In most circumstances, a UPAR will be seeking out a reporter as part of a unit's campaign to tell its story to the public. You will be the first to contact local journalists with news of a promotion, or the arrival of new equipment, or the selection of your unit for an innovative training program. On the other hand, when you have the least amount of time to talk with journalists or when there's been an accident or incident, journalists will call you. Working effectively with reporters -- whether the news is good or bad -- requires preparation and practice. This chapter provides information on how to improve your media relations skills. First, a few words of caution. If a serious incident takes place involving members of your unit, or something happens in your area involving National Guard property or equipment, work with your chain of command to ensure that the full-time public affairs office in your State Headquarters is notified immediately. If an accident involves serious injury, death or significant loss of property, the moment you finish calling for help from the police and/or fire departments, begin the process of notifying proper public affairs officials. This is one of the most valuable things a UPAR can do. If you've done your homework and made advance contact with your full-time public affairs office, these procedures should be part of every unit's Standard Operating Procedures. By notifying the state public affairs office immediately, you engage the horsepower of higher headquarters. Avoid the temptation to wade into a potentially complicated public affairs issue alone, the risks are too great. Rely on the full-time public affairs office to take over the public affairs mission and stand by to help. With that warning in mind, here's a brief analysis of the relationship that the National Guard has with the media along with recommendations on how to make the most of all situations. Fact - Reporters have a job to do. Their stories and pictures serve an important function in our democratic society. Remember from history that the first item in our nation's Bill of Rights deals with freedom of the press. It is a cherished freedom that missions of others in the world do not enjoy. Fact - Reporters have bosses to serve and often work in a fiercely competitive marketplace. To be successful, they must be accurate and fast. Their eagerness to work quickly doesn't always mesh with the military's careful way of doing its business, but a smart UPAR can learn how to serve the media's requirements for speed and accuracy while at the same time protecting the best interests of the National Guard. Fact - Reporters are eager to learn about new things, experience new situations and meet interesting people. All of these factors contribute to their mission of informing the public. Harness this natural curiosity to your unit's advantage. Even during a crisis or when something has happened that doesn't put your unit in a positive light, a savvy UPAR works hard to ensure the story is accurate, fast and fair. When you are dealing with reporters it is important to keep in mind the spirit of a Department of Defense document called the "Principles of Information."  Briefly, these published principles require that everyone in the military must maintain open, honest and fair dealings with civilian journalists. Information may not be withheld from a reporter who asks for it merely because the information may be embarrassing to the military. HERE ARE MORE GUIDELINES: Security - Under no circumstances may classified information be released to a civilian journalist. Do not render any comments on matters which are, or may be classified. If you know that information being sought is classified, indicate just that and decline to comment further, even in an indirect manner. If you're not certain whether something is classified, find out before your respond to the reporter. Then, act accordingly. Use common sense, but don't use "it's classified" as a shield, either. A good UPAR should be notified in advance by proper military authorities if an operation or equipment contains classified information. Accuracy - Along with speed, this is an equally important factor to any good reporter. Know what you are talking about. Use notes. Provide fact sheets or information papers to reporters, especially if the subject is complicated. While you want to be prompt with your response, take adequate time to be certain your information is accurate. Don't guess at an answer or be bullied by a reporter into responding with information that isn't correct. And if you make a mistake, contact the reporter quickly and set the record straight. Likewise, if a reporter had made a blunder in a story, contact them and politely explain the error. Privacy - Be cautious when giving out information about members of your unit. A federal law called the Privacy Act is designed to protect the privacy of everyone and limits the types of information which you may provide about an individual. Check with your full-time state public affairs office for details of how the Privacy Act is handled in your state. The rules are grounded in common sense and are not that difficult to follow. Freedom of Information - Along with the Privacy Act, another federal law called the Freedom of Information Act (FOIA) is designed to keep government papers, documents and records open to the public. As a UPAR it is very unlikely you will ever get involved in FOIA actions. But understand that the law is designed to prevent government agencies, including the military, from withholding its documents in response to a legitimate request from a reporter or other individual, even if the information is potentially embarrassing. Regulations and Policies - Military regulations and policies, including those by the National Guard and your state, also may have an impact on what types of information can be released to reporters and by whom. As a UPAR, it is unlikely that you will be involved in many of these situations. But it is useful to be aware there are regulations regarding the release of information regarding an accident, for instance. Notification of next of kin and discussions as to the cause of an accident are matters covered by military regulations. Policies, on the other hand, often are developed in response to local situations and should be discussed with your state's full-time public affairs office. Propriety - Often, this involves common sense. It's not proper, for example, to discuss the gruesome details of an accident with a reporter. To help you know when and what to