Internet and radio leading sources of information in a crisis

The internet has emerged as the leading source of information during cyclone Carlos with radio a close second, a survey has recently found.


The survey, conducted by Darwin PR agency Creative Territory after Cyclone Carlos last month, found 75 per cent of people turned to the internet for information and that even more would do so in the future.

The rise of mobile internet devices including smart phones and iPads, means people use the internet and social media to get information even during power blackouts.

Creative Territory managing director Tracy Jones said social media and the internet have sped up the news cycle as well as allowing people to participate in discussions.

“Traditional media outlets that do not extend their offering into social media are in danger of lagging behind,” she said.

“ABC and the NT News did this really well dutring Cyclone Carlos and were rewarded with a high level of trust among residents."

The survey was conducted among 227 people in the weeks following the cyclone and found:

• People who felt the least informed were less likely to listen to ABC Radio and Internet and more likely to watch TV.
• People who followed Twitter felt the most informed.
• People who lost telephone services felt the least informed.
• In the future, people would switch to radio if they lost power for extended periods, although a large number of people would remain connected to the internet and social media via mobile devices.

  Tracy said the survey offered lessons to responders in future emergencies.

 

The survey results will be presented at a forum hosted by the Public Relations Institute of Australia and the Australian Marketing Institute in Darwin this week. The even will also feature experts from the Bureau of Meteorology, NT Police, ABC and Darwin International Airport.

 

When: Thursday 31 March, 12noon to 2pm

Where: Vibe Hotel, 7 Kitchener Drive, Darwin Waterfront NT

Cost: PRIA and AMI members $45

Non-members $55

 

Register online here.

 

It's time to fight the spin.

By Tracy Jones

There’s nothing like a bit of “spin” to excite the media and the Opposition.

But is the Government’s investment in public relations really throwing money down the drain as today’s Northern Territory News suggests?

The News revealed $9 million of taxpayer money was being spent in marketing and communication units across Government.

When the uninformed call marketing and communications professionals “Spin Doctors” and question our value to society, we need to remind them of the difference these disciplines make to everyday lives.

Imagine where we would be if no-one ever “spun” the horror of AIDS?

I remember when AIDS first came to light in the eighties and the panic and uncertainty that took hold as people began to realise there was a new and vicious disease emerging in the world.

While the medical community fought the disease with research and pills, another weapon was unleashed - public relations.

The "Grim Reaper" advertising was highly controversial. People were shocked by the rawness of the message. But it did work. It made us sit up and think. And take notice. And act.

Yes, AIDS remains a terrible disease and - like most diseases that take hold - seems to be taking the worst toll in developing communities without access to the medical assistance, the drugs and (dare I say) the public relations channels of more affluent countries. PR did make a difference - a big difference - to the impact of AIDS in our community.

Every single day the Government sends us messages about issues we need to know about.

Just this week we’ve been informed about the availability of dozens of jobs, free dietary advice for healthy living, free business events, how to save energy, a car park closure, how to become a foster parent, joining the Youth Round Table, volunteering to help out at the museum and ways to get into home ownership if I am on a low income. And that’s just in the NT News.

That doesn’t count the websites, newsletters, meetings, mailouts and direct contact undertaken by Government every day.

Government has a duty to inform its citizens about these issues. It has a responsibility to undertake social marketing in the areas of community health and welfare, road safety and substance abuse. It’s hardly surprising that the Department of Health and Families is the biggest spender in this regard – I’d be affronted if they were not.

Marketing and public relations play an important part in our community. These activities raise money for important medical research, convince us to donate blood, warn us about the risks of travelling to certain countries, show us why we should report suspected child abuse and help us make choices that will change our lives.

One of the key roles that often comes under attack is that of the press secretary. But let’s not undervalue the role of the press secretary in helping Ministers and Opposition members contribute to public debate. And seriously …. I’d love to see how newsrooms would get their stories without the work of the much-maligned media minder.

There’s no doubt there are some questionable pieces of “marketing” that make us wonder about the appropriateness of Government spending our money on them. Rather than tarring all PR and marketing activity with the same well-spun brush, it would be far better to question the value of individual activities.

Is your story REALLY a story?

Posted by Lisa Banks

Have you ever wondered why your story never gets run in the media?

While your media release may seem fascinating to you, ask yourself this question: “Would I run this as a story if I was a journalist?”.

Every year we take a survey of what makes news in The Northern Territory News for two consecutive months. The results of this survey are never surprising. News values have remained the same for as long as we can remember.

The top three news angles of our survey can be used as a practical guide for your business.

1.Impact: If your story is about a big event or is something that impacts a lot of people, then you should focus on this in your media release. A quarter of stories had an impact angle so it is more than likely that your media release will be picked up if your story impacts on people.

2. Human interest: If your story appeals to people on an emotional level, your media release needs to follow a human interest angle. 15 per cent of stories in The Northern Territory News followed this. If your media release is something that you honestly were so excited about that you couldn’t wait to tell your friends about at after work drinks, you’ve hit the human interest jackpot.

3. Great photos: 12% of the articles we looked at had great photos. Photographs add an extra dimension to a news story. Remember, a picture paints 1000 words. Be specific about what photo opportunities exist and make sure the journalist is aware of them.

Other news angles that have always been popular in media coverage include:

Local news: Most regional and local newspapers have a policy that local content comes first.

Timeliness: Is it happening today, tomorrow or yesterday? If it happened last week it’s no longer news and if it’s happening next month it’s probably too early for a story.

Conflict: Is there a major disagreement or conflict? Even better, is it between two people or parties who are supposed to agree with each other?

Fame: Famous people only have to go on a diet to be news.

Topical: There are some issues that people just want to keep talking about. When something is topical, just about anyone can make the news if they offer an opinion.

Novelty: Scary ghosts, singing dogs, walking fish, swimming babies and male beauty queens will always be news.

First and Last: The biggest, smallest, best, worst, newest, oldest, tallest, shortest, longest, most, least, fastest and the slowest.

Our survey provides a great starting point for the business community and a lot can be learnt about writing for the media through looking at what gets run in the newspaper. When you write your next media release, take the time to ask yourself “Would I find this an interesting story? Or is my ‘news’ not news at all?”.