8. Why work with the Media?
Most effective way to increase
awareness
Communicate to more people
Provide a link to the public
Relay information to stem panic and
rumors from spreading
2C-08-P101-EP
9. Continued
Report areas NOT involved
Educate the public on fire safety
As an employee in the fire service, you
are the expert
You represent your agency
You have the knowledge, and it should
be shared
Show and Tell
2C-09-P101-EP
10. Basic Principles Of Working
With The Media
FIRST and FOREMOST!
Friend vs. Foe
Build a strong partnership
Your information and knowledge the
public wants
In the future, the media may want you
as a source
Start early - preseason
2C-10-P101-EP
11. Basic Principles
SECOND……….
Treat all news media equally
Release the same information
Don’t play favorites
Can destroy your credibility
2C-11-P101-EP
13. The Fire Prevention Specialist Role
With The Media
The media controls the content, length,
times, and frequency of publications
and broadcasts
An interview of any length should be
comfortable and invigorating
2C-13-P101-EP
14. Your Role
Welcome the interview challenge
Master your role
Be the best you can be
Be as good as the interviewer
2C-14-P101-EP
15. Fire Prevention Messages
Analyze the community and the wildfire
problems. Don’t waste time on
problems that do not exist.
Determine the groups of people that
can help solve the problem, decide
what they need to know, and that’s the
message.
2C-15-P101-EP
16. Target Audiences For Fire
Prevention Messages Might
Include:
Fireworks users
Off-road vehicle users
Outdoor recreation users
Hunters
Children playing with matches
Wildland urban interface homeowners
2C-16-P101-EP
17. Messages Targeted For
These Groups Might Include:
Prevent wildfire
Use approved spark arresters
Don’t burn toilet paper, bury it
Put fires dead out!
Don’t play with matches
Protect your home from wildfire
2C-17-P101-EP
18. Messages might include:
The message depends on the time of
the year and the current or predicted
situation.
2C-18-P101-EP
20. Need highly detailed information
Like to have several sources
Appreciate local story ideas
Need photo opportunities, maps, etc.
The City and Feature editors are important
contacts
Deadlines vary
2C-20-P101-EP
21. May get your message across
Allows more time for you to speak
Can handle a lot of information
Write own stories from what you provide
Want good photo opportunities
2C-21-P101-EP
22. Radio is an often forgotten medium, but
can provide the most effective means to
reach target audiences.
Radio news is immediate and ready to
deliver your message now.
2C-22-P101-EP
23. Radio needs current, concise
information with short soundbites.
Small stations may only have one
person, while large stations have
reporters, producers…….
2C-23-P101-EP
24. Want fast information-interviews 30-60
seconds
Broadcast every hour to half hour
More of your message (not personality)
Taped or live interviews (edited)
It’s an interview not a conversation
Talk radio
2C-24-P101-EP
25. Television is a powerful medium,
remember reporters and photographers
want to be where the action is.
T.V. news needs strong visuals and
sound bites.
2C-25-P101-EP
26. Depends on visuals / Work fast
Taping 1-2 minutes to an hour
Gets across your feelings
Good locations
NO “off the record”
2C-26-P101-EP
27. If Relations With The Media Have
Not Gone Well, ………
Talk to the reporter
Offer to clarify information
Ask how to be of better assistance
End on a positive note
2C-27-P101-EP
29. DO’S
Prepare Treat equally
Assume recorded I don’t know
Offer tours Anticipate questions
Respect deadlines Correct their mistakes
Practice
Suggest stories
Media laws
Organize
Listen
Whole story Wear proper attire
Stay on the message
2C-29-P101-EP
30. DONT’S
Fake it Say everything at
Off the record once
No comment If you don’t want it
used, don’t say it
Use slang
Speculate Disappear
Flippant remarks Names of injured…
Sunglasses
Argue
2C-30-P101-EP
31. es Ha
la ss t
Su ng
an ds
H
Un Pro
ifo ud
rm
2C-31-P101-EP
33. • The key to a successful interview is
preparation and practice.
• You are the professional.
• It is your opportunity to educate the
public and represent your agency.
2C-33-P101-EP
34. The media is a powerful tool that you
should utilize, become a partner
Be familiar, it loses its threat
Always smile
2C-34-P101-EP
35. Summary and Review Lesson
Objective
Explain the types of media, its use
as a fire prevention tool, and
messages to be delivered
2C-35-P101-EP
Editor's Notes
Are you proud of your work? Are you proud of you agency?? Don’t you get tired of seeing the “other agencies” being represented ?? And our agency isn’t even mentioned. We need to change the attitude that the employees have in working with the media. The way to change that is to make you comfortable and give you the tools you need to approach and work with the media. In wildfire prevention work we do deal with the public and the media quite often. We represent an agency every time we put the uniform on. Hopefully this will make you comfortable with the media by giving you ideas to work with.
There are problems from time to time with the media getting “in the way” but during an emergency the media can be a tremendous help. They can: (slide) Report areas not involved ie: reassure relatives etc. Sometimes the presence of the media contributes to the pressure people already feel. But if we do our job properly and are prepared with adequate planning that pressure is lessened.
-There are are many ways to assist and work with the media You need ot be proud of who you are and who you work for
You want them on your side…as a resource Having them as a partner create’s the cohesiveness for future As an “expert in your agency” you have the knowledge that the public wants and they look up to you Sometime in the future the media may need accurate, useful information and will turn to you as the primary source!
Approach in an intellgent, concise manner and chances are they will respond positively.
AND AFTER A SIGNIFIGANT EVENT
Am-2300-0001-pm 0830-1000 In a great amount of detail from you. They want depth and graphics They appreciate human interest Be prepared to escort or direct them to good locations. Provide PPE if necessary Self explanatory
Am-2300-0001-pm 0830-1000 In a great amount of detail from you. They want depth and graphics They appreciate human interest Be prepared to escort or direct them to good locations. Provide PPE if necessary Self explanatory
3 . Write it down if you have time. Ask / determine if this is the first report or an update. 4. Use your full name. Your title and agency! Speak slowly. If you don’t know the answer Say So. If it’s live correct yourself immediately if you make a mistake. 5. No off the record!!
3 . Write it down if you have time. Ask / determine if this is the first report or an update. 4. Use your full name. Your title and agency! Speak slowly. If you don’t know the answer Say So. If it’s live correct yourself immediately if you make a mistake. 5. No off the record!!
3 . Write it down if you have time. Ask / determine if this is the first report or an update. 4. Use your full name. Your title and agency! Speak slowly. If you don’t know the answer Say So. If it’s live correct yourself immediately if you make a mistake. 5. No off the record!!
They usually want to get in and out Where the action is—sound---movement. During large incidents they could devote several hours. Then multiply that by numerous stations. You might get lucky and have lead time. Prepare!! Have visuals for them. Engines, helicopters, etc. There is no off the record or just between you and me !!
They usually want to get in and out Where the action is—sound---movement. During large incidents they could devote several hours. Then multiply that by numerous stations. You might get lucky and have lead time. Prepare!! Have visuals for them. Engines, helicopters, etc. There is no off the record or just between you and me !!
It’s important to work out the problem for future positive interviews
You have the handout for this section. 409.5 Ca. Law----detaining or excluding them
