Understanding the news media -- how they work -- what they look for -- what they consider news -- how best to convince journalists that your unit is newsworthy -- is a skill that can take years to develop. When you are the commander of a National Guard unit or a newly appointed UPAR, you never have enough time. This chapter is designed to provide you with some insight into news media and suggestions on how best to present your story to journalists who are just as busy as you. This chapter won't make you an instantly successful news writer. You will find sample news releases at the end of the chapter that you can modify to fit your unit's needs. That's a start.  From there the success of the program depends on how hard a commander and UPAR work at developing and maintaining relationships with journalists in your area. Some words of caution.  As you begin to develop your unit's public affairs program, do not assume you can create something the news media will accept as news.  All too often, a flimsy or contrived news event backfires, and reporters then really have a news story on how they were manipulated. A newsworthy event should stand on its own. Don't be timid about presenting finished stories and story ideas to reporters, but make certain your offering is sincere and complete. Here are some observations about the news media and how you can work with journalists to best tell the story of your unit:   Reporters are professionals. They value the work they do as a service to the community. They judge what is "news," that is their responsibility. Reporters may be willing to listen to your suggestions and read your submitted stories, but they reserve the right on what to publish or broadcast. Be prepared to hear the answer "no." Don't take their response personally. Many factors are involved in determining what is newsworthy. Ask for their advice on meeting their needs and keep trying!   The news business is intensely competitive. Don't consider this a problem or obstacle. Take advantage of the competitive marketplace by offering the best you can and allow talented reporters to make the most of your story. Because the marketplace is competitive, many other news sources are working just as hard as you to place their story ideas with reporters. The news space in any newspaper or air time on a broadcast station is limited. Don't get pushed out of the way simply because you were late with information or not responsive to a journalist's request. Think of it like combat - shoot first, shoot often and shoot straight!   News organizations have their own bureaucracies, especially in large metropolitan areas. Reporters have first line supervisors who report to managers, who report to owners. Most news organizations are profit-making corporations that must serve their readers, listeners and viewers, and advertisers in order to stay in business. Be aware that reporters you deal with in the field could be very junior in rank, and they do not have complete control over finished products that you see in print or view on television. As you grow more confident in your public affairs efforts, get to know the right people in a news organization to better ensure your stories and story ideas get fair consideration by the news bureaucracy.   Time is critical to any news organization. This factor cannot be emphasized too strongly. Miss a deadline and you miss your chance! FIND THE BEST PATH When you set out to tell your unit's story to the local media, it is important to find what medium works best to tell a certain type of story. Especially at the local level, hometown weekly or small daily newspapers work best to tell your stories about new recruits, community-based programs or changes of command. Likewise, hometown radio stations, small market television stations and cable television are productive places to present stories about local Guard unit activities. NEWSPAPERS Newspapers, especially community weeklies, small daily papers and free-distribution "shoppers" often are the most favorable place to publish National Guard stories and photos. Don't overlook major daily newspapers if one serves your community, but be realistic in expending effort. Key individuals - Smaller papers often have just one or two reporters who cover all news events. Get to know these journalists and work directly with them. At larger daily papers, often one or more reporters will be assigned to cover a military beat. As with their colleagues at a smaller paper, work with these individuals and, when appropriate, their first line supervisors. What works best - Announcements about new recruits, troops graduating from military schools, promotions, changes of command, new equipment, construction projects and community relations events sponsored by National Guard units, especially those that benefit youth. Realistically, there are no limits to subject matter for newspapers. In cooperation with your full-time state public affairs office, consider inviting a reporter from newspapers to accompany your unit to annual training or on an overseas deployment. Check with your full-time public affairs officer before issuing invitations and be prepared to assist with coordination. RADIO Radio is fast-paced and short-lived. Remember that radio works best at making announcement-type stories about your unit or an individual. Because radio reporters are limited to a listener's sense of hearing, they work hard at making their stories sound energetic. Reporters also like to vary the kinds of voices by interviewing newsmakers, sometimes "live," but most often with an "actuality" that is recorded on the scene or over the telephone and then edited for broadcast. Although radio station news departments tend to be very small and have limited resources to cover events from the scene, don't overlook inviting radio reporters to visit your training locations to record the voices and sounds of National Guard activities. Talk Radio - Talk radio has developed large and faithful audiences across the country. Seek out the local talk or call-in shows that suit your needs. Choose the program carefully to ensure you will be reaching a worthwhile audience, as some talk show followers come from very narrow interest groups. Don't waste your effort. The person who acts as a spokesperson for your unit must be very knowledgeable about the National Guard and they must be able to keep their cool. Always work in coordination with your full-time state public affairs office before you make commitments to appear on a talk radio program. Key Individuals - A station's news director runs the news operation of a radio station. With the exception of major city