Media Simulation

The media are an important element in any crisis or emergency. The Risk Communication staff at Argonne National Laboratory can quickly and realistically simulate print and broadcast coverage for any project. From individual story simulation to anchor desk re-creation to full multi-team media field coverage, the Risk Communication group has many years of actual newsroom experience to meet your needs.

Exercise Simulation—The Mock Media

Media simulation (or "mock media") is a crucial element of any crisis exercise. Mock media work for the exercise directors and simulate the real-world media. Their job is to test the emergency information response capabilities of participating organizations by simulating local, state, regional, national, and international broadcast and print news media. Their exercise assignment is to cover the “story” as if it were a real event by gathering information and producing real-time print and broadcast stories on the basis of what they learn. This gives exercise participants the opportunity to respond in a controlled environment where those responses can be assessed. It also provides a valuable training experience for players.

Sample News Media Simulation Stories

Who Are Mock Media? The mock media consist of three components:

1. Field reporters, videographers, and photographers who represent media outlets that could quickly be on the scene and interact face-to-face with players;
2. Reporters who represent local, state, national, and international media via phone calls to players from an exercise control center; and, in some exercises; and
3. Off-site reporters who represent wire services and/or out-of-state media outlets via phone calls to players from remote locations.

The mock media field teams wear badges clearly showing them as “Mock Media,” and all phone calls are identified as “test exercise messages.” The mock media reporters are former journalists and public affairs professionals with real-world experience in covering breaking news stories and in disseminating emergency public information. The knowledge and style of mock media reporters vary, as is the case with the real media. Differences depend on individual interview styles; knowledge of the topic and the community; and the amount, consistency, and timeliness of information provided by players. Through the nature of their questions and the content of their news stories, reporters will show players whether the information they are providing and their responses to inquiries are accurate, adequate, responsive, timely, and understandable.

What Do Mock Media Do? All mock media reporters make inquiries on the basis of exercise play as it evolves. Mock media phone calls are also made from the exercise control center on the basis of written injects prepared in advance in coordination with the exercise controllers. The mock media begin making inquiries as soon as they receive an indication that an incident has happened, like the sounding of sirens or the receipt of an Emergency Alert System message. The field teams travel to locations such as the scene of the incident, decontamination sites, shelters, hospitals, emergency operations centers, emergency management agency offices, and Joint Information Centers to interact in person with players for information, video, and photographs.

Mock media reporters produce broadcast and print news stories throughout the exercise that are injected into play to let players know what the media would be telling the public about the emergency. When appropriate, the stories point out gaps, inconsistencies, and confusion in information provided by the players. This gives players and organizations the opportunity to recognize the need for corrections, clarifications, or additional information. The mock media never make up information or intentionally include erroneous information in their stories (unless the original source for the information is the players themselves). News conferences, briefings, and on-camera interviews often simulate “live” broadcasts.

What Information Do Mock Media Use? During an exercise, the mock media use any information that is available to the public. While most inquiries pertain to the scenario, mock media reporters also ask about other relevant and related topics in the news, just as the real media would. For example, general terrorism and security concerns and historic safety records would all be issues the mock media might draw from to ask questions in the context of the current event.

The mock media do not use “inside” information that they may have as a result of their work in preparing for the exercise if that information is not known to the public. In making inquiries, the mock media use only phone numbers that are available to the public and/or the news media, unless special arrangements have been made ahead of time to use other phone numbers. During an exercise, mock media reporters make inquiries using phone numbers that are not normally available to the public if those phone numbers have been provided by players during the course of exercise play.

Do Mock Media Know the Scenario? The mock media try to limit their knowledge of the scenario in advance of an exercise. A mock media representative attends exercise planning meetings and works with the exercise directors and the jurisdiction's trusted agents to ensure that the mock media will be able to realistically represent media coverage and reach as many field play locations as possible (within resource, travel, and time restrictions). The representative also reviews the pre-scripted written injects to make sure they are realistic. The other members of the mock media team are not aware of the scenario, and the only information they use during the exercise is what they learn from players. Reporters use the information from players as the basis for the questions they ask and the stories they produce.

Interacting with the Mock Media

Do Mock Media Play in Front of Real Media? Mock media do not interact with players or produce stories in front of the real media. This ensures that exercise activities remain in a controlled environment and do not become material for real media coverage. All parties involved in the exercise should cooperate and share information to avoid mock media activities in the presence of real media. To the extent possible, the mock media coordinate their field schedules with media escorts and controllers. When the real media are present, the mock media will either wait for the reporters to leave or return to the location at a later time.

How Are Mock Media Contacted? Phone numbers for the mock media are included in a player directory. During the exercise, reporters may provide additional phone numbers to players for use in contacting the mock media. A toll-free fax number is provided for written news releases, media bulletins, and other information that players would typically provide to the news media. If a player is unable to reach a particular reporter, the player should contact a mock media representative in the exercise control center. The representative will get the information to the reporter.

How Are Mock Media Stories Disseminated? Argonne Risk Communication has a Web site (password-protected) that is used to post print and broadcast news stories (including video and audio clips) for access by all players. Print news stories—including written summaries of broadcast interviews, news conferences, and briefings—also are faxed to players at participating jurisdictions. If a jurisdiction or office does not receive mock media news stories early in the exercise, a mock media representative in the exercise control center should be contacted. Players can also use the Web site to post emergency information for the mock media and for jurisdictions that are part of the Joint Information System.

What Is the Mock Media's Post-Exercise Role? At the conclusion of the exercise, the mock media team provides observations and documentation to assist in the evaluation process, including timelines, accomplishments of note, recurring problems, and examples of events that may signify trends. If players would like direct feedback, from the mock media perspective, about overall emergency information play, arrangements can be made during the exercise planning process, with the concurrence of the exercise directors.