Naval Service Training Command NJROTC Public Affairs Handbook

Transcription

1 Naval Service Training Command NJROTC Public Affairs Handbook

2 Contents Introduction Navy Public Affairs Programs Duties of the PAO Public Affairs Planning Media Relations What Makes News Key Communication Strategies Media Queries Response to Queries (RTQs) Media Interviews Escorting Media News Releases/Format/Templates Crisis Management Incident Reporting Community Relations Community Relations Guidelines Public Visits and Tours Escorting Distinguished Visitors Internal Relations Internal Information Internal Communication Themes Photography Photography Guidelines and Examples Captions 1

3 Introduction This Public Affairs Handbook was designed as a resource to help NJROTC units organize and administer an effective public affairs program. The information contained in this document was compiled from a number of sources, including previously-released PAO handbooks from various commands, the Navy Public Affairs Instruction (SECNAVINST A), the Freedom of Information Act and Privacy Act. Content, and Web addresses, and links are current as of the date of publication, however, are subject to change. If you have questions, check with your Area Manager who will liaison with Naval Service Training Command Citizenship Development (NSTC CD) staff as appropriate. Public Affairs Programs Public Affairs programs facilitate and enhance communication between the NJROTC unit and the school, and other audiences, both in and out of the Navy. While keeping your NJROTC unit informed, you can also encourage positive communications, promote high morale and efficiency, and foster a positive image of your unit and the Navy in your school and community. The three main areas of Navy public affairs are public information/media relations, internal information and community relations. Public information programs address audiences outside the Navy, while internal information programs are designed to reach those inside the NJROTC (including families). Community relations refers to programs designed to better acquaint your unit with your community neighbors. 2

4 Public Affairs Planning Planning Guidelines Planning is critical to your success. Since school work and extra-curricular activities require most of your cadets time, keep your plans simple. Remember: Your NJROTC unit must listen as well as talk. Different people have different information needs and respond to different communication techniques, messages and channels. Credibility enhances communication, and credibility is enhanced by telling the bad with the good. However, all possible negative stories should be reported to the Area Manager who will provide appropriate guidance. The following guidelines will help you plan. Establish objectives. Produce a clearly-written statement of public affairs objectives and goals. What are your messages? Through what channels? To what audiences? With what results? A lack of clearly-defined goals will reduce your program s effectiveness. Define your audiences. Identify audiences with whom your unit and your school must communicate. Define your messages. What messages do you need to transmit to your NJROTC unit? They should be directly related to the leadership objectives and the command mission as well as remaining in compliance with your school s directives. Define the message channels. What different methods or channels do you need to use to get the word out? Make sure that all methods are approved by your school. Channels fall into four general categories: a. Printed Material: posters, pamphlets, etc. b. Electronic Media: radio, television, the Internet and Intranet c. Face-to-Face: unit formations, meetings, gatherings d. Communication Events: family tours, unit picnics Plan the program. It s impossible to say all things to all people by every means, so determine what messages are most important, to whom those messages should be delivered and how best to deliver them being sure to incorporate your school into the process. Construct your program. It should reflect the uniqueness of your unit and the leadership objectives of you and the unit commander. Implement the program. Here are some resources that can help: a. In running a public affairs program, you will coordinate with your school and your area manager. Your Area Manager will provide you guidance for events that require a greater degree of attention. b. Local news media: Local news media outlets may be useful if approached properly and information is correctly submitted. Don t be disappointed if the civilian news media do not share your enthusiasm for changes of command and other events that are important to you. Do your best to make it interesting for them, that way, you are more likely to get coverage. 3

5 c. Evaluate your program. Look for local news media reaction, staff response, etc. Try to quantify the results for future reference (how many stories in how many media, etc.). d. Change the program. Periodically meet with the unit leadership to review how things are going, and revise as necessary. The guidelines presented above are offered to help you get started. 4

