UPAR 08 Dealing with Civilian Media

DEALING WITH CIVILIAN MEDIA

The Interview

Dealing with Civilian Media – The Interview

Every day civilians and Soldiers/Airmen speak on behalf of the U.S. Army and Air Force. Unfortunately, there are times when some of these people answer questions but never deliver the intended messages.

To represent the Army or Air Force, civilians and Soldiers/Airmen must be credible. This credibility has to start with knowledge, training and experience, demonstrated by how well they deliver the information to the American people via the media.

This section is about

The InterviewManaging the Media

and Preparing a Spokesperson to Address

the MediaSFC Debbi Newton


Why Prepare for an Interview?Many of us learn the hard way that we should have done more to prepare for an interview. We say something we should not have or we do not express our message effectively. Reporters are trained in interviewing techniques and are constantly working to improve their skills. There are three basic things you need to know and understand about interviews:

• Interviews are a basic tool of newsgathering.• An interview is not just a conversation, but a ritual, much like a formal debate with the reporter representing the public and your responses or comments should be directed towards them.• The reporter interviews you because he or she wants a good story. The reporter is not interested in flattering or damaging you - he or she wants information on a particular subject.


Preparing for an Interview

Just as interviewers have their own preparation steps to follow when getting ready for an interview, so does an interviewee:

What should an interviewee do

•when preparing to be interviewed?•just prior to the interview?•during the interview?•when the interview is over?

Remember: You have the information the reporter wants. Use it. Rarely will a reporter know as much about the subject as you do. This should give you confidence and the upper hand in the interview.


Print Media Interviews

• Most In-Depth• Reporters Generally Spend More Time Researching and Developing• Gives You More Time to Prepare• Conduct Research to Substantiate Your Position and Give you Credibility• Get Input from State PA Office• Prepare Fact Sheets• May be In Person or Via Phone


Radio Interviews

• Can be Recorded and Played Later or Broadcast Live• Be Prepared with Short, Concise Answers Lasting no More than 20 Seconds• You Will Likely Get Specific and Open-Ended Questions• Radio Interviews Tend to be More Personal – More Like a Conversation• Adopt a Friendly Approach as if You are Talking To or With People, Not At Them


Television Interviews

• Can be More Intimidating• Military Appearance is Important – Visual Impact• You Must be Brief, to the Point and Get the Key Message Across in a Limited Time• Allow Yourself Time to Think• Use Silence Rather than Filler Words such as Um• Look the Reporter in the Eye


•To be successful in an interview, you must know ahead of time what your message is.

•You determine that by getting with the State PA Office and your commander.

•You develop Talking Points based on what the message is.

•Your talking points must be short and concise, using language easily understood – No acronyms.

•Only communicate information approved for external distribution.


•Remember – YOU are in control of the interview, so be sure you have the information and answers you need.

•Know the reporter/interviewer. Read previous stories. Check for information on the reporter with the State PA Office – they have likely worked with the reporter before.

•You have an advantage over most interviewees – You know how to conduct an interview so you can probably determine what types of questions will be asked of you.


Practice When possible, practice being interviewed and answering the questions you think will be asked.

This Process is called a “Murder Board.”

Practice Tips:•Choose a person who is serious about helping you and who has some knowledge on the topic.•Supply the practice interviewer with a list of anticipated questions and ask them to mix up the order, and rephrase the questions in their own style. Ask them to press you for answers and to go off on tangents.•Fully answer each question while trying to re-direct the interview back to your message points.•Set a time limit to reflect the actual interview time limit.•Videotape the practice if you can so you can review your performance.•Work to shorten your answers.•Listen to the questions and do not talk over the interviewer.•Take a few seconds to THINK about your answer before you speak.


The Interview

Set the Ground Rules

•Length of Interview

•Confirm Topic/OPSEC/SAPP

•On-the-Record

•Off-the-Record – NOTHING IS OFF-THE-RECORD

•Background/Not for Attribution


First ImpressionsHandshakeIntroductionMilitary Appearance and BearingCorrect Spelling of your Name, Rank,

Position/TitleHow you want to be addressed


Control the Interview

“That’s a good question, but what is really important is…”

“I’d like to make this point before I continue…”

“Let me give you the latest information on…”

During the interview, you should have two goals in mind: Communicating your message and Keeping control of the interview.

