Transcription
U.S. NavyPublic AffairsTactics ManualJune 2011
TABLE OF CONTENTSINTRODUCTION . 1CHAPTER 1 - RESOURCES AND GUIDING DOCUMENTS1. Department of Defense Principles of Information .2. Public Affairs Operations (Joint Publication 3-61) .3. Commander’s Handbook for Strategic Communication andCommunication Strategy.4. Joint Publication 5-03: Joint Operation Planning and Execution System(JOPES), Volume 1 .5. Operations Orders, Annex F .6. Operations Orders, Annex Y (Strategic Communication) .7. Navy Vision for Public Affairs .8. Navy Public Affairs Strategic Plan .9. Navy Public Affairs Calendar .10. Navy Public Affairs Policy & Regulations (SECNAVINST 5720.44x).11. Visual Information Policy and Guidance (OPNAVINST 3104.x).12. Embarkation Instruction (OPNAVINST 5720.2M) .13. Department of Defense Dictionary of Military andAssociated Terms (JP 1-02).14. Joint Ethics Regulations (JER), DoD Publication 5500.7-R .16. http://www.navy.mil .17. http://www.chinfo.navy.mil .18. DigiDelivery .19. http://www.history.navy.mil .20. http://DoDimagery.afis.osd.mil/home.html .21. The Navy Command Social Media Handbook .22. The Navy Ombudsman Social Media Handbook .23. Department of the Navy Issuances (DONI) web site .24. The Joint Electronic Library (JEL).22333334444555666666777CHAPTER 2 – AUTHORITIES AND RESPONSIBILITIES1. Background .2. Department of Defense .3. The Chairman of the Joint Chiefs of Staff .4. The Unified Combatant Commanders .5. The Joint Force Commanders (JFC) .6. The Operational and Administrative Commanders .7. Combined, Allied, and Overseas Channels .8. U.S. Embassy and Country Team .9. Joint Organizations .10. Department of the Navy .11. Chief of Information (CHINFO) .12. CHINFO Field Activities .88991011121212131314CHAPTER 3 - PUBLIC AFFAIRS PERSONNEL1.2.3.4.5.6.The Military and Civilian Public Affairs Officer .Limited Duty Officer (Photography).Mass Communication Specialist .Navy Reserve .Collateral Duty PAO .Contract Support for Public Affairs Services and Products .161617171919
CHAPTER 4 - PUBLIC AFFAIRS BASICS1. Department of the Navy Public Affairs Policy .2. The Public Affairs Mission .3. Leadership and the Media .4. Public Affairs Functional Areas .5. Communication Environment .6. Public Affairs and Strategic Communication .7. Essential Traits for Success in Public Affairs .8. Commanders’ Expectations of the PA Professional .9. The Internal Audiences .10. The External Audiences .11. Releasing Information .12. Security and Policy Review .13. Assessing Markets for Information Products .21222323242525262727272930CHAPTER 5 - COMMUNICATION INTEGRATION AND STRATEGY1.2.3.4.5.Background .Public Affairs Guidance/Format .Public Affairs Plan/Format.Exercise Planning .Contingency Operations .3232343535CHAPTER 6 – INFORMATION RELEASE AND LEGAL ISSUES1. General .2. Security Issues .3. Operations Security .4. Counter Narcotics Operations .5. Anti-Terrorism/Force Protection Considerations .6. The Freedom of Information Act .7. The Privacy Act .8. Medical Information .9. Military Justice Matters .10. Investigations .11. Sponsorship and Endorsement .12. Writing for Publication .13. Persons Under Control .14. Copyright .15. Trademarks .16. Use of DoD Personnel, Uniforms and Insignia in CommercialProducts, and in Marketing, Promotional or AdvertisingMaterial .17. Matters of Propriety and Other Special Circumstances .18. Congressional Inquiries .19. Scientific and Technical Information .20. Base Realignment and Closures .21. Political Activity .373738404142454648505050545556586061626263CHAPTER 7 – MEDIA RELATIONS1.2.3.4.Background .Why Work With the News Media?.Relationships with News Media .Establishing a Successful Media Operations Program .66676768
5. Building Media Relationships . 696. Release authority . 727. News releases . 728. Inaccurate Reporting . 789. Media Queries . 7810. “Navy Briefing Card” . 7911. Media Advisories . 8012. Media Interviews . 8013. Preparing a Spokesperson to Address the Media . 8414. Interview Techniques . 8615. Prepare, Prepare, Prepare . 8716. Interaction with Media by Sailors . 9017. Family Members and the Media Interviews . 9118. Media Operations Center . 9219. Media Embeds . 9320. Media Embarks and Escorts . 9421. General Media Reminders . 9622. After Action Report . 9623. Media Analysis . 9624. The Fleet Home Town News Program . 9825. The Entertainment Industry . 10026. The Book Publishing Industry . 101CHAPTER 8 – VISUAL INFORMATION1. Definitions . 1022. Policy . 1023. Combat Camera Assets . 1044. VI Organizations . 1055. Submission of Visual Information Products . 1066. Scanning Images . 1117. Video Transmissions . 1118. Creating a WMV file . 1119. Splitting a Video File for FTP or e-mail . 11210. Archival Video . 11411. How to FTP . 11412. Using Internet Explorer . 11513. Accessing/Transmitting Files Using the DMA Fileman Webinterface.11614. Uploading via DigiDelivery . 11615. Navy Imagery Server (Media Lighthouse) . 11716. Public Release of Images . 11717. Copyright . 117CHAPTER 9 – USE OF THE INTERNET1. General .2. Operations Security (OPSEC) and Information Assurance (IA).3. Establishing a Command Web Site .4. Social Media .5. Social Media and FOIA .6. Social Media Registration .7. Web Logs (Blogs) .8. Blog Guidance – for the Command .9. Blog Guidance – for the Individual .10. Surveys of DON Personnel .119120120122124124124125126128