6 Media Relations What Makes News Some examples of events or incidents that could have legitimate news value or invite public attention include: Community service activities Drill meets and unit events Instances of misconduct by unit personnel Training initiatives including new technology Outstanding accomplishments by staff or cadets Awards or achievements of unit personnel "First time," "Largest," or "Biggest" tags Key Communication Strategies a. Coordinate Themes: Every effort should be made to localize and tailor each presentation to particular media or audiences. Today's world of communications is becoming more and more specialized. By tailoring your message to each specific audience, the relevance of the message and resultant use of the product increases exponentially. b. Move Fast: Stories of students graduating, instructors/ personnel receiving awards, new instructional programs become old news quickly. It is incumbent upon all units to move these stories to applicable media markets, faster than ever before. Get your story out with photos, within a day of the event to meet weekly deadlines. In today's environment of instantaneous information release, the need to move more news quickly is more important than ever. c. Photos Increase Marketability: Including photographs greatly increases the chance of getting a story published. This means in addition to supplying just a formal photo of an individual, an action photo of the individual in a training scenario should be included. Instead of a formal photograph of the individual, an action shot of the person doing their job (showing cadets drilling, field trip, etc) should be included with the release. Media Queries Your NJROTC unit is the foundation of your public affairs programs. Telling its story as well as cadets stories to the world is part of your job. While most of your efforts will be spent on communications within your unit, when things do happen that require you to deal with external media, they tend to happen quickly. You need to be prepared to respond quickly and appropriately, knowing what resources to tap ahead of time as well as the proper channels to go through prior to releasing information (school, area manager, etc.). With events that are high visibility, requiring you and/or your unit to make a statement, or in the event of an accident/incident, you must coordinate all responses with your area manager who will provide the proper guidance. Remember, the reporter who is calling you is just doing his or her job. You should do your job by remaining calm and professional, no matter what his or her questions are. You are not obligated to answer the news media's questions, particularly right away. If you are uncomfortable with the interview, it is a good practice to write down their 5

7 questions and ask to get back to them with the answers. That gives you time to think about the answers, find statistics, and inform your chain of command about the query. This does not mean you are hiding anything, but that you want to ensure you give the correct information to the reporter. Also, be sensitive to the reporter's deadline, and respond by that time even if you can only say, "I don't have any information for you at this time." Never use "no comment." Media Interviews Sometimes you, your unit commander or a cadet may be asked for an interview. Prior to the formal interview, a full-time PAO should review with you any PA guidance. You should be present during the interview. You may decline an interview, but it is often in the best interests of your unit and the Navy to use this means to get information, particularly your key messages, to the public. Always record interviews on an audio recorder so you will have a record of what was actually said. It is important to begin the interview by stating (on tape) that you are recording the interview and get the reporter's verbal acknowledgement and approval. Publicize good news. If your unit has done something special such as community service, or environmental effort, it s worth a release to the news media. Also remember: Bad news does not get better with age! It's best to address it up front, on your terms, instead of waiting and possibly giving the indication that there was an attempt to "coverup" bad news. You always have the right to remain silent, but be prepared to offer a reason for you not commenting on the situation. Interview Preparation and Tips: Know the medium that you will be working with: TV, radio, or print and know the specific requirements of each. Practice questions. Record or videotape the practice session and critique it. Be familiar with your reporter. Know his or her style and the types of questions usually asked. Be aware of any breaking news stories. Read the morning paper. Prepare two or three communication points you d like to get across in the interview. Use people-oriented examples to illustrate those points and practice working them into your answers. If in uniform for studio interviews, wear Service Dress Blue. Don t wear nametags or other forms of identification badges; they are distracting. The uniform of the day is appropriate for an on the job interview. For interviews by phone (either radio, print or TV), ensure the reporter indicates when you are being taped, and don't forget to record the interview for your records. Whenever you record, ensure you begin the interview by stating (on tape) to the reporter that you are recording, get their acknowledgement and consent, and establish attribution (on-the-record). Sunglasses off. During the interview: 6

