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Public Affairsand the Media
Senior Leader Media Senior Leader Media TrainingTraining
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
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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
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“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
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“It is a newspaper’s duty to print the news and raise hell.”
Anonymous
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Reactive Posture– Hurricane Katrina
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Proactive Posture– Border Mission
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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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17 19
5465
Senior Leader Media Senior Leader Media TrainingTraining
It’s YOUR interview.
Do it YOUR way.
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SECURITY – Force/Information Protection
ACCURACY – Facts, not conjecture
PROPRIETY – Ethics, good taste
POLICY – Guidance, SOPs
Guidelines For Release of Information (SAPP)
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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
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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.
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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
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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
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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…”
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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
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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
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Summary
• Air Force/Army Public Affairs Doctrine• Proactive vs. Reactive• SAPP• Command messages• Dealings with the Media• UPAR Program
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Questions?