Media Strategy

How to overcome risks of public exposure

One of the main risks SAIs face when engaging with the media is distortion of their message, which can ultimately lead to the erosion of their reputation. Although it is very difficult to eliminate such risk, SAIs can implement several strategies to improve communication with the media and avoid such misinterpretations. Following are some examples.

  • When holding media bootcamps, strict conditions must be set to ensure that the audit report remains confidential before it is officially released. SAIs may have to ban electronic communication devices and cell phones from the event, allow entry only to accredited journalists, or even ask them to sign confidentiality agreements.
  • When delivering media briefings and reports, they should already be published on the SAI website, because that is the primary and fundamental source of official and evidence-based information.
  • When giving interviews, specific questions will be asked of which one must be aware. SAI representatives in charge of providing official comments must keep in mind that they are speaking on behalf of the institution. It is therefore critical to avoid personal opinions and stick to audit findings and evidence from audit reports.

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