News Management of Influenza Outbreak

News Management of Influenza extravasation1. EXECUTIVE SUMMARY2.0 NEWS MANAGEMENTThe media is facing increasing cart and demands from the human race for timely and varied intelligence stories in diverse angles. Media agencies be correspondking above alto collarher to be the one-stop conduit of selective information for their audiences and the understanding of these air pickleureures and angles nates help organizations to not only cope with media attention barely to as healthful turn it to its advantage.News anxiety according to Underwood (2010) is the process by which organizations attempt to take see of the flow of countersign to the media and setting the schedule for the media. The media leave alone always want to set the agenda- which is what they consider as intelligence operationworthy. Organizations, ranging from businesses to policy-making institutions any(prenominal) leverage this tactic to either establish a haughty temperament or demoralize creati on interrogation in its activities. This is make by heart of issuing of press unblocks, holding press conferences and staging terminations which is in like manner very(prenominal) powerful as a strategy to bewitch the media in its coverage.News agencies ar considered to act as gatekeepers by seeking events and delimitate stories. The defining of stories that are newfoundsworthy or not is fathere through a set of criteria c anyed news values (Underwood, 2010). News value, as a criterion helps determine what makes a story and alike, can make into the news. The pick of news events is determined by the creation of reality through choices of journalists tie in to their professional standards and what a journalist or editor considers an event is what they see to be an event and can make the news. For example, the opening of a multinational bank lead make a potential news dot than the same bank hiring new executives. Organisations can play the media at their bear game th rough news values. For example, a political government choosing to enunciate details of an embarrassing report on the same day a latest report of an arrest of a corrupt official or an pandemic volcanic eruption is announced. The arrest and pestilent issue may barrack the medias angle and consequently rendering the report overlooked.News do itment deep down the scene of political organisations is seen as a practical root word for governments and political actors to use the media in furthering their political goals. According to Pfetsch (1999), a point selection and shaping of news is dependent on the institution, political and media context of a country. With political organizations objective of controlling information on the public agenda, through shaping media coverage makes news way an important factor. policy-making actors use news management as a way to manage contingencies, considering instances when the media is fed with information and the organisation still has n o power to control the primary(prenominal) news coverage.Framing and Spin-control are some of the strategies political organisations hire to control information. Framing as a structure of meaning and definition is seen to be connected to message contents, the media and the situation at hand (Klandermans, 1988). Spin-controlling is overly a technique that is employed by political organisations in news management to fix results from happenings and to manage expectations of events about to happen (Bruce, 1992). This technique is use by organisations to stress more on features that is attractive to the tar reduce media and likewise avoid the features that are considered undesirable. For example, during election night news coverage, defeats in elections are interpreted as victories in front of television cameras.A natural example of a spin was the news during the September 11th dry land Trade Center came f aloneing and Jo Moore sent Stephen Byers (Secretary of State for Transport, Local disposal and Regions) her boss a memo proposing its now a very good day to get out anything we want to bury. Councillors expenses? Unfortunately, the memo got leaked and she was reprimanded by her boss and there was a media onslaught and outrage. But on her part, it was a cynical spin which suggests she was able to divert attention on the honorable event that has happened (Sparrow, 2001).Every organisation is potential for media scrutiny and needs to be prepared any time. Organisations always strive for brand recognition and reputation building through activities using public dealing and advertising strategies however, the medias coverage during any event can be unsatisfactory. Therefore, when a crisis event hit an organisation, it isnt difficult to see the media coming to knock on the door gait to seek stories that are newsworthy.Organisations ultimate goal in news management should be to influence by each(prenominal) means possible what kind of news should appear in t he media in any situation. Kotoka International Airport (KIA) has hit by a strain of influenza computer virus, has its image to protect in this crisis and as an organisation, it can only influence media coverage through setting the agenda for the media through an effective news management strategy.2.0 INTRODUCTIONAn epidemic outbreak believed to be an influenza virus has come to the notice of the management at the Kotoka International Airport (KIA) in gold coast. Several cases have been account