In attempting to achieve these two goals, there are a few techniques you can use to ensure your message stays focused and on track.


Bridging

During an interview, you are often asked questions that do not get to the points you wish to make or that you do not wish to answer. You can use bridging to turn the question being asked of you to your talking points. Listen for the larger issue behind the question and find the connection to your issue. Here are some examples:

“Yes, but that speaks to a bigger point” “I think what you are really asking is…” “That’s one perspective…” “What concerns me even more...”


Blocking

Sometimes an interviewer asks you a question you do not want to answer. If it is a policy issue not to discuss certain issues, it is fair to say “It is our policy not to discuss this issue,” and then bridge on to what you want to talk about. It is important that if you cannot answer a question, explain why.

Never use “No Comment.” Explain why you cannot answer the question.


A = Q + 1

A good technique to use is to have every question asked by an interviewer become an opportunity to make your point. You do this by answering the question with a very brief response and then follow it by one of your key messages, i.e.:“(Short answer to question) which supports our goal of ….”


Flagging/Headlining

When trying to make a point clearly and quickly in an interview, you can start with the conclusions and end with the explanations. This called “flagging” or “headlining” the issue. This is done by simply making your point and then explaining it or you can draw attention by saying phrases such as:

“The most important issue/fact is...” “What we really want to make clear is that…”Follow the verbal response with a body/hand/facial gestures; change the tone of your voice; or begin to lean forward to emphasize a point. By doing any of these, draws attention to what you are identifying as a key response to the interviewer’s question.


Packaging/Bundling

When you have a complicated message and you want to quantify the message, tie it together, and while at the same time give the interviewer and the audience verbal clues to follow, you can enumerate your points, i.e.:

“We’ve got three new initiatives to solve the problem and they are….” “There are three things every female Soldier planning a pregnancy should know…”


Pauses/Quiet/Knowing When to Stop

Stop talking after you make your point .

Use single, clear sentences to make your point. Remember your answers might be read or heard by people who might not know military jargon or phrases .

Interviewers often leave a space of silence to try and draw unintended remarks out of the interviewee in attempt to make them “fill the space.” You do not have to!


Avoid Getting Trapped•Always stay calm, do not let the interviewer upset you or get you off message •Do not repeat wrong information when offered up by the interviewer. It could be the sound bite that is used. Instead offer the correction, framed not as a denial, but as a statement about the facts you want to present •If an interviewer provides incorrect information, it is ok to correct them with “That is not true, the facts are that…”


Avoid Getting Trapped, cont.

•If you do not have or know the answer to a question, do not pretend you do. Offer to get back to the interviewer with the information •Never say something you do not want to appear in print or be aired •Always go under the assumption, that there is no real “off-the-record” •If you make an error, correct yourself as soon as possible


Post Interview•Ask for a recap of what was said so you can make on the spot corrections or give clarifications.•Reemphasize your command’s message and key points you made during the interview.•Thank the reporter and shake their hand.•If you told them you would get back to them with an answer to a question, make sure you have their phone number and/or email address and get back to them ASAP.•Think about how the interview went and what you could have done better.•Once the interview airs or the story is published, ask your supervisor and peers for feedback.

Dealing with Civilian Media – Managing the Media

Dealing with Civilian Media

Managing the Media

CPT Mike Petersen


There is no longer a question of whether the news media will cover military operations, but how they do is a major concern to the Army.


The two principles all UPARs should follow:•Maximum disclosure with minimum delay, and •Release unfavorable news with the same care and speed given favorable news

These principles require truthfulness, accuracy and timeliness but must be within the limits of operational security. Additionally, news that is potentially embarrassing to the Army or to a command may not be withheld. Remember to consult your public affairs officer, the legal office and command, if you have a question, regarding the release of all information to the public.


