The jockeying for competitive advantage that characterizes interaction
between media players has no part to play in an emergency situation.
Impeding the functioning of rivals, attempting to with-hold
significant information and spreading misleading messages to
put other media players off 'the scent', may compromise the
effective dissemination of warnings and thereby increase the
threat to the local population.
A potential problem lies in the possibility for contradictory
information to be issued by different media sources, leading
to confusion, doubt and even fear amongst the public. To minimize
this it is vital that all media players focus on the core message
as presented to them via the Emergency Management Committee,
without embellishment, modification or interpretation
Become familiar with the volcano in question and the country,
community or communities likely to be affected.
Ensure that trustworthy working relationships are developed
with the EMC and the monitoring scientists before a crisis develops,
or as soon as feasible during its early stages.
Using all available means (press, television and radio and the
internet) work pro-actively to promote the work of the monitoring
team and the EMC contingency plans amongst the affected population.
Together with the EMC and the monitoring team decide on the
form and style of the warnings to be issued during a crisis
situation.
Make certain that provision is made for effective and unbreakable
lines of communication with the EMC science liaison officer
and monitoring team spokesperson.
Devise protocols to ensure consistency of message.
Ensure that pride of place - in terms of both airtime and column
space - is devoted to information about the crisis and associated
warnings. |
Formulate and use an instantly recognisable 'brand image' for
crisis information dissemination (a logo or 'theme' tune).
Promote vigorously, the warnings provided by the EMC, without
embellishment, modification or dramatisation.
Do not 'go-your-own-way' or short-circuit official routes of
information.
Work with the emergency managers and the monitoring team - be
a help not a hindrance. |
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