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LESSON 5

COMMUNITY/NEWS MEDIA RELATIONS

LESSON DESCRIPTION:

In this lesson you will learn: principles of an effective news media/ community relations program.

TERMINAL LEARNING OBJECTIVE:

INTRODUCTION

It is easy to say that news stories are lies. Remember, if the reporter had received your story he wouldn't have had to rely on the other side for information. We know there are newsmen who want nothing but that "sensational headline" and the dissident's side of the story. Two examples occurred in Newark. Television cameramen, according to Newark officials, crowded into and in front of police headquarters. They interfered with police to get that "sensational headline." In a separate incident, a New York photographer convinced a black youngster to throw a rock for the camera. Fortunately, reports of this type are few. The question is, "Why can't you depend on getting a decent story in your own local paper or on the local TV and radio station?" During this lesson we will discuss the basics of a good news media relationship. If you apply these principles, they will help you in solving local news media problems. They may help decide how to get your side of the story across.

PART A - DEVELOPING AN EFFECTIVE NEWS MEDIA RELATIONS PROGRAM

The first need is a series of informal gatherings and workshops, which should include your organization, all media employees, and a cross section of city officials. You should establish "get acquainted sessions" to air complaints and discuss common problems. The working reporter should know the law enforcement officers who may draw duty in a civil disturbance. Police and city officials should use the sessions for frank briefings on possible problems. They should also discuss official plans for dealing with disturbances.

1. Public Affairs Officer (PAO). The task force PAO should establish and maintain liaison with other public affairs/information agencies, military and civilian, for the purpose of exchanging information and coordinating activities designated to keep the news media informed and to assist them to cover the operation.

2. Creation of Central Information Center. A nerve center for police and official government information should be planned and ready for action when a civil disturbance reaches a certain point of strength. It should be near your operations center. All officials should keep a steady flow of correct information coming into the center.

PART B - PRINCIPLES OF AN EFFECTIVE NEWS MEDIA RELATIONS PROGRAM

1. Honesty and Full Disclosure. Honesty and full disclosure are two ideas that you may find hard to accept. They may be very hard to sell to your agency. "Why should we tell the reporter everything?" is the usual question. If we try to keep unfavorable information from reaching the public, we may find that when it does break, it may be one-sided and exaggerated. The phrase "full-disclosure," does not mean you should give a reporter every detail. In the military, there is an answer for situations of this type. "The military does not discuss details of the operational plans." The military tries to handle it as tactfully as possible. There are those reporters who won't let you be tactful. If this happens, you have no choice but to be blunt.

2. Facts. This principle relates closely with the last one. If you want your side of the story told, you must make sure that correct and timely information reaches the media. Otherwise, they are going to put together a story based on the information they have. If you haven't made your information available. You cannot criticize the media.

PART C - THE MEDIA AND ITS MEMBERS

1. Know Your Media. In working with media, you should be familiar with media, their capabilities and limitations. This is important when planning that central information center. You should also know the local station and press deadlines. Your information should be available in time for release.

2. Know Media Personnel. Knowing the media is a must. Meet the publishers, reporters, editors, station managers, and program directors. Include all media organizations in your planning. Include the media in your plans for an operational control center. A good working relationship with the media will always be helpful.

PART D - MEDIA COURTESY

If a reporter tells you something or asks for an exclusive on a news story, protect his confidence, as you would any other source of information. Don't violate his trust. Also, credit reporters for good accurate reporting. Remember, their job is similar to your own. Most people jump at the chance to criticize. They often forget to give thanks for a job well done.

PART E - MEDIA DON'TS

Up to this point the discussion has been concerned with the things you should do to improve and or build a successful media relationship. Now we will discuss the areas you should avoid.

1. Don't Compromise Security. Recall that earlier in the discussion we talked about "full disclosure." Here is a situation where you have to say, "We can't discuss that," or "We don't have information to release on that subject." Certain subjects cannot become general knowledge. You should be tactful, but don't endanger your plans and operations by trying to make friends with the news media. Don't use security as an excuse for not knowing an answer or just not answering a fair question. You will get caught every time. Also, don't classify something that really should be unclassified. Good or bad, the reporter will dig to find an answer. It would be better if you gave the unclassified facts which are available.

2. Don't Insist on Retractions. Retractions are hard for the reporter to make. Try not to place the reporter in a position where he will have to refuse you.

3. Don't Show Partiality. This is a difficult point to follow when you are dealing with both local and out-of-town media representatives, or with those who see things your way, rather than those who do not. However, if you treat everyone fairly, you will find that all reporters and commentators will look favorably on your side of the story.

4. Don't Pass Out Trivia. The media is not likely to use trivia. If you get a reputation for passing out needless information, it will definitely affect the important information which you are trying to get to the media.

PART F - OUT-OF-TOWN REPORTERS

Much of the difficulty during a civil disorder is the relations between local law enforcement officials and out-of-town reporters. These reporters are likely to be less sensitive about preserving the "image" of the local community; still, local officials serve their city badly when they ignore national media representatives. They should welcome them, tell them about the city, and cooperate with their attempts to cover the story. City and police officials should name liaison officers, provide telephone numbers of other appropriate officials and any other information that may be useful.