If no one from the Army is available or prepared to supply information in a timely fashion, a reporter may simply run the story anyway, citing that no response was received to requests for a comment. The reason they sometimes resort to this is deadlines. Because of these deadlines, reporters are looking for whatever information they can get on a story in the shortest amount of time possible.


In order to maintain good relations with the media, as an UPAR, you should be cognizant of their deadlines and help them meet them. If you have multiple queries to respond to, contact those reporters that have the quickest deadline:

Newswire reporters, such as those with the Associated Press, Reuters, and Bloomberg, have “ASAP” deadlines and need information very quickly throughout the day for updates. If a newswire reporter calls, he or she is often trying to file a story within minutes

Television and radio reporters similarly need things quickly. In many large TV markets, broadcast journalists have deadlines of noon, 4 p.m., 5 p.m., 6 p.m., and 10 p.m. for continuously updating newscasts. But they’ll take information all the way up until those deadlines

Newspapers these days still have evening deadlines, which give the reporters more time to get quotes for their stories, but they now also file many stories for the paper’s website earlier in the day in order to compete with broadcasters and other news outlets


When you receive a media query or inquiry, the first consideration in handling one is the manner in which you present yourself. You must handle the request in a courteous and professional manner. In order to do this, follow these four simple rules:

•Do not get into arguments with reporters •Do not be intimidated by demands to meet a reporter’s deadline •If someone is being too demanding, simply repeat politely that you will get back to them as soon as possible, and above all else •Keep your cool

You, as a UPAR could be responsible for recording queries from the news media or even from private citizens.


Media Query DA Form 7675


Media

Query Log

DA Form 7679


The following are the guidelines you should follow to record questions accurately: Make sure you record the question exactly as it is asked Repeat the question back to the person to ensure you have it right If you are being questioned using the telephone, write the information down while the person is talking. Do not write it down afterwards - you probably will not remember all the important details If have questions sent to you electronically, print or save all copies of the inquiry including follow-up responses Never refuse to accept a question. Inquiries from citizens or from the news media can be a good barometer of public attitude toward the Army, especially in overseas locations


Do not respond to a query at the time it is received unless your supervisor has given you permission to answer with the approved fact sheet or news release Never provide interim or partial responses based on what you believe the facts to be at the moment. However, if the request is electronic you may verify receipt Promise to go to work on the query immediately. Do not, however, promise a response by a certain time or date. Be considerate of the requester's deadline, but do not be confined to it. Just say you will gather the information and provide it as quickly as possible, and then follow up on the promise


As stated in the previous frame, you must record the questions and all other pertinent information. Since you already learned how to record the questions, it is time to know what other pertinent information is needed. At a minimum, when recording a query or inquiry, get the following information:•Method of query such as whether it was from the phone, email or in person •Name of the requester •Date and time of the query or inquiry •The requester’s organization if applicable •Phone number where the requester can be reached •Fax number •Email address, and the •Deadline


As a UPAR, anytime you are dealing with the media or someone from the public, you must always present yourself as courteous and professional. This could not be more true when responding to a request for information. When responding to a request, this is your opportunity to inform the public of what is occurring in a positive, consistent and credible manner. In responding to their requests quickly and accurately, improves the relationship between the Army and the people it is pledged to protect and serve.


Some key points to remember when responding to queries from the media or the public are:

•CONTACT THE STATE PUBLIC AFFAIRS OFFICE FOR GUIDANCE•When responding to a query, make sure you follow the principle of maximum disclosure with minimum delay •Look over the request to ensure that what is being requested does not violate any policy or security regulations •When preparing a response to a query, ensure that the response is complete, accurate, clear, concise, and free of military acronyms, and complies with SAPP guidelines •Always get approval for your response to a query or inquiry from the media or the public before releasing it, and •If you cannot make a media deadline, inform the requester of this fact


The Adjutant General and the State Public

Affairs Officer are the ONLY Release

Authorities for the Connecticut National

Guard


Email completed Media Query and Media Query Log

to the State Public Affairs Office

Dealing with Civilian Media – Facilitating the Media

When the Media Wants to Visit Your Installation or Training SiteIn the previous learning activity you learned how to respond to a media or public query or inquiry. What was not described was on how to respond when the media inquiry is requiring onsite access in order to produce an intended print or broadcast product.

