Emergency Plan - Grand Strand Water and Sewer Authority

APPENDIX 12
EMERGENCY COMMUNICATION PLAN
Return Media Calls and Be Responsive. Reporters work under tight deadlines. If
someone calls to ask a question or get “your side of the story,” get back to them promptly.
If they are seeking a subject matter expert or need to speak with someone else within the
utility, be certain that person responds promptly. If you don’t, the reporter will likely find
someone else and it may not work to your benefit.
Be Fair. When a reporter writes a good, well-balanced story, call or e-mail them to say
you liked it and express your appreciation. If there is an error, consider the magnitude and
the potential impact before reacting. Some mistakes can simply be let go. If one is
particularly damaging, respectfully point out the error and offer the correct information.
Being accusatory to the media – particularly in a public forum – is rarely beneficial in the
long term.
Read the Paper, Listen to the Radio, Watch Television News. Become familiar with the
media representatives in your area. The more you know about the person you’re talking
with, the easier it will be to tailor your message so it will be received effectively.
5.11.12 PREPARING for an INTERVIEW
Gather all the information about the situation: Who, What, Where, When, Why, How.
Write a summary statement to describe the incident; then rewrite it using half the words.
Write a sentence or two to describe how it affects the community and what you’re doing
to inform, protect, correct, and repair the situation. Describe the record of your utility in
serving the public responsibly and safely (including statistics, if appropriate).
Rewrite the sentence(s) above in the form of two to five main CONCISE [bullet-type]
points you can emphasize. These are your “Key Messages.” Memorize them and practice
speaking them, so you can feed them back easily during the interview. Reword the
language, if necessary, to fit your speaking style.
Think of some questions you may be asked about the situation. What sorts of things have
you heard the media ask in similar situations? As a viewer or consumer, what would you
want to know? Practice answering these until you are comfortable with your answer.
Ask a couple of coworkers to listen to you and help you practice responding to questions.
5.11.13 DURING an INTERVIEW
There is no “off the record.” Anything you say is fair game.
Statements should be brief, and to the point. You interview will likely end up being only
10 to 30 seconds of air time. Make yourself the “editor” of your comments, rather than
leaving it in the hands of the news director.
Show compassion. Articulate your concern for the impacts on those affected by the crisis.