Module 2.

2 Managing Media Relations

MANAGING MEDIA
RELATIONS
 Module 2.2 Managing Media Relations

LESSON GOAL

This lesson aims to enhance the

participants’ understanding on how to properly
manage the media without compromising the
whole process of police work.
 Module 2.2 Managing Media Relations

LESSON OBJECTIVES

After this lesson, the participants will be able to:

• Define Accredited Media, Crisis, Emergency,

Limit of Disclosure, Media, Media relation,
News, News Media Representative, Press
Release, Public Information, Public Information
Officer and Spokesperson;
 Module 2.2 Managing Media Relations

LESSON OBJECTIVES

• Identify the two (2) General Categories of

media and their roles;
• Understand the Four (4) Qualities of a Reporter.
• State the Proper Decorum In Dealing with the
Media and Distinguish the DOs and DON’Ts in
PNP Media Policy;
 Module 2.2 Managing Media Relations

LESSON OBJECTIVES

• Discuss the PNP Media Policy on Releasing

Information;
• Enumerate the procedures on how to handle
Media in times of Crisis and cite the three (3)
Crisis Communication Strategies; and
• Make a press release and Identify News of
Value and Newsworthy events.
 Module 2.2 Managing Media Relations

SEQUENCE OF PRESENTATION

• Definition of Terms
• General Categories of Media
• Roles of Media
• Qualities of a Reporter
• Proper Decorum in dealing with the Media
• The DOs and DON’Ts in PNP Media Policy
 Module 2.2 Managing Media Relations

SEQUENCE OF PRESENTATION

• PNP Media Policy on Releasing Information

• Procedures on how to handle Media in times of
Crisis
• Crisis Communication Strategies
• How to make a Press Release
 Module 2.2 Managing Media Relations

DEFINITION OF TERMS

• Accredited Media - a media representative duly

recognized by the PNP , through the PIO.

• Crisis - a crucial or decisive point or situation in

the course of anything.
- an unstable condition, as in political,
social, or economic affairs, involving an abrupt
or decisive change.
 Module 2.2 Managing Media Relations

DEFINITION OF TERMS

• Emergency - a serious situation or occurrence that

happens unexpectedly and demands immediate
action.

• Limit of Disclosure - applies only to limits set by legal

requirements. (Status of Police Operation)

• Media - used as medium to deliver information and

connects us to others.
 Module 2.2 Managing Media Relations

DEFINITION OF TERMS

• Media relation
- how the police deal and interact with members
of the working press and how the media
respond to them.
- maintaining meaningful relationship with the
media.
 Module 2.2 Managing Media Relations

DEFINITION OF TERMS

• News
- reporting of current events by the mass media.
- must have broad interest due to news values
such as impact, timeliness and revelation (is
there significant new information, previously
unknown?).
 Module 2.2 Managing Media Relations

DEFINITION OF TERMS

• Public Information
- information that may be of interest to the
general public about policy, procedures and
events involving the PNP.
- newsworthy information that is not legally
protected.
 Module 2.2 Managing Media Relations

DEFINITION OF TERMS

• Public Information
- does not unduly interfere with the mission of
the PNP, on-going investigation, infringe upon
the rights of an individual or compromise the
legitimate safety and/or privacy interests of
officers, victims, witnesses or others.
 Module 2.2 Managing Media Relations

DEFINITION OF TERMS

• Public Information Officer (PIO)

- the official authority who serves as a central
source of information for release by the PNP.
- responds to requests for information by the
news media and the community.
 Module 2.2 Managing Media Relations

DEFINITION OF TERMS

• Spokesperson
- the officially-designated authority who acts as
the mouthpiece of the PNP.
- usually speaks in behalf of the C, PNP.

The public information officer also usually

becomes the spokesperson.
Module 2.2 Managing Media Relations

GENERAL CATEGORIES OF MEDIA

A. Print Media
B. Electronic Media
1. Radio
2. Television
3. Internet
Module 2.2 Managing Media Relations

ROLES OF THE MEDIA

A. Inform the public

B. Public service
C. Educate
D. Entertain
E. Make Money
F. Mandate
Module 2.2 Managing Media Relations

UNDERSTANDING SOME OF
THE QUALITIES OF A REPORTER

A.Skeptic
B.Arrogant
C.Strained
D.Competitive
Module 2.2 Managing Media Relations

PROPER DECORUM IN
DEALING WITH THE MEDIA

• Never, ever lie.

