First District Southern PA Pages    
 

Public Affairs, by order of the Commandant of the Coast Guard is "essential to the Coast Guard's success in every mission area". Further, we are instructed by the Commandant that "The cornerstone of the Coast Guard public affairs program is the individual". That's us folks, or more importantly, that means You!
Coast Guard Auxiliary public affairs is probably one of the most misunderstood but most commonly practiced of our programs. To work as a line handler on an Auxiliary Facility you need to go through thorough training with a mentor and a QE ride. To inspect someone's boat for safety and issue a VSC decal you must pass a written test and work with a qualified member on five inspections. To be a Marine Dealer Visitor, Instructor, Air Observer, Pilot, Coxswain or Watchstander you must be well trained and prove it. To be a spokesperson representing the United States Coast Guard and/or Auxiliary you just need to be identified as a member and speak. A little scary when you think about it, but not if we're all informed, (we don't even have to be "trained").
Too many of our members don't know what to say or even if its "OK" to talk to the press. Well it is "OK", and the shame is we miss lots of opportunities to get our message out to the public, and make sure they know what a great job we do for our communities and our country.
It's the mission of this PA department to make sure that as many of our members understand and become involved in PA as possible. This doesn't mean that every member has to sit down and write a press release, it means that everyone should be ready to talk to that reporter when the time comes and not say, "no comment" or "I can't talk about that", but give honest, correct and helpful information on a timely basis. This is what we're supposed to do, subject to a few limitations which we also need to know in order to be comfortable*. That's what our FSO-PA officers will be doing this year, educating the membership, as well as promoting the Coast Guard and Auxiliary. We'll be asked more and more to help the Gold Side with public affairs, and there will be new opportunities for us to serve there as well.
In parting, the worst thing that could happen to the Coast Guard and Auxiliary is no public affairs, because if the public didn't know about our missions, they would eventually go away.

*Limitations such as respecting a person's privacy, not making statements which could affect Coast Guard policy, not making judgmental or political statements as a member, (remember, we're talking about statements to the press when you're identified as a member of the USCGAux), or statements which could give the enemies of our country helpful information on our operations, scheduling, etc. There is also a world of difference between your being a representative of the Coast Guard, (which you are by default whenever you don the uniform) and being an AUTHORIZED SPOKESPERSON for the Coast Guard, the Auxiliary or for any given incident or operation.

Ken Stanley DSO-PA 1sr



OPERATIONAL SECURITY (OPSEC) AND PUBLIC AFFAIRS

Working the Media
RESEARCH THE MEDIA

Do your homework. What radio and TV shows are out there? What newspapers are in your area? Don't forget the weekly shoppers
.
WHO'S WHO IN THE MEDIA TV:

NEWS DIRECTOR: in charge of the newsroom. Only a good contact to pitch story ideas in smaller TV stations

FIELD PRODUCER: good contact in larger stations. He/she often does all the grunt work for the reporter (including setting up the stories, conducting interviews, writing the story, and editing the story)
.
SEGMENT PRODUCER: in larger stations, a segment producer is in charge of an entire segment of a show. He/she may book live interviews, or set up field stories
.
REPORTER: good contact in any size station whether he or she works with a field producer. 

ASSIGNMENT EDITOR: small stations often don't have one. This is a good contact for medium to large stations.
RADIO:

NEWS DIRECTOR: same as TV REPORTER: good contact in any size station.
HOW TO DEVELOP CONTACTS: find out the name and number of the appropriate contact

WHAT TO SAY
"Hi, I'm (your name) of the Coast Guard Auxiliary. Is this a good time to talk or are you on deadline? When is the best time to call?"
-If the reporter/producer/editor is not on deadline, offer to send him/her a list of feature story ideas. Find out if he/she likes to get news releases by snail mail, e-mail, phone calls, or fax.  -Ask what types of stories he/she is interested in -Explain what the Coast Guard Auxiliary is. Most people don't know. -Bait the reporter's interest -Be short and to the point. Media personnel are busy. -Don't exaggerate. The news media can usually sniff out when someone is pitching a "non-story." -Take no as "no!"  -Keep your new contact's name, address, and preferences on a file card or a separate notebook.

LEAVING A MESSAGE ON PHONE MAIL

"My name is (your name) of the Coast Guard Auxiliary. My number is (tell your number SLOWLY and CLEARLY). I have a great local story I'd like to tell you about. Please call me at (repeat the number again SLOWLY and CLEARLY)"
never leave a long phone message. Don't describe the story in length because the reporter is BUSY and will probably hit the delete button after ten seconds and you will now have little chance of interesting the reporter upon a follow-up call.
SENDING INFORMATION

The sooner you notify the media about your event, the better. Reporters plan ahead. It is often "first come, first serve."  If you are sending a fax, always follow-up with a phone call. Some newsrooms have "community fax machines" and receive hundreds of faxes a day. Unless your contact knows you have sent something, chances are he/she will never receive it.
HOW TO PITCH A STORY

Look for the "local angle" for local and regional newspapers and TV stations -Sell your contact on the widespread appeal of a story
Just because something is important to you, doesn't mean it interests the general public -Don't tell the reporter his/her job. Never insist on who they interview on the story. You may "suggest" a good contact, but don't insist. Offer the reporter something unique. Who can turn down an airplane ride aboard a Coast Guard Auxiliary facility? Or a boat ride aboard a Coast Guard icebreaker? -suggest "Evergreen stories" as features. Local TV stations are often starved for stories on weekends. Make contact with the weekend assignment editor and reporters and tell them you have LOTS of story ideas for "slow news days."

THE TV/RADIO/NEWSPAPER SAYS "YES"... NOW WHAT?

make a follow-up phone call before the story and ask if the reporter needs any additional information or has any questions, provide as much information as possible Never give the media a list of "interview questions," however, you can send them "suggested talking points." point out to newspapers and TV that there will be "photo opportunities." "Grin and Grabs" should be avoided if possible, particularly for the visual medium of TV. Action shot opportunities are preferred. Know when to relinquish control

HOW TO FOLLOW UP

Thank the station/newspaper for coming -Follow up with a brief thank you call or note -Praise the reporter for a job well done and suggest another story

Chris Maurer, ADSO-PA-MR