Introduction to Media Training SURFPAC Public Affairs SURFPAC Public Affairs May 2014

Honor - Courage - Commitment GROUND WE’LL COVER Why talk to the media News and news making Preparing for an interview Messages Interview Techniques

Honor - Courage - Commitment WHY TALK TO THE MEDIA? Should be seen as an opportunity Should be seen as an opportunity We want ownership of the issue We want ownership of the issue Funding, Recruiting, National Will, Sailor Morale

Honor - Courage - Commitment “The media are not an optional add-on to a modern operation -- today, dealing with the media is key to any operational success.” -- Dr. Jamie Shea NATO Chief of Information “I would no sooner do a media interview without preparing than fly a combat mission over Baghdad without preparing.” -- Gen. Dick Hawley former COMACC WHY TALK TO THE MEDIA?

Honor - Courage - Commitment WHAT’S NEWS? News Pegs Suspense Suspense Proximity Proximity Immediacy Immediacy Conflict Conflict Emotion Emotion Consequence Oddity Prominence Progress Sex

Honor - Courage - Commitment TYPES OF INTERVIEWS On the record -- “Mr. Smith said…” Background -- “a Department of the Navy official said...” Deep background -- “a lawyer said...” Off the record -- “………..” Know and understand interaction

Honor - Courage - Commitment Morning Show Edited Interview Remote Interview Confrontational Interview Press Conference TYPES OF INTERVIEWS

Honor - Courage - Commitment Look at the person who asks the question Respond to question with messages -- Answer + Message = Response Limit response to a maximum of 60 seconds -- Be succinct; Don’t use jargon Know facts and figures Don’t speculate Don’t speculate RESPONDING TO QUESTIONS

Honor - Courage - Commitment Tell the Truth Be Yourself Don’t Argue; Rise above the Fray “No Comment” is not a response If you don’t know, just say so Correct and Protect the Record Keep up with the news Know the Rules of Engagement Use Public Affairs Guidance and Personnel MEDIA TIPS

Honor - Courage - Commitment …MORE MEDIA TIPS Be patient - pause and think about what you want to say Be patient - pause and think about what you want to say Think in sound bites Think in sound bites Don’t repeat a negative Don’t repeat a negative Stay in your lane Stay in your lane Always consider yourself “on the record” Always consider yourself “on the record” Avoid Navy jargon and acronyms Avoid Navy jargon and acronyms Dress appropriately Dress appropriately Know your messages Know your messages

Honor - Courage - Commitment PREPARING FOR AN INTERVIEW Dress and appearance Dress and appearance Eye and Hand movements Eye and Hand movements Facial expressions Facial expressions Posture Posture Voice tone Voice tone Relaxation tips Relaxation tips Number one mistake on camera is lack of energy! Number one mistake on camera is lack of energy!

Honor - Courage - Commitment PREPARING FOR AN INTERVIEW Know the media Know the media Knowledge level, style, interest areas Knowledge level, style, interest areas Publication audience, format Publication audience, format Know your audience Know your audience Internal, external Internal, external Local, regional, national, international Local, regional, national, international Know your messages Know your messages Prepare in advance Prepare in advance Practice in advance Practice in advance

Honor - Courage - Commitment Messages are key bits of information you want your audience to know ( sec soundbite) Decide on the headline you want & practice out loud Write your messages down to better evaluate them -- Must be short, memorable and relevant Accuracy Accuracy Brevity Brevity Clarity Clarity Repeat, your messages often! DEVELOP MESSAGES

Honor - Courage - Commitment MESSAGES: THE SANDWICH The Message Sandwich State your message Support your position -- Explanation, Facts, Description, Rationale Restate your message “Nike shoes are the best. They have been scientifically engineered for comfort and traction, and have set the standard for running shoes that are always in fashion. No shoes are better than Nike.”

Honor - Courage - Commitment “Hook” the reporter and audience Technique used to influence the questions you will be asked Before the interview begins “hook” the reporter with your key messages Make your point and drive the agenda; force interviewer to follow your lead “And that’s just one possibility…” “We’ve done something no other organization has ever done.” MESSAGES: THE HOOK

Honor - Courage - Commitment “Bridging” to key messages Technique used to move from what the reporter wants to discuss to what you want to discuss Don’t wait for the “right” question Deal with the question honestly, then logically bridge to your message. “Yes... (Response)... “let me explain…” (Bridge to message) “… is a good point, but the real issue is…” MESSAGES: THE BRIDGE

Honor - Courage - Commitment “Flag” what people should remember Technique used to emphasize your messages with the audience Verbal highlight, foot stomp, Use voice and gestures to telegraph messages “What you really need to know is…” “If you remember one thing today it should be....” MESSAGES: THE FLAG

Honor - Courage - Commitment Barrage of questions Answer the one you want to answer Comparisons with others Length of answers Negative words or phrases Don’t repeat negatives Promises Repeat statement, but still not as a promise Speculation Don’t speculate unless you thought it in advance AVOID MEDIA TRAPS

Honor - Courage - Commitment Things to Remember Biographical information (Where you are from, family info, etc.) Your job(s) on the ship Size of crew General mission of the ship Life on board the ship Navy life in general Ports visited, etc. (No future operational info) Why did you join the Navy? Personal and professional Navy goals Advice for young people about joining the Navy Rule #1 – Stay in your lane

Honor - Courage - Commitment Things to Remember How many ships should the Navy purchase? Which variant of LCS is better? Why is your ship always broken? Is the LCS program a waste of money? Etc. Rule #2 – Avoid negative topics

Honor - Courage - Commitment GROUND WE’VE COVERED Why talk to the media News and news making Preparing for an interview Messages Interview Techniques

Honor - Courage - Commitment “Public sentiment is everything. With public sentiment, nothing can fail; without it, nothing can succeed.” -- Abraham Lincoln Conclusion