Mark wrote: "The PIO is important, but should not have to monitor the media."
Actually, PIO training includes understanding the importance and value rumor control. You want the public to have facts, not speculation, and certainly not blatantly incorrect information. This is one of the reasons why at large incidents there are (or should be) folks monitoring media reports and even social media. This gives the PIO the opportunity to counter any misinformation with a press release or press conference, and a good PIO always has bullet points to cover.
The LAPD press conference around 5:30 last night was obviously called specifically for rumor control to address certain bullet points: no body had been recovered at the cabin, the fire was still too hot to perform a search, and LAPD had not previously announced there was a body. That live press conference on national news redirected the media coverage by providing facts.
Regarding trusting the media ... yes, the media has their own agenda, and it isn't just about ratings.
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Jorene
On Wed, Feb 13, 2013 at 11:26 AM, Mark Williams <mwilli5542@sbcglobal.net> wrote:
Comments to lessons learned: If you have confidence in the media, you are mistaken. Their job is not to report, but to get the most rating$. In this case, once someone started a rumor, they ran with it as fact. First to report is a big deal. Public in general does not care about accuracy, just the headlines. Monday morning quarterbacking of the PIO is easy, their job is just to report facts, not hype. The afternoon television talk shows that lead the news is a very good reason to find another source for reliable information. As a comment - KFI 640 radio news maybe the best source for accuracy. Mark |
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