stations or ones that feature an all-news format, most radio stations have very small news operations, sometimes the news director is the entire news department. In many states, stations will link together in cooperative networks to share statewide news stories. This can be another outlet for mass distribution of National Guard stories via radio. Get to know how the networks operate in your area to see how they could assist your efforts. What Works Best - Be prepared to work fast with radio stations. Use the telephone, fax machine or e-mail to deliver your messages as quickly as possible. With very rare exception, anything sent to a radio station in the postal mail is wasted effort. In cooperation with your full-time state public affairs office, consider inviting a reporter from radio stations to accompany your unit to annual training or on an overseas deployment. Check with your full-time public affairs officer before issuing invitations and be prepared to assist with coordination. Final thought: Some radio stations, especially those in the Public Broadcasting format, are capable of producing unique and rather lengthy news stories. Get to know the reporters from these stations and work to provide them with story ideas that match their format. They reach rather small but important audiences. TELEVISION Television has come to dominate much of the news business with its immediacy and ability to show the emotion of sounds and color pictures. Like the newspaper industry, television markets come in many sizes. You are most likely to have success getting a local National Guard story told on a station from a smaller market than from a major metropolitan area. And like other media, you can count on reporters from nearly any size television station showing up without an invitation when your National Guard unit is involved in a breaking news story - favorable news (responding to a natural disaster) or bad (when there's trouble with personnel, equipment or facilities). Key Individuals - A station's news director runs the news department. Reporters cover general assignments or might be assigned to the military beat if the station is large enough. Front line supervisors at the news room often are called producers rather than editors. It's good to develop a working relationship with reporters and especially with producers, since they often control the assignments for field reporters. What Works Best - Television is a visual medium that thrives on colorful, fast-paced action. Be prepared to provide access to reporters and their camera crews (that's usually a minimum of three people plus gear) with front line access to the action if you want to better ensure your story will make it on the air. And remember that like radio, television is a medium of immediacy. You will do best when a television crew has the opportunity to get its interviews and video quickly, so they can return to their station to finish editing their stories. While a commander has the responsibility of being the spokesperson for a unit and should be involved in meeting and working with journalists, consider carefully who is recommended to be interviewed on camera. Doing this well takes confidence and practice. If there is time, ask your full-time public affairs office for assistance. In cooperation with your full-time state public affairs office, consider inviting a reporter from television stations to accompany your unit to annual training or on an overseas deployment. Check with your full-time public affairs officer before issuing invitations and be prepared to assist with coordination. WEEKEND REALITIES Most hometown National Guard training takes place on weekends when news organizations are thinly staffed. Plan ahead by making your contacts during regular business hours so that a newspaper or broadcast station's key individuals can consider your story ideas and make proper assignments to their weekend crews. Ironically, while weekend staffs can be small and inexperienced, especially at small-market stations, these same stations often have the most air time to fill with what could be your story! STORY IDEAS Here's a list of events that could take place in your unit. Evaluate where best to offer the story in your community by considering the "what works best" suggestions found in this chapter. Some ideas could be strong enough to offer to all media, others will require tailoring to meet the needs of print or broadcast:   State emergency activation   Unusual training programs   Change to your unit's equipment, force structure or mission   Visits by well-known personalities   Public service projects involving the community   Charitable work by individuals (human interest)   Drug demand reduction programs   Programs that benefit the community's youth or elderly   An alert for possible federal activation   Major awards and honors, and individual achievements   Unit open house   Interesting new equipment or aircraft   Overseas deployments for training   Cost saving solutions   Events that have an impact on the local environment   The local "spin" on national military policies, especially when they involve the personnel arena (e.g., homosexual policy, women in combat, Gulf War illness) HINTS FOR THE COMMANDER AND UPAR WHEN YOU ARE BEING INTERVIEWED You can successfully communicate with the public and have more positive control of an interview situation with:   Knowledge of your subject   Honesty and candor   Positive attitude   Use of concise, simple language   Familiarity with the media POINTS TO REMEMBER   You represent the National Guard and the larger active-duty military establishment when you deal with journalists. Always keep your personal views and opinions out of the interview.   Begin with the attitude that a reporter represents the public, and the public has a right to know about the military.   Avoid technical language, jargon and military acronyms. Be aware that very few civilian journalists have military experience.   Put your conclusion into the front of your interview remarks, then expand on the topic.   Speak in short, effective sentences. Long answers are seldom used in broadcast or print stories. The more you talk, the more chance for saying something that can be misunderstood.   Stop talking when you've made your points.   Stay "on the record." Don't say anything outside the interview you wouldn't want to see or hear in the news. Don't agree to respond "on background" or go "off the record" with a reporter.   Keep your cool when under verbal fire.   Don't automatically accept a reporter's facts or figures as correct.   Don't answer hypothetical questions. Generally, these questions begin with "what if?" situations proposed by a reporter.   