release, a UPAR should consult with higher headquarters or your state public affairs office. This might add delay to your ability to respond quickly, but it ensures accuracy and compliance with the rules that govern public affairs actions. Spokesperson - Who speaks for a unit when a reporter wants to interview someone? The commander. A UPAR is likely to be very much involved in the process by providing support, and on occasion may have to pinch-hit, but it is the commander who has the responsibility of being the spokesperson for a National Guard unit. This doesn't mean that a reporter can never speak to someone else in a unit. A situation might require that a subject matter expert regarding a piece of equipment talk with journalists, but the commander remains responsible. Taking Questions - Sometimes, a UPAR can't respond to a reporter's questions. Time is short, the question too delicate or complicated, or you're not sure about the authority you have to discuss a certain situation. When that happens, the common sense answer is to courteously respond, "I don't have any information for you. Let me check and get back to you." This answer won't make the reporter happy and they're not likely to give up on the topic, but it provides you the opportunity to forward their question to your higher headquarters or the state public affairs office. Public Affairs Guidance - Even if you're dealing with reporters on what you would consider a "good news" story, the development of well prepared and coordinated public affairs guidance can be your most valuable tool. Public affairs guidance, or "PAG" as it is sometimes called, is your plan for action or plan for defense. The best way to start preparation of guidance is to pretend you are a reporter. What are the questions you'd like to ask, especially the really tough ones that get to the heart of an issue? Once you have your list of questions, work with subject matter experts in your organization to develop the answers. Make sure your answers are accurate; within the boundaries of laws, regulations and policies; and have been coordinated with your higher headquarters. Rehearse giving your answers with someone and make sure you don't forget to make your points. The effort required to develop good public affairs guidance can be considerable, but it often can be the single most effective tool you can have in talking with reporters. SPECIAL CIRCUMSTANCES On occasion, a unit commander or UPAR may find themselves responding to a reporter's questions that deal with accidents, criminal matters or political activity. Obviously, you will want to either turn the questions to your higher headquarters or the full-time public affairs office. In those situations where help isn't immediately available, or you are waiting for assistance, here are suggestions to aid your efforts: ACCIDENTS When accidents happen, especially if there are major injuries or a death, you can count on being contacted by reporters. This will happen very quickly. Your first knowledge of an accident might come from a reporter who has learned of the incident from independent sources and is calling you for a reaction. At the same time that proper military authorities are getting involved, the UPAR should swing into action by first gathering accurate information about the accident. This information becomes the basis of a statement that you can prepare, or that you can forward to your full-time public affairs office so they can take the lead and begin responding to reporters. The statement is likely to be very brief; it will acknowledge obvious details and explain that military authorities are involved in the investigation of what happened. Often, you may have to work in cooperation with local civilian law enforcement authorities or rescue personnel. Two important things to remember: 1. Names of dead or injured victims must not be released until the victims' next of kin have been properly notified. Before releasing any names, check with your higher headquarters to make certain that relatives have been properly notified. If you are uncertain, use this statement: "The names of the victims are being withheld pending notification of next of kin." 2. Do not speculate about the cause of an accident. An investigation will determine the cause. You can't deny the obvious. If an aircraft has crashed and burned, say that a crash and fire have taken place, but don't speculate as to the reasons why. CRIMINAL MATTERS Reporters may call your unit for information about a person who may be suspected of, or charged with committing a crime. The event may or may not involve the military or the person's affiliation with the National Guard. That won't stop a reporter from contacting you. When this occurs, you need to work quickly and carefully to alert your higher headquarters and the full-time state public affairs office. These people have the responsibility to prepare any media statements. Just as with an accident statement, you may be asked to help. And once a statement has been approved, you may be permitted to provide it to reporters. Remember this: The rights of a person accused of a criminal offense must be carefully guarded. This applies whether you are issuing a statement or responding to a reporter's questions concerning allegations of criminal activity. You must not provide any information that would interfere with an accused person getting a fair trial:   If you have received permission to release information about a criminal act, do not release any information except verified facts.   Do not comment on an accused person's character or behavior before, during or after a start of an investigation or arrest.   Do not comment on evidence.   Do not offer any opinion about the guilt of the accused. POLITICAL ACTIVITY The realm of politics at any level - local, state or national - offers another public affairs challenge to commanders and UPARs. Remember this:   As a member of the National Guard you have the right to vote and are encouraged to do so. You may encourage others to vote, but when you are on duty, you cannot participate in partisan political activity.   Material supporting or commenting directly or indirectly on a political party or candidate must not appear in your unit newsletter.   As a member of the National Guard, when you are on duty, do not solicit votes for a candidate or issue; do not make or solicit political contributions; do not influence or interfere with an election.   Check with your Judge Advocate General office if you are not certain about a matter dealing with possible political bias.