principles of media engagement

8/12/2019 Principles of Media Engagement

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Med ia Engagement

LTC Paul Hayes

Join t Publ ic Affai rs Support Element

1 APR 2013

The overall classif ic at ion isUNCLASSIFIED


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Why engage the media PAOs responsibilities

A successful engagement

Responsibilities Anatomy of a response

Media Interviews 101

Reminders

The AAR

Sample Prep Packet

VideoPRT Commander Press Conference

Agenda


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Why Engage the Med ia?

I say to you: that weare in a battle, and that

more than half of this

battle is taking place in

the battlefield of the

media.

-- Ayman al-Zawahiri, in an

intercepted letter to al-Zarqawi,

dated July 9, 2005

"America doesn't knowits military and the United

States military doesn't

knowAmericaToo often

we're just talking to

ourselves.

-- Adm Mike Mullen on the gap

between the military and

American Public11 JAN 2011


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Why Engage the Med ia?

Tell our story Gain public trust and support

Go Ugly Early

Emphasize military commitment to USG andinternational operations

Transparency within limits of OPSEC

If we dont tell our story others will; accessibility

is vitalInsightI have been struck in my travels at the lack of what I would call in-depth und erstanding

of what weve been throug h. We com e from fewer and fewer places weve BRACed

our way out of signi f icant port ions of the coun try. Lon g term, i f the mi l i tary dr i f ts

away from its p eople in th is co untry, that is a catastroph ic outc ome we as a countrycant tolerate. Adm Mike Mu llen, to tim e Magazine, OCT 2011


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A Successfu l Engagement

Preparat ion(PAO and SME)

Training(PAO)

Natural

Abi l i ty(SME)

Natural Ability: naturalspeaking and interpersonal

skills for the interviewee

Training: Media engagement

and public speaking training

conducted on routine and

periodic basis by interviewee /

unit

Preparation: Those activities

undertaken by PAO and

interviewee from notification

up to the actual engagement


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PAOs Responsibilities-Always-

PAO schedules, plans and executes media

engagement training for entire unit

Specialized training for select SMEs

Media analysis to monitor topics and trends for unit /

local area

Collect AAR / feedback from other PRTs conducting

media engagementswhat were they asked?

What are hot-button issues back in the states / local

hometowns


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PAOs Responsibilities-Pr ior to interview-

Immediately schedule interview prep with SMENLT24 hours prior to engagement

Build prep packet for SME

Interview theme, supporting messages and talking points

Reporter Bio

5 Ws of engagement

Guidance from higher

Possible Qs and As15 ea. 5 Questions you dont want

asked, 5 Questions most likely asked, 5 Questions you want

asked. Build press kit

SME bio, fact sheet, latest articles / releases, CD of photos

Prep your SME - plan on an hour

Cover all material in prep packet Include murder board


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PAOs Responsibilities-Immediately prior to in terview-

USE A CHECKLIST! Validate reporters credentials

Confirm reporters interest items

Establish connectivity (e.g., face-to-face, phone,

satellite/DVIDS, internet) Confirm format

In-person or remote, Live or recorded, Print, TV, radio, web

Establish ground-rules with reporter

Expected duration Limit scope of interview to (topic XYZ)

If more than one reporter:

Limit to 1-part questions (no multi-part questions)

State name and media affiliation before questions

Let reporters know we will be recording the event


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PAOs Responsibilities

During the interview Intro interviewee (e.g., name, duty title)

Time and record the interview

Review due-outs with interviewee and reporter

After the interviewUSE A CHECKLIST! After action review w/ interviewee

Follow-up w/ reporters unanswered questions


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Interviewees Responsibilities

BLUFInterviewees #1 priority is preparation

Maximum disclosure, minimum delay

Unless it calls into question SAPP issues (Security,

Accuracy, Policy & Propriety)

Express sympathy (if appropriate)

Set realistic expectations

If outlook uncertain, best to under-promise and over-deliver

Dont speculate on hypotheticals/unknowns

Exit Strategy

When time to leave, PAO will announce, Time for one more

question!

