MEDIA MANAGEMENT

“Why we need the Media and Why the Media needs you”

The media helps you speak to the people

Gather evidence and prevent crimes
Calm and reassure – reduce anxiety
Restore law and order
Deal with on-going threats
Inform the public – warnings, advice etc.
Make appeals for witnesses or information
Assist the public to help – e.g. photo fits/updates
Promote ways the public can help – hotlines etc.

Understanding Journalists
Journalists consider themselves to be guardians of the people.
They are not “OUT TO GET YOU.” But they are there to tell people what is going on.
If it is a GOOD thing organizations SEEK journalists attention.
If it is a BAD thing and affects the public – they must also expect journalists to ask WHY?
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Justify and Explain
The public and therefore journalists, expect those RESPONSIBLE also to be
ACCOUNTABLE.
They will also seek to EXPOSE CORRUPTION or INCOMPETENCE – as it IMPACTS on the
public.

You should not face such an interview expecting to HIDE THE TRUTH OR DEFEND – but
more to JUSTIFY, EXPLAIN OR PROVIDE ASSURANCE THAT A PROBLEM IS BEING DEALT
WITH.
Your Right of Reply
Journalists are required to PUT BOTH SIDES OF THE STORY – so if there is criticism of
something you are responsible for – you have a chance to set the record straight and
have your RIGHT OF REPLY.
Use this opportunity to EXPLAIN WHY and WHAT YOU ARE DOING TO PUT IT RIGHT.
Protect your information flow
You cannot stop journalists covering stories – but you can give them and yourselves – as
much help as possible in ensuring the coverage is fair, accurate and honest.
Remember – the journalist’s job is to keep people informed – so if you do not tell them –
they will go elsewhere.
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It is better for you to take charge of the information flow to the media so the correct facts
are known.
Even if there is something you are not proud of – it is better to “manage” your response,
than hope that it won’t be discovered.
Why do journalists need you?
To help them provide up-to-date, relevant and accurate information.
The public has a need and a right to know about events and issues. Journalists need your
help to honoring these needs and rights. They need to know what is going on.
To gain access to locations or people that help them tell the story.
To gain access to experts to help explain what is happening.
People are empowered by being informed. The more they know about something, the
better equipped they are to deal with events – both now and in the future.22
How you can help journalists
Provide easily accessible information and updates:
Phone line
Website
Press releases
Press conferences
Access to location and people to tell the story
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Advice and support for the public

People media need to interview

People in charge to allay fears and provide information – particularly high ranking officers.
Eyewitnesses
Victims or family members to motivate a public reaction
Experts who can provide explanation and advice

Deadlines

The best time to call is early in the day or early in the week. Journalists love “breaking
news” and will rise to the challenge, but they won’t thank you for giving them last-minute
notice about a non-emergency situation.

Many main news programs are broadcast in the evening. Newspapers are generally read in
the morning so are printed/distributed overnight so morning press conferences are best.

Get to know their deadlines and understand the challenges they will face. Give them the
best chance to do a decent job.
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Make it easy for the media

Think about providing written notes for background, facts and figures and even quotes. Give the media as
much help as possible to get it right.
Think about the photographers/cameramen – can you stage your press conference in an interesting
location – relevant to the story? If it has to be in a conference room – include posters/banners etc.
If the police want help finding a suspect – issue photos/photofits or get a family member to make an
appeal.

Create a media contact file

Get full details of all the media you need:
Media name, address, email, phone, fax etc.
Audience profile – demographics of audience.
Key reporters with contact details and what they specialize in.
Who to speak to about breaking news – 24-hour news hotline numbers
Deadlines – such as advanced = a week before, current = day before and daily = bulletins throughout the
day or publications deadlines

Keep the relationship professional

Never offer journalists money or other rewards to cover a story or to keep information from being
published.
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This is unethical and will ruin a journalist’s credibility. Never use friendships and family relationships to
influence reporters.

FACING THE MEDIA

Golden Rules
Be Open and Honest
Only reveal FACTS to the media that you know to be true.
Do not SENSATIONALIZE – the media can do that without your help.
Do not SPECULATE – if you don’t know – say so.
Do not try to HIDE the truth. It will be worse for you if your deception is uncovered later.
If you don’t know the answer, say so: “I’m sorry, I don’t have that information, but I’ll be happy to get back
to you with it.”
When you make a promise to get back to a reporter, make sure you do get the information to the reporter
later.

