Uniformed Services University

11 July 2005

Warren E. Nordman

We the U.S. Armed Forces must account for our actions with the American people who we serve, by dealing openly and well with the representatives of the nations free press. JCS Pub 1

The Media Viewpoint -- Military as Censors

We been told to guard Iraqi P.O.W.s?

Nope, American Media

Media will be there, probably first

- Reporting will be global and instant - Media will cover the story with or without us - Media have better equipment
Embedding journalistshas brought warfare home to us as no war has been brought to us before. Former BBC Reporter Martin Bell

Always Remember
Reporters are like crocodiles

You dont have to love them, you dont necessarily have to like them. But you DO have to feed them.

A FEEDING SESSION

Maximum Disclosure Minimum Delay

"We need to tell the factual story good or bad before others seed the media with disinformation, as they most certainly will."
Defense Secretary Donald Rumsfeld

Verbal & Nonverbal Communication

Perception Is Reality
Media audiences arrive at a conclusion about you and your message from:
What You Say 10%

How You Sound 35%

How You Look 55%

Know What Your Messages Are

You are in the Public Eye

Who is your audience?

Who are your stakeholders?

What is your most important message? If you had 10 seconds of free air time

Be Prepared

What questions do you not want to be asked? Get ready for them!!

USUHS
Strong Core Messages

Preparing for an Interview

Develop key messages Anticipate questions Prepare responses Know reporter, publication or
program, interview format

Background reporter, producer

The Unexpected Interview

Rely on your Public Affairs Officer or Aide Expect the unexpected Know your messages Know who youre talking to and why

Treat all reporters equally Negotiate quick ground rules/limits Remain friendly and undefensive Keep your sense of humor

Telephone Interview Tips

Establish an interview
setting

Clear your desk Close the door

Use notes Keep message points in

front of you

Stand up and walk around

Your Control Arsenal

Pausing Repetition Consistency

Flagging Headlining Assertiveness

Shifting Gears

Say no comment Repeat negatives

Speak off the record

Use acronyms and jargon

Let false charges go unchallenged

EVER LIE

Key Points
The Importance of the Soundbite Be Message Driven Not Question Driven

Remember Who Your Real Audience Is

Project An Appropriate Image