For example, back up what you are trying to communicate with good graphical material or position papers. Keep your message simple with an eye on the need for a sound bite. The same is true with Congress. Contact the session moderator, Kathleen Gohn, for a book list on communicating with the media. Communicating risk and mitigation needs to the public is difficult as they are in denial until the disaster actually impacts them.
Reporters fear being accused of rumor mongering and fanning the flames.
Feed the press information and try to tie it to real people. Write Op Ed pieces to influence decisionmakers and the press. Editors drive story selection.