Embracing the media
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Provide wing commanders with an orientation and perspective on how the media think and work. The public as the end-recipient of information. Provide techniques for responding to the media before, during, and after a crisis. Embracing The Media. Focus.

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Embracing the media

Provide wing commanders with an orientation and perspective on how the media think and work

The public as the end-recipient of information

Provide techniques for responding to the mediabefore, during, and after a crisis

Embracing The Media


Communication before during after a crisis

There are steps CAP Wing Commanders and PAOs can take to better prepare the news media during a crisis

Plan for communicating to the public and the news media by asking yourself the following questions:

Communication Before, During, & After a Crisis

Questions to ask yourself

What information is crucial? better prepare the news media

What are the messages to be delivered?

What are the obstacles?

What are the opportunities?

What questions can you anticipate?

What are the media’s responsibilities and how can we help reporters meet them?

Questions To Ask Yourself

First do no harm

Always assess the environment into which you are introducing information

Review your remarks in advance

Understand your audience

Don’t speak unless you are comfortable

Don’t assume you’re not in need of help

Watch, read and listen to the news

First Do No Harm

Developing goals and key messages

  • Goal # 2 : Give guidance on how to respond

  • Take these precautions - Possible areas to search

  • If you find the site ...

Developing goals and key messages

Example: CAP plane has crashed while transporting sensitive materials for NASA

Embracing the media

State message at the outset and return to it as often as possible

Exercise control over the conversation you are having

Staying on message

  • I want to first begin by saying ...

  • As I said a moment ago ...

  • - I want to again stress ...

  • - Before I close, I would like to remind everyone …

Delivering information

Hold briefings at times which will enable the media to meet their deadlines

Be prepared to explain information and how it was gathered

Provide statistics and key information (CAP fact sheets)

Again, be prepared to explain information and how it was gathered

Delivering Information

Myths pitfalls

Risk communication is more likely to alarm their deadlines

Risk communication is less important than education

Too difficult for public to understand

If we listen to public, we may divert resources to areas not part of our mission

Communication is not my job

Myths & Pitfalls

Earning trust credibility

Accept and involve the public as a partner their deadlines

Appreciate the public’s specific concerns

Be honest and open

Work with credible sources

Meet the needs of the media

Earning Trust & Credibility

Building support

Having people on hand who can answer questions speeds up the process

Make sure goals and messages are understood by participants

Do not publicly contradict the statement or disagree with the spokesperson

Building Support

Avoiding pitfalls

Abstractions process


Attitude and nonverbal messages



Avoiding Pitfalls

Avoiding pitfalls1

Guarantees process



Length of presentation

Negative allegations, words or phrases

“Off the record”


Avoiding Pitfalls

Managing hostile situations

Acknowledge existence of hostility process

Practice self-management and control

Be prepared and listen

Answer questions thoughtfully

Managing Hostile Situations

Facts information

Be sure of your facts process

Cite sources and key statistics

Have information available on fact sheets

Familiarize yourself with information and opinions contrary to yours

Facts & Information

Working with reporters

Put yourself in the reporter’s place process

Be courteous and patient

If you tell a reporter you’ll get back to them,

do it

Never be too casual in your conversation

Working With Reporters

Working with paos

PAOs are one of the most important team members process

Should have an established relationship with media before a crisis occurs

Keep PAO informed from the very beginning

PAOs should always be looking for ways to localize national news

Working With PAOs

Tools for paos

PAO Toolkit process

Multimedia section (Videos)

CAP News Online

Seminars at national events

National press releases

Printed materials

Tools For PAOs

Using the interview

Listen to question and think about your answer process

Discuss what you know, not what you think

Do not express personal opinion

Don’t speculate

Don’t show off

Don’t engage in “off the record” discussions

Using The Interview

Rules of the road

Don’t lie to a reporter process

Never embarrass a reporter

Do not argue with a reporter

Never take it personally

Rules of the Road

Planning preparation

Form a risk-communication team process

Create a team leader and assign responsibilities

Develop contact list

Develop a media list

Consider logistics

Identify information needs and create fact sheet

Planning & Preparation

10 ways to avoid mistakes

First, do no harm ... process

Don’t babble

If you don’t know what you’re talking about, stop talking

Focus on informing

Never say anything your’re not willing to see printed

Don’t lie

10 Ways to Avoid Mistakes

10 ways to avoid mistakes1

Don’t make promises you can’t keep process

Do not use “no comment”

Don’t get angry

Don’t speculate, guess or assume

10 Ways to Avoid Mistakes

Contact information

Marc Huchette process

Chief of Multimedia

(334) 953-3758


Contact Information