within the last 3 hours and seven-spot people including three children are now hospitalized and one passenger reported dead from the influenza virus but in another country.The KIA is an aerodrome that has facilities and offers services in line with international standards. KIA has seen more than 2.6 million passengers in 2013. The recent reported a case on the passenger who died of the epidemic was reported to have been on a trip to Thailand.The international airport has structured standar d procedures to handle and protect the lives of passengers through its Emergency health check Services (EMS) but the media in Ghana is criticising KIA on its poor cleansing routines and hygienic practices in controlling the epidemic so far.As the media relations officer of KIA, this strategic plan is devised to manage the news and also counteract any media onslaught concerning the influenza epidemic.2.1 AimThe aim of this plan is to get the public informed about the influenza outbreak, can safety movements at the airport and to also assure the public with the trust and confidence of pose the crisis under control. The plan also seeks to counteract any form of media scrutiny and protect the reputation of the KIA.2.3 ObjectivesThe side by side(p) are the objectives of the strategic media planTo effect confidence to travellers at the KIA and how management is working effectively to keep the outbreak under control within 72 hours.To inform and communicate facts on the outbreak and minimize rumours originally the end of the second day.To promote a positive understanding of the epidemic response, mitigation and control programs in calculate by the end of 48 hours time.To maintain confidence and order in the safety and operations at KIA by the end of the week.3.0 THE CRISIS COMMUNICATION aggroup (CCT)In the development and execution of a strategic plan, the first step is the creation of a team who forget plan the response and provide the media with all details pertaining to the influenza outbreak at KIA. All the employees get out be informed with measures on the influenza epidemic but classical not to respond to any media enquiries. The CCT exit include the followingi. manager of AirportsThe Director of Airports is Dr Gani and has been serving in that office for 15 years with bulky experience and grappleledge on the business at the KIA. He will be in authority to direct, control and coordinate the overall management of the epidemic crisis. He will wo rk closely with his deputy in to oversee all measures put in place to control the epidemic and also manage all the section/team heads.ii. Health and sentry duty DirectorMrs Ganira as the director will be playing a very important role. She will be responsible for coordinating all health and safety functions during this emergency at KIA. She will coordinate with all departments and provide messages and information regarding safety conditions to help minimize the outbreak. She will also coordinate with health services for emergency responses and quarantining of touch passengers.iii. Public entropy Officer (PIO)Miss Claudia will be responsible for managing all media enquiries and assists in the preparation and dissemination of information and brief the media before a press conference. Supervise and monitor all information for accuracy and consistency before being discharged into the public domain via the media. She will prepare the vocalization for any press conference or interviews and also train him on regular basis. She will be in-charge of the Media development Centre (MIC).Chief of operationsMr Saah will lead the operations section in the development and implementation of the health standard measures. He will ensure the planning and logistics functions foul at KIA. He will support the MIC with operational information. He will name the deployment and runs of each team and also someone to keep a log on all activities throughout.3.1 DESIGNATED SPOKESPERSONIn considering someone as the spokesperson for the team, factors considered include someone who is a real communicator, has a safe public figure and the media are familiar with and can convey straight and important messages to the media and public. With such qualities, no other person can lodge in that other than Mr Godwin, who is the Deputy Director of Airports. With his vast experience in his erstwhile(prenominal) work history as the director of operations for the Ministry of Health, he suits the invest to be the spokesperson for the crisis team.3.2 TIPS FOR THE SPOKESPERSONEvery spokesperson is expected to fill out or possess some characteristics to be able to engage and enforce the media to the organisations advantage. The following tips are considered and followed to gain some form of representation from the media.He must know the policies of KIA and be informed thoroughly on any current information before engaged by the media.Show empathy with those affected but not using words like we regret which ability make it look like a lawsuit.During interviews or Press conferences When reporters or journalists put up ragy questions to him, he must answer them but will bridge them to the key messages he wants to convey.Must avoid No comment phrase. He will need to avoid replying questions with that phrase he do not want to answer. Appropriate answers can be, I dont have that information with me now. May I research it and get back to you?And avoid using jargons or acronyms wh en speaking with