• Don’t speculate.
• Don’t argue.
• Talk only about what you know.
• “No comment” doesn’t work.
• Be yourself.
• Don’t get angry.
Module 2.2 Managing Media Relations

PROPER DECORUM IN
DEALING WITH THE MEDIA

• Listen, pause, think, then answer.

• Look at the reporter, not the camera.
• Talk only what you know.
• Maintain control.
• Be sincere.
• Keep Cool.
• Always accentuate the positive.
 Module 2.2 Managing Media Relations

DOs AND DON’Ts IN

PNP MEDIA POLICY
A. The DOs in PNP Media Policy:

• Immediate conduct of Press Conference after a major

accomplishment or significant incident.
• Media access to Police Blotter;
• Wearing of Proper Uniform during TV Interviews; and
• Inclusion of Public Affairs Group in Times of Crisis
situations.
 Module 2.2 Managing Media Relations

DOs AND DON’Ts IN

PNP MEDIA POLICY
B. The DON’Ts in PNP Media Policy:

• Non-Presentation of suspects in a “Firing line”;

• No Access of Media to Crisis/Conflict Area; and
• No live coverage of Actual situations.
Module 2.2 Managing Media Relations

Non-Presentation of suspects
in a “Firing line”
Module 2.2 Managing Media Relations

No Access of Media to
Crisis/Conflict Area
Module 2.2 Managing Media Relations

No live coverage of
Actual Situations
 Module 2.2 Managing Media Relations

PNP MEDIA POLICY ON

RELEASING INFORMATION
RA 9344 - all records and proceedings
involving CICL from initial contact until final
disposition of the case shall be considered
privileged and confidential
- public shall be excluded during
the proceedings and the records shall not be
disclosed directly or indirectly to anyone
 Module 2.2 Managing Media Relations

PNP MEDIA POLICY ON

RELEASING INFORMATION
RA 8505 - at any stage of the investigation,
prosecution and trial of a complaint for rape, the
police officer, the prosecutor, the court and its
officers, as well as the parties to the complaint
shall recognize the right to privacy of the
offended party and the accused.
 Module 2.2 Managing Media Relations

PNP MEDIA POLICY ON

RELEASING INFORMATION
RA 8505 - the name and personal
circumstances of the offended party and/or the
accused, or any other information tending to
establish their identities, and such
circumstances or information on the complaint
shall not be disclosed to the public.
 Module 2.2 Managing Media Relations

PNP MEDIA POLICY ON

RELEASING INFORMATION

On Investigative Information, the following

MAY BE RELEASED:

• type or nature of an event or crime;

• location, date and time, injuries sustained, damages
and a general description of how the incident
occurred;
• type and quantity of property taken;
 Module 2.2 Managing Media Relations

PNP MEDIA POLICY ON

RELEASING INFORMATION

On Investigative Information, the

following MAY BE RELEASED:

• identity and address of a victim EXCEPT for sex

crime victims and in cases where reprisals or
intimidation may be employed;
• requests for aid in locating evidence, a complainant
or a suspect;
 Module 2.2 Managing Media Relations

PNP MEDIA POLICY ON

RELEASING INFORMATION
On Investigative Information, the following
MAY BE RELEASED:

• number of offices or people involved in an event or

investigation and duration of the investigation;
• name of Investigator-On-Case, his supervisor and
division or unit assignment EXCEPT the name of the
undercover officers.
 Module 2.2 Managing Media Relations

PNP MEDIA POLICY ON

RELEASING INFORMATION
On Investigative Information, the following
MAY NOT be released UNLESS AUTHORIZED
by the unit commander:

• identity of a suspect prior to arrest;

• Identity of any victim of a sex crime;
• Identity of victims or witnesses;
 Module 2.2 Managing Media Relations

