1. Public Affairs and the Media Senior Leader Media Training

2. 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

3. Senior Leader Media Training 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

4. Senior Leader Media Training “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

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

6. Senior Leader Media Training Reactive Posture –Hurricane Katrina

7. Senior Leader Media Training Proactive Posture –Border Mission

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

9. Whom do the American people trust? Senior Leader Media Training 17 19 54 65

10. Senior Leader Media Training It’s YOUR interview. Do it YOUR way.

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

12. Senior 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

13. Senior 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.

14. Senior Leader Media Training 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

15. Senior 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

16. Senior 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…”

17. Senior 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 Use hand gestures naturally Don’t rock on your heels

18. Senior Leader Media Training 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

19. Senior Leader Media Training Summary Air Force/Army Public Affairs Doctrine Proactive vs. Reactive SAPP Command messages Dealings with the Media UPAR Program

20. Senior Leader Media Training Questions?