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Homeland Securityand the Media
Homeland Security and the Homeland Security and the MediaMedia
Homeland Security and Homeland Security and the Mediathe Media
Air Force Public Affairs
• Telling the Air Force story is a force multiplier that creates virtual force projection and presence around the world.
• Public Affairs delivers candid and timely counsel and guidance to commanders on decisions that affect the Air Force’s ability to accomplish its mission
AFI 35-101
Homeland Security and Homeland Security and the Mediathe Media
Army Public Affairs
• Fundamental tool of competent leadership• Critical element of effective battle command• Essential part of mission accomplishment
AR 46-1, Public Affairs Operations
Homeland Security and Homeland Security and the Mediathe Media
“Every senior leader must set the example by taking a proactive rather than reactive approach to dealing with the media.”
General Dennis Reimer Former Army Chief of Staff
The Media is our partner in a free and open democracy
Homeland Security and the Homeland Security and the MediaMedia
“It is a newspaper’s duty to print the news and raise hell.”
Anonymous
Homeland Security and Homeland Security and the Mediathe Media
Reactive Posture– Hurricane Katrina
Homeland Security and Homeland Security and the Mediathe Media
Proactive Posture– Vigilant Guard
– Planning– Coordination– Training– Access
Homeland Security and Homeland Security and the Mediathe Media
You can tell your story…
…or someone else will.
Who will get to Mom first?
Whom do the American people trust?
Homeland Security and the Homeland Security and the MediaMedia
17 19
5465
Homeland Security and Homeland Security and the Mediathe Media
It’s YOUR interview.
Do it YOUR way.
Homeland Security and Homeland Security and the Mediathe Media
SECURITY – Force/Information Protection
ACCURACY – Facts, not conjecture
PROPRIETY – Ethics, good taste
POLICY – Guidance, SOPs
Guidelines For Release of Information (SAPP)
Homeland Security and Homeland Security and the Mediathe Media
Command Messages
• Short statements that convey information about your organization; key phrases that you want the public to remember
• Have 3-5 command messages prepared to insert into your comments as you are being interviewed
Homeland Security and Homeland Security and the Mediathe Media
Utah Guard Command Messages
• The Utah National Guard protects the homeland here at home and overseas.
• We are present here in a supporting role and answer to the governor, our commander in chief.
• The versatility of the Guard makes it uniquely qualified to fulfill this mission
Homeland Security and Homeland Security and the Mediathe Media
Conveying Command Messages
• General to Specific: Our primary mission in the Guard is to protect the homeland. My unit does this by doing A, B, and C.
• Specific to General: My unit does A, B, and C. This supports our primary mission to protect the homeland.
Homeland Security and Homeland Security and the Mediathe Media
In all dealings with the media:
• Do be professional
• Do speak on the record
• Do discuss only those things for which you have responsibility or recognized expertise
Homeland Security and Homeland Security and the Mediathe Media
In all dealings with the media (continued):
• Don’t speculate or respond to “What if?
• Don’t say it if you don’t want it on the news
• Avoid exact numbers: “Approximately…”
Homeland Security and Homeland Security and the Mediathe Media
Media Interview Tips
1. Stay in your lane. Defer questions outside your area of responsibility to the PAO, who will
arrange an interview with at subject-matter expert.
2. You are in control of the interview. Think before you answer. Take the time you need. Restate your response if necessary.
Homeland Security and Homeland Security and the Mediathe Media
Media Interview Tips (continued)
3. Speak in plain English. Avoid acronyms. Use language a sixth-grader would understand.
4. Don’t speculate. It’s OK to say you don’t know the answer.
Homeland Security and Homeland Security and the Mediathe Media
Media Interview Tips (continued)
5. Treat the media professionally, even if they become aggressive.
6. Consult with the PAO before doing the interview. He/She can be present if you desire.
Homeland Security and Homeland Security and the Mediathe Media
Media Interview Tips (continued)
7. Use “bridging” to transition from what you cannot talk about to a topic which you can talk about.
Example: “I’m not able to respond to that because (state reason); however I can tell you that (command message).”
Homeland Security and Homeland Security and the Mediathe Media
Interview Techniques for TV
• Relax; be confident; like you’re with a friend• Speak in short (10-second) sound bites• Make each sound bite a complete thought• Look the interviewer in the eye• Natural body language, don’t rock on your heels• Don’t repeat negative questions
Homeland Security and Homeland Security and the Mediathe Media
PAO Support During Local Crisis:• Minimal, concentrated at JIC• Pre-deployment briefings• May not be available at field locations• Media cards issued to each Soldier/Airman• Commander is Spokesperson• Unit Public Affairs Representative (UPAR)
Homeland Security and Homeland Security and the Mediathe Media
Unit Public Affairs Representative (UPAR)
• UPAR is your point of contact with the PAO, can serve as media escort in your area of operations• Direct PAO support will be minimal; trained UPAR will pay dividends for you
Homeland Security and Homeland Security and the Mediathe Media
Summary
• Air Force/Army Public Affairs Doctrine• Proactive vs. Reactive• SAPP/Command messages• Dealings with the Media• PAO Support During Crisis• UPAR Program
Homeland Security and Homeland Security and the Mediathe Media
Questions?