Answer last question and transition to command message by saying,

In conclusion. give key message and leave.


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Interviewees Responsibilities

Check appearance before interview Well groomed hair, no 5 0clock shadow

No sunglasses

Sharp uniform

Optional: open with icebreaker If a press conference type of format:

Provide clear and concise opening statement

Effective Response = Message + Talking Point in

less than 18 seconds Stick to about 3 key messages
http://vimeo.com/32207413http://www.youtube.com/watch?v=of_8iC6P9Cghttp://www.youtube.com/watch?v=of_8iC6P9Cghttp://vimeo.com/32207413


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Anatomy o f an Effect ive

Response

1. Message

Narrowly focused communication directed at a specific audience to

support a specific theme

We are committed working ourselves out of business in the next

year.

2. Talk in g Po in t

Something that lends support to an argument Weve already transitioned 4 of our agricultural development

projects to the Provincial Governors Agricultural Director.

3. Less than 18 seconds

Easier for sound-bytes

Easier for translation

How long is someones span of attention?

Allows for more questions and answers

Put it all togetherWe are committed working ourselves out of

business in the next yearfor example - Weve already

transitioned 4 of our agricultural development projects to the

Provincial Governors Agricultural Director.


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Media In terviews 101Body Language

Lean slightly forward ifseated

Use natural gestures

Dont lose composure; be

calm If interviewed by a

journalist:

Look at him/her NOT

the camera

If interviewed by the camera

operator or via remote link:

Look at the camera

operator or the camera
http://www.youtube.com/watch?v=M8PP3QU7wjIhttp://www.youtube.com/watch?v=M8PP3QU7wjI


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Avoid military jargon &acronyms

Clarify vague questions before

answering

Always assume mic is on and

you are on the record

Listen, Pause, Think

Respond

SAPP (Security, Accuracy,

Policy & Propriety)

Stay on topic and in lane

Be positive

Dont repeat the negative

Disagree when appropriate

Media In terviews 101Spoken Language
http://www.youtube.com/watch?v=Bs8LKFEH_SQhttp://www.youtube.com/watch?v=Bs8LKFEH_SQ


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Block ing

We never sayno comment

but ultimately might be

asked questions we do not

want to answer or speculate.

Im not prepared to talk

about that issue today.

My personal opinion is not

important.what is

important is.

An answer to that question

would be pure speculation at

this point

Id like to get more

information on that prior to

answeringIll ask my PAO

to follow up with you later

today.


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Br idg ing

Never use No Comment;

If you cant comment, state why

Info could put lives or mission at risk

(e.g., details of force plans /

movements / capabilities /

vulnerabilities or intelligence activities Info outside your lane of expertise or

responsibility or inappropriate to

comment

Thenbridge to a key message

yes/no/I dont know..

what I do know is..

.another point I should make

let me put that into perspective.

.whats more interesting to

consider is..
http://www.youtube.com/watch?feature=endscreen&v=-LifPsaQrRw&NR=1http://www.youtube.com/watch?feature=endscreen&v=-LifPsaQrRw&NR=1


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Flagging

Phrases used to callattention to or highlight

salient points

Dont lose sight of the

fact.

The critical issue to

remember is..

It all boilsdown to

The key point toremember is


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Reminders

1. Do your homework. Be prepared.

2. Relax and be yourself.

3. Stay in your lane and dont speculate.

4. Use conversational language.

5. If you dont know, say so and offer toget back to the reporter with the

answer. Then follow up.

6. Always be honest. Always.

7. Take a few seconds to think about youranswer.

8. Never say no comment.

9. Speak with confidence in the fact thatyou are the subject matter expert.

10. Use a command message in everyanswer.

11. Know that most media questions arenon-threatening, however

12. Reporters do seek drama and conflict.

13. Dont argue, but

14. Dont be afraid to correct a reporters

facts.

15. If a reporter interrupts you, pause, let

the reporter finish, and then finish

your answer.

16. Know that you can politely decline toanswer.

17. If a reporter asks multiple questions,

say: Youve asked several questions.