PNP MEDIA POLICY ON

RELEASING INFORMATION

On Investigative Information, the following

MAY NOT be released UNLESS AUTHORIZED
by the unit commander:

• identity of any juvenile who is a suspect or defendant

in a case;
• identity of any critically injured or deceased person
prior to notification of next of kin;
 Module 2.2 Managing Media Relations

PNP MEDIA POLICY ON

RELEASING INFORMATION
On Investigative Information, the following
MAY NOT be released UNLESS AUTHORIZED
by the unit commander:

• results of any investigative procedure;

• information that may interfere with the investigation
or arrest of suspects;
 Module 2.2 Managing Media Relations

PNP MEDIA POLICY ON

RELEASING INFORMATION
On Investigative Information, the following
MAY NOT be released UNLESS AUTHORIZED
by the unit commander:

• information that may be of evidentiary value in

criminal proceedings;
• specific cause of death;
• home address or telephone number of any member
of the department.
Module 2.2 Managing Media Relations

PNP MEDIA POLICY ON

RELEASING INFORMATION
On Criminal matters:

• extend utmost courtesy to the media at crime

scenes;
• may allow closer access of media and their
equipment;
• in hostage and barricaded situations, a preliminary
press area shall be designated;
 Module 2.2 Managing Media Relations

PNP MEDIA POLICY ON

RELEASING INFORMATION
On Criminal matters:

• in cases where a suicide or suspected suicide has

occurred, only factual information may be released to
media;
• the name, age, address, sex and occupation of the
victim may be released;
 Module 2.2 Managing Media Relations

PNP MEDIA POLICY ON

RELEASING INFORMATION
On Criminal matters:

• the fact that there is suicide note, may be revealed to

the media BUT without further comment;
• the content of suicide note is personal and
confidential and SHALL NOT be released except as
provided by law;
 Module 2.2 Managing Media Relations

PNP MEDIA POLICY ON

RELEASING INFORMATION
On Criminal matters:

• suspects or accused persons in custody SHALL NOT

be posed for photographs, telecasts or interviews, nor
shall police personnel pose with them;
• pictures of criminals/suspects may be released to
media; and
 Module 2.2 Managing Media Relations

PNP MEDIA POLICY ON

RELEASING INFORMATION
On Criminal matters:

• no departmental photographs, mug shots, videotape,

film or composites of suspects in custody shall be
released to media unless authorized by the unit
commander.
 Module 2.2 Managing Media Relations

PNP MEDIA POLICY ON

RELEASING INFORMATION
On SOCO matters:

• the media shall NOT be allowed access to any area

or scene of an incident or crime where there is a
possibility that evidence may be damaged, altered,
destroyed or otherwise prejudiced by its existence
being published or portrayed;
 Module 2.2 Managing Media Relations

PNP MEDIA POLICY ON

RELEASING INFORMATION
On SOCO matters

• when SOCO operatives have finished processing the

crime scene and have secured all evidences,
members of the news media may be allowed to enter
the area and take footages/photographs of the scene
upon permission of the SOCO team leader;
 Module 2.2 Managing Media Relations

PNP MEDIA POLICY ON

RELEASING INFORMATION
On SOCO matters:

• recovered/collected items/evidences may be

presented to the news media;
• on private property, photography, film or videotape
recording must require the permission of the owner or
his representative;
 Module 2.2 Managing Media Relations

PNP MEDIA POLICY ON

RELEASING INFORMATION
On SOCO matters:

• information such as type and quantity of property

taken during robbery incidents may be released at
crime scenes but beyond that, the SOCO/first
responders/investigators must avoid giving premature
information that may affect the result of the
investigation.
 Module 2.2 Managing Media Relations

PNP MEDIA POLICY ON

RELEASING INFORMATION
During Crises or Emergencies:

• it is the primary responsibility of the PNP to

inform the public of the situation without releasing
significant/alarming details to avoid jeopardizing the
on-going efforts at managing the crisis or emergency
situation.
 Module 2.2 Managing Media Relations

HANDLING MEDIA
IN TIMES OF CRISIS
Procedures:
• Set up a safe area for the media;
• Initially, issue a prepared statement;
• Set the “rules of the coverage”;
• Constantly update the media;
• Advise media prior to firing gas;
• Advice media personnel on the use of their lights;
 Module 2.2 Managing Media Relations

