Putting the public in public relations

[Warren Toda]

Almost two weeks ago, there was a shooting in Toronto that left two dead and two dozen others injured. As you might imagine, a lot of news media were at the scene covering the story non-stop.

Well, the city of Toronto has finally sprung into action to help area residents.

Help them prevent another shooting?

Nope.

Help them survive any future invasion of the news media. Toronto is giving area residents lessons in media relations.

The city feels people need to learn how to stay on topic and how to "protect their message" when being interviewed. A city councillor said, “If the mayor has a media coach, why shouldn’t residents?”

Of course, if people could talk directly with city politicians, (and the politicians bothered to listen and act), it wouldn't be necessary for folks to go through the media. But that's probably too much to ask.

Sure, for most people, being swarmed by reporters, TV cameras and handsome photographers can be both overwhelming and a nuisance. Not to mention having some news media plodding across your front lawn, backyard, driveway and front steps.

But it appears that they're giving lessons to the wrong group. It's the media that need an education on "public relations".

The day after the shooting, reporters' questions included the classic "how do you feel...?"; the always-popular "are you related to either of the dead?"; the crowd-pleasing "can you point to where the girl died?"; and of course, "are any of you victims? I need to speak with victims."

This is certainly not a Toronto-only media issue as it seems to exist in many other cities. For example, watch the coverage from the shooting in Aurora, USA.

And you wonder why some folks have a low opinion of the news media.



Photographers should know the NPPA's code of ethics including:

Treat all subjects with respect and dignity. Give special consideration to vulnerable subjects and compassion to victims of crime or tragedy. Intrude on private moments of grief only when the public has an overriding and justifiable need to see.

Think of this as the "do no harm" clause.