Transcript Communications & Media Issues

OPRC Level 3
Communications
and Media Issues
Communications and Media Issues
OPRC Level 3
• Oil spills can generate high and often
negative media interest
• These impressions can be redressed with
good media communications
• Senior managers and administrators have
a responsibility to plan for communications
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mages such as this one can generate immediate
and public interest and concern
OPRC Level 3
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The public is also highly sensitive to images of oiled birds
and wildlife
OPRC Level 3
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Outline
OPRC Level 3
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Key elements of a communications plan
What the senior manager needs to know
Key elements of a media relations plan
What the public and media want to know
Press releases and interview guidelines
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Two Plans
OPRC Level 3
1. Communications Plan = internal
– Response team
– Response community
– Senior administrators / Ministers
2. Media Relations Plan = external
– Media
– Public
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1. Key Elements of Communications Plan
OPRC Level 3
• OBJECTIVE:
need to communicate internally and externally
• STRATEGY:
role and responsibilities; major issues; means
of communication (including internet)
• MESSAGE:
company/govt position; incident effects;
response measures
continued.
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1.Key Elements of Communications Plan
OPRC Level 3
• SPOKESPERSON:
Identification of, definition of role; limits of authority
• MEDIA:
Regular press briefings; press conferences;
SITREPS
• RESOURCES:
centre; equipment; personnel
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Incident Information Flow
OPRC Level 3
• Incident notification
– receipt on initial notification of the
incident
• Reporting:
– conveying of initial information through
chain of command and to other
agencies/organizations as per
established procedures
• Information gathering and analysis
• Activation of response
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Information Challenges - internal
OPRC Level 3
Beginning of the Incident
Common problems:
– wrong or incomplete information
– not knowing whom to contact
– panic and pressure from multiple sources
Some solutions…
– Standardized procedures for notification and
reporting
– Standardized Reporting Forms
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Information Challenges - internal
OPRC Level 3
As the incident progresses….
Common problems
– use of highly specialized terminology and many
acronyms that may not be easily understood by all
– Volume of information
• Analysis, management, dissemination
– Language barriers – particularly for incidents where
external (bilateral, international) assistance has been
requested
– Communications equipment limitations
– Technicality of information
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Incident Communications Network
OPRC Level 3
Command Zone
Response Zone
Incident Zone
Clean Up Team
Support
Vessel
HQ
UHF / VHF
R
Communications
Satellite
H
H
Aerial
Support
H
Team
Supervisor
Landline
H
H
UHF / VHF
Oil Spill
Command
Centre
Inmarsat
Marine VHF
Telephone
Telex
Fax
R
Control
UHF / VHF / HF
H
H
Team
Supervisor
H
Clean Up Team
Cellnet
Communications
Trailer
UHF / VHF
H
R
Generator
H
Other
Organizations
Battery
R = Repeater
H = Hand Held Radio
Generator
Team
Supervisor
H
H
Clean Up Team
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Communications Plan considerations
OPRC Level 3
Identified Spokesperson
Select carefully! Not Must be media trained, sympathetic,
good communicator. Does not have to be a manager
Roles and responsibilities
Clear definition of roles, responsibility and limits of authority
for information sharing
Information management
Critical! Need to manage high volume, undertake review and
analysis, processing, dissemination in a timely and effective way
Regular situation reports
These will be in high demand. Format and examples should be
included in plan. Determine frequency and timing. Twice daily at
onset, then one a day once emergency phase over
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Communications Plan considerations
OPRC Level 3
Scheduled briefings with team
Scheduled at regular intervals, short, concise
Communications Equipment
Identification of equipment, communications channels,
training, awareness of limitations
Contact numbers
To extent possible, and recognizing these will change,
include all relevent key contacts.
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What the Senior Manager needs to know
OPRC Level 3
• How to contact OSC
• Who is official
spokesperson?
• What is being done?
• Everything under
control?
• What are known and
potential impacts?
• Are neighbouring
countries at risk?
• Are they informed?
• Political and business
issues?
• Communications
government/industry
• Public relations
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2. Media Relations Plan
OPRC Level 3
The policy aim is:
• to provide the media with honest and
accurate information at regular intervals
throughout the incident
• to establish good relations with the media:
– to control the flow of information
– to avoid distortion of the facts
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Media Relations Plan
OPRC Level 3
The objectives for dealing with the media:
• to establish the competent authorities as a
helpful, reliable and knowledgeable source of
information
• to present an efficient and environmentally
caring face to the media
• to show that an efficient response strategy has
been set in place
• to positively influence what the media write or
say
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Media Liaison Officer
OPRC Level 3
The Media Liaison Officer will be the “public face”
of the authorities and a critical member of the
Management Team:
• fully informed about combat response decisions
• sole responsibility for handling relations with the
media
• no responsibility for combat operations
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Responsibilities for handling the media
OPRC Level 3
Tier 1: Press Officer of port or petroleum
installation
Tier 2 or 3: Press Office of Ministry which is
“competent government authority”
Important to present a unified approach!
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What the public wants to know!
OPRC Level 3
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What happened ?
Why did it happen ?
What are the authorities doing ?
Will there be further developments ?
What will be done to prevent such an
accident from happening again ?
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How an issue develops
OPRC Level 3
• Incident
• Initial media interest
• Media investigate
• Analysis and blame
• Is it newsworthy ?
• What else is
happening?
• Is it being badly
handled?
• Is there an issue
involved?
• Is there anything to
hide?
• Specific issues
requiring quick detailed
answers
• Slower stage: political
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Press facilities
OPRC Level 3
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Who answers the phone?
How can you handle
hundreds of calls?
Allocate a Press Room
Allocate phone & fax
numbers
Press conferences
“a Media Contingency
Plan”
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The Press Release
OPRC Level 3
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The Press Release
should
admit involvement
give basic facts
express regret
say what is being
done to improve the
situation
give a press contact
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The Press Release
must not:
speculate on causes
blame parties
admit liability
use jargon
be arrogant
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Interview Guidelines
OPRC Level 3
• Write an advance list of the points you
want to make
• Keep answers short and to the point
• Memorise the most important points
• Treat every word as “on the record”
• Be patient, calm and simple: journalists
are not oil pollution experts!
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OPRC Level 3
Interview “Do’s”
OPRC Level 3
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Stick to your area
Prepare your statement
Get bad news out first
Answer the questions, but
return to your message
• Ask the question to be
repeated if you don’t
understand it
• Put the story in context
• Keep track of what was
said during the interview
• Stick to the facts
• Define the real problem
• Stay calm, cool and clear
headed
• Give full story
• Be honest, accessible,
understanding
• Communicate information
at the earliest time
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Interview “Don’ts”
OPRC Level 3
• Never guess: stick to the facts
• Do not bluff: keep cool before answering
difficult questions
• Do not lose your temper even if provoked
• Never answer a question until you
understand it properly
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Key Messages
OPRC Level 3
• Responsibility to communicate:
– Internally: senior managers &  responders
– Externally: media; general public
• Importance of regular briefing:
– Sharing of information
– Situation reviews  action plans
• Importance of media role
• Media is the channel to the general public
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