Media interviews on disaster risk – practical tips
Timely, coordinated communication during disasters is essential to protect lives and guide public action. All organisations involved in emergency response—government agencies, humanitarian organisations, the Red Cross and Red Crescent Movement, UN agencies, and civil society partners—may be called upon to communicate with the public and the media during crises. In many contexts, these actors are trusted sources of information and play a critical role in shaping public understanding and behaviour.
When response actors delay engaging with the media, information vacuums can emerge—spaces where rumours, speculation, and misinformation spread quickly. The following good practices support effective media engagement before and during emergencies, helping ensure that accurate, actionable information reaches people when it is needed most.
1. Before a crisis: Laying the ground work
Establish standard operating procedures (SOPs) that clearly define:
Who is authorized to speak to the media
Approval processes for public statements across channels (press, web, social media)
Internal coordination mechanisms across ministries and agencies
Media monitoring and misinformation response protocols
2. During a crisis: communicate clearly, credibly, and often
- Keep messages simple and actionable
Keep messages simple and actionable
Stress reduces people's ability to process information. Use short sentences, plain language, and clear calls to action.
Avoid technical terms and acronyms whenever possible. If they must be used, explain them simply. Whenever possible, support messages with visuals such as maps, infographics or timelines.
- Prepare a short soundbite
Prepare a short soundbite
Broadcast media often use soundbites of 7–15 seconds. Your core message should be deliverable in one or two sentences (around 30 words) and answer:
- What is happening?
- What should people do?
- Why does it matter now?
- Repeat the core message across channels
Repeat the core message across channels
Consistency builds trust. Use the same key messages in:
- Press releases
- Media briefings and interviews
- Social media posts and short videos
- Communicate under uncertainty
Communicate under uncertainty
Do not wait until all facts are confirmed before engaging with the media. Early, transparent communication helps manage expectations and limits speculation.
Acknowledge what is known, what is still unclear, and when updates will follow. For example:
- “Here’s what we know at this moment…”
- “We are working to confirm details and will update you by [time].”
- “This is a fast-moving situation, and we will continue sharing verified information as it becomes available.”
Being open about uncertainty strengthens credibility and reduces the risk of rumours filling the gaps.
- Acknowledge emotions and show empathy
Acknowledge emotions and show empathy
In crises, people want to feel seen and understood—not just informed. Acknowledge fear, frustration, or grief alongside factual updates.
- “We know many families are frightened and worried right now.”
- “Our thoughts are with those affected by today’s events.”
Empathy humanises the response and reinforces trust.
- Pair fear with agency
Pair fear with agency
Be honest about risks, but avoid leaving people feeling powerless. Always pair risk information with clear, achievable actions.
For example:
“We understand people are concerned about rising water levels. That’s why we’re urging those in low-lying areas to move to shelters now, while roads remain accessible.”
This approach supports calm, constructive action rather than panic.
- Warn the public about harmful information
Warn the public about harmful information
Research shows that prebunking—warning people about misinformation before it spreads—reduces its impact.
Proactively alert audiences to common false claims and repeat where to find verified information:
“During emergencies, false information can spread quickly. Please rely on official government channels for accurate updates.”
Regularly point people to trusted websites, verified social media accounts, and official hotlines.
- Prepare for difficult questions
Prepare for difficult questions
Anticipate challenging media questions and prepare responses in advance. Common questions include:
- Who is in charge?
- What went wrong?
- Why wasn't this prevented?
- What happens next?
- Were there warnings?
Ensure all spokespersons are briefed with shared talking points to avoid mixed messages.
- Stay on message
Stay on message
When questions go off-topic or information is still emerging, use bridging statements to redirect:
- “That’s an important question, and what we can say right now is…”
- “Before we go there, let’s focus on what people need to know immediately.”
- “We’re still confirming details. Here’s what’s essential at this moment.”
Redirect calmly and confidently—without becoming defensive.
- Use social media as both a dissemination and media amplification channel
Use social media as both a dissemination and media amplification channel
Social media is not only a direct channel to the public—it is also a key source for journalists.
Short, clear video statements from official spokespersons can be quickly shared, embedded in news coverage, and replayed across broadcast and digital platforms. When done well, these clips help ensure that accurate messages travel faster than misinformation.
Good practice includes:
- Short video or audio statements (30–60 seconds) from trusted officials
- Pinned posts highlighting key actions and verified updates
- Consistent hashtags and visuals across platforms
- Rapid amplification of official messages during peak attention moments
Monitoring social media in real time also helps identify emerging questions, rumours, or misinformation—allowing authorities to respond before false narratives take hold.