Federal crash investigators say accidents generate so much media attention that they often find themselves competing with so-called "experts" for public credibility.
Blacklock's Reporter says an internal Transportation Safety Board memo urged staff to be prepared for heightened scrutiny at accident scenes.
“Accidents are news,” said the August 21 report. “Accidents attract a lot of attention from media outlets (original emphasis). The news cycle is 24/7.”
“The media relations team provides after hours coverage and is on standby to deployment if needed,” said the report Communications Branch: New Chair Briefing.
“Establish the Board as the lead organization and the lead source for information about the accident. If we don’t get out there, the media will find ‘experts’ to speculate.”
The memo emphasized the importance of maintaining the board’s “brand” and “reputation.” It stated that crash investigators must be trained to act as spokespeople who can effectively handle media inquiries.
The document outlined the board's mission as providing “communications leadership and expertise in promoting the Transportation Safety Board and its mandate.” It stressed the need to “give voice to the board and maintain our position as experts in transportation safety.”
Although the memo did not detail specific training measures, previous federal guidelines provide insight into how government spokespeople are expected to handle the press. A 2016 guide from the Department of Fisheries, released through Access To Information, included recommendations on facial expressions and body language.
“The world of newspapers, radio and television is a mystery to many people,” said the document Meeting The Media: A Guide For DFO Spokespersons. “It’s even more confusing today with the addition of web news services, blogs and growing international media focus on department activities.”
“Only a few gifted communicators can meet the media with little or no preparation,” it continued. “Department spokespersons cannot afford to take that chance. Spokespersons are always on their toes.”
The guide also provided practical advice on media engagement. “An audience can tell if you’re bored, upset or uncomfortable,” it said. “Try to remain as neutral as possible in your demeanour no matter how aggressive the questioning may become.”
“Slow down, as if you are addressing a classroom full of students,” it advised. “This deliberate pacing will help make the delivery clear and allow you time to think in complete and quotable sentences.”
Officials were also instructed to avoid certain behaviors on television. “Crossing your arms can appear defensive,” the guide stated. “Clenched jaws and darting eyes are a sign of nervousness. Exaggerated hand movements are a visual distraction. Loss of eye contact with the reporter shows discomfort.”
Other recommendations included “never run,” never speculate, never use jargon, “keep your cool,” make frequent use of the word “again” for emphasis, “never use the pronoun I,” and never trust a reporter who claimed they could keep a secret.