You are about to learn what procedures and rules to follow when facilitating an onsite visit from a member of the media or what many refer to as an embedded (embed) reporter.

Before you learn about what you should do before and during a visit from someone from the media, it is important for you to understand the Army’s perspective on media visits.


It is the Army’s policy that a commander or any public affairs officer’s right to withhold information is extremely limited. They may refuse to answer questions that would clearly endanger lives, jeopardize mission accomplishment, offend host nation sensitivities, or disclose classified or sensitive information. However, all other questions should be answered quickly, accurately and honestly while supporting the principle of - maximum disclosure with minimum delay.

The Army, and by extension you, does not facilitate a media visit in order to manipulate facts, slant stories or prevent reporters from finding the information they need. Nor should it be done in a manner to cover up embarrassing stories or criminal acts just because they are embarrassing.

The aim in enabling these visits is to ensure the timely release of information accurately, honestly and completely to as wide an external audience as possible. This is your opportunity to highlight the accomplishments of the American Soldier.


When you get an embed request, you will need additional background information to prepare for it. You should determine the following:

•Purpose and length of stay •Area, units, facilities and people to be visited •How will media personnel arrive, what time and the expected place of arrival •What are the lodging, meals and transportation requirements •Communication needs, and •Any special needs or requirements the media may require during the visit•Inform the State Public Affairs Office of the Request for Approval•Request Assistance from the State Public Affairs Office


Let us say that after doing all the legwork to respond to a reporter’s request for access, it was approved. Now with it approved, depending on the circumstances for the visit, there are things that need to be coordinated such as:

•Determining the time the media is actually allowed to arrive •Determining the lodging accommodations for media personnel •Arranging the times for interviews and briefings •Developing an itinerary •Distributing an approved itinerary to personnel involved in the visit while keeping OPSEC in mind •When applicable, arranging for media personnel to be embedded in a particular unit


After coordinating everything, the next step is to wait for the arrival of the media personnel. When they do arrive, they need to be registered with the media operations center or public affairs office – whichever one is applicable. You must register a news media representative (NMR) who requests information or support from the military beyond that given to the public. When a person from the media arrives at your command you should ensure the following is done: Verify the identity of the media representative (including checking for valid passport/visa, media ID card, other military press credentials, etc.) Have them sign an agreement to abide by the established media ground rules for the operation in exchange for granting support, access to units, information and other privileges. If required, revoke credentials for those who violate the ground rules. (Enforcement of this requirement is essential.)


Have News Media Representative (NMR) agree to and sign a liability waiver that frees the military of responsibility if the NMR is killed or injured as a result of covering the operation and Liability Waiver Give NMRs proof of registration (memorandum, press badge or other identification) Maintain a roster of registered NMRs and monitor their movements during the time they are receiving military support Inform NMRs who refuse to agree to the military ground rules and who are not registered that they will receive only the support and information assistance as provided to the general public Inform NMRs that registration and acceptance of media ground rules will entitle them to better access to units and subject matter experts, and provision of military ground and air transportation when possible


Not only do media personnel have certain rules they must follow when making a visit, so do you as an UPAR when facilitating a media visit. The following are some of these rules:

•Plan the media visit •Know your mission •Know your objectives •Know current events •Know the media's needs and capabilities •Know what assistance to provide •Know the proper protocols •Be professional and courteous •Always be on time and stay on time, and •Know what gear a reporter should wear


Always keep in the back of your mind when escorting media personnel that even unclassified information can suddenly become sensitive or classified if put together in a certain way.

When escorting media personnel be aware of what is around you and watch what is in the background in all camera shots. The camera operator might unintentionally capture something that is sensitive or classified. If this was to occur, request that the imagery be withheld from the story being reported, and explain why. If the reporter fails to be cooperative about not reporting sensitive or classified information, immediately notify your supervisor of this fact.


