As hurricane season kicks off this June, communities across the U.S. are once again bracing for the possibility of severe storms. With climate-driven disasters becoming more frequent and intense – especially amid ongoing administrative havoc – the risk of widespread disruption looms large not just for vulnerable communities, but for the journalists who live and work among them.
Organizations that need to engage with the media in the wake of a natural disaster should do so with sensitivity and situational awareness. It’s important to remember these reporters may be navigating personal loss, power outages or evacuation orders – all while trying to do their jobs. Our colleagues at Health Media Insights have outlined the following tips on how to reach out mindfully during any crisis:
Know your reporters: Before conducting any media outreach, ensure you know where the reporters on your list are based. If any are located in an affected area, check their social media to see if they are pausing their coverage for an extended period or still accepting pitches. Consider starting any outreach with a human touch by expressing your hope they are ok.
Clarity is key: In times of crisis, it’s especially important to keep your pitches clear and concise. This will help reporters grasp the key points without needing clarification or sifting through extraneous details, making their job easier.
Be flexible: Understand reporters impacted by these tragedies will have unpredictable schedules and may be hard to reach. Be flexible and accommodating with timing and deadlines, and offer to reschedule any upcoming interviews you may have on the books with them.
Share resources: Provide additional resources that might be helpful to reporters. This could include access to spokespeople and subject matter experts, data or background information that can support their reporting and reduce their research burden.
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