Homeland Security and the Media Homeland Security and the Media.

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


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– Vigilant Guard

– Planning– Coordination– Training– Access


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 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


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.


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…”


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.


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.



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.



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).”


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


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)


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


Summary

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


Questions?

Homeland Security and the Media Homeland Security and the Media.

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