UNHCR/e-Centre/InterWorks - Emergency Management Training Session 7.4. Working with the Media in Emergencies

UNHCR/e-Centre/InterWorks - Emergency Management Training Objectives After this session, participants will be able to:  List the actions needed to cultivate a positive relationship with the media  Explain how to prepare and manage a media strategy for emergency response  Describe a number of actions critical to preparation for a television interview

UNHCR/e-Centre/InterWorks - Emergency Management Training The media will be interested in the emergency Be prepared! Be available! What you do and say counts!

UNHCR/e-Centre/InterWorks - Emergency Management Training Guidelines  UNHCR has an important message to convey  Cultivate relations: help the press get stories  Stick to the facts  Reps should develop 2-3 key messages about the refugee/IDP programmes that everyone must convey  All staff must be able to speak about how the emergency is affecting refugees/IDPs and about their area of expertise  Be accessible Media communications are a basic part of any emergency management plan

UNHCR/e-Centre/InterWorks - Emergency Management Training Planning a media strategy requires:  Senior management commitment  Clear definition of PI staff / other staff responsibilities  System to keep focal points at HQ informed  Detailed checklist: what to do, what is needed: laptop, digital camera, cell-phone/radio etc. But above all you need to develop a media strategy to highlight the effect of the crisis on the refugees or IDPs

UNHCR/e-Centre/InterWorks - Emergency Management Training Know your Media! Is the press hostile or sympathetic to UNHCR or refugee concerns? Do you have list of media contacts currently operating in country? Are you familiar with beats, interests & who their primary audience is? Help them visit the emergency site where your organization is working. Remember: journalists have deadlines they must respect.

UNHCR/e-Centre/InterWorks - Emergency Management Training Communicating with the Media  Press briefings—regular, informal way of keeping press informed  Press releases—less than a page; related to a significant policy, initiative or real-life story  Press packages—statement regarding UNHCR’s mission and programmes; factual background on emergency and UNHCR’s response  Fact sheets—basic facts about emergency situation and UNHCR’s response (1 page)  Interviews

UNHCR/e-Centre/InterWorks - Emergency Management Training Organize your statement Main Point Detail The print media generally edits in “pyramidal” fashion...

UNHCR/e-Centre/InterWorks - Emergency Management Training Make your most critical points first. Add the detail afterwards. Always be aware of the short “sound bite” So tell us, what is the situation of children there? Well, I…I… Thank you so very much, I am afraid that’s all the time we have…..

UNHCR/e-Centre/InterWorks - Emergency Management Training An effective interview strategy hinges on your ability to be: CONFIDENT (able to go into interviews as a partner)CONFIDENT (able to go into interviews as a partner) IN CONTROL (able to present messages clearly)IN CONTROL (able to present messages clearly) CREDIBLE (helps audiences believe your message)CREDIBLE (helps audiences believe your message)

UNHCR/e-Centre/InterWorks - Emergency Management Training Plan your statement. Flag Issues: “We have three main concerns…”Flag Issues: “We have three main concerns…” Put the Human Element Into Your Statement: “Every refugee has rights. This is why UNHCR is…”Put the Human Element Into Your Statement: “Every refugee has rights. This is why UNHCR is…” Don’t Use Jargon: Stay away from acronyms like NGO, OCHA, MCH Centres, etc.Don’t Use Jargon: Stay away from acronyms like NGO, OCHA, MCH Centres, etc.

UNHCR/e-Centre/InterWorks - Emergency Management Training Manage the interview! Be in control. Don’t be pushed where you don’t want to go. Yes...you in the back...

UNHCR/e-Centre/InterWorks - Emergency Management Training Look professional for the camera... Comb your hairComb your hair Dress neatlyDress neatly  Avoid distracting clothing patterns.  No dark glasses.  No gum chewing or smoking.  Stand still, avoid tics, don’t “shuffle around.”  Look at the journalist.  Don’t let your eyes or hands wander.

UNHCR/e-Centre/InterWorks - Emergency Management Training Answer the question, then be quiet. Don’t ramble on and on... The media won’t waste time broadcasting your silence. They might broadcast an error made while “rambling on.”...and so I said... and then he said... so I said...and she said..and I, of course, then noted that i could...

UNHCR/e-Centre/InterWorks - Emergency Management Training Avoid Being Negative avoid arguing with the reporter --- they always have the last wordavoid arguing with the reporter --- they always have the last word avoid repeating a negative questionavoid repeating a negative question avoid criticizing other UN or NGO partnersavoid criticizing other UN or NGO partners rule of thumb: give credit when credit is duerule of thumb: give credit when credit is due

UNHCR/e-Centre/InterWorks - Emergency Management Training Never argue or complain! No way! No! Forget it! Never! Not on your life! Object only if the article is untruthful. NO! No! Nope!

UNHCR/e-Centre/InterWorks - Emergency Management Training  Know your key messages  Put the human element into your statements  Prove your points with statistics and anecdotes!  Don’t use jargon  Point out if a reporter has misunderstood  Offer information you want the public to know: Even if you’re not asked Some interviewing tips:

UNHCR/e-Centre/InterWorks - Emergency Management Training If you don’t know the answer, say so... I don’t know. If appropriate, tell them you’ll try to get the information for them.

UNHCR/e-Centre/InterWorks - Emergency Management Training Be transparent. Don’t try to cover up. Tell the truth.

UNHCR/e-Centre/InterWorks - Emergency Management Training Good media coverage is the result of good management: planning, organizing, controlling, influencing Plan your strategy!

UNHCR/e-Centre/InterWorks - Emergency Management Training …and remember these words of wisdom. “CNN is the sixteenth member of the Security Council.” Boutros Boutros-Ghali, 1995