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Information management is very critical in disaster
management. This is so because any major accident or
disaster is an issue that concerns the general
public and is therefore newsworthy. It is therefore
important to develop and adopt crisis communication
policies that would ensure proper media coverage of
disasters.
As events unfold in disaster situations, the media
would seek information and would raise questions for
disaster managers, it is therefore important that
adequate preparations should be made to handle media
relations. A media relations coordinator of a
disaster management agency must therefore alert the
appropriate authorities of the immediate need to
entertain questions from the media in disaster
situations. The spokesperson of the disaster
management agency should be briefed on how to
respond to media questions.
Response to media questions in disaster situations
must give the true picture of events in order to
allay the fears of the populace. Giving the true
picture of events would also attract the attention
of other stakeholders and enhance the ability to
manage the disaster. Adequate information on "the
disaster would also help the traumatized people to know
what to do and say during disasters.
As a result, there is need for cooperation between
disaster management agencies and the media. There is
need for timely response even if there is no
concrete information on the disaster. It is better
for the spokesperson to say "I dont know the answer
to your question" than to dismiss the press with "no
comment". If "no comment" is the spokesperson's
answer, reporters would seek information from other
sources that are less informed and this could cause
disaster managers more embarrassment.
It is important too, that any information for the
media must be in as early as possible. This would
enable reporters to meet the deadlines of the
respective media houses. In every situation, there
should be somebody who should speak to the media in
the case of a major national disaster. Allowing many
people to speak to the media could lead to confusion
in the management of information and in ensuring
safety of lives and property.
As a rule, the spokesperson must have a set of
guidelines including:
a. It is dangerous to speculate. Whatever
information dished out to the media must be based on
available facts.
b. You must not be intimidated into answering
questions that may need further clarification. If
there is need for such clarification, tell the
reporter that you need to do so before answering the
question. This may buy you enough time to think and
come out with appropriate answers.
c. Where your knowledge of the subject is not
enough, seek the assistance of a technical expert. He
could be in a better position to interpret technical
details of the disaster.
d. There is need for clarity in what the
spokesperson says. He must therefore speak in
simple, clear terms instead of using jargons.
e. Answers to reporters questions must be short and
sharp.
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