como rod collins commodore 11 th district north jerry edelen dso-pa 11nr public affairs d11nr 2014...

COMO Rod CollinsCommodore 11th

District North

Jerry Edelen

DSO-PA 11NR

PUBLIC AFFAIRSD11NR 2014 Workshop

Welcome to the PA-TEAM

February 8, 2014 D11NR Public Affairs Team 3

UNDERSTAND the basics of U.S. Coast Guard, U.S.C.G. Auxiliary and District Public Affairs Policies.

Be acquainted with PA Does and Don’ts

Provide PA Update Information from N-Train

Learn how to increase your unit’s visibility.

Objectives


Public AffairsPublic Affairs IS “the Guardian of the

Brand”

Is the “Brand Management” Tool

Is the “Face” of the Coast Guard


Tell the Auxiliary Story

Act as Persuaders and Marketers

Enhance the Auxiliary Brand

Cultivate strong media relationships

Purpose of Auxiliary Public Affairs

Who is Responsible for Public Affairs?

EVERYONE IS RESPONSIBLE FOR PUBLIC AFFAIRS!

10 MAY 2008 D11NR Public Affairs Team 6


Public Affairs Officers

Jack of all Trades

Must have Wide Range of Auxiliary Knowledge- Get into the ACTION!

Must Participate to Learn and to Report


Why?Deal with the media?


Because!1. Public Has Right To Know!

2. Prevention – Public Affairs Saves Lives!

3. Recruiting / Retention / Motivation

4. Fiscal Support

5. Community Role

6. Lead By Example

7. Convey Safe Boating Values

8. Public Affairs is Everybody's Job!


Can be an official Coast Guard Spokesperson

AND BECAUSE YOU!


USCG Public Affairs Policy

... make available to the public all information… except that which is restricted by law.

This is to be done in a forthright and expeditious

manner.


Do NOT Withhold Information

Bad News Doesn’t Improve With Age

USCG Public Affairs Policy


Spokesperson Requirements

Speak ConfidentlyBe Open, Frank, and HonestNever lie Stick to the factsDon’t speculateNO sunglasses, cover is optional


Do’s and Don’ts

Never say “NO COMMENT” May say “I DON’T KNOW” Keep Answers Short Never talk “Off the Record” Never ask Reporter to Hold a Story

If unsure, Don’t Comment.


SOCIAL

MEDIA

GUIDELINES


“S.A.P.P. Guidelines”

Security

Accuracy

Policy

Propriety

D11NR Public Affairs Team 17


Releasing information that violates Coast Guard

SECURITY policies is prohibited. For example, using

location based social networking to “check-in” to

places online or posting the location, status and

schedule of a deployed cutter could compromise

OPSEC.



Information released by Coast Guard personnel must

be verified for ACCURACY prior to release. Stick to the

facts and avoid speculation. For example, re-posting

or sharing information that is not verified or officially

released or speculating about a Coast Guard event, issue

or operation could misinform the public



Information released by Coast Guard personnel shall

not violate service or command POLICY. For example, to

protect privacy personnel shall carefully consider what

information you share about yourself and others.


“S.A.P.P. Guidelines”All information released by Coast Guard personnel will

be appropriate and adhere to acceptable standards of

PROPRIETY.

a. NO engaging in conversations with explicit sexual references;

b. NO criticisms of race or religion; obscene or profane language; and

c. NO references to illicit drugs; or on-line sharing of confidential intellectual property


“If you do it

or have responsibility for it,

you can talk about it –

if not,

DON’T”

Responsibility


Welcome to the A-TEAMHow DO you talk to the media?


Dealing with the Press

Establish Contacts

Be Professional

They are not “Your Friend”


Plan ahead, prepare a script if possible

Stick to the facts

Always “on the record”

Discuss only the case

DO’s


DO’sNo slang or jargon

No “inside” jokes

Do Not over/underestimate

reporter

Give credit to assisting agencies


DO’sIf in any doubt, contact and confer,

with a Public Affairs Staff Officer prior to interfacing with the media or public.

Notify your Public Affairs Staff Officer and/or your elected unit leader, if you have time.


What if you don’t know an answer?

“ I don’t have the answer for you right now, but I’ll have someone get back to you. ”


Will the public understand this?

“ We got a DF and then got underway on the AUXFAC. We passed the Morse A to where the P/C with 3 POB was TOW. We found 3 PIW, none wearing PFDs. Our EMT treated them while we RTBed and then we closed the case. ”


OR This?“ We received a call for help and jumped in

our rescue boat. Offshore we found a vessel sinking. We rescued three people from the water and they were lucky we got there quickly because they were not wearing life jackets. We returned to the marina where the ambulance met us. Everybody is fine. ”


Include Command Messages

Wearing Life Jackets Saves Lives!

Boating Sober Saves Lives!

Taking Boating Safety Classes Saves Lives!

Getting Vessel Safety Checks Saves Lives!


“Coastie” and Mascots

Rule of “Twos”

Formal Training Required for Coastie

Eliminate Coastie Abuses


Inserting Links in Reports

Linked page CANNOT contain any

advertising!


Any Doubt about Propriety of Release?

Send the Material to Legal for Review!


All Materials produced by PA Officers

Need not be copyrighted

Is the property of the Coast Guard Auxiliary Association


PhotographyNo Photographs of Military Installations w/o

Permission

No “Grips and Grins”

Vertical Shots make Good Covers!

No Shots of Cigarettes or Alcohol


PhotographsMay not “manipulate images” Exception:

Lighten/ Darken, Crop

VIRIN to be included on all submitted photographs for official publication

091031-G-ZZ999-001.jpg

http://www.vipro.defenseimagery.mil


Photographing Children MUST have a Parental Release if child is

under 18 years old!

Otherwise, face must be indistinguishable


Release of Documents to the Public or Press

Auxiliary Policy is:

“Nothing is to be released to the Public or Press unless there have been at least two sets of eyes on the product”


Freedom of Information Act (FOIA)

Ensures Public Access to Government Records

Respond to Written Requests

Cost of responding borne by the Auxiliary

Notify Auxiliary Legal


FOIA Exceptions

Classified Material (National Security)

Law Enforcement Records/ Judicial Proceedings

Matters under Investigation/ Trade Secrets

Bank Records/ Info Covered by Statute, etc.


Gift Policy

Don’t accept gifts!

Could be construed as a conflict of interest.


PA Activities to Increase Your Unit’s Visibility

Program Visitor Activities

“Save our Shores” Clean-up

Letters to the Editor/ Guest Commentary (NSBW)



Schedule Monthly Flotilla Meetings in Local Newspapers

Radio/ Public Access TV Interviews

“The Four Chaplains” Service



Booths/ Participation at Community Events

Support of Marine Activities

Dockwalker/ VSC Programs- Public Interaction

Enter National Competitions- National Water Safety Congress



Offer Classes to the Public and tell your Story during class

National Safe Boating Week, Board of Supervisor’s Proclamation

Aux Facility Support of Water Events

Enter Local Social Activities- Big Sur Mud Run


NATIONAL PUBLIC AFFAIRS

AWARDS- 2014


That’s a wrap!Questions?