The Media First-Line Leader Media Training. The Media is our partner in a free and open democracy...
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Transcript of The Media First-Line Leader Media Training. The Media is our partner in a free and open democracy...
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The Media
First-Line Leader Media First-Line Leader Media TrainingTraining
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The Media is our partner in a free and open democracy
First-Line Leader Media First-Line Leader Media TrainingTraining
“It is a newspaper’s duty to print the news and raise hell.”
Anonymous
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First-Line Leader Media First-Line Leader Media TrainingTraining
The military communicates with and to the American
people via the media
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First-Line Leader Media First-Line Leader Media TrainingTraining
“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
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First-Line Leader Media First-Line Leader Media TrainingTraining
You can tell your story…
…or someone else will.
Who will get to Mom first?
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Media Interviews… The good news: The American people trust you.
First-Line Leader Media First-Line Leader Media TrainingTraining
17 19
5465
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First-Line Leader Media First-Line Leader Media TrainingTraining
It’s YOUR interview.
Do it YOUR way.
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First-Line Leader Media First-Line Leader Media TrainingTraining
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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First-Line Leader Media First-Line Leader Media TrainingTraining
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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First-Line Leader Media First-Line Leader Media TrainingTraining
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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First-Line Leader Media First-Line Leader Media TrainingTraining
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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First-Line Leader Media First-Line Leader Media TrainingTraining
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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First-Line Leader Media First-Line Leader Media TrainingTraining
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.
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First-Line Leader Media First-Line Leader Media TrainingTraining
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.
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First-Line Leader Media First-Line Leader Media TrainingTraining
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.
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First-Line Leader Media First-Line Leader Media TrainingTraining
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).”
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First-Line Leader Media First-Line Leader Media TrainingTraining
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
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First-Line Leader Media First-Line Leader Media TrainingTraining
After the Interview:
• Notify your chain of command/PAO
• Offer to assist the media in future interviews (w/ PAO coordination)
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First-Line Leader Media First-Line Leader Media TrainingTraining
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
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First-Line Leader Media First-Line Leader Media TrainingTraining
MAJ Hank McIntire – State PAO
• Office: (801) 523-4407• Cell: (801) 716-9052• E-mail: [email protected]• Web Site: www.ut.ngb.army.mil
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First-Line Leader Media First-Line Leader Media TrainingTrainingSummary
• 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
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First-Line Leader Media First-Line Leader Media TrainingTraining
Questions?