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Communication in crises and media : press coverage on mine accidents

The pervasiveness of landmines in Croatia is a crisis of drastic proportions and demands more effective communication from the media to the public. Due to human and economic losses in many dramatic incidents before and after the Croatian War of Independence, mine accidents are, according to the theory of communication in crises (Banks, 2005), taking dimensions of a social and economic catastrophe. Informing the public about mine accidents is an extremely important ethical, moral and social problem from the aspect of both journalists and those who organize mine policy action. Public Relations (PR) services have an extremely important role in the process ; however, in order for the media to effectively perform their social responsibility, the PR services must work diligently before, during, and after the crises (Novak, 2001). This paper presents a quantitative analysis of the articles (total number, n=85) on mine accidents published in daily newspapers for the period 2007 through 2008. The analysis categorizes newspapers according to national (altogether 4 newspapers) and regional reach (6). The aim of the research was to collect information on how the mine problem in Croatia is being monitored based on several different parameters: the continuity of interest in the topic, the amount of detail provided in each article, the use of sources, and the disclosure of victims’ identities. The purpose of this study intends to contribute to the creation of a more rapid response PR service that could communicate more effectively with the media in crises situations related to mine accidents. The results of the analysis indicate that informing the public about mine accidents is insufficient. Too often the media focus on a particular incident rather than the problem at large. News coverage lasts only a day or two before interest subsides. More than half of the press titles cite anonymous sources. Graphics used in the articles are modest and unattractive and mostly limited to photographs of the place where the mine accident occurred. The identity of the mine victim is, in most cases, revealed. Based on the research we conclude that the collaboration between the mine action profession and the media must be better organized and more professional in order to ensure that the range of mine-related topics covered is broadened and that the information provided is both robust and disseminated rapidly. Not only would this end the practice of providing abbreviated, routine reports, but would also have a positive effect on the communicational contribution of the press in promoting safe behavior in mine-affected areas.

communication in crises ; the mine problem ; media ; mine accidents ; sources of information ; PR services

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