8 Relax. Be yourself. Be friendly. Remember that you are a Navy Core Values ambassador. Think Honor, Courage, and Commitment in forming your answers. Never lie. Tell the truth, even if it is painful. You will maintain credibility by doing so. Never say no comment. If you can t discuss something, explain why. If additional information is requested, get back to the reporter. If you don t know the answer to a question, say so. Offer to get back later with the answer, if possible. Avoid military or technical jargon. Remember, your audience is the American public. Answer directly and give the bottom line up front. Amplify later. Try to keep your answers less than 20 seconds. Correct the record. If a reporter makes an error or has the wrong information, make the correction during the interview. Listen carefully to the reporter. Ask for repetition or clarification if necessary. Maintain eye contact. Make sure the reporter knows you are interested and paying attention. Be expressive and try to be interesting. Be humorous, as appropriate. Humor can be one of the best forms of communication, but be careful of "off the cuff" remarks. Humor can also irreparably damage your interview if not tastefully done. Maintain a positive attitude. Never speak off the record. Either talk on the record or not at all. Be prepared to respond to the 5 W s: who, what, when, where, why and also how. Always assume that you are on the air, even if you are told that you are off. Technical crews make mistakes. Be modest but confident. Never, ever, lose your temper even if provoked. Do not drum your fingers, twiddle your thumbs, tap your feet or act in a nervous manner. Don t look around the room for the answer. It gives the impression of discomfort, bluffing or desperation. Never speculate or comment on matters beyond your cognizance or responsibility. "Anything to add" wrap-up - never pass on this opportunity talk about your unit and its message. After the interview: Thank the reporter for the interview and the opportunity to communicate with the American public. Clarify any points that were unclear. Ensure that all information is correct. Find out when the interview will air or the story will run and inform your area manager. News Releases 7

9 Releasing a story to the media doesn t guarantee that it will be printed or aired. That is the news organization's decision, which will be based on what s hot and what s not that day in the eyes of news director or editor. Competition for airtime and column space can be intense. There are several things to keep in mind that will enhance the chances of it receiving news coverage as you prepare your release: What s the news value of the story - is it unusual, interesting, marketable? Determine the most important basic points you want to communicate (a basic outline), and build on those. Writing should be concise and clear. Where should the story be marketed? Is the story a visual one? Would a video report be better than print? Would it be better to invite the media to cover your unit s event, or should you write the story yourself for marketing? Should the area manager or the NSTC PAO advisor become involved because of the size of this event? What role does your school play? Writing the Basic Release The basic release is written in an "inverted pyramid" style, which puts the most important and basic information first. This information goes into the "lede" sentence. (The first paragraph of a news story is the lede. It is often just one sentence, but it can be two.) As many as possible of the five Ws (who, what, when, where, why) and the "how" go up front. This is because editors cut from the bottom of a story, if needed, so the least important information will end up on the floor. The body of the release expands on the essential facts, giving details, as well as quotes and new information. Keep the message simple, remembering that private citizens unfamiliar with the Navy or your NJROTC unit need to be able to read and understand it. Your story can be released following coordination with your school, and, if necessary, your NJROTC area manager. A sample news release follows. 8

