# Presentation: 659296

## Role of the CAP Information Officer

- Developed as part of the National Emergency Services Curriculum Project

## 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

## 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

## 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

## 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

## 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 doesn’t have to be as difficult as it might sound

## 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

## 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

## Wire Services

- Associate 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 mot 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

## 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
- Don’t 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

## 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

## 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

## 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

## 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 reporter and photographer – 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

## 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 you’re better off taping it yourself – most stations charge a fee for duplication services

## 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 – don’t forget to get them your stories

## 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

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

- Yellow pages listings
- Media Directories
*Bacon’s Publicity Checker*
*Ayer’s Directory of Publications*
*Editor’s and Publisher’s Yearbook*
*Broadcasting Yearbook*
*All In One Directory*
- Once your list is complete – keep it up to date

## 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

## Recommended Format for Press Releases

- Print it on 8 1⁄2” 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

## 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

## 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

## 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

## 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

## 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
- Don’t promise anything that you can’t deliver
- Flights over search or damage affected areas
- Interviews with family members
- Remember - you are never truly talking “off the record”

## Media Interviews

- How you prepare for a media interview will inevitably determine how well the interview goes – if you’re only answering questions you’re 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 media’s questions, but follow your agenda

## 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?

## 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 you’ve 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

## Media Interviews Continued

- PRACTICE!
- Choose a person who is serious about helping you, one who will do his or her best in playing the interviewer’s role – ask the wing PA for help
- Supply the interviewer with you 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

## Media Interviews Continued

- Fully answer each of the interviewer’s 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

## Media Interviews Continued

- You’re 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

## Media Interviews Continued

- After the interview
- Thank the people involved, even if you don’t feel like thanking anyone
- Don’t be afraid to seek out those who were particularly helpful
- Never allow yourself to drop to a level of being unprofessional.  You’ll be remembered for it, sometimes by the least likely person that could help you later.

## 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 Don’t forget to tell the press a little about CAP and its missions again

## QUESTIONS?