Let me respond to the first

18. You can ask the reporter to repeat,

restate, or explain a question.

19. Maintain a professional attitude at all

times.

20. Be available for follow-up questions

and/or additional interviews.
http://www.youtube.com/watch?v=H63lVzTF6eghttp://www.youtube.com/watch?v=H63lVzTF6eghttp://www.youtube.com/watch?v=H63lVzTF6eghttp://www.youtube.com/watch?v=H63lVzTF6eghttp://www.youtube.com/watch?v=H63lVzTF6eghttp://www.youtube.com/watch?v=H63lVzTF6eghttp://www.youtube.com/watch?v=H63lVzTF6eghttp://www.youtube.com/watch?v=H63lVzTF6eg


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Media In terv iews 101

After Action Review

APPEARANCE

SPEECH/CADENCE BODY LANGUAGE

Q&A

CLOSING REMARKS

Etc.


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Back Ups


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Sample Engagement Prep Packet

Successful Engagement =

Ability

Training

Preparation

Effective Response = (Message + Talking Point)


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5/6 June Med ia Engagement

Overview

Key Personnel

Engagement ConceptBackground: The ongoing tensions in Centerland are

garnering considerable attention on National/International

News. The State Department and United Nations continue

to work to seek resolution to the instability but considerable

discussion in the media is focusing on potential US Military

Support. USGEOCOM and OASD PA continue to receive

extensive queiries on this issue.

Purpose: Increase awareness USGEOCOM planning efforts

in support of CenterlandGuidance: Focus on the broad range of capabilities that our

military forces can bring to bear if/when directed to do so.

Stay in your lane". Avoid speculation as to what type

military action may be required while hi-lighting the broad

spectrum of capabilities and readiness of our forces.

4 /5 JUN (Day 1 - prep):

2000-2030, Media Prep, JPG Cell

5/6 JUN (Day 2 execute):

1200: Arrive PAO office, final prep

1245: Arrive at interview site, micdup

1300: Interview with Ms Garceau and Mr Evans

1330: Mission complete

Timeline:

PA - LTC Paul Hayes: 757-286-1871 (Bberry)

SME 1 (5 JUN) CDR Craig Bangor, USN, JPG Lead

SME 2 (6 JUN) LTC Bill Tillery

Nick BlaiceOSD PA, 757-203-5631

Media Topic: USGEOCOM Planning for Centerland

Engagement Date: 5 JUN 2012 - 1300, 6 JUN 2012 - 1300

Location: HQ Bldg, FT Story

Units involved; JPG, USGEOCOM

Media Type and Amount: (2 of the following will attend

with cameramanroundtable format)

1. Joseph Long, African News Service

2. Sharon Garceau - New York Times

3. Joe Herbert, New York Herald.

4. John Meindl, AP:

5. Alexus Buhari - The Guardian

6. Nigel Warburton, BBC

7. Mark Williams, UPI


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Repo rter Bios

Joseph Long, African News Service. Mr. Long was born in Zimbabwe and educated in the United States at

Northwestern's college of journalism. He worked for the Associated Press for five years, covering issues on theAfrican continent. He began working for the African News Service as its lead reporter in 2007. He has covered every

issue of substance on the continent since then.

Sharon Garceau - New York Times

A veteran journalist, Sharon has worked for the Washington Post and the New York Daily News before coming to the

New York Times. Sharon holds a B.A. in Journalism and American Studies from Syracuse University. Sharon covers

a wide range of issues including education, economic growth, humanitarian efforts and politics. She also wrote andblogged for AlertNet, Reuters' humanitarian news website.Joe Herbert, New York Herald. Joe Herbert has the lead military reporter for the New York Herald for ten years. Hehas deployed with U.S. military forces in Iraq, Afghanistan and at sea in the Middle East and the Pacific. He is a

graduate of Columbia's college of journalism.