10 News Release Format NJROTC unit or News Release Letterhead Include NJROTC unit address For further information, contact: (PAO name) (PAO phone number) Release No.: For immediate release This Is What a News Release Should Look Like (CITY, State) -- This is what a news release should look like. It will also tell you a few things about what should go into a news release. The body of your release should begin with a dateline in Associated Press (AP) style (see CITY, State above), such as PENSACOLA, Fla. It is recommended that you refer to the AP Style Guide to ensure you're listing rank/rating abbreviations, states, etc., correctly. Editors will often reject copy which doesn t follow AP style. For instance, for state names spell out all names of states in sentences unless they are preceded by a city, county or military base name. Then, according to the chart found with the listing in the AP Style Guide, you abbreviate all state names EXCEPT the two states outside the Lower 48 and all continental states that have five or fewer letters in their names. Examples: I lived in Oklahoma. I lived in Tulsa, Okla. I lived in Iowa. I lived in Council Bluffs, Iowa. Under Military Titles you will find that the AP version of the ranks of enlisted personnel is different from the Navy s abbreviations, for instance, Senior Chief Petty Officer John Smith, or Petty Officer 1 st Class Sally Jones. Your story has a better chance of being used if the editor sees a familiar format. Use the "inverted pyramid" news-writing style (important information first), and make the story as timely as possible. Don t forget to date your release and include a contact telephone number. Either "For Immediate Release" or a "Release On" date must appear on all your stories. Write in normal paragraphs, with readable print, caps and lower case, suggested margins of one inch. Try to keep the stories concise. One to two pages is usually enough for a basic news story. Features or major news stories may run longer. As often as possible, forward a photograph along with your story that illustrates what your press release is about. This makes the story more interesting to the reader (and to the editor who is determining whether or not to run your story). If your release is more than one page, type "--more--" at the bottom center of the page. -more- 9

11 NEWS RELEASE FORMAT Page 2 begins with a repeat of the story tag, followed by the appropriate page number. As you can see, sentences and paragraphs are short. A sentence should rarely be more than 25 words. "Quotes can sometimes be a paragraph all to themselves," said Petty Officer 1st Class Suzanne O. Shipmate, a Navy journalist who knows about the subject. If the release includes information regarding the training conducted at the unit, a sentence regarding any accreditation for the command and/or course, should be included. This should also have the name of the accreditation organization, such as the Council on Education (COE). Don t forget to add a stock paragraph about your command at the end. This can describe the command's mission and where it is based. Just below your story, identify who wrote it: "Story by Cadet John J. Smith, Navy Summerdale High School NJROTC public affairs," or, if it was written by several staff members, "Story by Summerdale High School NJROTC public affairs." Finally, to let the editor know you have finished the story, type "--USN--", centered, at the end. Story by (your rank/rate and name) --USN-- 10

12 News Release Templates A couple types of news releases you may have to prepare may include: Awards Changes of Command To help you get started, this section includes templates for these types of releases. They may also be modified slightly for use with other types of stories, such as promotions or graduations. These templates contain the basic facts you should include in the story. You may add additional information about the subject's career and/or the ceremony (if applicable). Also, adding quotes from the person you are writing about will make your story more interesting. Award story Cadet 2 nd Class Ready T. Goe of the Flour Bluff High School Navy Junior ROTC unit, Flour Bluff, Texas has been awarded the outstanding cadet of the semester award. Goe, a 16-year-old junior, was cited for outstanding naval leadership in all areas of professional development in the unit. He joined the NJROTC unit his freshman year and is currently the unit s operations officer. He has previously served as the unit s public affairs officer and the Alpha Company adjutant. Goe is the son of Robert and Linda Goe who resides in Flour Bluff, Texas. The NJROTC unit at Flour Bluff High School has been listed among the top ten NJROTC units in the country for the past five years. Change of Command On Wednesday, May 30, at 3 p.m., Cadet Commander John P. Smith will be relieved by Cadet Commander Jane E. Seaworthy as the commander of the Forest Hill Navy Junior ROTC unit. The ceremony will be held at the Forest Hill High School Auditorium. Seaworthy was previously assigned as executive officer for the unit. Smith will be graduating from Forest Hill High School this year to attend college at the United States Naval Academy in Annapolis, Md. The officer in charge of admissions for the U.S. Naval Academy, Capt. John P. Wallace, will be the guest speaker. 11

