17. LGOM 017 – Media Procedures

Issues Management – When is It Appropriate for SLSQ Members to Comment to the Media

It is a priority for all surf lifesaving personnel to fully appreciate the magnitude of their responses to media enquiries. An appropriate chain of communication has been established to deal with issues as they arise.

While general guidelines for media activity have been set out below in order for Lifeguard Supervisor and Lifeguards to continually enhance the reputation of our valuable community service, there are a number of important guidelines that should dictate when and where it is appropriate for comment from any representative of Surf Life Saving Queensland.

As SLSQ’s representatives on the ‘front line’, from time to time lifeguards will be called upon to act as media spokespeople for various topics. These might include, but are not limited to:

• Beach/surf conditions.
• Rescues or other incidents (e.g. shark/crocodile sightings) that you have been involved in, or that occurred on the beach you were patrolling or supervising
• General safety messages (e.g. holiday safety).
• A beach-related drowning death
  

Lifeguards should be aware that there is never an obligation to speak to the media and there are certain protocols relative to any dealings with the media that need to be followed and are listed below. There is also not an obligation to answer all questions.

Always remember that any comment made by an individual lifeguard in uniform can be assumed as the overall position of SLSQ.

Never say anything to a journalist or media representative that you wouldn’t want to read on the front page of the newspaper the following morning.

Some of the guiding principles which operational heads of SLSQ should use as a checklist when dealing with the media include:

• Only agree to an interview after you have contacted the Media and Communications Team or they have asked you.
  This is a critical step so that all parties are clear on the key messages to be delivered as well as informed of the situation at hand.
  

• Only comment on issues that specifically relate to surf lifesaving.
  As representatives of SLSQ, individuals should always be mindful that there will continue to be underlying issues relative to the beach and because of our strong association with it, we will nearly always be asked for comment.
  The main priority for lifeguards remains – we save lives and continue to strive towards our ultimate goal of ‘Zero preventable deaths in Queensland public waters.’ If questioning is not in line with this, then we have no responsibility to comment.

• In any circumstances where a perceived unlawful situation arises on the beach during patrols, it is only our position to monitor and then call the relevant authorities (i.e. local police). These authorities have greater powers with respect to the law and again our priority remains to ensure beach-goers remain safe and swimming between the red and yellow flags.
• If questions relate to anything outside normal patrol duties, please refer any media queries to your regional Lifeguard Supervisor and the SLSQ Media Unit, but we are not obliged to comment.
• Speak with sincerity and conversational language. Be clear about our safety messages.
• Including not swimming at unpatrolled beaches or outside patrol hours and, as such, should not comment “that did not happen on our watch.” However, at the discretion of the Lifeguard Supervisor or the SLSQ Media Unit, it may sometimes be appropriate to give a general comment on our surf safety reminders. In almost all situations relating to beach activity, SLSQ is prepared to offer input into discussions with other agencies, with a clear directive of suggesting improvements that may assist our own capabilities in saving lives on the beach.
• You are a walking billboard for Surf Life Saving Queensland*
• As a charity, SLSQ aligns itself closely with its corporate partners and similarly is always looking to establish close ties with fellow emergency service providers and associated local, State and Federal Government agencies. Through association, when we make comment to media relative to the various issues we are faced with each day, lifeguards must ask themselves: Is there any potential ramifications for our associated bodies from what I say? SLSQ boasts harmonious relationships with many and varied partners and agencies.
• SLSQ is an emergency service provider, a charity organisation, a community service provider, an educational institution and a high-level sporting organisation. All these variables contribute to our overriding reputation as the peak beach safety and rescue authority. Boasting such diversity means lifeguards must always be mindful of how comments to the media will affect the organisation as a whole, including our own strategic partnerships with corporate and government agencies.
• Be mindful of comments made on social media, which can also have wide-reaching impacts on the organisation. Be aware that comments made on social media channels can also be reflected back upon the organisation, and even potentially picked up and reported by media. As a general rule of thumb, you should not post any comments online that you wouldn’t want reported and attributed to you and this organisation in the news. It’s a good idea to familiarise yourself with SLSQ’s Social Media and Online Communication Policy, which outlines appropriate standards of online behaviour and conduct for members and staff alike.
• If speaking about a deceased person or a person involved in a rescue, remember to think of their dignity and privacy i.e. do not include details on the vulnerable position they may have been in.

If in doubt contact the appropriate people. If you have a concern or query please relay these through to the SLSQ Media Unit via Surfcom SLSQ’s media team is on-call on weekends to assist with any issues or enquiries.

Communication Chain – Responding to Media Inquiries

This chain will remain the same for all reactive responses to media inquiries about incidents in the patrol area or in the region (rescues, first aid treatments, safety warnings, beach visitations, etc).

