Media Skills Training

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file time: 2008-02-16

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Media Skills Training 

To ensure your 00hot00 downrange hits its 00arget00/b> 

Capt. Marisol C. Zammit

Public Affairs Officer 

 
 
 
 
 

00he only good reporter is a dead reporter.00/b> 

00he media is the enemy!00/b> 

PURPOSE OF THIS CLASS IS TO FAMILIARIZE YOU WITH THE MEDIA AND TO HELP YOU BETTER UNDERSTAND YOUR ROLE WHEN YOU COME IN CONTACT WITH THE MEDIA

 
 
 
 
 

"As with our legislative initiatives, our best spokesmen and women are, and will continue to be, individual Marines demonstrating their capabilities and speaking  
for and about their Corps." 

General C.C. Krulak, USMC ret.

 
 
 
 
 

Why should you talk  
to the media? 

American public opinion directly influences all levels of warfare. We have intrinsic value to the Nation and our existence is dependent on the will of the American people.  
   If we don00 tell our story, no one will.    The media will tell the story with or without our

    input00/b>

 
 
 
 
 

REMEMBER, WHAT THE PUBLIC THINKS DEPENDS ON WHAT THE PUBLIC HEARS  

TELL THEM YOUR STORY

Need for timely, accurate information 

 
 
 
 
 

DOD Policy 

Information to the public 00 free of bias, censorship or propaganda.  
Will not classify to protect government from embarrassment.  
Will not release info: Matters of national security Harm lives and privacy of the service member.  
 
 
 
 

DOD Principles of Information 

Information will be made fully and readily available, consistent with statute requirements, unless it00 release is precluded by current and valid security classification. Free flow of info will be made available without censorship or propaganda to the men and women of the Armed Forces and their dependents.  
 
 
 
 

Principles of information cont00/b> 

Information will not be classified or withheld to protect the government from embarrassment. Information will be withheld only when disclosure would adversely affect national security or threaten the safety and privacy of the men and women of the Armed Services.  
 
 
 
 

We tell the Marine Corps story to: 
 

Preserve the nation00 faith and trust in the Marine Corps.  
Good stewardship of taxpayer00 dollars.  
To uphold our accountability to the American public.  
To comply with DoD policy of, 00aximum disclosure with minimum delay.00/b>  
 
 
 
 

The 00alancing Act00/b> 

          

                      

           

             

Maximum Disclosure, Minimum Delay 

Security - Accuracy - Propriety - Policy 

PUBLIC00 RIGHT TO KNOW 

PUBLIC00 NEED TO KNOW

 
 
 
 
 

Media Capability 

Civilian technology permits live coverage 24 hours a day without any dependence on military support.  
 
 
 
 

Influence of Mass Media 

Satellite/Digital Revolution  
Media is independent on the battlefield  
24-hour news cycle  
 
 
 
 

Gulf War:

00/b>Perception is reality.00/b>  

Post gulf-war:

24-hour news cycle 00/b>No one wins unless CNN says we win.00/b>  

Impact of Media

 
 
 
 
 

Understanding the media00/b> 

Limitations

Short deadlines  
Inexperienced reporters  
00/b>If it bleeds, it leads.00/b>  

What sells:

Prominence Proximity Conflict Emotion - death Oddity Sex Suspense Progress Current Trends Impact and timeliness  
 
 
 
 

Should you engage? 

What is the reporter00 purpose? What is my purpose? What is the reporter00 background/reputation? Consult with your boss & PAO. Are you the right person?  
 
 
 
 

Role of the PAO 

Advise. Research. Interview preparation/rehearsals. Arrange the interview. Lay down ground rules. Act as liaison. Provide after-action, follow-up. Play the 00ad guy.00(murder board, read-aheads)  
 
 
 
 

Types of Interviews 

OPPORTUNITY (00oor stop00or 00n the fly00  
GENERAL 00arranged.  
ACCIDENT, INCIDENT, CRISIS or CONTINGENCY.  
 
 
 
 

The Bottom Line00/b> 

It00 the right thing to do. We have to.  

Tell the

Marine Corps00 story 

Remember: What you say or do could have an impact on the world

 
 
 
 
 

00/b>You can save the world; but if no one hears about it, it didn00/b>t happen.00/b> 

00/b>Share your courage with the world.00/b>

 
 
 
 
 

Remember: 

The media is not the enemy.  
Media will be in theater during any major operation, usually before us.  
In order to ensure that our actions are accurately presented and portrayed in a positive way, we must establish a sound relationship with the media.  
 
