Case Study

The relationship between an agency and the media is important to ensure that a strong flow of information is maintained during a crisis.

However, an agency must maintain control over the information released and the methods used to provide a consistent and effective message. This is important in ensuring that the public maintains their trust and faith in the agency.

One of the best ways to make sure this occurs is through a strong standard operating procedure that focuses on information release and media relations.

Develop a two- to three-page standard operating procedure regarding media interaction and information sharing.

At a minimum, ensure that the following items are addressed in a professional manner (not just bulleted items):

1. Who will serve as the public information officer? Address any secondary points of contact.

2. What information can and cannot be released? Consider the implications of HIPAA and potential ongoing investigations.

3. What methods of media will be used? If social media is used, what information will be shared and who is responsible for the content?