Dealing with the Media Effectively

1LT Ray K. Raganray.ragan@us.army.mil123rd MPADArizona Army National Guard

Administration

• Safety• Emergencies• Terminal Learning Objectives– Who is the media– Understand how to speak with the media– Understand how the media works– Understand the importance of the media– Understand your rights

• Resources

About the MPAD

• Gather and distribute media to both internal and external audiences of all nations

• Produce newspaper, magazine, and/or a newscast• Our last tour

– Expeditionary Times – 24 page theater weekly newspaper– Balad & Beyond – 22 minute news journal on the Pentagon

Channel– ESC Journal– Press & Photo Releases– Interviews– Sport events… even the Super Bowl

Bios

• 1LT Ragan– IT Project Manager with

the State Bar of Arizona– Digital Media Platform

Strategist Consultant– Combat deployed– 3 Years Army PA

experience– 10 Years digital

communications experience

• SGT Reidy– Drug Free AZ Community

Affairs Officer with Maricopa County Attorney's Office

– Combat deployed – 9 Years Army PA

experience

Who is the Media

• What is media– Media are civilians– Treat as Civilians on the Battlefield– Could be reporters, cameramen, security, etc.

• All media are guests of the Army– Ask for identification and credentials– Immediately communicate higher if without

• Protect and secure civilians as mission permits• Do your job first

Speaking with the Media

• Different types of interview– Impromptu/Battlefield– Telephone– On-camera– Press conference

• All responses are “on the record”

Speaking with the Media

• Talk about what you know– Your job– Your past missions (as OPSEC permits)– Your home– Your personal opinions about issues at home• Not your unit• Not the Army

Speaking with the Media

• What not to talk about– Future missions– Casualties– Vulnerabilities– Speculation– Your personal opinions• On the mission• On the unit• The Army

Techniques for Speaking with Media

• You are in control of the interview• You may end the interview when you want• You DO NOT have to answer any question(s)• Relax• Be yourself• Tell the truth• Avoid Army & technical terms– Use the “grandma” test

Techniques for Speaking with Media

• Think before you answer• Keep answers short – don’t ramble• Answer one question at a time• Never say “no comment”• If uncomfortable, stop the interview

Leaders Dealing with the Media

• Take the time to meet the post PAO• Use the PAO to help get your unit’s story out• The PAO only helps with newsworthy events• Ask the PAO for a Media smart card– Command messages– Statistics– Points of contact

Effective Response

Information Command Message

Effective Response

• Give some information– “We haul 36,000 gallons of fuel…”

• Communicate command message– “which assists us in training the Iraqi people for

self-governance.”

Blocking & Bridging

Block Bridge Command Message

Blocking & Bridging

• Blocking– “I can’t answer that because of security reasons…”– “I don’t know the answer to that…”– “I’m sorry, that’s not my unit’s mission…”

• Bridging– “but what I can tell you…”– “you may be interested to know…”

• Bridge into command messages

How the Media Works

• Looking for sound bites– 5 to 8 second attention catching statements

• Feed the news cycle• Shapes public opinion• Feeds to global news outlets– Could feed enemy propaganda

The Importance of the Media

• Shapes public opinion• Re-tells the Army story• Conduit between American people and the

Army

Your Rights

• You’re in control of the interview• Answer truthfully on what you know• You answer what you want• If uncomfortable, end the interview

Requesting PA Resources

• Through State PA• Located @ State HQ• Coordinate early• 1LT Castillo– 602-267-2550

• SGT Wesolek– 602-629-4638

• SGT Balaban– 602-267-2590

McDowell Rd

52nd

St

State PA

PA Resources for you

• Arizona National Guard State Public Affairs– Website• http://www.azguard.gov/PublicAffairs/PublicAffairs.ht

m

– Facebook• http://www.facebook.com/AZNationalGuard

– Twitter• http://twitter.com/AZNationalGuard

Questions 1LT Ray K. Raganray.ragan@us.army.mil

Resources•AR 360-1 Army Public Affairs Program•JP 3-61 Public Affairs•FM 46-1 Public Affairs Operations