 
 
 

Questions to Expect 

Who00 in charge? Where are you from? What00 your job? What00 your mission? What00 your unit? How long will you stay? What do you hope to accomplish?  
 

Beware, they00e not always that easy.

 
 
 
 
 

IMMEDIATE ACTION! 

Decide if you are the right person to talk to the media. If not, find your SNCO,  Commander or PAO.  
Every Marine is a rifleman, but every Marine is also a Marine Corps spokesperson.  
 
 
 
 

MajGen. Mattis00nbsp;
3 rules for talking to the media: 
from 1st MarDiv brief before OIF

 
 
 
 
 

Rule No. 1:  
No wimps in front of the camera. 

Rule No. 2: 
Know your job and your mission! 
(But don00 spill the beans about ongoing or future missions.) 

Rule No. 3: 
The media is: 
No better friend, no worse enemy!

 
 
 
 
 

General PA Guidance 

Media coverage is on a non-interference basis No media should be unescorted 00 direct to nearest PA rep Don00 simply avoid the media 00be professional and courteous in directing them to the PAO YOU are the Marine Corps when doing an interview Be brief and concise; 15-30 second sound bites Relax, be yourself and remain composed Never let your guard down  
 
 
 
 

BOWLING: 
 
Stay in your lane!!!

 
 
 
 
 

ALPHABET SOUP: 
 
 
Avoid acronyms and jargon!!!

 
 
 
 
 

JAMES DEAN: 
 
 
Always keep your cool!!!

 
 
 
 
 

MUHAMMED ALI: 
 
 
Lead with a punch!!!

 
 
 
 
 

007: 
 
 
Know what is and isn00 OPSEC!!!

 
 
 
 
 

SEA STORIES: 
 
 
Tell the truth!!!

 
 
 
 
 

PLEAD THE FIFTH: 
 
 
It00 OK to say you don00 know!!!

 
 
 
 
 

WASHINGTON POST: 
 
 
If you don00 want to read about it, don00 say it!!!

 
 
 
 
 

Keep In Mind 

Mission, Intent, Endstate Sound/Video bites Body language Nothing is 00ff the record.00/b> What00 releasable? You are in control. Forget the camera, and talk to the reporter.  
 
 
 
 

Engaging  
the  
Media

 
 
 
 
 

Communication Objective 

What are your COMMAND MESSAGES?  
Create a message geared to the reporter00 audience.  
Mission, Intent, Endstate.  
 
 
 
 

Components of Effective Messages 

Contains Comm. Objective Puts your most important messages up front. Clear, concise and to the point (15-20 second sound bites) Has a 00eople perspective00/b> Avoids color words like 00atastrophe, slaughtered, etc000 Avoids negative words. Accentuates the positive.  
 
 
 
 

00/b>On The Record00/b> 

00/b>On the Record00/b> 00/b>Off the Record00/b> 00/b> printable but not for attribution. 00/b>Background00/b> 00/b> facts not attributable to an official source. 00/b>Deep Background00/b> 00/b>not for attribution/not printable.  
 
 
 
 

DOs and DON00s 

Agree to do the interview Be friendly, assertive and positive Discuss only what you know or have responsibility over 00 stay in your lane Do not discuss political or foreign policy matters Do not discuss operational capabilities or future plans Don00 speculate or render opinions on real or hypothetical situations Never say, 00o comment.00nbsp; (hiding something) Never lie or stretch the truth Don00 answer questions with just a 00es00or 00o00/font>  
 
 
 
 

DOs and DON00s (cont.) 

If you don00 know the answer, say so Use laymen00 terms; Avoiding jargon and acronyms Always look at the interviewer and not the camera Avoid embarrassment 00discredit to Corps Take time to analyze the question and formulate an answer before speaking Avoid repeating negative, sensitive or controversial words - scandal, death, dangerous, horrible; media will use them If you say something inappropriate, incorrect or sensitive, ask the interviewer to stop and disregard Control the interview and convey positive messages, despite negativity, loss of life  
 
 
 
 

Control the interview 00 don00 be controlled 

BRIDGING 00 focus on main points, and don00 allow tangents BUNDLING/PACKAGING 00 up front and factual, importance, tie-ins to focus HOOKING 00 baits reporter to ask questions about which you want to talk FLAGGING 00Nonverbals to lead to a point  
 
 
 
 

Springing the traps 

Maintain eye contact with the interviewer00ctive listening  
DEAD AIR 00a pregnant pause which usually follows a tough question 00you don00 need to fill it. Say what you have to say and stop. Have a command message ready.  
 