Military operations are inherently dangerous and this especially holds true to those who are not accustomed to being around the Army’s equipment and weapons. Therefore, fully plan and coordinate with a unit commander as to where you can and cannot go and what safety precautions should be taken during the media visit.

Then brief the media personnel on the dangers of the area to be visited, rules to follow and the possible consequences of disobeying those rules.


The final step that you should perform when facilitating a media visit and once the media has departed, is to conduct an after action review (AAR).

This AAR should cover any problems that occurred during the media visit and how these problems were handled at the time of occurrence. Additionally, this AAR should contain recommendations that could be made to improve future media escort/facilitation procedures.

Dealing with Civilian Media – Prepare a Spokesperson

Prepare a Spokesperson to Address the MediaWhen dealing with the media, a unit public affairs representative (UPAR) is not normally the person they want to talk with. More often than not, the reporters want to talk with someone directly involved with the matter at hand. However, as a UPAR, you could have an extremely important role as the gatekeeper as to who talks to the media. Often, it is you, who will recommend who should be in front of the camera or talking to the reporters.How do you choose that person? What qualities are important? What is your role during the process of having someone act as spokesperson for your command?


A spokesperson for a military command gives that organization human form. This spokesperson should not and cannot be a person picked at random. A spokesperson needs to be trained and prepared because there are so very few people who are naturally gifted to be a spokesperson.

No one should represent your command unless he or she has invested the time and energy in developing the skills needed to be an effective spokesperson. It is not about being attractive, male or female or any particular race, but on the ability to connect with the media and the intended audience when speaking on a subject.


Selecting the right person to be a spokesperson in a given situation can be challenging. However, the right person for the job depends on what must be said by the spokesperson. Here are some examples to consider when identifying a person who is the best choice to speak on a given subject:Strategic FocusIf the request is strategic in focus - such as mission, command priorities, outlook, etc. - then you want to select someone in command.

Technical Focus If the request is technical in focus - such as unclassified equipment, systems and weapons capabilities, and operational procedures – then you want to select a subject matter expert.


Strategic FocusIf the request is strategic in focus - such as mission, command priorities, outlook, etc. - then you want to select someone in command.

Technical Focus If the request is technical in focus - such as unclassified equipment, systems and weapons capabilities, and operational procedures – then you want to select a subject matter expert.

Human Interest If the request is human interest in focus – such as troop and family stories – then you want to select troops and/or their families.


The examples on the previous frame showing how to link a situation to the right person to act as a spokesperson may seem simple enough, but it can be a challenge. You might identify someone who knows the subject well, but may not be the best person to speak to the public. When looking to decide on who should be a spokesperson for a particular situation, consider the following six characteristics:

•Knowledge of the topic •Understanding of the mission •Ability to the Army story •Confidence of the command •Desire to do the interview, and the person’s •Overall personality and appearance


A good spokesperson: Can speak with conviction and confidence Has access to all the relevant information Knows and understands what key messages must be conveyed Is composed, articulate and well-presented Speaks the audience's language Understands the full impact of the situation Shows care, concern and empathy (as appropriate) Avoids technical terms and military jargon Understands the impact of emotions in a crisis situation Is acceptable to both the audience and your command/organization Is open to questions from the media and can respond effectively to them Responds calmly to any hostility Is willing to listen as well as speak Knows not to promise anything which cannot be delivered Is not afraid to admit that he or she does not know all the answers The ability to effectively use visuals or other tools to aid in communication Has been trained or has all traits to be a good spokesperson


Even the most experienced spokesperson needs and deserves to be prepped. In prepping a spokesperson, there are nine points to keep in mind when preparing him or her to meet members of the media. These nine points are followed regardless whether it is one reporter at a sit down interview or at a briefing:

•Date, time, location and scheduled length of the interview •What type of story the reporter is working on •What the reporter told you he or she wants from the interview •What you have already provided the reporter. For example, background information on what will be covered or technical data •Background on the reporter. Is the reporter pro-military or is there an agenda that the reporter might have •What type of photography is involved during the interview •Talking points and key points to stress •Interview techniques to be used, and •Anticipated questions with answers