CHAPTER 10 – PLANNING FOR A CRISIS1. Fundamentals.2. Definitions .3. Crisis Communication Goals.4. Keys to Successful Crisis Communication .5. Common Public Concerns .6. Crisis Communication Preparedness .7. Crisis Communication Planning .8. Crisis Communication Execution .9. Release of Information During Crises .10. Post-Crisis Actions .11. Communication Assessment .12. Support to Families .13. Special Items and Circumstances .14. Control of Photography at Accident Sites .15. Releases about Criminal Activity and Arrests .16. Releases about Transportation Accidents .17. Releases Concerning Terrorists, Hostage, or Natural Disasters 51CHAPTER 11 – COMMUNITY OUTREACH1.2.3.4.5.General .Prohibited Activity .Speakers Programs .Overseas Navy Relations (ONR) Programs .Relations with Community, Professional andSpecial Interest Groups .6. National Organizations .7. Interaction with State and Local Governments .8. Volunteer Programs .9. Community/Navy Partnerships .10. Holiday Events .11. Community Outreach Planning .12. General Public Visiting to an Installation or Ship .13. Coordination and Approval Authority for Visitsand Embarkations .14. Necessary Information for Embark Participants .15. General Policy for Civilian Guest Embarkations .16. Distinguished Visitor (DV) Embarks .17. Naval Aviation Events .18. Navy and Marine Corps Exhibits .19. Navy Art Collection and Liaison with Museums .20. The Department of the Navy Music Program 73177179181CHAPTER 12 – ENVIRONMENTAL PUBLIC AFFAIRS1. Fundamentals .2. Objectives .3. Background .4. Public Affairs Responsibilities .5. Environmental Planning .6. Four Pillars .7. Basic Points of Emphasis .8. Hazardous Waste Site Cleanup Basics .9. Navy IR: Required Community Relations Plan .10. Other Installation Restoration Requirements .184184184184185185186186188188
CHAPTER 13 – INTERNAL COMMUNICATION1. General .2. Effective Internal Communication .3. Internal Communication Planning .4. Communication Assessment .5. CHINFO Communication Alignment Products .6. Internal Communication Methods .7. The Defense Media Activity (DMA) .8. Other Navy Magazines .9. Print Style Resources .10. Internal Broadcast Capabilities .11. Broadcast Spot Announcements .12. Military Newspapers .13. Publishing a Command Newspaper .14. Summary of Internal Information Resources .15. Communication with Families .16. Ship’s Hot Line .17. Familygrams .18. Family Support in a Crisis .19. Command Operations Reports 04205207CHAPTER 14 – PUBLIC AFFAIRS AWARDS1.2.3.4.5.6.7.8.9.Overview .CHINFO Merit Awards (CMA) .Thompson-Ravitz Awards for Excellence in Navy Public Affairs.Norma B. Connelly Public Service Award .MC of the Year Award .Mass Communications Specialist Bobby McRill Excellence Award .DoD Thomas Jefferson Awards.DoD Visual Information Awards Program .DoD VI Production Awards Program .210210212213213214214214215CHAPTER 15 – CEREMONIES1.2.3.4.5.6.General .Ceremony Planning .Ship Ceremonies .Change of Command Ceremonies .Retirement Ceremonies .Other Special Events .216216218218219220CHAPTER 16 – SHIPBOARD PUBLIC AFFAIRS1. General .2. Welcome Aboard Pamphlets .3. Welcome Aboard Presentations .4. Port Visits .5. Visits and Embarks .6. General Visiting/Inport Tours .7. Ship Namesake Hometown/State Visits .8. Internal Communication .9. Ship Newspapers .10. Cruise Books .11. Tiger Cruises .221221221221222224226226227227229
12. Family Cruises . 22913. Shipboard Information, Training and Entertainment (SITE-TV). 230CHAPTER 17 – COLLATERAL DUTY PUBLIC AFFAIRS1. General .2. Public Affairs Basics .3. Responsibilities .4. News Media Queries and Interview Requests .5. Informing Internal Audience .6. The Command Web Site .7. Online Resources .8. Visual Images .9. Public Release of Images .10. Quality Photography .11. Crisis Response D.E.F.G.Naval Media Style Guide .Sample OPORD, Annex F .Sample OPORD, Annex Y .Your Rights When Dealing with Media .After Action Report and Media Analysis .Briefing Set-up Check List .Communication Plan Template .241251258262264272273
