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The media. We interrupt this program for a last- minute slant on the news The mass media Last minute news.

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Presentation on theme: "The media. We interrupt this program for a last- minute slant on the news The mass media Last minute news."— Presentation transcript:

1 The media

2 We interrupt this program for a last- minute slant on the news The mass media Last minute news

3 Objective To provide tools and information to understand how the mass media work, and to help prepare interaction and interviews with the media

4 Main source of information for the public perception of risks. In view of the complexity of the issue, and disagreement among experts, they focus on aspects of human interest, drama, and politics. Mass media

5 They give the same weight to different aspects of a problem, regardless of whether they are reporting the opinion of only a few Journalists work under strict rules and at great pressure The mass media

6 The media are important Because they can exercise a strong influence on people Because the way they show the news can make the public decide who is the “hero” and who is the “villain” of the news item.

7 Procedures within the government Find out who are the health officials involved in making information public Identify the process of approval If they contact you directly, refer them to the authorized press officers Information given to the national press should go through official channels

8 Get to know the mass media TV: visual and brief Radio: the immediate story Newspaper: the detailed story Internet: interactive and immediate

9 Get to know the mass media (Continued) Make a list of the local representatives Review and visit the local mass media Get to know the different reporters covering your area

10 Messages in the mass media TV and radio: count the seconds Printed press: help the reporter to simplify Offer a summary of the information Be direct

11 Provide supporting documents Anticipate errors Give the story a personal touch (Continued) Messages in the mass media (Continued)

12 When a reporter calls you Ask when the deadline is, and keep to it Have a general idea of the information needs Show yourself to be friendly, positive, and calm Call your press officer if you need help

13 Message The message should be the main objective of the information Provide reliable, objective information

14 How to influence the coverage of the mass media

15 Objective To provide information on how to influence a reporter or write his story

16 It is important because You can help the reporter to understand the issue Your comments and replies can transmit your message effectively; prepare comments lasting 5 to 10 seconds, and avoid replying with monosyllables

17 Message Some reporters need you to provide information to achieve a balanced coverage A good comment can help to balance the coverage

18 It is a mistake to regard journalists and other media professionals as agents independent from the risk communication process. Incorporate them; they are part of the process.

19 “Prevention policy is too important to be left to governments and international agencies alone. To succeed, it must also engage civil society, the private sector and the media” Kofi Annan. Programme Forum 1999, July 1999, Geneva.


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