After you provide a spokesperson with the information and tips they need to know to be successful, you also want to:•Explain your role as facilitator •Provide supporting material so the spokesperson has all the main messages and key points to stress •Explain the ground rules •Pay attention to the interview setting •Check the spokesperson’s appearance •Address any concerns the spokesperson might have, and then •Address and review security, accuracy, policy, and propriety (SAPP) issues that are related to the interview topic and that the spokesperson needs to know about


Explain Your Role As FacilitatorYour job while preparing a spokesperson is to make sure everyone stays focused on the upcoming interview/news conference/brief. It is also your responsibility to provide information and guidance to the spokesperson by performing such tasks as:•Determine who the reporter(s) will be. Along with this, you should find out how they have handled military briefings before. Do they have a specific agenda or attitude about the military? Determining this can help you identify how to prepare the spokesperson for the kind of questions that will be asked•Consult with the public affairs officer to determine uniform and protocol requirements


Provide Supporting MaterialYou must provide to the spokesperson all the talking or key points to stress. To support this, you should perform the following tasks:•Select appropriate visual aids and handouts for the briefingEnsure you have the proper equipment (video playback, projectors, etc.) and all are in working order•Submit the talking points, answers to anticipated questions, selected visuals and handouts to the approving authority and then make any necessary corrections•Provide the spokesperson with an approved script, if necessary, and provide enough time to rehearse the briefing


Explain the Ground RulesEstablish enforceable ground rules on what will be covered and how much time will be allowed for questions. The ground rules are where you will state to the reporters what type of briefing it will be. Additionally, you should also:•Clarify to all concerned what the interview briefing is all about•Make sure the spokesperson talks only about what he or she prepared for and knows•Ensure the spokesperson knows that there should not be any off-the-record comments made to the media


Pay attention to the Interview Setting•Conduct a site survey of the interview/briefing site. If the briefing normally takes place in the same location, then double-check everything is in order. Make sure the area is free of things that reporters should not see, such as classified and sensitive security information.

If it is a new briefing location or in the field, identify any logistical and equipment needs that will be needed to conduct a successful briefing.•Ensure that the spokesperson has a chance to become familiar with the setup and can operate any equipment he or she might be called upon to operate.


Check the Spokesperson’s Appearance Provide the following advice to a spokesperson about their appearance and actions:•Ensure haircut and uniform meets Army standards•Make sure males are clean shaven - no 5 o'clock shadow•Do not wear sunglasses outdoors, or tinted or photo-gray glasses indoors•Do not distract the audience – do not fiddle with ring or look at your watch giving the impression you want the interview briefing over•Keeps hands off the microphone•Stand up straight. Do not lean into the microphone or rock back and forth•Hands should be relaxed and at the side during the interview/briefing•Use natural hand and face gestures, do not exaggerate them


Practice/Rehearsal

When thinking about having the spokesperson rehearse, do not think that because the last person you prepared did it in one shot that this is how you should do it every time. Every speaker is unique. One person may grasp it in one or two dry runs; another may require five or six. You should rehearse until the spokesperson gets it right from start to finish – then maybe one more time to be sure.


One of the best ways to rehearse is to have the spokesperson speak to a live audience comprised of competent, honest “critics.” These “critics” should act like the media and ask questions that you expect the reporters to ask. During this time, use a video recorder to capture everything on videotape.After the mock interview or briefing is over, play the video and ask for constructive comments from these same “critics.” Then use these comments to work on those areas that the spokesperson should improve upon while he or she is speaking.