John Meindl, AP:Award winning wartime reporter with experience in Iraq and Afghanistan as well as Horn ofAfrica. In addition to mainstream media, writes a Blog entitled "Notes from the Front" with a readership of100,000+. Meindl has a keen interest in disaster recovery and humanitarian relief.Alexus Buhari- The Guardian

Ms. Buhari is an editor and writer at The Guardian an independent daily newspaper considered to be "Nigeria's mostrespected newspaper." Before joining The Guardian, Buhari wrote about security, international development andwomen's issues. She worked as a freelance journalist, writing about the United Nations Development Fund forWomen responsible for opening two women's referral centers--a small place of solace for abused, battered or raped

women.

Nigel Warburton, BBC: West Africa beat reporter, grew up in the Gambia, has covered all of the major issues inthe region over the last 15 years, including conflicts in Senegal, Mali, Sierra Leone, and Liberia. Has frequently

authored pieces critical of the Nigerian government and its repression.

Mark Williams, UPI, military desk, OIF and OEF embed experience, 16 years on the job, Radford UniversityJournalism grad 1995.


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Theme/Messages

Theme: Prudent planning in support Government of

Centerland

Security is a necessary condition for prosperity and lasting democratic institutions

We condemn the actions of the LLA and recognize its actions are outside of

international law and jeopardize the security of its citizens

Regional challenges require cooperative solutions Department of Defense and US Geo Command will be part of a much larger United

States response to a Government of Centerland Request for Assistancewe will be

cooperating with many agencies and partners from across the region to plan for all

contingencies

US Geo Command is committed to lasting partnerships

The US Military has a long history of working with international relief organizations andhost nations to reach those effected by terror and disasterwe are planning

accordingly.

DoD has unique capabilities which can provide a range of assistance options

Geo Command forces bring unique capabilites to this crisis to support the Government

of Centerland as requested to include providing a secure environment for relief

organizations, medical support, transportation, engineering, and heavy lift


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Possib le Top ics o f In terest

Planning efforts

DoD capabilities

Security posture (right to

self-defense)

Enemy activity; our plansand/or reaction (stick to

facts/stay in lane)

Regional and international

cooperation (stay in lane)

Current events, i.e.

kidnappings, bombings (stick

to facts/stay in lane)

DoD presence (none

planning only)


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Top ics to Avo id

Speculation on mission,

endstate

Christian vs. Muslim

Political stability in thecountry

UN, USG policies

Security posturepending

deployments


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U.S. GEO COMMAND is conducting reasonable planning efforts to support

a request for assistance from the Government of Centerland. Wealong

with the rest of the Department of Defense and the US Government affirm

our support for the rule of law and sovereignty and territorial integrity of

Centerland. We regret the loss of life and damage to civilian structures that

has resulted from the terrorist attacks in Centerland. All of our planningefforts are in support of UNSCR X132, and we will work with all US

Government and international partners to ensure the Government of

Centerland has all the assistance it needs to meet immediate humanitarian

needs. As always - with the understanding US GEO COMMAND forces

will be operating in an Uncertain Operational environment - the safety andsecurity of Americans is paramount. Our planning will ensure the

humanitarian and security operations will be conducted with the GOC and

its populace in mind, giving deference to the sovereign nation and its

leaders.

Opening Statement


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Hold ing Statements

HYPOTHETICAL QUESTIONS.Im sorry, but Geo Command policy is to not discuss hypothetical situations

or events, so I cant help you.

INTELLIGENCE ACTIVITIES.

For security reasons, Geo Command does not discuss actual, alleged, or

perceived intelligence activities.

TROOP MOVEMENTS.

For security reasons, Geo Command does not discuss troop movements, or

rumors of troop movements.

MILITARY PLANNING.Geo Command is conducting reasonable planning efforts to support request

for assistance from the Government of Centerland to the United States.


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Potential Qs/As

Q: What is your mission here?

A: We are here in a planning capacity. I have a roughly 20-person team

here working hard to plan how best to support the request Centerland

has made to the United States for military support.

Q: How is the US Military supporting Centerland currently?

A: At the request of Centerland, through the US State Department, weare assisting with reasonable planning efforts in support of UNSCR

X132.

Q: What is the extent of your planning efforts?