PREDICT AND PRACTICE

Think through the questions the journalists are likely to ask.
What, Where, When, How, Why.
Predict any awkward questions and practise your answers.
There is always a better way of answering tough questions – so give yourself time to find it.
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The bridging technique

A = Address
B = Bridge
C - Communicate

BRIDGE:

Bridge to your key messages

Examples: What you may wish to know is…
I think we should also consider the fact that ….
But what I can say is…
FLAGGING – being empathetic to distract e.g.
+The key issue we need to consider is…
+It’s very important that you understand that…
+The fundamental point is…

COMMUNICATE:
This is your opportunity to go straight to your message
Go back to message house or island of safety
Use your supporting messages
Don’t forget facts and figures
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STAY POSITIVE
Do not repeat any negative points put across in the questions.
Do not get upset or defensive.
Correct any misinformation quickly and then go on to state one of your positive points.
STAY POSITIVE.
If it is a harsh criticism, you can say, “I’m glad you asked me that, many people might
have that misconception but the truth is…” and then get back to your “islands of safety”.
This is where your prior practice will really be valuable. Remember, you will have
practised several negative and difficult questions, and you will have these answers ready.
NIXON FROST EXAMPLE

Controls
PRESS RELEASES: Enabling you to inform the public about events or issues. You choose
what to say.
PRESS CONFERENCES: Enabling you to provide spokespeople or more detailed
explanation. You can also choose which questions to answer and when the conference
will end.
PRESS STATEMENT: At press conferences, a spokesperson can READ a statement – so the
media can record it – but a written version is provided to ensure it is reported accurately.
Written statements can also be used if a spokesperson cannot be present or you want to
get a quote out quickly
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PRESS HANDOUTS and KITS – these enable you to go into more detail about an event or
issue. You can provide background facts and figures, statements or samples. If you have
photographs or photo-fits that you want broadcast or printed – they can be included in
the kit.

Talk Shows
Apart from news bulletins, organizations can also have their voices heard by taking part in
talk shows or panels. In this case, it is not just the host that gets to ask questions but the
public may also be invited to phone-in and ask questions of their own.
These shows are a valuable way of reaching the public – particularly when they need to
have a more detailed understanding of the role they need to play in resolving a problem.

Live or recorded interviews

If it is “live” the questions have to be very focused to ensure the crucial information is
dealt with in the time available. If it is recorded, they have the chance to edit out their bad
questions and your bad answers.
A recorded interview may be needed as an interview or as a “sound-bite”. This means that
only one of your answers will be used. This may be used in a short news bulletin or as part
of a “package” where other interviewees will be included.
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Find out what kind of interview the reporter wants. If it is a sound-bite, your answers need
to be short and to the point. If it is an interview, you can include more detail.

Preparation is all
Is it “live” or “recorded?”
When and where exactly?
Who wants the interview?
What is their target audience?
What is the aim of their story?
What role do they want you to take?
Why have you been chosen?
What information are they seeking? Do they want specific details – figures etc.

Do your research
Find out about the program/paper. Is it a tough, investigative program or a sensational
scandal rag? Don’t be afraid of either, unless you have something to hide.
You just need to be sure that you are the right person to be interviewed and that you are
prepared.
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Clear and concise
Don’t try to say everything you can think of about the message – just 2 or 3 key points.
Don’t use expert terms, jargon or acronyms that will be unfamiliar to the public.
Remember, you are talking to the public not a colleague. Use language that everyone
understands.
Speak Clearly, Concisely and Coherently.

Facts
Do your homework and know your facts.
Don’t write a speech. Restrict yourself to bullet points, if you feel you need a reminder.

Nerves
If you are nervous, take a few deep breaths and try to relax. Try to IGNORE the camera or
microphone.
The best way to overcome nervousness is to be thoroughly prepared. If you practise the
awkward questions you can already answer them.
One thing you should not do – is let nervousness prevent you from participating in an
interview.

Strategic Communication
Defining your strategy and designing your media campaign
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Before you communicate at all
You MUST have a strategy, even if you are dealing with unexpected circumstances.
What do you want to achieve by communicating to your stakeholders?
What is the image you wish to project?
Who will do the communicating? Spokesperson/s?
What are your resources?
Which media will use to communicate?

Media as a weapon
Media is a powerful influencer and motivator.
It is used by terrorists, politicians and companies to influence public opinion
MEDIA has to be included in the weaponry used to combat crime.
Technology means it’s not just the mainstream media that can influence – but also blogs,
video news releases, virals, etc.
These internet tools can be the most dangerous because no-one can regulate them,
control them or STOP THEM!

Define your messages

Draft talking points that will answer basic questions about your story.
Make sure that your spokesperson/s knows these succinct and quotable talking points.
You want one clear, direct, and simple message.
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Indentify your target audience. What is their intellectual level, social background and nature of your target
audience.

