Managing External Relations - Disaster Management Center ...

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4 Chapter Media Relations By studying this chapter you will learn about: The media has traditionally been an ally of UNHCR. In an emergency, media interest may have an impact on support for UNHCR’s activities. Public perceptions of the international assistance community’s response are established in the early days of an emergency. When fundamental principles of protection are at risk, the media can also provide valuable assistance to refugees. UNHCR provides information to the media and actively promotes media coverage. Information can flow both ways between the media and UNHCR. To be positive and productive, however, relations with the media have to be carefully orchestrated. Today’s 24-hour news coverage requires a rapid response to the demands of the media. This chapter focuses on knowledge and skills needed to promote good relations with the media. Overarching Goals for Media Relations: Protection of refugees/persons of concern Co-ordinated relief effort to maximise resources ■ ■ ■ The roles of key media actors ■ How to communicate with journalists and hold a press conference ■ Skills needed for effective presentations Specific Goals for Media Relations To promote and maintain positive relations with the media. To put forward UNHCR’s views in a positive and persuasive manner. To avoid direct, public confrontation with government or other bodies. Knowledge Base Being aware of current perceptions of UNHCR and refugee situations in the media. Knowing how to promote media coverage. Knowing techniques for presenting information to the media. Knowing media agencies, their scope and procedures for coverage, and the extent of their influence. 55
EP 04 ■ 56 Managing External Relations Activities and Methods to Build Media Relations Capacity Closely monitoring newspapers and other media. Proactively working to provide international and national media with information/media skills. Seeking assistance and support from PI professionals. Providing logistical support to media staff when possible. Media Relationships UNHCR staff must develop relationships with different types of media organisations. These range from national to international media services and may include newspaper, TV or documentary journalists. Developing a working relationship with the national information service in a country is also a critical component of media relations. National Media Representatives As a general rule, locally based media will be very responsive to news affecting their countries and fellow citizens and will welcome information materials. One of your first priorities should be to cultivate relationships with local newspapers, magazines, television and radio networks. Use of local languages by these media helps disseminate information to those who do not speak or read major international languages. Both local and foreign representatives of the diplomatic community will closely monitor the local language media, as it may reflect more closely what the local people read/ watch/and listen to than do international news media. Local and national media can have a profound effect on local opinions, which can in turn affect opinions about UNHCR’s operations. National media may help determine local attitudes toward the refugees and may provide an early indication of sensitive issues and government policies. The national government will likely be concerned about both local and international coverage. Members of the International Media Most of the global major media outlets have foreign correspondents based in capital cities or rely on local or freelance journalists. In general, TV, radio and newspapers operate on tight deadlines and need factual stories on the emergency, with some background information. Magazines and magazine programs cover stories in depth and have more time available to do research and re-check their stories. Wire services such as AFP, AP, InterPress Services, UPI and Reuters produce bulletin-type news stories and have very short deadlines. Wire services are likely to be the major sources for worldwide coverage of an emergency. Government Information Services Relationships should be established as soon as possible in an emergency with the official press office or national information service. Any general statement or press release should be shared with these offices and the government department responsible for refugees. Statements related to joint government-UNHCR actions might need to be cleared with the government first.
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