Police Management of the Media
Course Aims and Objectives:
- To provide an overview of the need for a clear media policy and strategies.
- To demonstrate the advantages of effective media engagement and training.
- To explain how to organise a press conference and prepare a press release.
- To explore the use of digital and social media.
- To provide an insight into how the international media operates in major emergencies and how to effectively control their demands for information.
On Site and Off Site (UAE and GCC)
Benefits of Attending: At the end of this course police officers should be able to:
- Recognise the importance of effectively managing a media response to an emergency.
- Organise and manage a press conference.
- Write a basic press release.
- Understand how to prepare key media messages.
- Describe the benefits of using digital and social media in community policing.
- Speak to the media with confidence.
Relevance to Abu Dhabi and its local environment and culture:
Abu Dhabi has well-established and professional media centres, with many international journalists based in the capital city and in Dubai. The UAE is regarded as a regional media hub and breaking news brings with it a substantial and 24-hour response. In today’s modern world of instant news and the demand for continuous and accurate information, it is important that police officers are well-trained to handle this demand, and have the confidence to manage the media response in a calm and sensitive manner. This course will provide an overview of how the international media operates, and how police officers can effectively cope with what can be a relentless demand for information.
References to established principles, best practices and international models and standards
The course draws on experience and best practice examples of engaging with local, national and international media from around the globe, and provides practical examples of how to avoid basic errors when dealing with live and pre-recorded broadcast media interviews.
a. Creating a Media Policy
- Defining ‘The Media’
- Purpose of a Media Policy
- Opportunities and Threats
- Fairness and Equality
- Requests for Interviews
- Proactive versus Reactive Approaches
- What can be Released?
- What must not be Released?
- Selection of Spokespersons
- Training of Spokespersons
b. Media and Communications Strategies
- Designed to meet Policing Situations
- Setting Clear Objectives
- Identification of Critical Issues and Threats
- Development of Key Messages and Delivery Options
- Preparing ‘Lines to Take’
- Identification of Controlled Video Footage for Release
c. Speaking to the Media
- Authority to Speak
- Personal Appearance, Demeanour and Language
- Live Broadcasts – Radio
- Live Broadcasts – Television
- Pre-Recorded Interviews
- On-Location Interviews
- Studio Interviews
- Preparing for Interviews
d. Appeals for Information
- When to Issue an Appeal
- Issuing a Press Release
- Setting the Purpose of an Appeal
- Format of an Appeal
- Use of Photographs and Images
- Descriptions and Details
- Contact Information
e. Press Conferences
- The purpose of a Press Conference
- Preparing for a Press Conference
- Checklist for setting up a Press Conference
- Creating a Press Kit
- Starting a Press Conference
- Running a Press Conference
- Making your Statement
f. Writing a Press Release
- The Purpose of a Press Release
- What, Where, When, Who, Why?
- Use of Templates
- Creating Headlines
- Key Facts and accuracy
- The Body of the Release
- The Summary
g. Key Corporate Media Messages
- Include Messages in all Media Opportunities
- Police are in your Community working hard to tackle Crime
- Crime Prevention is the Top Priority for the Police
- Police are here to help Tourists
- Police encourage Personal Responsibility
- Police respect People’s Rights
h. Digital and Social Media Engagement
- What is Digital Engagement?
- The Digital Engagement Landscape
- Principles of Police Engagement
- Case Studies
- Social Media Monitoring
- Risk Management and Mitigation
i. The Role of the Media in Emergencies
- Handling an International Media Response
- Media and Communications Strategy
- What the Media want to know
- Writing an Emergency Press Statement
- Managing the Release of Information – What to Release and When
- Media Assembly Areas/Briefing Points
- Organising an Emergency Press Conference
- Police Spokesperson/Media Liaison Officer
- Temporary Restricted Air Space/Air Exclusion Zones
- Joint/Multi-Agency Briefings
- Protecting Victims of Crises and Emergencies