The following are some guidelines to follow when you have a spokesperson rehearse (in no particular order):•If the spokesperson is experiencing a high degree of anxiety about public speaking, spend more time practicing. The more practice, the more comfortable that person will be •The more important the speaking engagement is with the media, the more time you should give for rehearsals. Do not take this to mean that less “important” speaking engagements require less practice •If rehearsal time is limited, concentrate more on what the spokesperson should say and how to say it at the opening and closing statements •Attempt to simulate the conditions you expect for the actual interview, news conference or brief. Rehearse, for instance, with any visual aids you may be planning to use •Use a podium or lectern, if appropriate •Never allow the spokesperson to rehearse while sitting and reading what is to be said to the media. Not only is this an ineffective method of rehearsal, •it may do more harm than good – the spokesperson is practicing reading, not speaking •Try to simulate expected lighting conditions •If the spokesperson will be on television, then plan on dealing with the heat and glare caused by artificial lighting (i.e., apply make-up, remove shiny objects or dull them) •Time the spokesperson as he or she talks during the rehearsal. This way you will know almost exactly how long the material is, and then can decide if any editing should be done


Some key points to remember about preparing a spokesperson to address the media are:•The following are some of the methods a spokesperson uses to address the media: one-on-one interview, news briefing and news conference •Address SAPP issues that are related to the interview topic with the spokesperson •Ensure the spokesperson knows that there should not be any off-the-record comments made to the media •Ensure the spokesperson has a chance to become familiar with the setup and can operate any equipment he or she might be called upon to operate during the presentation •One of the best ways to rehearse is to have the spokesperson speak to a live audience comprised of competent, honest “critics” •Rehearsal should be used to determine the best approach to present information to the media and the American people •Keep in mind that whatever the spokesperson says is going to be heard, not read. It must be prepared, practiced, and delivered with the listener in mind


You have a few responsibilities in helping a spokesperson before he or she begins speaking with the first responsibility being meeting and greeting the members of the media.During this meet and greet, you should determine what the members of the media know about the subject to be presented by the spokesperson. Then, if they have any wrong assumptions or information, you should correct and clarify that information based on known facts.

This is also the time you should provide a press kit or anything that might be related to the interview or briefing.To go along with ensuring that the media has all the right facts, you should provide background information about the spokesperson to the members of the media. This helps establish the credibility of the spokesperson.After the initial meet and greet, you should set the ground rules and establish what the reporters can discuss with the spokesperson. One ground rule to emphasize is that the spokesperson will not say anything off-the-record in accordance with Department of Defense policies. Along with this, identify to the members of the media any restrictions pertaining to SAPP.


When the members of the media take their positions and before the spokesperson speaks, re-emphasize the ground rules with both the spokesperson and the reporters.

After the ground rules have once again been covered, hand the podium over to the spokesperson.Once you hand over the podium to the spokesperson, the following are some of your responsibilities during the interview or briefing:•Ensure the spokesperson and reporters stay focused on the intended subject or topic •Monitor the time so you stay within the agreed upon time limit •Record or take notes. You do this so that you can document the interview for your own records and so you can provide any follow-up requirements that might occur •Clear up any misunderstandings, however, only interrupt if things get out of control •Note any follow-up commitments while taking notes. For example, make a note to follow-up on any questions that do not get answered


Once the spokesperson wraps up the interview or briefing, you should immediately escort the members of the media away from the spokesperson. The reasons for this are:

•You want the spokesperson to get back to his or her job, and •You need to follow-up with reporters


The following are the things you should do when following-up with reporters after the spokesperson has wrapped up an interview or briefing:

• Address error(s) in facts. Talk with reporters to clarify any factual errors that may have occurred• Ensure that the needs of the reporters were met. For example, they may have realized during the interview that they want to do an interview with someone else or get more information to enhance the story• Confirm broadcast and/or publishing date and time – so you can track a story to see how it turns out• Provide reporters with contact information. The reporters may need to get back in touch with you again. Provide him/her with your contact information


After you have talked to the reporters, you then have to debrief the spokesperson.

In this debrief, provide any feedback you received from the reporters as well as how well or how bad things went during the presentation. During this time, state both the positive and negative aspects of the presentation.

Then, after debriefing the spokesperson, you need to brief the commander and higher headquarters, if applicable, on what happened. During this brief provide the same information that you debriefed your spokesperson with.After briefing the commander, all your responsibilities have ended in preparing a spokesperson to address the media. Now all you should do is track the story that will be reported.

Dealing with Civilian Media

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UPAR 08 Dealing with Civilian Media