chance of that Person on the Street disseminating the message I want will increase. 

7 - Retractions, press releases and newspaper coverage - Jeffrey Martin

Reference:  Rada, R. F. (2007). Retractions, press releases and newspaper coverage. Health Information & Libraries Journal, 24(3), 210-215. doi:10.1111/j.1471-1842.2007.00724.x From: Academic Search Premier

Theme:  The article discusses a newspaper retraction and explores whether the printed article matches the press release.

Summary:  Journalists often time make mistakes, or maliciously misrepresent information within articles.  Mistakes are far more common than maliciousness.  Retractions must often be issued to correct problems with an article.  People’s reactions to the original article may differ greatly from that of the retraction. 

·         It is important to check whether or not the article you are referencing has been retracted. 

·         The mass media may serve as a good way to reach people.

·         Career field specific journals may serve as a better way to reach your audience.

·         Retraction press releases may not match what is published.

Application to lesson:  This article was specifically about the retraction of medical journal articles using a press release.  These press releases may not match the retraction, so checking what is actually printed is important.  If the retraction leaves out critical information from the press release, it may be necessary to contact the media outlet and ask them for another retraction.

Application to Emergency Services:  Do not trust that the media has your best interests in mind.  You should always check articles or stories for accuracy against your original press release.  This is why having a good relationship with local media contacts is so important.  With good rapport, you can easily get errors retracted and corrected.

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.