The Media First-Line Leader Media Training

The Media is our partner in a free and open democracy First-Line Leader Media Training “It is a newspaper’s duty to print the news and raise hell.” Anonymous

First-Line Leader Media Training The military communicates with and to the American people via the media

First-Line Leader Media Training “Every Soldier should be prepared to answer questions pertaining to his/her area of responsibility…I truly believe they are our best spokespersons.” General Dennis Reimer Chief of Staff, U.S. Army

First-Line Leader Media Training You can tell your story… …or someone else will. Who will get to Mom first?

Media Interviews… The good news: The American people trust you. First-Line Leader Media Training

First-Line Leader Media Training It’s YOUR interview. Do it YOUR way.

First-Line Leader Media Training SECURITY – Force/Information Protection ACCURACY – Facts, not conjecture PROPRIETY – Ethics, good taste POLICY – Guidance, SOPs Guidelines For Release of Information (SAPP)

First-Line Leader Media Training 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

First-Line Leader Media Training 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…”

First-Line Leader Media Training 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

First-Line Leader Media Training 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 21 st Century.

First-Line Leader Media Training 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.

First-Line Leader Media Training 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.

First-Line Leader Media Training Media Interview Tips (continued) 5. Treat the media professionally, even if they become aggressive. 6. Consult with the PAO before doing the interview. He can be present if you desire.

First-Line Leader Media Training Media Interview Tips (continued) 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).”

First-Line Leader Media Training 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; don’t let your eyes wander Use hand gestures naturally Don’t rock on your heels

First-Line Leader Media Training After the Interview: Notify your chain of command/PAO Offer to assist the media in future interviews (w/ PAO coordination)

First-Line Leader Media Training Unit Public Affairs Representative (UPAR) UPAR is your organization’s point of contact with the PAO PAO can assist your UPAR in telling your organization’s story

First-Line Leader Media Training MAJ Hank McIntire – State PAO Office: (801) Cell: (801) Web Site:

First-Line Leader Media Training Summary The media is our partner Use command messages It’s your interview; tell it your way Relax; look at the interviewer; give the facts UPAR Program The PAO is your friend

First-Line Leader Media Training Questions?