Civil Air Patrol
Public Affairs Academy
Aug. 5, 2008
Maj. Paul S. Cianciolo
Director of Public Affairs
National Capital Wing
Overview
1.
2.
3.
4.
5.
What is News?
What is Media Relations?
What is the Media Market?
What is the Media Team?
How do reporters get information?
What is News?
• A previously unpublished account of an
event designed to interest, inform or
entertain the reader or viewer
• A story may be covered if it has:
1. Authenticity
2. Good Taste
3. Appeal
Key Elements of News
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Immediacy
Proximity
Prominence
Oddity
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Conflict
Suspense
Emotions
Sex or Scandal
What is an example of a CAP-related story idea for each?
Media Relations
• Ongoing proactive process
• Strategy is not to land one big story
• Media should know you are the
organization to contact about a story
subject
• Regular contact will build recognition of
CAP among reporters, editors and
producers
Media Relations
• Media are not your friend or your enemy
– A conduit – although filtered - to the
American public
• If something happens, the media should
call you first
– Important for CAP to speak with one voice
in each Media Market
Media Market
• Also: broadcast market, media region,
designated market area, DMA or market
• Region where the population can receive
the same - or similar - TV, radio station
and newspaper offerings
• Market regions may overlap
• People on the edge of one market may be able to
receive content from other nearby markets
Media Market
210 TV Designated Market Areas in U.S. counties
Media Market
Media Market
Creating a Media Team
Media
Coordinator
Spokesperson
Writer
• Each role is critical
to the others
• Roles may overlap
and can be handled
by the same person
• Those we serve deserve the best we
can provide rather than offering
“experience” for those who may not
be well suited for the job
Creating a Media Team
Media
Coordinator
Spokesperson
Writer
• PAOs and IOs from
different levels in
CAP must work
together in each
Media Market to
speak with a single
voice to be effective
Media Coordinator
• Someone who is personable, can
articulate the issues and willing to spend
time on the phone
• Makes sure news release go out on time,
keeps media lists updated, makes press
calls and works actively behind the
scenes during events
Media Coordinator
• As well-known behind the camera as the
spokesperson is in front of it
• One person handling press calls
cultivates important relationships
– Key to getting the coverage of events needed
and the kind of coverage wanted
Media Coordinator
• Get to know the people
there on and off camera
– A friendly camera
operator can help get the
picture or image you
want to project; a
producer can spin the
story your way
Media Coordinator
• At an event, ensure:
–
–
–
–
–
All press receive statement or handout
All press are recognized
Equipment is in place
One-on-one interview requests are satisfied
The photo-op is the one planned for
beforehand
NBC News 4
• What is “behind” the scenes?
• What is the news peg?
– Element deemed worthy of media attention
• How are CAP’s 3 missions portrayed?
• What is the local aspect?
• What is the national aspect?
NBC News 4
2:48 minutes
NBC News 4
• What is “behind” the scenes?
• What is the news peg?
– Element deemed worthy of media attention
• How are CAP’s 3 missions portrayed?
• What is the local aspect?
• What is the national aspect?
Spokesperson
• Must be someone who is:
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•
•
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Articulate
A good listener
Has camera presence (proper uniform)
Well-informed about CAP and the issue
Able to think quickly on feet
Has credibility
Able to develop good rapport with a reporter
Intuitive enough to know an unfriendly reporter
Spokesperson
• Know your interviewers
– Do they have a reputation for honest
reporting?
– Are they sympathetic to the issue?
– Are they fair?
– Are they combative?
Spokesperson
• Know CAP inside and out (research)
• Consider carefully the possible responses
to questions likely to be asked
• Always be ready to revise and refine
• Prep subject matter experts for
interviews to provide more credibility
Spokesperson
• Establish the ground
rules of the interview
• Establish the topics
• There is no such thing
as “off-the-record”
Understand “maximum disclosure with
minimum delay” (DoD Policy)
Spokesperson
• Develop positive messages
• Steer your response to the related message
• All answers should stand alone
• Situational Control
• Make a brief statement
• Keep the press informed
• Be aware of what the press can do
Spokesperson
Consider a “worst” case scenario:
a CAP aircraft accident
involving loss of life
Spokesperson
– Express CAP’s concern for the people
involved, including the families
– Emphasize that all accidents are taken
seriously and an investigation will be started
immediately
– Discuss the importance of ongoing aviation
safety programs and provide a factual safety
record of CAP and the type of
aircraft involved
Spokesperson
• Express your major points in short,
dynamic statements
• Develop an understanding of one or two
main points, which promote CAP’s side
of the issue
• Condense those main points into a 10-20
second statement
Retirement Living TV
• What is “behind” the scenes?
• What is the news peg?
– Element deemed worthy of media attention
• How are CAP’s 3 missions portrayed?
• What is the local aspect?
• What is the national aspect?
Retirement Living TV
6:00 minutes
Retirement Living TV
• What is “behind” the scenes?
• What is the news peg?
– Element deemed worthy of media attention
• How are CAP’s 3 missions portrayed?
• What is the local aspect?
• What is the national aspect?
Writer
• Creates foundation for all press events
• Essential to be clear, concise and effective
• Ensures everything that is written and
released accurately reflects CAP’s
position about the issue at hand
• Makes sure more than one set of eyes
from the Media Team reviews what
goes out (www.pressreleasegrader.com)
Writer
• Posts news releases to Web sites
– Use content management system
(www.drupal.org)
• Creates scripts for Web video, podcasts
and PSAs
• Creates promotional flyers, handouts
Online Newsroom
http://www.myragantv.com/video/?d=874
(www.ragan.com)
Online Newsroom
• Press Kits are important, but can get lost
by reporters
• Newsroom should be easy for reporters
to find on your Web site
• Multimedia Communication Center
– Use social media links on all news releases
(www.addthis.com)
Online Newsroom
• What’s on the Newsroom?
– PAO contacts
– Background info right up front
• CAP boilerplate (the 5-line description)
– News Releases
– RSS feed link of unit news and/or blogs
Online Newsroom
• What’s on the Newsroom?
– Downloadable high-resolution photos, video
and audio
– Downloadable CAP and local fact sheets
– Story ideas (provide list of 20 or so)
– Industry news and trends
Online Newsroom
• Trackback news releases (www.prweb.com)
• Improve search engine rankings
• Boost your Web site traffic
• Get your news on top sites like Google News
and Yahoo! News
• Add multimedia to your release
• Send your news to top journalists
• Track your results
Summary
• CAP must speak with a single voice in
each Media Market
• An effective Media Team will build
recognition among the media
• Reporters will look online for
background and contact information
• They are on a deadline!
“Never argue with
someone who buys
ink by the gallon and
paper by the ton.”
Maj. Paul S. Cianciolo
Director of Public Affairs
National Capital Wing
E-mail: pa@natcapwg.cap.gov
Phone: (301) 751-2011
Web: www.natcapwg.cap.gov