Role of the CAP Information Officer

1
Role of the CAP Information Officer

• Developed as part of the National Emergency
  Services Curriculum Project

2
General

• Information officers normally have vast knowledge
  and experience in CAP and ICS training before
  serving in that position
• ICS training through the 400 level before
  operating on missions is required
• Though not required, information officers should
  preferably have experience as operators in other
  mission positions prior to being assigned so that
  they can speak knowledgeably about our operations

3
Mission Information Officer

• The IO coordinates release of all information
  through the mission coordinator. The IO will
  handle questions and requests with a courteous
  and professional attitude in order to maintain a
  positive impression of the Civil Air Patrols
  activities.

4
Duties and Responsibilities

• Check in at the mission base wearing the
  appropriate uniform and presenting current
  documents as required on the Reporting-In
  Procedures list.

• Report to the IC for a briefing on mission
  details that may be released to the media.
• Set up a desk with a telephone, typewriter or
  computer, and unpack the mission kit.
• Prepare an initial news release that contains
  information provided by the IC at the start of
  the mission. These stories should not contain
  opinions about anything or anyone associated with
  the mission.

5
Duties and Responsibilities Cont.

• Prepare midday, interim, and end-of-day press
  releases for the media and obtain the ICs
  approval. Copies of all press releases,
  interviews, etc., and the agencies they were
  given to, will be mailed, faxed or e-mailed to
  the wing director of public affairs. The news
  releases should also be posted to your unit/wing
  website.

• Wrap-up days activities with leads, notes,
  interviews, statistics and details. It will be
  given out at the end of the day or the next
  morning, and can serve as an aid to the next IO
  who may be serving on the same mission.
• Answer media questions as fully and accurately as
  possible under the mission security conditions.

6
Duties and Responsibilities Cont.

• Verify credentials and completed CAPF 9 releases
  for media representatives that may want to
  accompany flight crews or ground teams on
  sorties. They must be approved by IC.

• Cooperate with media personnel, but ensure they
  do not impede or interfere with the conduct of
  the mission.
• Complete required forms and paperwork for the IC
  prior to leaving the mission base.
• Monitor newscasts and contact the media to
  correct any reporting errors.

7
Duties and Responsibilities Cont.

• Direct and monitor the release of information and
  photographs to newspapers, wire services, radio,
  and television media representatives.

• Assist family members of those who are the
  subject of the search-and-rescue mission. In
  these situations, the IO will keep the visitors
  from impeding with the operations of the mission.

8
Task Specific Training

• Keep a log

• Prepare initial and follow-up news releases
• Coordinate news media visits
• Basic Communications User Training
• Basic Communications Procedures for Emergency
  Services Operations

9
Keep a Log

• Mission logs are critical to documenting the
  activities of all mission personnel

• Use the ICS Form 214 or something similar
• Document the personnel assignments for the
  unit/section/office
• Document major activities and happenings within
  your unit/section/office
• Be sure to turn in your logs when demobilizing

10
ICS Form 214 Unit Log May be used to keep a log
of your activities.
11
Three basic principles of working with the media

• Start with the right mindset think of the media
  as an ally not an adversary

• Treat all news media equally and honestly
• Release the same information at the same time to
  everyone provide equal access
• The only exception to this is when a reporter
  calls on their own initiative for a story
• Remember that reporters are extremely pressed for
  time if you approach them in an intelligent,
  concise manner they will most likely respond
  positively

12
Targeting Your Audience

• Messages must be focused to be effective

• Our country is made up of many cultures of
  varying ages and interests
• Speak to them differently in a language they
  will understand
• Selecting target audiences doesnt have to be as
  difficult as it might sound

13
Selecting a Target Audience

• Analyze the community and determine the problems
  that need to be addressed

• Determine the groups that can help alleviate the
  problems they are your target audience
• Find out what newspapers your target audiences
  read, what radio stations they listen to, and
  what television station they watch those are
  the media outlets you need to work with
• Determine the appropriate time and method to
  deliver your messages and deliver them

14
Understanding the Media

• To deliver your message appropriately you need to
  know the requirements varying media organizations
  have
• Wire Services
• Print Media
• Television Media
• Radio Services
• On-Line News Service

15
Wire Services

• Associated Press (AP) and United Press
  International (UPI) supply info to virtually all
  broadcast and news media operations in the US if
  not the world

• Deadlines are continuous make sure your
  information is up to date
• AP and UPI have offices in most major cities
  find out which ones service your area
• They have few field reporters messages are
  often posted or coordinated with a news editor
  and they often prefer fax, e-mail, or phone
  interviews