HANDLING MEDIA
IN TIMES OF CRISIS
Procedures:
• Confine statement to general description of what was
destroyed;
• Eliminate obstacles whenever possible;
• Have needed records available, if possible;
• Don’t play favourites;
 Module 2.2 Managing Media Relations

HANDLING MEDIA
IN TIMES OF CRISIS
Procedures:
• As much as possible, never officially judge the mental
condition of the suspect;
• Any tactical moves you are planning to take should
be confidential; and
• The identity of the suspects or the hostages should
be confidential until after the operation is concluded.
Module 2.2 Managing Media Relations

CRISIS COMMUNICATION
STRATEGIES
• Stonewall
• Manage the issue
• Open Communication Policy

Remember: “A story honestly told, while it is

embarrassing, is less damaging than a cover-
up version.”
 Module 2.2 Managing Media Relations

HOW TO MAKE A PRESS RELEASE

Purposes of Press Release:
• used to announce an event;
• used as a hand out;
• used as a position paper; and
• used to educate the media about a topic.
Module 2.2 Managing Media Relations

HOW TO MAKE A PRESS RELEASE

The ABC of News writing

• Accuracy
• Brevity
• Clarity
Module 2.2 Managing Media Relations

HOW TO MAKE A PRESS RELEASE

• DON’T WRITE “8:00 O’CLOCK,”

• 8:00 IS READ AS EIGHT O’CLOCK.
• JUST WRITE 8:00 AM/PM, OR
• 8 O’CLOCK AM/PM.
Module 2.2 Managing Media Relations

HOW TO MAKE A PRESS RELEASE

Facts of the Story

• Who?
• What?
• When?
• Where?
• Why?
• How?
 Module 2.2 Managing Media Relations

HOW TO MAKE A PRESS RELEASE

Pyramid structure

• in police report, it should begin on the time and date of

incident
• followed by other cardinal points of investigation or in a
chronological or sequential manner
 Module 2.2 Managing Media Relations

HOW TO MAKE A PRESS RELEASE

Inverted pyramid structure

• in news report writing, put the most interesting

information first (lead story)
• followed by the chronology of event
• catch the attention of the reader of what the report is all
about
Module 2.2 Managing Media Relations

THE INVERTED PYRAMID

Most interesting information first

(The Lead Story)

Important Details
5 W’s & 1 H

Other Gen.
Info
 Module 2.2 Managing Media Relations

HOW TO MAKE A PRESS RELEASE

News Values

• Impact
• Proximity
• Timeliness
• Prominence
 Module 2.2 Managing Media Relations

HOW TO MAKE A PRESS RELEASE

News Values

• Novelty
• Relevance
• Usefulness
• Human interest
 Module 2.2 Managing Media Relations

HOW TO MAKE A PRESS RELEASE

The newsworthy events

• Major accomplishment
• New anti- crime campaign, major operations
• Crime incidents
• Reorganization, new leaders
 Module 2.2 Managing Media Relations

HOW TO MAKE A PRESS RELEASE

The newsworthy events

• Ceremonies
• Spending/Appropriations
• Irregularity, scandal, misconduct
• Action taken on an issue
Module 2.2 Managing Media Relations

QUESTIONS???
 Module 2.2 Managing Media Relations

Summary

• The terms Accredited Media, Crisis, Emergency,

Limit of Disclosure, Media, Media relation,
News, News Media Representative, Press
Release, Public Information, Public Information
Officer and Spokesperson were properly
defined.
 Module 2.2 Managing Media Relations

Summary

• The Categories of Media and their Roles were

identified and the Qualities of a Reporter were
also identified.

• The Proper Decorum in dealing with the Media

were enumerated and the DOs and DON’Ts in
PNP Media Policy were distinguished.
 Module 2.2 Managing Media Relations

Summary

• The PNP Media Policy on Releasing Information

were discussed.

• The Procedures in Handling the Media in times

of Crises or Emergencies were enumerated and
the Communication Strategies were stated.

• How to make a press release were thoroughly

discussed.