DEPARTMENT OF THE NAVY UNITED STATES NAVY BAND 617 WARRINGTON AVE., SE WASHINGTON NAVY YARD, DC 20374-5054 NAVBANDINST 5720.44 USNB/PAO NAVY BAND INSTRUCTION 5720.44 From: Subj: Ref: Commanding Officer, United States Navy Band PUBLIC AFFAIRS INSTRUCTION (a) SECNAVINST 5720.44B, Department of the Navy Public Affairs Policy and Regulations (b) SECNAVINST 5720.42F, Department of the Navy Freedom of Information Act (FOIA) Program (c) SECNAVINST 5211.5E, Department of the Navy Privacy Act (PA) Program (d) Directive-Type Memorandum (DTM): Department of Defense Public Affairs Guidance for Official Use of Social Media, 29 Apr 2016 (e) DoD Directive 1344.10, Political Activities by Members of the Armed Forces (f) NAVSO P-5728.18, Navy Public Affairs Guide for Sailors (g) Online Conduct for the Navy Team, 16 Mar 2017 (h) DoD Instruction 5120.04, DoD Newspapers, Magazines, Guides, and Installation Maps (i) OPNAVINST 3104.1A, Navy Visual Information Program Policy and Responsibilities 1. Purpose. a. To provide public affairs policy and define roles at the United States Navy Band (USNB) and its field activities, and to issue guidance for the release of information in accordance with reference (a). b. To outline proper procedures and guidelines relating to media operations, internal information, publications, public websites, social media sites, and visual information. c. To synchronize Navy Music s efforts in public affairs strategic planning, as well as the creation, publication, and archiving of content to gain the maximum institutional benefit for internal and external audiences. 2. Policy. Public affairs is a command function at USNB that involves Bandmasters, Musicians and civilians at USNB, the U.S. Naval Academy Band (USNAB), Fleet Band Activities (FBA) and nine fleet bands. A critical element of fulfilling the mission of USNB is the ability to communicate effectively to the American public and other audiences. USNB Public Affairs Office (PAO) is an essential component in mission accomplishment, providing strategic counsel,
operational planning, and tactical execution of communication as a function of USNB mission and objectives. 3. Definitions. a. Official Communication. Official communication includes comments, interviews, letters, written or verbal statements, and release of photos or videos that state or represent official USNB, Department of Navy (DON), or Department of Defense (DoD) policy, or could be perceived by a reasonable person as representing these institutions. Official communication to the public must come from or be coordinated through the PAO. b. Unofficial Communication. Unofficial communication refers to personal communication in the public domain that includes comments, interviews, letters, internet posts, written or verbal statements, and release of photos or videos that are clearly the opinion of the author and would be perceived by a reasonable person as a personal view rather than articulation of policy. USNB personnel who choose to interact with media must realize that their public comments, even though personal in nature, can sometimes be construed - either intentionally or unintentionally - to represent DON or USNB. It is important when interacting with media in an unofficial capacity to clearly state that all opinions expressed are understood to be personal and do not necessarily represent the views of the DON or USNB. 4. Release Authority. a. In accordance with reference (a), USNB Commanding Officer (CO) has the authority to release information to the public, and delegate the release authority to USNB PAO. b. USNB CO also delegates release authority to the directors and Fleet Bandmasters of the organic public affairs operations listed in paragraph 8. 5. Responsibilities a. The PAO serves as advisor and special assistant to USNB CO for all matters involving public affairs. b. The PAO is USNB s release authority (see paragraph 4) and spokesperson for all official written, visual, and electronic information or material intended for release to the media on behalf of USNB. The PAO may ask subject matter experts to represent USNB in an official capacity in order to best answer media queries. c. All divisions, departments, units, and offices at USNB and FBA will keep the PAO informed in a timely manner about any events or issues which could affect operation of USNB or could generate public interest. Members of the PAO shall be offered maximum access to information, reports, events, meetings, and buildings/office spaces when performing duties in an official capacity. 2
d. All hands shall notify the public affairs office upon receipt of a media query or interview request for comment in their official capacity as a Navy musician or member of USNB, FBA, USNAB or Fleet Band. e. The PAO is charged with briefing the CO on events and issues which may be the subject of media queries. All hands shall assist the PAO by providing copies of briefs, or other requested information to be compiled into the media briefing for CO. f. Prior to responding to media queries, the PAO shall gather key facts and background pertaining to the issue. All hands shall assist the PAO by providing accurate, timely, and complete information as requested, to be used for the purpose of preparing an appropriate response. g. Navy Musicians operate as ambassadors for the Navy and must fully understand both their public and private actions may be viewed as representing the Navy. Because of this, great care must be exercised in all personal public communication as defined in paragraph 3. 6. Media Operations. The PAO will support a proactive media engagement plan to help build and maintain key relationships with members of the mass media. The PAO will provide timely and accurate information to local and national audiences through the news media, ensuring both internal and external audiences receive information in accordance with applicable laws, and federal, DoD, and DON regulations and policies. a. Response to Query from Media Representatives. The authority to release official information to the media on behalf of USNB rests with the PAO. Military and civilian employees at USNB are directed to refer all calls or requests for official information from the media to the public affairs officer. All release of information will be in accordance with references (a) through (c). b. News Releases. News releases about USNB events, activities, and personnel will be made only by the PAO. USNB departments are encouraged to advise the PAO of newsworthy events or breaking news. The public affairs office will coordinate release. The PAO also coordinates the Hometown News Release Program with the Office of Navy Community Outreach (NAVCO) for members of USNB. c. Unsolicited media queries. (1) At public events. During events open to the public, the media is free to ask questions of any participant or guest, including times when unescorted by a member of the public affairs office. If asked for a comment during a public event, it is a personal decision whether to answer or not. USNB personnel who choose to comment must follow the guidelines for personal public communication. If one does not desire to comment, it is always appropriate to say I d rather not comment on that topic, but please call our public affairs office at 202-433-4477 or via intranet at navyband.public.affairs@navy.mil. 3
