The main points of the article are as follows:
- clearly tell the public what you know and what you do not know
- don't just keep adding to your story
- choose your words carefully
- acknowledge the emotional impact of the tragedy
- let people know how they can help
- pay attention to the images you use now and in the days ahead
- make sure the videos you air/publish serve a purpose
- don't over do it
- covering the injuries tactfully
- covering suspects as news unfolds
- take care of yourself
As mentioned before, the article was geared towards journalists; however, as Liz calls it, I put on my PR goggles and found how many of these tips would be beneficial for a PR person.
Whether in a press release or a press conference, a PR persons job is to inform the public on what is going on. The article reminds the reader not only to clearly tell the public what they know but also what they don't know. This not only makes you more credible by admitting you don't currently have all the facts, but it will also eliminate the chance of the media asking questions you don't know the answers to, and in turn having to answer with the dreaded words, "no comment" or "we don't know".
With stories such as the Boston Marathon bombings, it is likely that details will changed and be updated often. For example, the number of injuries, the death toll, and possible suspects or parties involved. The article says not to keep adding to online stories. While this can work occasionally, in this case it just doesn't. Important information can be pushed back as new details surface. At a certain point it will become necessary to send out a new press release or hold another press conference.
Choosing words carefully is obviously extremely important for a journalist. however, it is equally as important from a PR standpoint. As we saw in Obama's first press conference, he refrained from calling this tragedy an act of terrorism. This was done on purpose because he knew establishing this as terrorism would bring on an extreme emotional response. While this later changed once he had more details, it is a good example of choosing your words carefully.
In a tragedy such as this it is important in every aspect to acknowledge the emotional impact of the situation. People are already feeling sad and distressed after hearing about and even seeing images from something like what's happened in Boston. While you want to acknowledge this emotion, it is important to take time during a press release to point out the good things happening during a hard time, such as all the help from police, EMS, volunteers, and other runners.
In the wake of such a tragedy, many people's first reaction is to want to help. Remember to include ways for people to help such as where to send donations, or locations to go and donate blood, in a press conference or appropriate social media sites.
Covering suspects as news unfolds is something every outlet involved needs to be cautious about. Think back to the Sandy Hook shootings and how the first suspect they named wasn't the right person. That person will forever be tied to such a negative story. Earlier this afternoon it was announced that they were getting ready to arrest a suspect involved in the Boston Marathon bombings. Later on Boston Police Department tweeted that there in fact had not been any arrests made in the case. For the couple of hours that people had heard a suspect had been arrested, no names were ever given. The media is being extremely cautious as they cover potential suspects in this case.
While the job description is very different than that of a PR practitioner, in many instances they have to have a similar mindset and follow similar rules while dealing with tragedies like the Boston Marathon explosions.
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