NEWS ADVISORY

A news advisory is an abbreviated form of a news release intended to get the news media to cover an event themselves. The news advisory is normally no more than a page in length and includes a compact description of the event. Pertinent information, such as the date, time, location, specific details and the significance of the event, also should be included. You may disseminate the news advisory in the same manner as a news release, using the format in figure 7-2.

SPOT NEWS ANNOUNCEMENTS

When an event of immediate and urgent news interest occurs within the command, such as an unscheduled VIP visit or an accident involving casualties, all available and properly releasable facts are issued promptly and without waiting until a complete account is compiled. Spot news of this type is usually released by bulletin or in memorandum form. However, if circumstances require, it may be read over the telephone. Spot news is always issued For Immediate Release.

NEWS CONFERENCES

Whenever a news event is of great importance to the local public or when there is a visit by a prominent official who wishes to address the media, a command calls a news conference and sends invitations to all interested media. Information is released at a news conference through a senior naval officer or other Navy spokesperson, an individual involved in unclassified activity of public interest, an expert in some newsworthy project, survivors of an accident or perhaps someone directly involved in some activity or event.

Often, after an advance release goes out announcing the intended visit of a VIP or some other event of significance, the media requests a news conference.

When time permits, prepare media information kits (covered in Chapter 16) to supplement information made public at news conferences.

Avoid, if possible, requesting media to submit questions in advance. When advance questions are desirable, as in cases where highly technical answers would be required for some questions, correspondents should be advised of this. When written questions are volunteered, detailed answers are normally prepared and distributed to all attending media representatives immediate y preceding the conference.

A news conference can be abused. The only reason to call a news conference is to release information that cannot be covered adequately by a news release. A news conference should not be used solely as a prestige vehicle. It should be called only when there is something to say. Most media cannot spare the time and personnel for this type of coverage. The quickest way to alienate reporters is to make them cover an event in person when they could have covered it over the telephone.

A news conference can do a lot for the Navy when it is used properly. News conferences establish public esteem, erase controversy and show that the Navy has nothing to hide. Reporters are given the opportunity to ask questions and get all the information they want. This often results in clearing up misunderstandings. Finally, it enables all media to get the same information at the same time.

INTERVIEW

An interview differs from a news conference in that it is usually initiated by a media representative and involves communication of information from a responsible spokesperson to only one reporter.

BACKGROUND BRIEFINGS

Background briefings differ from a routine news conference or interview only in their usual provisions that a precise source is not identified in the reporters' stories. The content or source of a story written from a briefing is usually attributed to a "Navy spokesperson," "informed military sources" or some other truthful, but not specifically identified, individual imparting the information. In such cases, the ground rules are clearly understood and agreed to by all participants. In most cases, especially when the subject is not of a technical nature, these briefings are conducted by the command PAO.

FEATURE RELEASES

Features, or "time releases," differ from spot news mainly in the degree of immediacy. That is, it makes little difference whether particular news accounts are passed along to the general public today, tomorrow or next week.

A feature may concern previously undisclosed developments dating well into the past or some upcoming event or anniversary. Either way, it must contain a high degree of general human interest. This type of release is usually made in writing, but it may be given out through an interview or news conference. Often a feature release lends itself to pictorial treatment by the use of still photographs or videotape. Feature releases are issued for both immediate and future use.

ADVANCE RELEASES

You read about advance releases (stories) in Chapter 5. Advance releases are issued concerning events scheduled or anticipated for the future. They are generally on a Hold For Release basis, specifying exact times, to make sure of simultaneous use by all interested media and to prevent premature disclosure. An advance release often is accompanied by an invitation to media representatives to attend an event and is usually supplemented by follow-up releases. Official photographs, printed programs or other material providing in-depth background on a forthcoming event are often enclosed with an advance release.

PERSONAL APPEARANCES

Personal appearances include formal speeches and informal remarks by Navy officials and authorized spokespersons in which information is released to appear as an official news announcement. The information could be given at public or semipublic meetings, in public forums, on radio and television programs or during any other contact with the public. The size of the group being addressed is irrelevant, and it does not matter whether the remarks are or are not reported by the news media.