ERIC ED395164: Interfacing with External Organizations and the Public. MAS-128. Waste Isolation Division (WID). Management and Supervisor Training (MAST) Program.

33 Pages·1996·0.38 MB·English

by  ERIC

DOCUMENT RESUME
CE 071 587
ED 395 164
Interfacing with External Organizations and the
TITLE
Public. MAS-128. Waste Isolation Division (WID).
Management and Supervisor Training (MAST) Program.
Westinghouse Electric Corp., Carlsbad, NM.
INSTITUTION
Department of Energy, Washington, D.C.
SPONS AGENCY
PUB DATE
[96]
33p.; For related modules, see CE 071 569-588.
NOTE
Classroom Use
Instructional Materials (For
Guides
PUB TYPE
Learner) (051)
MF01/PCO2 Plus Postage.
EDRS PRICE
Adult Education; Behavioral Objectives; Case Studies;
DESCRIPTORS
*Communication Skills; Hazardous Materials;
Information Seeking; Learning Modules; *Management
Development; *Organizational Communication; *Public
Relations; Skill Development; Supervisor
Qualifications; Supervisory Methods; *Supervisory
Training; Vocational Education; *Waste Disposal
Freedom of Information Act; *Radioactive Wastes
IDENTIFIERS
ABSTRACT
This learning module, which is part of a management
and supervisor training program for managers and supervisors employed
at the Department of Energy's Waste Isolation Division, is designed
to prepare trainees to communicate effectively with external
organizations and the public. The following topics are covered in the
module's individual sections: media relations (including guidelines
for participating in television interviews); interfacing with the
public (including guidelines for communication with coworkers when
members of the public are present and communicating with legislators
and their staff members); requesting information under the Freedom of
Information Act; and participating in an audit conducted by the
Department of Energy or some other regulatory body. Each section
includes some or all.of the following: enabling objectives, an
exercise requiring trainees to evaluate a manager's effectiveness in
a given scenario, and lists of good practices and practices to avoid.
Contains eight references, a practice test and test answers. (MN)
***********************************************************************
Reproductions supplied by EDRS are the best that can be made
*
from the original document.
***********************************************************************
MAS - 12 8 Page 1
0
REV .
0
Waste Isolation Division
sr)
Management and Supervisor Training (MAST) Program
Ch
C.)
LT-1
U.S DEPARTMENT OF EDUCATION
OnceorEdemonwnesewnandirnmovernem
INTERFACING WITH EXTERNAL
1UCATIONAL RESOURCES INFORMATION
CENTER (ERIC)
ORGANIZATIONS AND THE PUBLIC
This document has been reproduced as
received from the person or organization
MAS-128
originating it
0 Minor changes have been made to
improve reproduction quality
Points of view or opinions stated in this
document do not necessarily represent
official OERI position or policy
This module was prepared by:
Date
Professional Development
Trainer
This module is approved for use.
Date
Manager, Human Resources
Development and Total Quality
Manager, External and
Date
Governmental Affairs
TRAINEE INFORMATION
Trainee Name:
Trainee SS#:
Date Module Started:
Last Possible ()Ate
For Completion of
Up
Module Examination:
9
BEST COPY AVAILABLE
\J
MAS - 12 8 - Page 2
0
REV .
TABLE OF CONTENTS
Introduction
3
A.
4
Media Relations
B
11
Interfacing with the Public
C.
18
Freedom of Information Act Requests
D
20
Conduct of Audits
E.
25
Conclusion
F.
26
Module References
G
27
Practice Test
H
MAS -128 -Page 3
REV. 0
A. INTRODUCTION
Terminal Objective
Upon completion of this module, the trainee will be able to
communicate effectively with external organizations and the
public.
Mastery of the terminal objective will be demonstrated by
scoring 80 percent or higher on the module examination.
Communicating with the public and external groups regarding the
Waste Isolation Pilot Plant (WIPP) is important to the success
We can demonstrate all the
of Waste Isolation Division (WID).
and over again;
proven technical aspects of the project over
yet, if the "outside world" does not understand what we are
doing, public support necessary for our success will not
This module will provide you with information
materialize.
useful in communicating effectively with external organizations
and the public.
MAS-128 -Page 4
REV. 0
B. MEDIA RELATIONS
Enabling Objectives
Upon completion of this section, the trainee will be able to
perform the following:
Identify media relations practices to avoid.
1.