Managing the situation

Predict problems and prepare for them.
Analyze risks and consider solutions.
Major disasters. What role can the media play? Practise your responses.
Big events – how can the public help? How can you help the media?
Predict the questions you are likely to be asked and practice your responses

How to deal with the Media

Only authorized/accredited media have access to PIO.
Information shall be released promptly and objectively.
Info can be relayed thru telephone only after identity of media is known.
Ranking officers may provide factual information.
Written statements shall be approved first by the unit head before releasing same.
There must be consistency in issuing statements.

Procedures in releasing information to the Media

Intelligence Information
Non-investigative information
Investigative information
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Arrest information
Special Considerations-in criminal matters
Special Considerations-in SOCO matters
Special Considerations-in non-criminal matters
Internal investigation of PNP officers
Daily activity reports and other concerns
Crisis situation

Crisis Situation
Role of the PNP in Crisis/Emergency Situation
Types of Crisis/Emergency
Choosing the spokesperson
What the spokesperson can do.
Communicating with the media.
Principles in dealing with bad news.
Writing the news release

Knowing and understanding the Media

Basic qualities of a reporter
Understanding the media
Role of the media
What do media want?
What police and reporters have in common?
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MEDIA – MANAGEMENT IS CRITICAL
DO NOT ignore them
DO manage them
Press Liaison Officer
Negotiators need to know details of press statements
Be prepared to advise OSC
Statements should NOT disclose details respecting content/progress of the negotiations
Designate someone as media liaison officer if you do not have a media team
Do not allow media to enter the outer or inner perimeter
Avoid allowing the media to contact thestronghold
CHOOSE WORDS CAREFULLY

TYPES OF MEDIA :
Local, National and International
Television
Radio
Newspapers
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MEDIA : THE GOOD
Disseminate information
Encourage feedback/assistance
Promote policing activities, events, operations
Publicize policing successes
Enhance feelings of confidence and safety

MEDIA: THE BAD

Can cause fear and concern in the community
Publicize policing activities negatively
Sensationalize or exaggerate stories
Limited/ no control over story angles
Compromise investigations, court cases
Raise ethical/moral concerns

MEDIA: THE UGLY

If not manages properly, the media can:
Interfere with investigations
Put police lives at risk
Put hostage and/or victims lives at risk
Jeopardize prosecutions

POLICE MEDIA TEAMS

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Oversee and coordinate
Respond to daily media enquiries
Write press releases
Arrange media interviews and conferences
Support police members at incident scenes, by controlling media,briefing the media and providing
interview advice to spokespersons

WHAT YOU SHOULDN’T SAY

Specific details of a crime or investigation

The name of the person/people involved.
The criminal record of any person or any details about character or reputation (eg: drug user,
association with knowncriminals).
The contents of any statement or admissionmade by a suspect or witness.

Any statement, which suggests guilt, likely penalties or exposes details of continuing police investigations.
Any comment on an emotional state, state of mind of the suspect of the motive (or lack of) for the crime.
Any comment on police policy – this should be left to senior management.
Amounts of money stolen in robberies.
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WHAT YOU MAY BE ABLE TO SAY
Type of incident
Descriptions of offenders.
The patrol, squad or officer in attendance at the scene. (if appropriate)
The time and approximate location of anincident
Genders, ages and origins of people involved

WHAT YOU MAY BE ABLE TO SAY

Following arrest/charging:
The time and/or location of an arrest
The accused person’s age, gender and suburb of residence
The exact wording of the charge laid
The date and time of court appearances and the court where the accused will appear.

MEDIA INTERVIEW TIPS

Before the interview:
Know your facts
Make sure your facts are accurate
Decide on your key message
Rehearse what you plan to say and how you plan to say it
Think about the questions the media are likely to ask – if possible, answer them directly
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Ensure you are appropriately/neatly dressed
Break the ice
Relax

JOURNALISTIC TRICKS AND TECHNIQUES

No such thing as ‘off the record’
Avoid pre or post interview ‘quips’,
Common questioning techniques
pretending knowledge; ‘you’re my friend’;
source against source’
Handling hostile journalists – never lose your temper!

MEDIA INTERVIEW TIPS

During the interview:
Look at the journalist, not the camera
Don’t rush
Speak clearly and confidently
Use simple language
If you are unhappy with something you have said, stop and ask to start over
Get your message across even if the journalist doesn’t ask you the right question
Don’t volunteer information
Don’t be afraid to say I don’t know
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Try not to read from notes
Make you answers conversational rather that ‘statement like’
Don’t use ‘no comment’
 THANK YOU

And

GOOD MORNING