Media Relations in SAR

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Media Relations in SAR
Major Lynne Chaloux Air Force Public Affairs
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Outline

• Why you need to deal with the media
• The Journalist
• Who is he?
• What are his requirements?
• How can he help / hinder you?
• Guidelines for dealing with the media
• Interview strategies and tips

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Why do you need to learn how to deal with the
media?

• News is omnipresent
• News is instantaneous
• News media have air time to fill, and youre a
  big story
• The media is part of the battlefield, whether
  you like it or not

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SAR is a Great News Story

• Reporters generally know little about SAR, but --
  
• They are very attracted by a SAR situation
• Fast paced
• Relatively short in duration
• Dramatic events
• Heroes and victims

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Bottom line

• They will seek you out
• They will hound you
• If you dont cooperate, it will work against you
• If you DO cooperate, there are lots of advantages
• SO.

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So.

• GET ON WITH IT !!
• Learn how to work with them
• Learn how to make the best of it
• Learn how to maximize the advantage
• Learn how to minimize the pain

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The Reporter

• Relatively young
• University educated
• Hard working
• Independent
• Often very ambitious
• Very mobile

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The Reporter

• A Generalist
• Usually not a subject matter expert
• Knows little about SAR or what you do
• Very curious
• Skeptical of Government
• Driven by deadlines

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Common misconceptions about media interviews

• The interview is a fight
• Media ask stupid questions
• Journalists are out to get us
• Media always distort what we say
• Live is bad

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What the Media Do In a Crisis

• find out about crisis
• very quickly
• often before you do
• monitor each other/emergency communications
  channels
• divert extra resources and personnel to cover
  crisis
• allot extra time and space for coverageof crisis

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What the Media Do In a Crisis, contd

• Go to the site, sometimes before you get there
• Come in large numbers

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What the Media Do In a Crisis, contd

• go to where they want, unless clear boundaries
  have been set up
• tie up your telephone lines and personnel
• probe for details
• demand information
• share information

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What the Media Do In a Crisis, contd

• use their own knowledge, experience and archives
• report what they know
• quickly constantly and, endlessly
• lay blame
• perpetuate myths
• report rumours

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What the Media Can Do For You in a Crisis

• Warn the public or reinforce a warning
• Get your requests to the public
• Get information to the public
• Assist in the publics education
• Get your point of view to the public

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What the Media Can Do For You in a Crisis

• Reassure the public
• Repudiate rumours
• Help rally volunteers
• Be a source of information for you
• Generate outside help

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The reporter requires

• Facts (5 Ws, How, How Much)
• Credible Spokespersons
• Story Angles or scoops
• Timely answers (deadlines drive the day)

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The Most Asked Media Questions in SAR

• What happened?
• When and where?
• Who was involved?
• Why? What was the cause?
• What are you going to do about it?
• What is the likelihood of finding survivors?
• How do you intend on conducting the search?
• Who is in charge?

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The Most Asked Media Questions in SAR, contd

• Whos to blame?
• How many resources have been allocated?
• Is this enough?
• Has this ever happened before?
• What do you have to say to the victims?
• Do you think the family is satisfied with the
  search effort?
• Were there any witnesses? Is the public at risk?

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Guidelines when dealing with media

• Maintain a balanced attitude towards media.
• Its a two-way street. You each need the other.
  Give to get
• if you give them what they require, you will get
  better cooperation and more accurate coverage.
• Be honest, accessible, and understanding of media
  requirements.

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Guidelines when dealing with media

• Withhold names of injured or deceased until
  next-of-kin have been notified.
• Failing to agree to an interview guarantees that
  someone else will tell your story.
• If at all possible, give them something.
• Dont assume a reporter is either well-informed
  or uninformed.

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Guidelines when dealing with media, contd

• Dont give exclusive interviews. It creates a
  stampede mentality. Give all reporters the
  same information, at the same time.
• Silence can be your friend dont feel pressured
  into providing an immediate answer.
• Journalists have the upper hand.

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Guidelines when dealing with media

• Have reasonable expectations
• Be accurate. Check / confirm information
• Dont ask for clippings or tapes
• Dont hide behind false security classifications
• Dont try to pressure the journalist
• Dont boycott an agency or journalist because of
  one unfavourable report

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Before the interview

• Know what the interview is about
• Are you the right person to talk about it?
• Is it appropriate to discuss this issue?
• Ask for advice from PA if you need it
• Be ready for possible tough questions
• Prepare messages and sound bites
• Practice

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During the interview

• Listen to the question
• Understand the question
• Concentrate
• Let the speaker finish
• Gather your thoughts
• Provide a clear and concise answer

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During the interview

• Be aware of
• Eye Contact
• Voice/Tone
• Hands/Feet
• Posture
• Uniform

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Types of questions

• Yes/no
• Hypothetical (What if / would /could /should)
• Statement to react to or to confirm
• Multi-part
• Negative words
• Repeated questions
• Loaded question

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Answer - BRIDGE - Message
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Bridging technique

• The real issue here is
• Id like to emphasize
• Let me begin with
• Id like to focus on

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Bridging techniqueAnswer BRIDGE - Message

• Q So, how much is this operation costing you,
  anyway? Its got to be very expensive
• (Answer) We dont have those details yet, as
  its far too early and the operation is ongoing
• (bridge) however, the real issue here is
• (message) the outstanding effort being put
  into finding Mr. Bloggins and supporting his
  family in their time of need.

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Interview tips -- DONT

• Lie or BS
• Speculate
• Give a one-word answer
• Use jargon or acronyms
• Offer personal opinion on Government or
  departmental policy

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Interview tips -- DONT

• Overreact to a reporters mistake(s)
• Argue
• Let reporters put words in your mouth
• Compromise investigations, OPSEC, Privacy, or
  Safety
• Go off the record

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Interview tips -- DO

• Stay in your lane
• Be prepared (5 Ws, How, How much)
• Be honest
• Stop talking when youve given your answer
• Correct significant mistakes
• Be friendly (but dont try to be funny)

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Interview tips -- DO

• Ask to say it over again if you said it wrong the
  first time
• Be patient
• Always take the opportunity to repeat your
  message when asked if you have anything to add

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Interview tips -- DO

• Be yourself
• Speak clearly (be confident)
• Remain calm
• Remember that you are in control!!!
• youre the EXPERT

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Keep in mind

• Everything is on the record
• Expect to be misquoted
• Expect to be paraphrased
• Things can appear out of context
• BUT keep the big picture in mind !

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In Conclusion you learned

• Why it can be to your advantage to cooperate with
  the media
• About the media, their needs and expectations
• Guidelines and tips for dealing with the media
  and in conducting interviews

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• Questions
• ????