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Principles of Risk Communication 55

• Polarity of views
• Miracles
• Villains, victims, and heroes

Given these challenges, provided below are strategies for effective commu-
nication with the media. This list is adapted from Hyer and Covello (2007).

Accept the Media as a Legitimate Partner
Recognize that effective media communication in an emergency or crisis

• Enables the media to play a constructive role in protecting the public’s
health.
• Enables public health officials to reach a wide range of stakeholders.
• Enables public health officials, in cooperation with the media, to build
trust, calm a nervous public, provide needed information, encourage
cooperative behaviors, and save lives.
• Demonstrates respect for the media by keeping them well informed of
decisions and actions.
• Establishes good working relationships with media contacts before an
emergency arises.
• Includes journalists in public emergency response planning exercises.
• Is polite and courteous at all times, even if the reporter is not.
• Avoids embarrassing reporters.
• Provides information for onsite reporters on the location of electrical out-
lets, public telephones, restrooms, hotels, restaurants, and other amenities.
• Avoids being defensive or argumentative during interviews.
• Includes elements in interviews that make a story interesting to the
media, including examples, stories, and other aspects that influence
public perceptions of risk, concern, and outrage.
• Uses a wide range of media communication channels to engage and
involve people.
• Adheres to the highest ethical standards—recognizes that people hold
you professionally and ethically accountable.
• Strives to inform editors and reporters of agency preparedness for a
public health emergency.
• Offers to follow up on questions that cannot be addressed immediately.
• Strives for “win–win” media outcomes.
• Involves the media in training exercises and preparedness drills.

Plan Thoroughly and Carefully for All Media Interactions
• Assess the cultural diversity and socioeconomic level of the target
populations.