Whether you use the word “partner” or not, the news media is undeniably our primary link to the public when it comes to sharing information. The better we understand the media and its needs, the stronger that link will become.
The traditional news media paint the image of the incident response in the eyes of the public. They create the perception of the agency and their response to the incident, and perception is reality to the public.
In the course of an incident’s lifecycle, media attention usually follows this pattern:
- Initial: Reporters rush to the scene to capture and report the basic facts of the event. Stories typically do not require much investigative reporting.
- Continuing: The breaking news stage may or may not be past, as new challenges emerge. (For example, media turn to covering the repercussions of the event on the populace, which may include a shortage in food or housing after a hurricane or transportation problems after a bridge collapse.) Investigative reporting can also keep a story in the news. If the focus turns to “who’s at fault”, the reporting will dig deeper and deeper and will keep the media’s and the public’s interest for a longer period of time.
- Diminishing: Story ideas come from reporters in the field or a PIO. Examples include profiles of a first responder or a disaster victim. Stories can also take an analytic approach, looking for deeper answers to why something happened.
- Recognition: Anniversary stories fall into this category and can offer opportunities to the PIO. For example, the anniversary of a severe winter storm may include the message to prepare a winter emergency kit for the home and the car.