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Media Relations

Media Relations Operations

Media relations operations include:

News desk – Responds to all incoming media calls, providing information on the latest developments, answering inquiries and providing routine response, recovery and mitigation information. The news desk also contacts targeted media to provide daily actualities regarding disaster response, recovery and mitigation programs, provide media with current data and most-recently-released information, encourage coverage of activities, and schedule media interviews.

Rapid response – Serves as primary troubleshooter for public affairs operations. Takes immediate action to correct misunderstandings, misinformation and incorrect information that appears in the media or that could be disseminated by the news media.

Media monitoring and analysis – Monitor daily news reports including TV, radio, internet and newspaper clips, and provide an analysis of main stories that affect response, recovery and mitigation operations. Identify trends in media coverage, problem areas to be addressed and make recommendations for action to lead PAO.

Field operations – Field PAOs make on-site visits to local news media outlets usually in areas affected by the disaster and gather information about the recovery effort and media coverage.

Demographics and Media list development – Gathers a comprehensive disaster media list, considering all segments of the population including multilingual and multicultural media, trade and targeted publications (elderly, disabled, etc.) to ensure all populations affected by the disaster are reached.

Objectives

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News Desk

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Rapid Response

Serves as primary troubleshooter for public affairs operations. Takes immediate action to correct misunderstandings, misinformation and incorrect information that appears in the media or that could be disseminated by the news media. Identifies and takes action to correct problems that could result in the spread of information that could cause the public to lose confidence in the disaster response, recovery and mitigation process.

This function includes troubleshooting and crisis intervention. Not only is this PAO the eyes and ears of the public affairs operation, he or she recommends and initiates actions to correct problems and misunderstandings before they get into the news media. Sources of information include field PAO coordinator, field PAOs, congressional affairs, community relations, disaster recovery center managers, elected officials, Helpline operators, program managers, EST operations and representatives of other federal and state agencies.

Rapid response anticipates, prevents and resolves issues using this model:

Objectives
Standard Operating Procedures

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Media Monitoring and Analysis

Monitor daily news reports including TV, radio, internet and newspaper clips, and provide an analysis of main stories that affect response, recovery and mitigation operations. Identify trends in media coverage, problem areas to be addressed and make recommendations for action to lead PAO.

Objectives
Media Monitoring
Media Analysis
Television and Radio
Internet

Many newspapers, television and radio stations now have sites on the World Wide Web. Monitoring news over the Internet allows access to news sources outside the immediate area and, since larger sites tend to update throughout the day, a more timely response to developing stories.

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Field Operations

Serve as the front-line PAOs in the field, with activities coordinated by field coordinator stationed in the Joint Information Center. Work with local news media and serve as vital link to JIC and disaster field office. Identify critical issues and potential problems and report to field coordinator. Work with community relations, on preliminary damage assessment teams, in disaster recovery centers and other sites where disaster response, recovery and mitigation activities take place. Perform media outreach functions, systematically visiting and building relationships with daily and weekly newspapers, local TV, cable and radio stations as well as any other media outlet. May be assigned to specific special interest or culturally diverse media. Coordinates field PAO activities and serves as JIC point of contact for field PAOs.

Objectives
Field Coordinator
Field PAOs

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Demographics and Media List Development

Develops demographic profiles of all populations affected by the disaster including multilingual, multicultural and special populations (e.g., the disabled and the elderly), for use in targeting messages and utilizing appropriate media and information outlets to reach all disaster victims. Develops and maintains comprehensive and current media lists to ensure all populations affected by the disaster are reached.

Demographic Information by county is available at: Census-Link (http://www.fema.gov/pao/docs/multilin/census-link.doc)

Objectives
Standard Operating Procedures

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Working With The Media

Establishing credibility and productive working relationships with representatives of the media is critical. In most instances representatives of the media will be cooperative in publishing important disaster recovery information. In an ideal world, the media would simply use all news releases as issued. Sometimes media outlets - especially in major media markets - do not see disaster recovery information as important news after the initial stories about the event. It is important to try to make the news media understand the important public service role they play in the recovery effort.

Media Relationships

Basic guidelines for working with the media in all Joint Information Center functions are to:

Standard Operating Procedures

The routine procedures to be used in receiving, responding to and monitoring inquiries and interviews within FEMA are as follows:

Media Contact Records

Record all media contacts, using log sheets for incoming and outgoing calls. An attempt should be made to keep track of media contacts at the Disaster Recovery Centers and through other disaster recovery personnel in the field. Media logs include:

Getting this information may take a little extra time but it provides a tracking system and helps establish sound media relations. Information collected on log sheets is used to establish a card file of local reporters assigned to cover the disaster recovery. It is always helpful to have the name of a reporter who has indicated an interest in the story.