16
Wire Services Continued

• If you have a major event planned in advance like
  an exercise get it listed on the Daybook, a
  calendar of major events normally kept by news
  agencies

• Dont forget to target local city news services
  in the local areas stories of local interest
  have a better chance of being run because the
  subscribers may be interested

17
Print Media

• Need highly detailed information and prefer
  several verifiable sources

• Local stories that relate to national news are
  more likely to be run especially those of human
  interest
• City editors normally decide what stories
  reporters and photographers will cover, but the
  Features editor might be more willing to cover
  ongoing or sustained missions

18
Print Media Continued

• Deadlines vary
• Morning newspapers are normally due in late
  afternoon or early evening
• Afternoon newspaper are normally due in early
  morning on the same day
• Weekly papers have one designated deadline per
  week
• Magazines often have deadlines six to eight
  months prior to publication, but will often make
  room (within reason) if your story is related to
  current world events

19
Television Media

• Reporters want to be where the action is

• Television news needs two key elements
• Strong Visuals
• Demonstrations are good attractions
• Make sure the staff is in appropriate uniforms
• Sound bites
• Equivalent to quotes
• Try to keep them to 30 seconds or less

20
Television Media Continued

• Reporters usually have several stories in one day
  with a mid-afternoon deadline to make the evening
  news

• Sometimes you will deal with a team of reporters
  and photographers other times a one man band of
  sorts that requires follow-up or assistance be
  patient and try to meet their needs as best you
  can

21
Television Media Continued

• The FCC requires Television stations to produce
  local public affairs programs once a week a
  great opportunity to pitch local messages of
  interest like ours

• If you want a copy of your story youre better
  off taping it yourself most stations charge a
  fee for duplication services

22
Radio Services

• The often forgotten medium but still effective

• Often immediate delivery news every hour, with
  breaking news as it develops
• Need current concise information with short sound
  bites the small or single-person staff will
  appreciate it
• Radio stations often produce one or more weekly
  public affairs programs like television stations
  as required by the FCC dont forget to get them
  your stories

23
Online News Services

• Often traditional services offer additional news
  stories online in addition to their regular
  publications or broadcasts

• May need varied length articles
• Often want pictures, video or interviews in
  addition to text articles
• Deadlines can be as often as every half hour

24
How do I find the media outlets in my area?

• Yellow pages listings
• Media Directories
• Bacons Publicity Checker
• Ayers Directory of Publications
• Editors and Publishers Yearbook
• Broadcasting Yearbook
• All In One Directory
• Once your list is complete keep it up to date

25
Prepare and coordinate press releases

• Coordinate your release with the IC

• Prepare an accurate and effective news release
• Provide releasable information about what CAP and
  other agencies have done, are currently doing,
  and what is planned for the future
• Try to answer common media questions
• Tell them about CAP
• Answer the who, what, when, where, why, and how
  of the incident
• Follow the recommended format

26
Recommended Format for Press Releases

• Print it on 8 ½ x 11 paper with 1 margins

• The name and address of the appropriate offices
  should be printed at the top of the page
• Type and double space the release
• Put the name and phone number of the best person
  to contact for more information in the upper
  right hand corner

27
Recommended Format for Press Releases Continued

• On the top left side of the first page, type FOR
  IMMEDIATE RELEASE

• Develop a headline that captures the gist of the
  release
• Keep it as short as possible
• Incorporate powerful words
• Start your release with a dateline, the city from
  which the story originates, followed immediately
  by the first paragraph

28
Recommended Format for Press Releases Continued

• Include quotes from the appropriate staff
  member(s), and make sure that the person approves
  the quote before you distribute the release

• Try to keep the release to one page.
• If you need to go to more than one page center
  and type - more - at the bottom of the page
• Type and center it below the last line to
  indicate the end of the release
• If the media wants pictures, find out what they
  are looking for, and try to provide it

29
Distributing Press Releases

• Most media outlets accept press releases via
  mail, fax, e-mail, or even hand-delivered find
  out the preference of your chosen targets and
  work it

• Generally media outlets want press releases for
  scheduled events approximately one week in
  advance to promote them
• Releases for last minute happenings should be
  posted as soon as is reasonably possible

30
News Media Visits

• Determine the audience to reach and the message
  you want to convey and develop a media
  tour/visit that achieves your goals

• Select the closest possible location the closer
  the site the more reporters you will attract
• Have a variety of specialists available to
  provide information and answer questions