 
 
 

Springing the Traps (cont) 

If you don00 understand a question, ask for clarification. Assume the mike/camera is always HOT (on). Avoid impromptu remarks 00 don00 drop your guard. 00/font>For the price of a rental car they could have had a prostitute000  
 
 
 
 

Springing the Traps (cont) 

INTERRUPTIONS 00 1st Time 00 ignore 2nd Time 00 Say, 00et me finish000 3rd Time 00 Say, 00lease don00 be rude and let me answer000 Don00 get angry.  
 
 
 
 

Springing the Traps (cont) 

OFF TOPIC 00stick to objective / ground rules.  
EDITORIALIZING 00reporter making commentary that supports their bias. Don00 become argumentative 00/b>What exactly is your question?00/b> Bridge to Command Message.  
 
 
 
 

Basic On-Air Tips 

Uniform 00check your appearance.  
Eyewear 00allow viewers to see your eyes (sunglasses are a 00o-no.00/font>  
Camera angle 00slight angle.  
Guard your flanks 00never be in the middle of two interviewers.  
 
 
 
 

Basic On-Air Tips (cont) 

Don00 slouch or rock back and forth.  
Microphone 00get wired.  
Relax and be yourself.  
Don00 let your guard down 00never get too comfortable or friendly.  
 
 
 
 

Basic Field Tips 

Take off your helmet or cover 00let the viewers see your eyes. Check background for sensitive or classified items. Know your subject. Check current news 00 if possible. Anticipate questions, formulate responses.  
 
 
 
 

* Command Themes * 

Core Values Stability and Security Operations Discipline, honor, loyalty Leadership in the Marine Corps is the strongest its been Corps has been founded on solid leadership and the notion to take action and succeed Training to assist the Iraqi forces to rebuild their nation and take control of their own destiny  
 
 
 
 

Themes (cont) 

Moral Component important 00values, ethos, attitude and culture.  
Iraqi ownership 00hat we do now is foundation for future success.  
 
 
 
 

Leadership sets the example

 
 
 
 
 

QUESTIONS???

 

National security and public accountability are not incompatible.  As a public institution, we have an obligation to provide timely and accurate information to American taxpayers. 

Ask yourself these questions:

1) What is the extent and value of the public interest or the objective of the reporting seeking this info?

2) Would disclosure result in an invasion of privacy? If yes, how serious?

3) Is the information available from other sources?

4) What are the motives of the individual requesting the information  

00ight to Know00/font>

Democratic system of government

We have accountability for tax payer 

00eed to Know00/font>

National Security 

The 00alancing Act00/font>

The judgment of democratically elected officials

Who benefits? American People or Potential Adversary? 

Balancing an individual00 right to privacy against the preservation of FOIA 00to open agency action to the light of public scrutiny.

 

Satellite communication, the internet and the digital 00evolution00 have changed the way the media reports and the public receives news.

Real time and near real time access to and broadcasting of information have created a 24-hour 00ews cycle00in which outlets compete to be the 00irst00with the 00ost00in-depth coverage.

The perception from the 00ighway of Death00was that we were 00ver killing00an already defeated enemy. As a result, Washington opted for a political settlement, ended the war, and failed to destroy the Republican Guard.  

Immediate media images can redefine political objectives, change military missions and affect the outcome of campaigns.

Perception is reality00/b> 

 

The media is not the enemy. We must engage and maintain contact if we are to succeed in the information war and maintain operational credibility.

Media will likely be in theater during any major operation, usually before us.

In order to ensure that our actions are accurately presented and portrayed in a positive way, we must establish a sound relationship with the media. 

 

Brainstorm potential questions. 

Keep it simple

 

-DefinitlyNOT the time to have your seconfd childhood. 

 

Try to predict what questions/angles the reporter could pose 

You don00 have to say anything profound 00be yourself and talk about what you know 

Forget the camera, you are talking to another person 
 
 

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