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Privacy Act and Freedom of Information Act (FOIA)

The Privacy Act covers applicants for disaster assistance. This means that Public Affairs Officers must not release any information about applicants without their express written permission. For example:

You may, however, speak in generic terms about particular types of problems. For example, a reporter says he knows of a disaster victim who applied weeks ago but his or her house has not yet been inspected. You may tell the reporter that while you cannot talk about this person's application, you can say that there can be a number of ways that something like this can happen. For example, the inspector may have tried several times unsuccessfully to contact the person to schedule the inspection, or the applicant may have withdrawn his or her application.

You may, however, contact an applicant and ask if he or she would like to talk to a reporter. You must make it clear that their decision will have no affect at all on their application for assistance, either favorably or negatively. If they do agree to an interview, you may give them the reporter's name and telephone number and let them initiate the contact. Never give a reporter an applicant's name or telephone number.

Public Information and Public Meetings

Public Affairs Officers may not withhold information that is deemed public information. This includes government-wide and agency-specific rules, regulations and instructions. Information and written documents that are part of the decision-making process are not public, however, and should not be released. For example, Preliminary Damage Assessments are used in the process of deciding whether or not to recommend that a particular area be declared a disaster area. They are not public information. The disaster declaration itself is public information and is released to the public through the news media.

Public meetings are meetings in which general information is shared about process, programs and procedures. Meetings where decisions are deliberated are not public meetings and thus are not open to the public. Applicant briefings are public meetings as are federal-state meetings

FOIA Requests

Requests for agency records not considered to be public information are made formally under the Freedom of Information Act (FOIA). These requests must be in writing and sent to the Office of the General Counsel at FEMA Headquarters.

For information about FOIA requests including FEMA FOIA contacts, go to: http://www.fema.gov/help/foia.shtm .

For more information go to the Federal Register at: http://www.fema.gov/pdf/library/dhsfoiaregs.pdf

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Internal Handouts for DRC and DFO Personnel

Since the media focus a great deal of attention on Disaster Recovery Centers, the Public Affairs Office provides guidance and instructions for field staff when dealing with reporters. Following are sample handouts for Public Affairs to use to provide information to recovery center and DFO personnel on dealing with the media.

HANDOUT #1: Working with the Media at Disaster Recovery Centers
HANDOUT #2: Dealing with the News Media
HANDOUT #3: Handling Television Coverage at the DRC
HANDOUT #4: Handling Media Interviews
HANDOUT #5: Handling Pubic Notices

To create the handout, simply highlight the text below, copy and paste onto a MS Word document. Fill in the blanks at the end, adjust type to suit and make appropriate number of copies.

HANDOUT #1: WORKING WITH THE MEDIA AT DISASTER RECOVERY CENTERS

Notify the on-site PAO that media representatives are at the recovery center. If no PAO is present, quickly contact the Joint Information Center for guidance and then make every effort to provide basic information about the process and what is happening at the recovery center.

NEVER DISCUSS PROGRAM SPECIFICS OR POLICY ISSUES. You may refer reporters to program representatives for responses to specific questions.

QUESTIONS ABOUT FEMA POLICIES OR PROGRAMS MUST ALWAYS BE REFERRED TO THE PAO TO BE ANSWERED BY THE APPROPRIATE DESIGNATED SPOKESPERSON.

Media representatives are allowed into the centers. This includes television camera crews and photographers for newspapers and magazines. Ask reporters to cooperate by not interfering with the operations. While general filming of the goings-on at the center is acceptable, close-ups of interactions between disaster victims and agency representative require the victims' permission. Photographers also need to have the permission of individual victims in the center before taking pictures of them.

If reporters want interviews with applicants, they must arrange these interviews themselves. Interviews may be held inside Disaster Recovery Centers as long as they do not interfere with operations. You should remain nearby to be available to provide correct information. Once the reporter is gone, report back to PAOs at the Joint Information Center. Personal information from applicants' files is protected by the Privacy Act and is not to be released to the media.

Ask the media to help us help the disaster victims. Encourage the media to publicize the recovery center schedule, toll-free registration and Helpline numbers. Problems with the media should be referred to the on-site PAO or to the JIC. Be sure to tell the media about the JIC-it is the single source of accurate, up-to-date, official information about the entire disaster.

