public affairs and the media senior leader media training

Public Affairsand the Media

Senior Leader Media Senior Leader Media TrainingTraining


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


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


“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


“It is a newspaper’s duty to print the news and raise hell.”

Anonymous


Reactive Posture– Hurricane Katrina


Proactive Posture– Border Mission


You can tell your story…

…or someone else will.

Who will get to Mom first?

Whom do the American people trust?


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It’s YOUR interview.

Do it YOUR way.


SECURITY – Force/Information Protection

ACCURACY – Facts, not conjecture

PROPRIETY – Ethics, good taste

POLICY – Guidance, SOPs

Guidelines For Release of Information (SAPP)


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


Utah Guard Command Messages

• The Utah National Guard protects the homeland here at home and overseas.

• We provide support to the Global War on Terror• The Guard is trained, equipped and ready to

respond to the challenges of the 21st Century.


Conveying Command Messages

• General to specific: The Utah National Guard protects the homeland here at home and overseas. My unit does this by…

• Specific to General: My unit does… And this capability supports the Guard mission to protect the homeland here at home and overseas


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


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…”


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• Use hand gestures naturally• Don’t rock on your heels


Unit Public Affairs Representative (UPAR)

• UPAR is your organization’s point of contact with the PAO. Best source for local media coverage• PAO can assist your UPAR in telling your organization’s story


Summary

• Air Force/Army Public Affairs Doctrine• Proactive vs. Reactive• SAPP• Command messages• Dealings with the Media• UPAR Program


Questions?

public affairs and the media senior leader media training

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