31
News Media Visits Continued

• Plan the activities so that the media sees what
  you want them to see

• Try to provide more than one story angle more
  stories offers more opportunities for the
  reporter
• Dont promise anything that you cant deliver
• Flights over search or damage affected areas
• Interviews with family members
• Remember - you are never truly talking off the
  record

32
Media Interviews

• How you prepare for a media interview will
  inevitably determine how well the interview goes
  if youre only answering questions youre not
  doing enough

• Have a few short, clear messages in mind, and
  refer to them often during the interview
• Always develop your key messages, and let them
  guide the interview answer the medias
  questions, but follow your agenda

33
Media Interviews Continued

• Questions to ask when requested to do an
  interview
• When and where is the interview scheduled?
• How long will the interview take?
• What is the proposed content?
• Who will be the interviewer(s)?
• Are any other people involved as guests or
  subjects? Who?
• What is the format of the program or article?
• Any idea of the line of questioning at this time?
• Will the interview be live, taped, edited?
  Audience present? Questions from them? Call-ins?
• What should I bring with me? What about props
  for TV?

34
Media Interviews Continued

• Anticipating questions, especially the tough ones
  to answer, is required

• You should never be surprised by reasonable
  questions asked in a scheduled interview that
  youve had time to prepare for
• Write down the most challenging and logical
  questions given all the facts and circumstances
  of the subject matter, develop a good answer, and
  be prepared to deliver it
• Be especially prepared to answer questions about
  any negative or controversial aspects of your
  incident

35
Media Interviews Continued

• PRACTICE!

• Choose a person who is serious about helping you,
  one who will do his or her best in playing the
  interviewers role ask the wing PAO for help
• Supply the interviewer with your list of
  anticipated questions. Have the interviewer mix
  up the list and rephrase the questions in his or
  her own style.
• Instruct the interviewer to hammer at getting
  those questions answered. The interviewer
  should, however, feel free to digress and ask
  whatever related questions come to mind

36
Media Interviews Continued

• Fully answer each of the interviewers questions,
  but try to redirect the interview back to your
  agenda of prioritized points

• Set a firm time limit that closely approximates
  what you expect to be given on the program
• Practice with as many interviewers as possible
• If you can, videotape or audiotape each interview
  so that you can critique your answers. Pay
  particular attention to how you made your main
  points regardless of the questioning
• If you make a mistake, start over
• Work to shorten your answers

37
Media Interviews Continued

• Youre never truly speaking off the record

• Interviewers want you to speak candidly
• Remember that the interview may be friendly, but
  but may not be your friend, and you will have a
  tough time judging that from a short interview
• Never be so taken by a member of the media that
  you reveal any bit of information that you would
  not proudly announce on the network evening news
• Remember your goal is to advance the image of CAP

38
Media Interviews Continued

• After the interview
• Thank the people involved, even if you dont feel
  like thanking anyone
• Dont be afraid to seek out those who were
  particularly helpful
• Never allow yourself to drop to a level of being
  unprofessional. Youll be remembered for it,
  sometimes by the least likely person that could
  help you later.

39
Media Interviews Continued

• Here are some basic techniques you can use to
  control an interview and get your messages across

• Bridging is smoothly transitioning from the
  question asked to your messages. A direct
  question deserves a direct answer. But then,
  after briefly touching upon the answer, bridge to
  your messages and your agenda.
• Hooking is taking advantage of opportunities
  before and during the interview to help focus on
  what you want to talk about. The idea is to
  entice the interviewer into your agenda. Tell the
  interviewer what is on your mind- in most
  instances, your interviewer will be receptive.

40
Media Interviews Continued

• Flagging is simply a way to underscore, verbally
  and nonverbally, whats important within your
  answers during the course of an interview. You
  can use voice inflection, a hand gesture, eye
  contact, body language, or a phrase, such as,
  What is really critical to know about this issue
  ..., to ensure the interviewer and audience have
  a clear understanding of what you think is
  important.

• Personal credibility is never forgetting that you
  are the expert- thats why the media has come to
  you for the interview. Use your personal
  knowledge and experience to avoid speaking about
  Civil Air Patrol in the abstract.

41
Prepare a news summary at the close of the mission

• Coordinate the mission summary with the IC, and
  key wing personnel like the Wing PAO, ES Officer,
  DO or CC as necessary

• Determine type of story you will release
• Determine how you will release the summary Dont
  forget to tell the press a little about CAP and
  its missions again

42
Continued Training

• Information officers should familiarize
  themselves with CAP regulations, directives, and
  pamphlets.
• ICS Training

43
QUESTIONS?
THINK SAFETY