Identify good media relations practices.
2.
Given an employee-manager scenario, evaluate the manager's
3.
effectiveness concerning media relations.
It is important for the WIPP to maintain good relations with
First, because the media has a profound
Why?
the media.
And public opinion has a big impact
impact on public opinion.
on decisions made by Congress and other groups that determirie
Second, we have a good story to tell.
the future of the WIPP.
We're working on a solution to an existing national problem
We need to make
(how to safely dispose of transuranic waste) .
sure our efforts are communicated to the public through the
media.
The prospect of a media interview can bring on a great deal of
Images of bright
anxiety for a typical supervisor or manager.
lights, cameras, microphones, and difficult questions come to
Encounters with the media, however, need not be feared.
mind.
Below are tips that will help you successfully manage your
encounters with the media.
PRACTICES TO AVOID
Failing to contact Media Relations before you meet with'
o
media representatives in a job-related capacity
You should coordinate all formal media communications
through Media Relations.
Becoming too informal with media representatives
o
Their job is to report, not to be your friend.
MAS-128 -Page 5
REV. 0
nuclear
Assuming that media representatives understand the
o
industry, its practices and associated terminology
Don't
possible.
PreSent your information as simply as
technical
force media representatives to translate obscure
that John Q.
terms and complex information into something
Help reporters to do their job by
Public can understand.
keeping information you provide as clear and simple as
This helps alleviate the possibility of errors
possible.
by a reporter.
Pressuring media representatives not to publish a story
o
This approach can turn an otherwise ordinary story into a
Furthermore, applying pressure to stop a
front-page story.
It is an affront to journalism's code
story seldom works.
of ethics and the First Amendment.
Publicly disagreeing with a negative report in the media
o
This can keep public attention focused on the negative
It is usually best to let negative stories fade
issue.
into the past and to focus on moving forward in a positive
direction, generating favorable stories.
Arguing with a media representative
o
Stay
Arguing doesn't get you anything, even if you "win."
assertive and upbeat, even when faced with an aggressive
Emphasize positive
Avoid getting defensive.
audience.
facts instead of telling someone why their position is
wrong.
Allowing your personal feelings to enter into an interview
situation
There may be occasions when you do not fully agree with a
Interviews are
decision made by senior management.
definitely not the arena in which to air such differences
Keep information you provide in interviews
of opinion.
factual.
GOOD MEDIA PRACTICES
Coordinate requests for interviews with Media Relations
If called at work by a media representative requesting an
interview on a WIPP topic, instruct the person to
coordinate the interview through Media Relations.
MAS - 12 8 Page 6
0
REV .
Respond quickly to requests for information
o
You may be asked by Media Relations to assist in providing
If you are, respond quickly.
information to the media.
Providing accurate
Reporters have deadlines to meet.
information quickly is one of the best ways to earn a
reporter's gratitude and respect.
This also helps in
minimizing one-sided, unbalanced stories.
Identify your audience
o
This is one of the first steps to take prior to any
Determine media
communication transaction.
representatives' level of understanding of your topic.
Identify topics likely to come up and have pertinent facts
o
and information ready
Study, practice, and use techniques that help get ideas
o
across in interviews such as the following:
Using short sentences
o
Repeating key phrases
o
Avoiding "no comment" answers
o
Using examples and analogies
o
Media Relations can help you prepare these "mini messages."
Use "I"-statements if you have responsibility for the topic
o
under discussion; then reporters will recognize that you
know what you're talking about
For example, "I managed that project and I..."
Remember that there are some questions that you should not
o
answer
If asked a question about something outside your area of
responsibility, respond by saying something like, "I'm not
the best person to answer that question," or "I'd rather
not speculate," or "It is not appropriate for us to discuss
matters which are the subject of a lawsuit," etc.
Persistent media persons may continue to press you for the
They may use one of the following strategies:
iilformation.
Getting angry (or at least pretending to be angry)
o
Bluffing: "Opposition group XYZ says that..."
o
Asking the same question in different ways
o
MAS -128 - Page 7
REV. 0
In each of these instances, keep returning to your key
message and, if necessary, remind the reporter why you
would rather not divulge the information.
Provide handouts which summarize key points, especially
o
when complicated, technical, or financial data is involved
Remember the basic guideline presented in MAS-106,
Communications: It is the sender's responsibility to ensure
that the receiver has gotten the message.
In this case,
the receiver is the media representative.
