unhelpful, and sometimes
dangerous. For example, comments about a population being threatened,
even if only theoretically, may be published under the banner
headline Population doomed? Or an apparent lack of consistency
about the scientific analysis of the situation may provoke a
story with the headline Eruption crisis: what the scientists
don't want you to know. Once such stories have been published,
not even later retractions will prevent public doubt about how
well a crisis is being managed.
Ensure that only your dedicated spokesperson talks to the media.
Repeated contact with the same scientist encourages media trust
and allows the core team to focus on monitoring the volcano.
Help the EMC to put together a media pack. This should contain
information about the history of the volcano, its activity and
its style of eruption. Additionally, the pack should address
monitoring methods, contingency plans and appropriate contacts.
Always agree with the EMC about form and content, before making
any statements of announcements to the media.
In collaboration with the EMC, issue regular press releases
about the activity - even if conditions have not changed since
the previous release.
If the authorities have asked you not to speak with the media,
explain the position to them openly and redirect enquiries to
the EMC's appointed media liaison officer.
Ask, in advance of an interview, about the type of information
required, so that you can prepare a general context for your
answers (see also the tips in Appendix 5.2).
Keep to the point and give simple, short and direct answers
that cannot be misinterpreted.
The local media are usually the most effective at informing
the population at risk. Do not give priority to more glamorous
foreign agencies. |
Ensure that the same information is released to local and foreign
media. Remember that local populations are likely to have friends
and relations living abroad with whom they may be in touch during
the emergency. It is important that the vulnerable community
feel that they are being as well - or better - informed than
foreign groups.
Be approachable. This will stop the media seeking alternative
sources or making independent evaluations about the state of
the volcano.
Remember that all announcements and written statements should
be well-thought out and the content carefully considered before
they are issued.
DO NOT simply refuse to reply to journalist
enquiries Such evasive behaviour is likely to raise suspicions.
NEVER make any comments 'off the record'.
AVOID making spontaneous 'off-the-cuff' remarks
that might be open to misinterpretation - deliberate or otherwise.
NEVER underestimate or patronize the media.
In a crisis situation, scientists should never be seen to disagree
in public. Whatever the merits of an argument, open disagreement
feeds public distrust and diminishes the authority of the scientific
team as a whole. Any contrary points of view should be resolved
internally.
Meet colleagues in advance of any crisis, to establish mutually
preferred working conditions and to agree a protocol for dealing
with different opinions within the team.
Rehearse well in advance procedures to be adopted once an emergency
starts.
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