This document provides guidance for public information officers and spokespeople on communicating with the media and public during crises or emergencies. It outlines the role of the spokesperson, what information the media and public need, how the media can help response efforts, tips for engaging with journalists, preparing press releases, and working well with the media through providing regular updates and respecting deadlines. The goal is to disseminate accurate, clear information to keep the public informed and address their questions and concerns.

1. A guide for
the spokesperson
David Alexander
University College London

2. The public information officer:-
Function: collect, verify and
disseminate information to particular
groups and the general public
• the spokesperson should be a full
part of the crisis response unit
• he or she must work in normal situations,
not merely in emergencies and disasters
• the public has a right to information
on disasters and major emergencies.

3. Things that the mass media
and the public want to know:-
• What has happened?
• Where and when?
• Who is or was involved?
• What caused this situation?
• What is being done to put things right?.
• Why did it happen now?

4. • What and how much
damage has been caused?
• What safety measures are being taken?
• Whose fault is it and who is taking
the blame for what has happened?
• What is being said to people who
have been injured or put in danger? .
• Has anything similar
happened in the past?
Things that the mass media
and the public want to know:-

5. How the mass media can help
civil protection authorities:-
• give out information to the public
public on the pre-crisis situation
• inform the population of
warnings and other instructions
• reassure the public.

6. • fight rumour
• help the rescue effort
• brief organisations and agencies
with new collected information
• encourage help from
outside the disaster area.
How the mass media can help
civil protection authorities:-

7. A spokesperson should:-
• occupy a position of authority
• have experience of dealing
with the mass media
• come over as a person who is
responsible, calm and self-assured
• be able to speak with maximum
clarity and in a convincing way.

8. Five questions for a spokesperson:-
1. how should I formulate....?
- the content of messages
- the most important thing to say
2. who do I want to speak to?
3. what is the most efficient way
to explain what I want to say?
4. what is the most efficient way to
present my message to the users?
5. What type of response to I want to
have from my listeners or viewers? .

9. Some rules of engagement with journalists:-
• Do not give the names of dead and injured
before relatives have been informed.
• Note responsibilities, but do not attribute
blame prematurely. Tell people that the
results of enquiries will be ready asap.
• Do not speculate, make conjectures,
or giver personal opinions.
• Tell the truth. You can admit to not
knowing the answer to a question and
can offer to find out afterwards.

10. • Prepare a brief written communication
for the journalists before speaking.
• Do not give exclusive interviews. The
press conference is for all journalists.
• Be available so as not to give the
impression you are hiding something.
• Stay calm.
• Say if you are not authorised to respond
to questions, and read the communiqué.
Some rules of engagement with journalists:-

11. How to work well with the mass media:-
• provide regular information updates
• prepare pages of information and data
• do not speak in jargon or with
language that is too technical
• respect journalists' deadlines
• admit it if information is
not sufficiently reliable.
• always be polite;
avoid irony and humour

12. • reply to questions by journalists
as well as you can, but do not
stray from your principal objective
• do not pretend: if the question
is unclear, get it repeated
• offer facts, not opinions
• explain the context and the
relevance of your message
• record your pess conference
or take notes on it.
How to work well with the mass media:-

13. The press communiqué:-
• ensure that the subject is sufficiently
interesting to merit a communiqué
• do not refuse to give a copy of the
communiqué to any journalist who wants it:
this could seem like favouritism
or an attempt to hide something
• offer the communiqué to journalists who
(a) appear responsible and interested in
the matter, (b) are well connected to
the sectors of the general public that
you want your message to reach.

14. • do not write more than 2 pages
• use short paragraphs, do not use jargon
and avoid (or define) technical terms
• directly report what the authorities
are saying and name your sources
• in certain cases the communiqué
can be accompanied by audio or
video clips or by photographs.
The press communiqué:-

15. The form of the press communiqué:-
• date [hour] and place of issue
• source of the communiqué and
of the information it contains
• brief resumé: who? what? where?
when? to whom does it matter?
how? ...and perhaps also: why? .

16. • the text (maximum two pages)
• if it covers more than one page,
indicate at the end of p. 1 that
there is a continuation
• description of attachments
(if there are any)
• an word such as “END” to indicate
the end of the communiqué.
The form of the press communiqué:-

17. Information pages:-
• to offer some facts that help you
to explain the situation better
• can be prepared in advance and
reused on successive occasions
• should offer data, statistics, facts,
explanations of causes and mechanisms,
things to do to avoid damage and injury.