A: Right now we are trying to anticipate where we might be needed until

specific requests for DoD assistance are made. Historically, DoD hasbeen asked to provide equipment and specialized assistanceunique

capabilities if you willthat only the military has. Things like our heavy

lift helicopters. Our engineering assets. The security our ground

forces provide. Communications support is another. We are focusing

our planning efforts on where these unique capabilities will be called

upon to assist the people of Centerland.


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Poten tial Qs/As (con t.)

Q: How long are you going to be in Centerland?A: First, we are only planningno forces are in Centerland. Second, like

any mission we take onwe plan to complete the tasks that are assigned to

uswell stay until the mission is done.

Q: There have been numerous lives lost in terrorist attacks in

Centerlandwhat is the US Military going to do to stop these attacks.

A: First, we regret the loss of life and damage to civilian infrastructure. We

condemn the actions of the LLA and recognize its actions are outside of

international law and jeopardize the security of its citizens. Obviously, the

security of our own personnel and those of innocent Centerlandians is one

of the critical considerations in our planning efforts.

Q: What capabilities does the US Military have that can assistCenterland?

A: We have a multitude of capabilities to include security, engineering,

heavy lift, logistics to support humanitarian assistance, and non-combatant

evacuation assistance.


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Poten tial Qs/As (con t.)

Q: What forces have you committed so far?A: We are still in the planning stages and have not committed any

capabilities at the time. However, the Department of Defense offers a

unique set of capabilities that we are prepared to provide upon request.

These capabilities include communications support, transportation, public

works and engineering, emergency management, public health and medicalservice, to name a few.

Q: Why is the US Military supporting Centerland?

A: First and foremost, the Government of Centerland has requested US

Government assistancemost of which only the military can provide. But

US GEO Command has always been committed to a lasting partnership

with Centerland and its people. We know that security in the region is a

necessary condition for peace and prosperity.


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Media In terv iews 101

1. Do your homework. Be prepared.

2. Relax and be yourself.

3. Stay in your lane and dontspeculate.

4. Use conversational language.

5. If you dont know, say so andoffer to get back to the reporterwith the answer. Then follow up.

6. Always be honest. Always.

7. Take a few seconds to think aboutyour answer.

8. Never say no comment.

9. Speak with confidence in the factthat you are the subject matterexpert.

10.Use a command message in everyanswer.

11.Know that most media questions

are non-threatening, however

12. Reporters do seek drama and conflict.

13. Dont argue, but

14. Dont be afraid to correct a reporters

facts.

15. If a reporter interrupts you, pause, let

the reporter finish, and then finish yo

answer.16. Know that you can politely decline to

answer.

17. If a reporter asks multiple questions,

say: Youve asked several questions

Let me respond to the first

18. You can ask the reporter to repeat,restate, or explain a question.

19. Maintain a professional attitude at all

times.

20. Be available for follow-up questions

and/or additional interviews.


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Name:

Date:

Prepping:


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Notes:

Flagging:

Blocking:

Bridging:

Prepping:


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Sample Engagement AAR


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Media Engagement ReportSummary:

Engagement time and date: 051300JUN12

Media Outlets: Sharon GarceauNYT, John Meindl-Associated Press, Mark WilliamsUPI

Location of Interview: USGEOCOM HQ, 1stfloor command group office

Subject Matter Expert: Navy CDR Craig Bangor, OPT Lead, USGEOGOM Planning Cell

Duration of interview: 28 minutes

Projected air / publish date/time: 061800JUN12

Topics covered:

1. Planning in preparation for contingency operations in Centerland

2. Unique DoD capabilities being considered for operations

3. Overview of military planning process

Assessment of engagement:Anticipate coverage being neutral to positive. Overall theme

of the interview was awareness of initial planning efforts for possible contingency operationsin Centerland. The SME answered approximately 14 questions over 28 minutes. Format for

the interview was informal with three media representatives asking questions with the entire

interview being taped. SME stayed on topic reiterating planning was an ongoing iterative and

collaborative effort. While interviewers asked several questions that invited speculation

SME avoided answering and bridged to appropriate top-line messages. SMEs use of

opening and closing statements were well received and should be utilized in the future.Suggest SME refine answers for next interview as responses trended long.