Handouts and
memorandums can help media representatives understand what
you said and accurately report the facts.
When possible, have a fellow employee accompany you to
o
interviews
The employee can act as a "helper," listening to what you
say and clarifying when needed.
Helpers should use phrases
such as, "Let me add to that" and avoid phrases such as,
"That's not right."
Remember that it is not the job of a media representative
o
to write positive stories about the WIPP
The job of a news representative is to provide information
to the public
from more than one angle.
A quote from
Kent MacDougall, an expert on news media coverage of
business, helps illustrate this point:
Business and the news media must also recognize that
some
tension, even conflict, is inherent in business-media
relations.
Expecting total harmony between the two is
as undesirable as it is unrealistic.
In a pluralistic
society, business and the media serve different
functions.
Business produces goods and services and
provides jobs.
The media have a public responsibility to make sure.
business acts responsibly.
Be honest
We, as representatives of the WIPP, have an obligation to
make sure information we provide to the public is true.
If you are asked a question that you can't answer, don't
try to "fake it"
Tell the media representative that you don't know but
you
will find out the answer.
Then provide the answer at your
earliest opportunity.
Don't stonewall.
But remember: most
media persons have unforgiving deadlines which must be
met.
MAS-128-Page*8
REV. 0
Redirect media representatives who use leading questions
For instance, a reporter may ask, "Haven't you had five
roof falls at the WIPP since 1990?" (yes) "Well then how
if' the roofs are falling in?"
can you say the WIPP is safe
A
(now you will be back to defending the WIPP again).
better response to give after the first question ("Haven't
first
you had...") is to say something like, "The WIPP is a
We've been conducting
of a kind experimental program.
experiments in the underground to monitor salt creep rates.
Some of the rooms used in these experimental operations
were purposely heated and left unsupported by roof bolts.
The roof falls were planned, monitored, and evaluated..."
Maintain control over your emotions
Reporters may write or say things that you don't agree
If they do, it is best to keep your emoticins in
with.
If you don't, you'll probably regret it later.
The
check.
media loves to report stories involving angry exchanges.
Don't vent your anger on reporters
Get angry in private.
or editors.
If you don't want something reported in the news, don't say
it
There's no such thing as "off the record" or "just between
you and me."
TV INTERVIEWS
TV interviews can be tough because you must concentrate on what
How you act, the tone of your
you say and how you say it.
voice, the clothing you wear, and the setting of the interview
The following tips will help you project a
are all important.
positive image and enhance your credibility.
Choose the proper setting for the interview
o
Make sure the area is large enough to accommodate the
camera operators, lighting, and reporters.
Try to keep your nonverbal behavior natural
Audiences will regard you as credible and authentic if your
facial expressions reflect what is appropriate for the
topic being discussed.
MAS -128 -Page 9
REV. 0
What you wear reflects on you
o
According to public relations expert Ed Shiller, "Neatness
It is difficult to regard
and cleanliness are essential.
someone who wears wrinkled trousers or skirts, has ring
around the collar and frayed lapels as authoritative,
knowledgeable and truthful..."
Direct your answers and comments to the interviewer, not
o
the camera
Think of the camera as a third party who is eavesdropping
on the conversation between you and the interviewer.
Don't begin your comments for the camera until you are
o
completely ready
Wait until your eyes have adjusted to the light; rapid
blinking or squinting in the face of camera lights will
distract the. audience away from your spoken message.
And
don't feel compelled to answer a question until you are
The time you spend
comfortable with your answer.
considering questions and silently formulating answers will
almost always be edited out for broadcast purposes.
Keep gestures and movements to a minimum
o
The challenge is to stay relaxed and minimize your
During a normal TV interview, the camera is
movements.
focused on your upper body only.
This tends to amplify
your movements.
Therefore, it is best to emulate TV
newscasters and remain largely motionless.
If seated at a desk, sit up straight, lean slightly
forward, and rest your forearms on the desktop
Avoid sitting on the edge of your chair as this will make
you appear stiff and nervous.
If you don't know what to do
with your hands, clasp them.
Keep both of your feet
resting in a comfortable position flat on the floor.
This
pose will help you remain still and appear confident,
controlled, and alert.
If your desk looks disorderly, clean it up
o
Put sensitive and confidential documents away
o
If you're sitting somewhere without a desk or table between
o
you and the camera, cross your legs
This is a modest pose which will help you to sit upright
without looking awkward.