(2) Via phone, letter, or email. Refer all media requests to the public affairs office. 7. Proactive personal communication a. Communication is a team effort, and every member of USNB has a role in telling the Navy s and Navy Music s story from their unique perspective. b. To tell the Navy and Navy Music story, as well as to continue to attract the best musicians for auditions, USNB personnel must proactively articulate USNB s mission to communities that have little or no connection or history with the military or USNB. Ways to proactively communicate these messages can be found by contacting the USNB public affairs office. c. Specific personal communication guidelines from references (a) and (d) through (g): (1) If an individual s communication identifies them as a member of the military, it should clearly state the opinions are theirs as an individual and do not represent DoD, DON, or USNB and its policies. The following is an example of an appropriate disclaimer: All views expressed and comments provided are my own thoughts and opinions, and do not necessarily represent DoD, DON, or USNB policy or endorsement. (2) Personnel may express their political views on public issues or political candidates online, but not as part of an organized communication campaign. (3) Individuals may not participate in any interview or discussion as an advocate for or against a party, candidate, or cause. (4) Individuals may not solicit votes for or against a party, candidate, or cause. (5) Individuals may not express or imply DON endorsement of any opinions, products, or causes. 8. Echelon II relationships a. The USNAB and fleet bands are responsible for their own organic public affairs operations; though they should avoid addressing Navy Music policy or mission. b. USNB public affairs office will provide USNAB and fleet bands with guidance regarding public affairs policy, and strategic communication planning, necessary to align communication across all bands. c. USNAB and Fleet Bands shall inform USNB public affairs office of all media queries (202-433-4777 or navyband.public.affairs@navy.mil). 4
9. Publications. Publications are a significant means to communicate mission-essential information to a number of audiences. In accordance with reference (h), all publications used to provide information about USNB to the public must be coordinated with the PAO. The PAO will incorporate USNB strategic communication objectives into all programs and brochures designed to increase awareness and convey command information. The PAO will ensure all USNB publications for public dissemination reflect quality, contain a consistent message, and support the public s understanding of USNB s mission. 10. Internet. a. Official USNB websites. The PAO will manage and oversee all content on USNB publicly accessible websites, ensuring timely and accurate information is available to the public. (1) Official sites include: (a) www.navyband.navy.mil (b) www.facebook.com/usnavyband (c) www.twitter.com/usnavyband (d) www.youtube.com/usnavyband (e) www.issuu.com/usnavyband (f) www.instagram.com/usnavyband (2) In accordance with reference (d), official use of social media is a public affairs function; thus any official command use of social media must remain in compliance with Navy public affairs policy. In accordance with reference (d), official internet posts involve content that has been released in an official capacity by DON public affairs personnel or commanders designated as releasing authorities. Individuals may repost this information to other social media sites as desired. c. Personal websites and individual posts in a personal capacity. Per the guidelines provided in reference (f), DON personnel are encouraged to responsibly engage in unofficial internet posting about the Navy and USNB. "Unofficial internet posts" are defined as any content about the Navy or USNB that is posted on any internet site by DON personnel in an unofficial and personal capacity. Content includes, but is not limited to, personal comments, photographs, video, and graphics. Internet sites include working sites, blogs, forums, photo- and video-sharing sites, and other sites, to include sites not owned, operated, or controlled by the Navy or DoD. Unofficial internet posts are not endorsed by any part of the DON or reviewed within any official DON approval process, but must still follow applicable UCMJ regulations, other USNB instructions, and all other provisions of this instruction. 5
11. Visual Information. USNB shall maintain visual information (VI) capabilities, to include photography, video, and graphic design to support strategic communication objectives. VI procedures shall be conducted in accordance with reference (i). 12. Records Management. Records created as a result of this instruction, regardless of media and format, must be managed per Secretary of the Navy Manual 5210.1 of January 2012. 13. Review and Effective Date. Per OPNAVINST 5215.17A, United States Navy Band will review this instruction annually on the anniversary of its effective date to ensure applicability, currency, and consistency with Federal, DoD, SECNAV, and Navy policy and statutory authority using OPNAV 5215/40 Review of Instruction. This instruction may be subject to cancellation 5 years after effective date unless reissued or canceled prior to the 5 year anniversary date, or an extension has been granted. K.C. COLLINS Distribution: Electronic only via Department of the Navy Issuances Web Site: http://doni.documentservices.dla.mil/ 6