If you don't know the answer, say so. Offer to find the answer.   Never use the phrase "no comment." Explain why you can't answer the question. (Remember matters of security, accuracy, military policy and propriety.)   Most reporters are generalists. You are the expert on military matters. Do not be timid if you have an opportunity to educate a reporter about military issues.   Don't try to "snow" a reporter. Be polite, professional and sincere.   Arrive on time for news media appointments. Talk to reporters about the subject points that are key to the story or that you would like to discuss.   Prepare for interviews. Know the talking points that you want to make, and remember why you were asked for the interview.   Establish ground rules and subject matter to be discussed prior to the start of a formal interview.   Do your homework. Practice talking about the subject with someone who will ask you questions, especially the difficult questions. Even in your specialty, a brush-up is wise.   Provide reporters with fact sheets that explain the technical specifications of equipment or the organization of your unit. Very few reporters have military experience, so they appreciate fact sheets that help them with nomenclature of equipment and correct spellings.   Call on your full-time state public affairs office for assistance. PUBLIC AFFAIRS RESOURCES TO HELP YOU PUBLICIZE YOUR UNIT Your state National Guard's full-time public affairs officer and staff should be able to assist you with the following:   Assistance to units large and small   Full-time coordination for support from your state's Army public affairs detachment or higher headquarters public affairs assets   Coordination of a public affairs support plan for your unit's annual training   Conduct training for your Unit Public Affairs Representative (UPAR)   Publish a statewide newspaper or magazine and World Wide Web site   Speech file references   On-site public affairs support during an emergency An Army National Guard Public Affairs Detachment can provide:   Support to the state's overall public affairs program   Support to National Guard units in your state   News release support to newspapers, television and radio stations   Still photo support. Increasingly, this is being done with digital cameras   Videotape capability   On-site assistance during emergencies   Support for production of a statewide National Guard newspaper, magazine or World Wide Web site STATEWIDE NEWS COVERAGE There are a number of activities in your state each year that result in what might be described as expected or predictable coverage by the news media. Remember, even a topic that generates routine interest requires effort on your part to ensure your story is presented in an interesting, accurate and timely manner. Here's a list of story topics that should be on your "must do" list:   Annual training for your unit, especially if it involves a deployment to an unusual place or involves activities with a significant local impact   Changes of command   Changes to the force structure or mission of your unit   Officer and NCO academy graduations   Presentation of awards and decorations to your unit or individual members   Participation in competitions such as marksmanship contests, marathon races, the biathlon or other events   Involvement in youth programs   Involvement in drug demand reduction programs   Construction or significant remodeling/repair of military facilities in your area   Changes to recruiting/retention benefits   Changes to significant pieces of equipment in your unit   Events in your unit that have an impact on the local environment   Events in your unit that have an impact on the local economy HINTS FOR RADIO OR TELEVISION INTERVIEWS The following suggestions are aimed at broadcast interview appointments. Most of the recommendations also apply to print interview situations, especially when a newspaper photographer will be present:   Know as much as possible about the subject. Don't guess at an answer or respond to hypothetical questions. If you don't know an answer, say so.   Be aware of your speed in talking - not too fast, not too slow. Regional accents and dialect add interest to broadcast stories, so don't let this be a barrier to someone being interviewed. At the same time, the interviewee must be able to communicate clearly and effectively.   Gestures and mannerisms can be very distracting. Be careful what you do with your hands, legs and facial gestures.   Wear the proper uniform and wear it correctly. If you're in a studio, Class A is likely to be appropriate. If you're in the field, match what the troops are wearing. Be alert that proper safety gear and other uniform items are worn correctly, especially when in a field environment. At the same time, don't interrupt an interview if you notice an unfastened button or something that the civilian audience won't notice as being out of regulation. Use common sense when it comes to uniforms and equipment.   Rehearse what you want to say with someone who asks you questions, especially the tough ones you might expect.   Be on time for interview appointments. If you're the guest on a call-in show or other live interview, the station is counting on you to be on their program. MEDIA LISTS An important tool for a UPAR or unit commander is a listing of news media organizations in the local, or, in some cases, the regional area. This list permits quick and reliable contact with newspapers and broadcast stations in your area. If you are careful when you establish the list and keep it maintained, the list can be especially helpful during an emergency when you might have the need to contact a specific department within a news organization very quickly. Make copies of the fill-in-the blank forms included in this handbook, or make up your own computer database. Maintain the list at your National Guard unit office and keep a copy at your home and civilian workplace. A news event involving your National Guard unit can happen at any time, you may not have the opportunity to travel to your unit office before you must react. __________ NEWSPAPERS / MAGAZINES   Name of Publication     Mailing Address     E-mail Address     Contact's Name/Title     Telephone     Deadline Day and Time     FAX Number     Other Information   TELEVISION OR RADIO STATIONS   Call letters     Network Affiliation     Mailing Address     Street Address     E-mail Address     Telephone     Fax Number     News Director     News Director Phone     Weekend Phone     Night Phone     Public Service Director     Phone     Weekday Deadline     Weekend Deadline