EXCLUSIVE STORIES

Exclusive stories are in great demand, especially where competition is strong. It is the policy of Navy public affairs not to release regular news stories on an exclusive basis. A Navy release of general interest usually goes to all outlets on your media mailing list simultaneously.

There are some exceptions to this rule. For instance, if you have an idea for a magazine feature story, it must be written or slanted toward a particular market. Since most magazines demand exclusives, the story would naturally be submitted to one magazine outlet.

Another exception is when a commercial writer develops an idea for an exclusive on his own initiative. When a reporter comes to the PAO with an idea for a story, the writer should be given full cooperation. The idea should be kept in confidence and should not be relayed to other media or made the basis of a Navy release.

If another reporter hits on the same idea, the writer should be told that the first person is already working on that angle. Do not reveal who the other writer is, unless the identity is made obvious by circumstances. If the second person wants to continue on the same idea anyway, the reporter should be given the same cooperation as the first person. However, in a case like this, always tell the first reporter what happened.

The same process should be repeated if a third reporter becomes involved. However, when more than three requests are received for the same information, everybody should be informed that the information cannot be provided on an exclusive basis and the information will be disseminated as a general Navy news release.

MEDIA QUERIES

A media query is a request for information by a reporter, usually made by telephone. This indicates that the reporter needs the information now - not tomorrow or next week.

As a rule, you should refer all queries to the PAO if they are other than simple, routine questions. The PAO has the authority to release information and is more likely to know the representative calling.

When your boss is not available, you should answer the query provided the requested information is either releasable or within the limits of security. Inmost public affairs offices, a set of ground rules is established to cover situations of this type. The first one is to write down the exact question and the name and organization of the caller. Many PAOs use the query sheet shown in figure 16-8.

If the information is not readily available, explain this to the reporter and promise to call back in 5, 10 or 15 minutes, depending on how long it will take you to get the answer. Never brush a reporter off with a vague promise, such as, "I will see what I can find out." Be courteous - remember you are representing your command and the U.S. Navy.

Once you are off the telephone, start digging up the information. Check the files, consult reference material

Figure 16-8. - Query sheet.

or contact officers who may answer the question with authority. If you run over the time limit, return the call and explain the delay. Always keep in mind that the reporter is probably working against a rapidly approaching deadline.