South-East Queensland (Including Sunshine Coast)

1. Incident occurs
2. Lifeguard is informed
3. Lifeguard advises State Communication Centre and Lifeguard Supervisor
   LGS advises HOLO & MTCLG advises others (e.g. council)
4. Lifeguard supervisor or Head of Lifeguard Operations makes media comment (or MT if necessary).
   

North Queensland, North Barrier and Wide Bay Capricorn

1. Incident occurs
2. Lifeguard is informed
3. Lifeguard advises Lifeguard Supervisor LGS advises RM, MT (e.g. Council)
4. Lifeguard Supervisor or Regional Manager makes media comment
   

(Note – the CGM or MT will appoint appropriate spokesperson if the issue is serious – such as a drowning. The lifeguard or lifeguard supervisor may comment if the issue relates specifically to their beach – such as a rescue, first aid, shark sighting, marine sting, etc. – and the Head of Lifeguard Operations d or Regional Manager has approved).

General Media Guidelines

• Lifeguards are to speak with their Lifeguard Supervisor and SLSQ’s media team BEFORE making any comments to the media, or partaking in a photoshoot for media.
• Lifeguards may be appointed by their Supervisor to make comments on local conditions, issues, rescue, safety warnings and any other specified topics. It is important that our Lifeguards are recognised for their achievements, so publicising these actions is vital!
• If there is any doubt with the media relations, please contact your Lifeguard Supervisor, Regional Manager, the Head of Lifeguard Operations or Media Team.
• SLSQ asks Lifeguards to keep their media content to local issues and key messages only, and ask that they do not comment on any issue that relates to SLSQ policy or procedures or that which impacts on the entire State. This should be referred to the Lifeguard Supervisor or Regional Manager.
• With specific reference to issues management please refer to item one of this document and if there is any doubt please contact the MCE.
• SLSQ encourages Lifeguards to obtain media support for their local activities and events.
• Lifeguards may speak on local issues, such as a rescue at their beach, local fundraiser, etc. It is important that our Lifeguards are recognised for their achievements, so publicising these actions is vital!
• Please contact your relevant Lifeguard Supervisor immediately when a major incident occurs in your region – regardless of time or day – e.g. A drowning; mass rescue; major marine sting, etc.
• The Lifeguard Supervisor will inform all necessary people (Media and Public Affairs Manager, Councils, Operations Manager, Lifeguard Supervisors, etc.).
• The media is a powerful tool. Lifeguards should never use the media to argue a position with SLSQ or their Branch. If there is an issue that you want to resolve, please discuss with the appropriate personnel.
• Be aware that issues are not only generated by media. When an incident occurs in your area (e.g. drowning; RWC injury; etc.) contact SurfCom or your Lifeguard Supervisor before the media contacts you – this way we can be proactive in our dealings with them.
• Always contact your Lifeguard Supervisor or Regional Manager when “critical issues” (eg. member protection, insurances, legal issues, etc.) emerge. That way we can prepare before the media is aware of the situation.
• The SLSQ Media Unit may appoint specific spokespeople on some issues. Lifeguard Supervisors and Regional Managers may be used in regional areas to provide comment on specific issues that affect services.
• While it can be difficult to assess a situation (particularly sensitive issues) and media can be quite demanding, please try to be considerate and polite to all who contact you. They are unaware of what constraints you are under and it is likewise when you are talking to them.
• When dealing with persistent media, please be considerate and polite – even if they are pushing you for comment.
• Never say “No comment”. This only makes the media more interested in finding information. Instead, use the phrase “I am unable to comment on this issue, but I will introduce you to our Lifeguard Supervisor who will be able to assist you”.
• Do not, under any circumstances, criticise any media if they do not wish to pursue proactive stories.
• It is really important to promote the positives of our service – remember to also report any incidents that are good news (e.g. rescues). We can positively promote this and recognise your achievements.
• We must also be proactive with media when we can demonstrate our authority in aquatic safety by providing surf/beach reports, safety warnings, etc. to beach goers through the media. This is encouraged!
• At all times, please observe the following guidelines:
  • Don’t give names of patients
  • Don’t exaggerate the incident
  • Don’t give your opinion
  • Don’t criticise Surf Life Saving Queensland or any other Clubs/Branches/Members, any council or local authority, lifeguards, members or staff of other organisations, or other services.
• The media unit is always willing to assist with the promotion of all lifeguard activities. SLSQ can offer advice and point you in the right direction to optimise lifeguard-specific good news stories. In some circumstances the story may very well have state-wide significance in which case media personnel can provide total support of the initiative.

Media Contacts

Below are the contact details for the SLSQ media and lifesaving operations department. If you are unable to contact the people below refer to the Lifeguard Service Contact list located in section LGOM 001 – Introduction.

The ALSQ operates in an environment which is prone to the occurrence of traumatic events. These can include many types of incidents both at the beach/lagoon and within the surrounding areas. Lifeguards may experience many different reactions to these events, and the ALSQ offers support to lifeguards to ensure they are looked after in a fair and reasonable manner.

Social Media and Online Communications Policy