Internal Communications

Media Attention Response

Keeping staff informed when an agency receives media attention helps them stay connected and 

knowledgeable about issues administration is either dealing with or promoting. Staff members who 

feel valued and part of a team are more likely to defend an agency and remain loyal. Reports of 

positive stories can be sent on a regular basis, usually by email with links to the articles. If 

Communications is aware that coverage of a proactive effort, such as an award or a new initiative, 

will be featured, information about the publication date or air date and time can be sent to staff 

in advance. If Communications is knowledgeable about an upcoming negative story, an informational 

email about the agency’s position on the content can provide staff with an alternative view to the 

media coverage. Public child welfare is fraught with grey areas and while caseworkers work hard to 

make good decisions, sometimes, disgruntled individuals take complaints to the media. An agency’s 

proactive media efforts may mitigate damage or even prevent these situations from resulting in a 

news story. Regardless, staff members need to know the agency is

supporting them by responding swiftly and appropriately.

 






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