13 Community Relations Community Relations Guidelines One major goal of the Public Affairs program is positive relations between your NJROTC unit and your high school and citizens of the surrounding communities. Community Relations, or COMREL, involves direct contact between your people and people from the community and your school. Good community relations is the result of hard work and planning. Begin with an appraisal of specific local problems and identify techniques/events to be applied. Synchronize your community relations activities with your other public affairs plans and initiatives. Keep your unit informed of the need for good community relations and the ways in which they can contribute and be ambassadors for the Navy and for the unit. Possibilities for direct community involvement include: Support of appropriate community events Public visits and organized group tours Partnerships with school government and clubs Charitable activities Presentations before the student body Cooperation with other NJROTC units in your area Taking an active role in your city and high school Using veterans organizations, Reservists and retired personnel to assist in community relations programs Escorting Distinguished Visitors (DVs) Know the name, title, organization, state or country of the visiting DV. Get background info for the visit, including biographies and other pertinent information. Arrange for a photographer from your unit who has been trained to take photos. If there are any staff members or students who hail from the same state as the DV, make them available for the DV to talk to, or as an escort. Assign escorts from among your command s top performers. Provide escorts with information on the DV and visit, and inspect the escorts prior to the visit. Know the reason for the visit and how your unit can benefit. A good rule of thumb is to have two escorts for every 10 people - one escort ahead of the group and one behind to collect stragglers. Ensure escorts are alert and attentive. At the end of each visit, meet with your escorts and get feedback information. If there will be a DV gift exchange, find out ahead of time and reciprocate appropriately, usually a ball cap, plaque, etc. 12

14 Internal Relations Internal Information The goal of the internal information program should be to provide each person in your unit the current and reliable information that will keep them fully aware of the unit s mission and how it affects your school and community. It is through the cadet whose morale is high, because he or she has been well informed, that the public retains a favorable image of NJROTC. Your internal information program should also be concerned with ensuring effective two-way communication between cadets and cadet leadership. There is an equal need for information to flow up the chain of command as well as down. Your program should reflect current trends and interests. To whatever extent possible, entertain as well as inform. Photography Photography Guidelines Photographs add life to your story. Remembering a few rules can improve the quality of your photos and your chances of getting them published. Action photos are best! Show training in progress cadets performing hands-on activities, and community service for news releases or articles. Group (line-up) shots and award-type photographs (grip and grin) should be used at a very minimum. People make the best subjects. Relate the person to their job. For instance, don t take a picture of the Cadet of the Year playing basketball. Shoot the photo of the individual in a leadership role with a community service project - that's why he or she was selected. The subject s face should be seen clearly. Encourage the subject to be as natural as possible for the photo shoot. Ensure there are no violations of uniform or safety regulations in the photo. If applicable, ensure subjects are using appropriate protective gear. Avoid dark backgrounds, especially if the subject is wearing dark clothing or has dark hair or skin. Every photo should have a photo credit line identifying who took the photo and their unit s name, along with a short description that will allow the photo to stand alone from your news story. 13

15 Examples of Photographs An example of a 'Grip and Grin' shot. Not the best choice for use in publications or newspapers - give to awardee for their scrapbook. Also, try for an interesting, attractive, professional-looking background. A better choice for illustrating the story - show the subject at work, or participating in the event on which he is being reported. It's more exciting than seeing someone being handed an award. When a cadet receives an award, it is because of the quality work that cadet has done for the community, the unit, or the school, or for a special act or accomplishment. Try to take photos that illustrate the subject of the news release or the cadet s accomplishment, such as participation in a community service project. These are typically more interesting than 'award ceremony' photos, and have a better chance of being published. 14

16 Captions A caption, or cutline, explains what is happening in a photograph. It should be interesting, accurate and as brief as possible without sacrificing important details. Use this checklist when writing a caption: Is it complete, specific and easy to read/understand? Does it fully and clearly identify who, what, when and where? Are all names spelled correctly, with the proper rank/rate/title (as appropriate) for each person in the photo? Again, remember to indicate the name and rank/rate (if applicable) of the photographer, along with the name of their organization. The photo credit is typically listed after the caption. Never write a caption without seeing the picture! 15