Public Affairs Officers for This Disaster Are:

FEMA:
Phone:
State:
Phone:

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HANDOUT #2: DEALING WITH THE NEWS MEDIA

  1. When contacted by a reporter take the name, organization and telephone number. Tell the reporter a Public Affairs Officer will call them right back. Then call the PAO. The PAO will talk with the reporter or arrange an interview with the person best able to respond to specific questions.
  2. If you are asked by Public Affairs to talk to a reporter, respond only to inquiries regarding your own area of participation or expertise. Refer requests regarding other program area to the Joint Information Center.
  3. Report all contacts with the media to the JIC.
  4. Report any problems-rumors, inadequate, incorrect, or negative coverage-to the Public Affairs Officer or your sector's field PAO.
  5. Other tips for responding to questions from reporters:
    • Listen to the entire question before responding.
    • Avoid answering questions that call for speculation on your part; e.g., "Is this the worst disaster you have ever seen?"; "How much is the recovery effort going to cost?"; or "How many applicants do you expect at the center?"
    • Beware of false assumptions and erroneous conclusions.
    • Avoid answering hypothetical questions.
    • Be alert to multiple questions.
  6. Information regarding a disaster applicant is protected under the Privacy Act. No information regarding an applicant may be released to the media by a federal employee without the applicant's express written consent.
  7. If there are any problems, call the Public Affairs Officer immediately.
  8. Be sure to tell members of the media about the JIC. It is the one place where a reporter may find accurate, up-to-date, official information about the disaster response, recovery and mitigation programs.

Public Affairs Officers for This Disaster Are:

FEMA:
Phone:
State:
Phone:

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HANDOUT #3: HANDLING TELEVISION COVERAGE OF THE DISASTER RECOVERY CENTER

  1. Be polite, courteous and responsive.
  2. Remember that television reporters serve an important role in the recovery process by disseminating accurate information to the public. Your job is to help them get accurate information and a positive impression of the process. Primarily, you will be asked to provide background information about what is happening:
    • What is the process applicants follow?
    • How is it going?
    • Have you had any procedural problems?
    • What is the general impression of the day's activities?
    • How many people have been through the center?
    • What is the purpose of a center?
    • What is the mood of the victims?
  3. Remain in control of the situation at all times. Think about and decide in advance what your communications objectives are.
  4. Television crews should not be allowed to interfere with operations.
  5. Television reporters should be advised that general filming of procedures is acceptable, but that they must be permission from individual disaster victims before shooting any close-up footage of them.
  6. Do not serve as a liaison between a television reporter and the applicants. Remember information regarding a disaster applicant is protected under the Privacy Act. No information regarding an applicant may be released to the media by a federal employee without the applicant's express written consent.
  7. Only a small portion of what you say to a television reporter may be used on the air; so choose your words carefully and stay away from unfamiliar subject matter. Do not be afraid to say, "I don't know," or to refer the reporter to someone with the appropriate expertise.
    Public Affairs most often will station personnel at recovery centers to assist with television coverage. When a PAO is present, reporters should be referred to the PAO.

Public Affairs Officers for This Disaster Are:

FEMA:
Phone:
State:
Phone:

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HANDOUT #4: MEDIA INTERVIEWS

The following advice for media interviews is designed for program managers in a disaster recovery operation or others who may by asked by the PAO to appear on television for a "stand-up" interview or appear as a guest on a talk show. If you have any questions, contact the PAO.

Before the interview
During the interview
After the interview

Public Affairs Officers for This Disaster Are:

FEMA:
Phone:
State:
Phone:

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HANDOUT #5: Public Notices

Several program areas are required to publish legal notices to announce the availability of federal funds for disaster recovery. Program managers will work through the Public Affairs Office to coordinate the placement of these notices. These notices generally are required for the Infrastructure, Mitigation and Housing Programs. In some cases, a combined notice will be used.

Steps for placing legal notices:
  1. Program manager contacts PAO regarding placement of legal notice.
  2. PAO determines most appropriate and cost-effective publication.
    - The basic requirement is that the notice be published in the "paper of record" for the declared disaster area.
    - Choices can include daily or weekly newspapers from the county, local, or major metropolitan area.
  3. Obtain cost estimates and deadline information from classified advertising or legal notice departments.
  4. Contact Operations Support for a purchase order.
    - Remember, the PAO may be held responsible for costs of notices that are placed without
    approval.
  5. Obtain the copy for the public notice from the program area.
  6. Edit copy, verifying dates, names and locations.
  7. Send the public notice to the publication.
    - Request tear sheet to both Public Affairs and Operations Support Offices.
    - Request billing to Operations Support.

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