Embracing The Media

Provide wing commanders with an orientation Provide wing commanders with an orientation and perspective on how the media think and and perspective on how the media think and workwork

The public as the end-recipient of informationThe public as the end-recipient of information

Provide techniques for responding to the Provide techniques for responding to the mediamedia before, during, and after a crisisbefore, during, and after a crisis

FocusFocus

Communication Before, During, & After a Crisis

There are steps CAP Wing Commanders and There are steps CAP Wing Commanders and PAOs can take to better prepare the news mediaPAOs can take to better prepare the news media during a crisisduring a crisis

Plan for communicating to the public and the Plan for communicating to the public and the news media by asking yourself the following news media by asking yourself the following questions:questions:

Questions To Ask Yourself

What information is crucial?What information is crucial?

What are the messages to be delivered?What are the messages to be delivered?

What are the obstacles?What are the obstacles?

What are the opportunities?What are the opportunities?

What questions can you anticipate?What questions can you anticipate?

What are the media’s responsibilities and What are the media’s responsibilities and how can we help reporters meet them?how can we help reporters meet them?

First Do No Harm

Always assess the environment into which you Always assess the environment into which you are introducing informationare introducing information

Review your remarks in advanceReview your remarks in advance

Understand your audienceUnderstand your audience

Don’t speak unless you are comfortableDon’t speak unless you are comfortable

Don’t assume you’re not in need of helpDon’t assume you’re not in need of help

Watch, read and listen to the newsWatch, read and listen to the news

Developing goals and key messages

ExampleExample: : CAP plane has crashed while CAP plane has crashed while transporting sensitive materials for NASAtransporting sensitive materials for NASA

Goal # 1: Ease public concernGoal # 1: Ease public concern

- The risk is low - The search is hopefulThe risk is low - The search is hopeful

- We are closing in - The teams are highly trainedWe are closing in - The teams are highly trained

Goal # 2 : Give guidance on how to respondGoal # 2 : Give guidance on how to respond

- Take these precautions - Possible areas to searchTake these precautions - Possible areas to search

- If you find the site ... If you find the site ...

State message at the outset and return to it as State message at the outset and return to it as often as possibleoften as possible

Staying on messageStaying on message

- I want to first begin by saying ...

- As I said a moment ago ...

- I want to again stress ...

- Before I close, I would like to remind everyone …

Exercise control over the conversation you are Exercise control over the conversation you are havinghaving

Delivering Information

Hold briefings at times which will enable the Hold briefings at times which will enable the media to meet their deadlinesmedia to meet their deadlines

Be prepared to explain information and Be prepared to explain information and how it was gatheredhow it was gathered

Provide statistics and key information Provide statistics and key information (CAP fact sheets)(CAP fact sheets)

Again, be prepared to explain information Again, be prepared to explain information and how it was gatheredand how it was gathered

Myths & Pitfalls

Risk communication is more likely to alarmRisk communication is more likely to alarm

Risk communication is less important than Risk communication is less important than educationeducation

Too difficult for public to understandToo difficult for public to understand

If we listen to public, we may divert If we listen to public, we may divert resources to areas not part of our missionresources to areas not part of our mission

Communication is not my jobCommunication is not my job

Earning Trust & Credibility

Accept and involve the public as a partnerAccept and involve the public as a partner

Appreciate the public’s specific concernsAppreciate the public’s specific concerns

Be honest and openBe honest and open

Work with credible sourcesWork with credible sources

Meet the needs of the mediaMeet the needs of the media

Building Support

Having people on hand who can answer Having people on hand who can answer questions speeds up the processquestions speeds up the process

Make sure goals and messages are understood Make sure goals and messages are understood by participantsby participants

Do not publicly contradict the statement Do not publicly contradict the statement or disagree with the spokespersonor disagree with the spokesperson

Avoiding Pitfalls

AbstractionsAbstractions

AttacksAttacks

Attitude and nonverbal messagesAttitude and nonverbal messages

BlameBlame

CostsCosts

Avoiding Pitfalls

GuaranteesGuarantees

HumorHumor

JargonJargon

Length of presentationLength of presentation

Negative allegations, words or phrasesNegative allegations, words or phrases

““Off the record”Off the record”

PromisesPromises

Managing Hostile Situations

Acknowledge existence of hostilityAcknowledge existence of hostility

Practice self-management and controlPractice self-management and control

Be prepared and listenBe prepared and listen

Answer questions thoughtfullyAnswer questions thoughtfully

Facts & Information

Be sure of your factsBe sure of your facts

Cite sources and key statisticsCite sources and key statistics

Have information available on fact sheetsHave information available on fact sheets

Familiarize yourself with information and Familiarize yourself with information and opinions contrary to yoursopinions contrary to yours

Working With Reporters

Put yourself in the reporter’s placePut yourself in the reporter’s place

Be courteous and patientBe courteous and patient

If you tell a reporter you’ll get back to them, If you tell a reporter you’ll get back to them,

do itdo it

Never be too casual in your conversationNever be too casual in your conversation

Working With PAOs

PAOs are one of the most important team PAOs are one of the most important team membersmembers

Should have an established relationship with Should have an established relationship with media before a crisis occursmedia before a crisis occurs

Keep PAO informed from the very beginningKeep PAO informed from the very beginning

PAOs should always be looking for ways to PAOs should always be looking for ways to localize national newslocalize national news

Tools For PAOs

PAO ToolkitPAO Toolkit

Multimedia section (Videos)Multimedia section (Videos)

CAP News OnlineCAP News Online

Seminars at national eventsSeminars at national events

National press releasesNational press releases

Printed materialsPrinted materials

Using The Interview

Listen to question and think about your answerListen to question and think about your answer

Discuss what you know, not what you thinkDiscuss what you know, not what you think

Do not express personal opinionDo not express personal opinion

Don’t speculateDon’t speculate

Don’t show offDon’t show off

Don’t engage in “off the record” discussionsDon’t engage in “off the record” discussions

Rules of the Road

Don’t lie to a reporterDon’t lie to a reporter

Never embarrass a reporterNever embarrass a reporter

Do not argue with a reporterDo not argue with a reporter

Never take it personallyNever take it personally

Planning & Preparation

Form a risk-communication teamForm a risk-communication team

Create a team leader and assign responsibilitiesCreate a team leader and assign responsibilities

Develop contact listDevelop contact list

Develop a media listDevelop a media list

Consider logisticsConsider logistics

Identify information needs and create fact sheetIdentify information needs and create fact sheet

10 Ways to Avoid Mistakes

First, do no harm ...First, do no harm ...

Don’t babbleDon’t babble

If you don’t know what you’re talking about, If you don’t know what you’re talking about, stop talkingstop talking

Focus on informingFocus on informing

Never say anything your’re not willing to see Never say anything your’re not willing to see printedprinted

Don’t lieDon’t lie

10 Ways to Avoid Mistakes

Don’t make promises you can’t keepDon’t make promises you can’t keep

Do not use “no comment”Do not use “no comment”

Don’t get angryDon’t get angry

Don’t speculate, guess or assumeDon’t speculate, guess or assume

Contact Information

Marc HuchetteMarc Huchette

Chief of MultimediaChief of Multimedia

(334) 953-3758(334) 953-3758

mhuchette@capnhq.govmhuchette@capnhq.gov