Effective Communication - Emergency Management Institute ...

UNIT 6: EFFECTIVE ORAL COMMUNICATION
Oral Communication with Mass Media
The news media can be a strong ally in alerting and informing the public. It is
important to establish credible and productive working relationships with
representatives of the media. In most instances, the media will be cooperative
in publishing important planning, response, and recovery information. You are
in a position to assist them in understanding the important public service role
they play.
There are two likely forums in which you will use your oral communication skills:
interviews and press conferences. In both circumstances, your primary
audience is the public, with the media serving as a conduit for your information.
Be sure that the informational messages that you provide to the media are
spoken as though you are directly addressing your audience.
Always be aware that when you provide information for the media to promote,
the media industry itself is a sensitive secondary audience. In the worst case,
the media may:
Report your message erroneously.
Report accurate information in an incorrect context.
Focus public attention on you or your operation instead of on your message.
To minimize misunderstandings, build strong relationships with media
representatives.
Work actively to keep the media informed.
Keep up-to-date contact lists for media representatives.
Be aware of media deadlines.
Respond to media inquiries promptly.
Be respectful and tactful, even if you are asked questions that make you
uncomfortable.
Be honest about what you know.
Acknowledge what you do not know and offer to seek answers.
Building relationships with the media will help them help you—and the public—
in an emergency.
Effective Communication Page 6.5