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SME AAR Comments

Questions asked:

1. What planning are you conducting?

2. What options are you planning for?

3. What specific capabilities are you looking at?

4. What forces do you have moving into theater?

5. If HA/DR is a possibilitywhat are you looking at as far as a threat? What are the

regional threats?6. Where there is a threatfor instance smugglinghow will you interdict it?

7. What are you doing about the American Students trapped in Centerland?

8. Is Grenada a good example of how we execute NEO?

9. What is normalcy in Centerland? What will Centerland look like after we leave?

10. How does the planning process workplease explain in laymens terms?

11. What is your military background?

12. How do you feel about the current situation in Centerlandhow would you feel about

going in there?

13. What can the US do about piracy off the Centerland coast?

14. What about WMDhow can you protect our Soldiers from that threat and what are the

challenges in finding WMD?


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SME AAR CommentsObservation: Responses too long

Discussion: When queried you tend to be long on your responses. Responses averaged 1-2 minutes.Recommendation: Improve. Effective responses are one part message, one part talking point in under 20 seconds. Once

you get into the rhythm of answering questions this way it gets much easier.

Observation: Be careful inviting criticism

Discussion: You made statements like in the past the public has been critical and I know some people have been critical

about This invites the reporter to ask you to clarify what you are referencing and could leave you open to delving into

a topic we dont want to talk about.

Recommendation: Improve. When a reporter asks you directly about conflict or touchy issuesits acceptable toacknowledge them and move on. In the futurestick to your top-line messages and avoid opening yourself up for an

enterprising reporter.

Observation: Deferring questions

Discussion: When queried about issues that were outside of your laneyou deferred these questions to subject matter

experts like the POLAD, Department of State, and Theater Security experts.

Recommendation: Sustain. This is a great technique to use and you should sustain for future engagements.

Observation: Definition of normal

Discussion: One of the questions asked you to define what normalcy was in Centerland. Furtherthe reporter wanted you

to define what normal would look like after the US leaves.

Recommendation: Improve. Normal is relativewho knows what that means. You should avoid discussion of this and

bridge to one of your top-line messages. Bridging to a security message or support to the GoC would be more

appropriate.


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SME AAR CommentsObservation: Body language

Discussion: Overall body language was good. You had a reassuring demeanor and spoke with confidence. Be carefullooking down when you read your notesyour voice trails off.

Recommendation: Sustain. Only suggestion would be when referencing your noteslook down, pause, and look back on

the interviewers before starting to talk again.

Observation: Use of opening / closing statements

Discussion: You chose to use opening and closing statements. The statements were well received and allowed you to set

the tone for the engagement. Your closing statement allowed you to hit your top-line messages one last time.

Recommendation: Sustain. Just be careful about reading your notes / statement while on-camera.


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Sample Engagement Report


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Media Engagement ReportSummary:

Engagement time and date: 051300JUN12Media Outlets: Sharon GarceauNYT, John Meindl-Associated Press, Mark WilliamsUPI

Location of Interview: USGEOCOM HQ, 1stfloor command group office

Subject Matter Expert: Navy CDR Craig Bangor, OPT Lead, USGEOGOM Planning Cell

Duration of interview: 28 minutes

Projected air / publish date/time: 061800JUN12

Topics covered:

1. Planning in preparation for contingency operations in Centerland

2. Unique DoD capabilities being considered for operations

3. Overview of military planning process

Assessment of engagement:Anticipate coverage being neutral to positive. Overall theme

of the interview was awareness of initial planning efforts for possible contingency operationsin Centerland. The SME answered approximately 14 questions over 28 minutes. Format for

the interview was informal with three media representatives asking questions with the entire

interview being taped. SME stayed on topic reiterating planning was an ongoing iterative and

collaborative effort. While interviewers asked several questions that invited speculation

SME avoided answering and bridged to appropriate top-line messages. SMEs use of

i d l i t t t ll i d d h ld b tili d i th f t

principles of media engagement

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