news reporters and stick to the facts.4.0 KEY MESSAGESThe key messages play a very important brass during crisis communication. They need to be few in number, short and concise to the public through the media. Other factors considered for key messages include giving positive action steps, not speculating, use of pronouns and cut-to-the-chase. The message map below shows the key messages to be used.Table 1 Message map for the influenza pandemic crisis5.0 strategical MEDIA CHANNELSMedia agencies are every time seeking above all to be their audiences avenue for information and make it important for the organization to concern its needs. It is imperative for organizations to establish positive relationships with the news media to help build confederacy during any situation.KIA has built a positive relationship with key news media agencies in the capital. Therefore during this crisis, KIAs goal is to be accurate, timely and reliable with its news coverage. There are a wide range of useable media dividing lines KIA can employ to disseminate and engage the media to go on its audience. However, the advantage will depend on the unique and best conduit for widest possible audience. The following will be considered by KIA.5.1 Press ConferenceThe first action to be taken when KIA has news on the influenza strain within 1 hour to 2 hours is to extend an invitation to media representatives (See Appendix A for Ghanas media) to attend a press conference. This will help date KIA with an authoritative image and with a credible message during the crisis. To do this, the press statements will be brief, true, and accurate. As first official information, the key messages will include elements like expression of concern for passengers welfare, corroborate facts and action steps, the process, commitment statement and where to go for more information and the spokesperson will stay on the key messages throughout.5.2 WebsiteThe next within the 2 hour period of the crisis it to create a crisis summon on KIAs official website and updates will be continuing on any new development on the epidemic at the airport.5.3 Press release indoors 3 to 5 hours period, possible topics would have been identified and press release sent to both the traditional and social media. They will include facts on the epidemic at KIA, and will stay on the key messages 1, 2 and 3. A media kit will be included with detail facts sheets on the crisis at KIA.5.4 Social MediaConsidered as the fastest and uncontrolled channels for information travel, KIA will engage the public through key social networking sites Facebook and Twitter. YouTube channel will also be used for broadcasting the information on the epidemic.All key messages will be tweeted practically as well as images posted. This will help inform and give details on the epidemic at KIA and users can also engage with the team to know how the crisis is being controlled. Continues updating will be done.Facebook em ailprotectedTwitter emailprotected and all posts will start with a hash tag ().Example kiainfluenza5.5 wirelessSince intercommunicatecommunication listening is one of the most listened media outlets, KIA will leverage this tool to reach the wider public through news shows and live talk shows within 42 hours of the crisis. Talk radio will provide KIA an opportunity to speak forthwith on important health messages and share the actions KIA is taking to protect passengers and the fan out of the influenza epidemic in the region. (see Appendix B for list of radio stations KIA will be hosted on)6.0 MONITORING INFORMATION FLOWIt is unfavourable to monitor the news on both the traditional media and social media to identify and rectify rumours or misleading reportage. KIA will establish a Media Information Centre (MIC) to function as a central point for all epidemic-related communications and queries from the media. The MIC will serve as the media-monitoring office to monitor all news a nd make immediate responses.AppendicesAppendix AGhanas MediaGhanas media enjoys a high degree of media sinlessdom and thus can pose a threat to organizations during a crisis event. They are free to criticise authorities without fear with a lively press and an often phone-in programs on many radio stations. Radio is the most popular strong point with over 200 stations and many of them based in the main cities. The State-run media is the Ghana Broadcasting Corporation (GBC). The key media will be listed for the intent of the planSource BBC (2013)Appendix BSchedule for Talk Radio showsReferencesBRUCE, B., 1992. Images of Power. London Kogan Page.Ghana profile, 2013. News Africa online Available on http//www.bbc.co.uk/news/world-africa-13433793 Accessed on 6 January 2015KLANDERMANS, B., 1988. The Formation and Mobilization of Consensus. In Nandermans, B., Kriesi Hans Peter, Tarrow Sidney (ed.), International Social course Research (Vol. 1, pp. 173-198).PFETSCH, B., 1999. Government news management Strategic communication in comparative perspective. online Available on https//www.econstor.eu/dspace/bitstream/10419/49821/1/30895761X.pdf Accessed on 6 January 2015SPARROW, A. 2001. Sept. 11 A good day to bury bad news. online Available on http//www.telegraph.co.uk/news/uknews/1358985/Sept-11-a-good-day-to-bury-bad-news.html Accessed on 6 January 2015UNDERWOOD, M. 2010. News Management. online Available on http//www.cultsock.org/index.php?page=media/setorder.html Accessed on 6 January 2015