staff sexual misconduct: the agency and the news media july 2004
TRANSCRIPT
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Staff Sexual Misconduct:The Agency and the News
Media
July 2004
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Challenge
Enhancing our ability to respondUnsupported AssertionsStatements without ProofLimited evidenceCan the Media be Controlled ?
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YOU ARE NOT IN CONTROL!
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MEDIA BASICS
Rights and Responsibilities of the Justice Agency
>Public Information
>Building Public Confidence in Corrections
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The New Century:
Information age;• Sources of information everywhere
24/7 news media; You may be “today’s” news – it is a slow
news day; and Deadlines are NOW.
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News Media Culture
Ratings & Readership are everything Fathomless news Hole Revolution in the Way of obtaining
Information Internet Freewheeling Entertainment/Tabloid news
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Seven C’s of NEWS
Catastrophe Crisis Conflict Crime Corruption Color (human Interest) Change
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Sources of Conflict:
Competing interests of your organization and the media;
“Sensational” aspects of sex-related cases; and
Appearance of secrecy or lack of being forthcoming by the agency.• Past history
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What affects your relationship with the media?
Location in the US• Quality of media
Your agency’s reputation• Past cases
• What the community thinks of you
• Responsiveness to the media
• Quality of PIO
• Openness or perceived openness of the “boss” Other sources of information
• Unions, prosecutor, investigating organization
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Policies and Procedures
Media policy exists Staff are trained PIO is:
• Qualified
• In the loop
• Responsive
Up-to-date media guide, materials
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Establishing or Fixing Your Relationship
The middle of a crisis is NOT the time to build a relationship with the media
Communicate routinely with the media about what’s happening
Build relationships with the reporters who routinely cover you
Other ways?
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Sexual Misconduct Allegation
Decide who speaks Now or later ? Opportunity to get out your message:
• Zero tolerance
• Conduct not tolerated
• Majority of staff are good
• We take this seriously Tell staff something.
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Proactive
The media may/will find out that you have a new initiative?• Staff
• Inmates Motives? Responses? Involvement of the community leadership in
initiative. Involve your PIO staff in what you are doing
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Developing a Media Policy
Public awareness is essential Zero tolerance policy needs to be
shared Establish media relationships
before they are criticalEstablish Guidelines
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Developing a Media Policy continued...
MOU with other law enforcement agencies. Have a trained, designated media relations
person and a back-up. Procedures for emergency notification Templates for Press Releases Information Do’s and Don’ts Contact protocols
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Your are the Spokesperson
Now what do you do?
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Do’s & Don’ts of Good Media Relations...
Do’s Get interview approved Remember a reporter is always collecting
information Be Accurate Develop good relationships with media Give equal time to major media sources
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Do’s & Don’ts of Good Media Relations continued...
Do’s Be prompt in response to media requests Remember reporter (media) are
generalists and may not understand your operation
Control press movement, especially in a crisis
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Do’s & Don’ts of Good Media Relations continued...
Do’s
Understand the adversary role of the media
Do your homework
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Do’s & Don’ts of Good Media Relations continued...
Don’tsDo not say “no comment”Do not respond if you don’t know the
answerDon’t be pressuredStop talking if you have nothing to
say
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Do’s & Don’ts of Good Media Relations continued...
Don’tsIf you have a mess, say so. You
want the story to run only for one day !
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General Media TIPS(Rules of the Game)
Talk from the standpoint of the public interest not the department’s interest
Speak in personal terms whenever possible
If you don’t want a statement quoted, don’t say it
State the most important facts first
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General Media TIPS(Rules of the Game continued...)
Never say “No comment”, do say, “ I don’t know, but I will find out, or I’m sorry, but I cannot discuss that right now”
Don’t try to wing it. R&R (Research and Rehearse)
Think up the 10 worst possible questions that you could be asked and R&R
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General Media TIPS(Rules of the Game continued...)
If a question contains offensive or inappropriate language, do not repeat them, even to deny them
Don’t argue with a reporter, remember they have the last say
Do not lose your cool Tell the truth, even if it hurts.. They
probably already know the answer
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General Media TIPS(Rules of the Game continued...)
Control the interview• be friendly but firm
• correct the reporters error
• make sure the reporter understands
• provide a fact sheet
Answer only the questions asked..don’t volunteer information
Don’t rush to speak, take time to think
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General Media TIPS(Rules of the Game continued...)
TV Interview Tips• ignore the camera
• look the reporter in the eye
• lean slightly towards the reporter and keep your eyes steady
Transmit three vibes• Glad to be there
• Concern..I really care
• authority…I know what I’m talking about
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General Media TIPS(Rules of the Game continued...)
Be on guard; talk show host can be friendly on the informal, but zap you during the interview.
“off the record” does not exist• consider all mikes as hot
• assume all public meetings have a reporter there
Treat media friendly and fairly..no jokes and cute remarks
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Last but not least ...
K.I.S.S.
Keep it Short and Simple
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Focus of Response...
Consult subject matter experts Understand Potential Public/Inmate
Reaction Caring and Commitment Remember the Court of public opinion
“drive time” Timely response
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Focus of Response Continued...
Policy and privacy issues Positive assertions Define not defend
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Responding to Allegations
Controlling the message Coordinating the Message Consistently presenting the message
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The Community
Have a plan• Citizens Advisory Committees
• Publications
• Positive news articles
• Public speaking
• Tours
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PEER EXPERIENCE WITH THE MEDIA.
Let’s share some real live experiences with the media and how we handled them..
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PEER EXPERIENCE WITH THE MEDIA.
Think about the TV and newspaper coverage your agency has received in response to a crisis. How about coverage when there is not an event? What can be gained, and what can be lost by communicating with the media before a major event--- such as allegations of staff sexual misconduct ? What are the implications for your agency?
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Conclusions
Media is always there Understand that you have limited control Find your circle of influence and work in
it Use opportunities to get your message
out