INTRODUCTIONAs a member of the Navy Public Affairs (PA) Team, your mission is to deliver truthful, timely,and accurate information to the U.S. and international publics, and the Sailors, civilians, familiesand retirees of the Navy. The Navy PA Tactics Manual will help you accomplish that mission.It draws from the experiences of past and present members of the PA Community, lessonslearned from others in government and in the private sector, and other documents and currentlyavailable resources. The Tactics Manual supplements other references and helps put policyguidance into action. It should not limit your initiative, intellect or imagination. Since thisdocument is frequently updated and published, recommendations to improve it are welcome.Shipmates are always encouraged to contribute to the PA community’s collective wisdom.The PA Tactics Manual is the “How To” partner to the PA Policy & Regulations,SECNAVINST 5720.44 series. The “Regs,” in general, is the “What To” and “What Not To”complement to this partnership. Used in tandem, they can address many issues the PAprofessional faces. Knowing what is in them and referring to them frequently are the first of thewise tactics you will have to deploy.The PA community provides two general areas of capability: public affairs (PA) and visualinformation (VI). For simplicity, in many cases PA is used in this document, it also includes VI.The means for submitting recommended changes to the Tactics Manual will normally bethrough p a Net at https://pa-net.navy.mil/. The PA Tactics folder on p a Net provides step-bystep instructions on how to recommend changes, updates, or corrections to this document. TheTactics Manual is maintained by the Chief of Information (OI-8), Requirements, Policy &Professional Development.1
CHAPTER 1 — RESOURCES AND GUIDING DOCUMENTS1. The Department of Defense Principles of Informationa. These principles are the foundation of the military PA profession.(1) Timely and accurate information will be made available so that the public, Congress,and the news media may assess and understand the facts about national security, defensestrategy, and ongoing joint and unilateral operations.(2) Requests for information from organizations and private citizens will be answered ina timely manner. In carrying out this policy, the following principles of information apply:(a) Full disclosure. Information will be made fully available, consistent with statutoryrequirements, unless its release is precluded by current and valid security classification. Theprovisions of the Freedom of Information Act and the Privacy Act will be complied with in bothletter and spirit.(b) A free flow of general and military information will be made available, withoutcensorship or propaganda, to the men and women of the Armed Forces and their familymembers.(c) Information will not be classified or otherwise withheld to protect the governmentfrom criticism or embarrassment.(d) Information will be withheld only when disclosure would adversely affect nationaland operations security or threaten the safety or privacy of the men and women of the ArmedForces.(e) The Department's obligation to provide the public with information on its majorprograms and operations may require detailed Public Affairs planning and coordination withinthe Department and with other government agencies. The sole purpose of such activity is toexpedite the flow of information to the public; propaganda or publicity designed to sway ordirect public opinion will not be included in Department of Defense Public Affairs programs.2. Public Affairs Operations (Joint Publication 3-61)https://pa-net.navy.mil/eRoom/chinfo/PANET/0 127d8ca. This publication constitutes joint doctrine for public affairs support during joint operationsand U.S. military support to news media in conjunction with military operations. It providesguidance to the joint force commander (JFC) when communicating with national, internationaland internal audiences.b. The publication provides an overview of Joint Public Affairs mission and doctrine,outlines the responsibilities for Joint Public Affairs; discusses public affairs support to JointOperations, covers Joint Public Affairs in Homeland Defense and Civil Support, and addressesJoint Public Affairs resource requirements.c. It also reiterates the Department of Defense Principles of Information; provides thefundamentals of information; discusses public affairs fundamentals, management, and2
functions, and PA’s relationship to Information Operations; and identifies media accessrequirements.3. Commander’s Handbook for Strategic Communication and Communication Strategy.Version 3.0, US Joint Forces Command, 24 June 2010 -- This handbook serves as a bridgebetween current practices in the field and the migration into doctrine. As such, the intent is toinform SC proponents, practitioners, doctrine writers, educators, and trainers of SC for inclusionin joint doctrine, education, and training. It is available from the Army War College ElectronicLibrary at http://www.carlisle.army.mil/DIME/strategic communication.cfm4. Joint Publication 5-03: Joint Operation Planning and Execution System (JOPES),Volume I (planning policies and procedures). This publication describes the Joint OperationPlanning and Execution System (JOPES) functions and the environments in which planning forand executing conventional joint military operations are conducted. JOPES applies to thedevelopment and implementation of operation plans and operation orders prepared in responseto National Command Authority or Chairman of the Joint Chiefs of Staff requirements. Availableat P5-03.1 930804.pdf5. Operations Orders, Annex F. Annex F discusses the public affairs mission andrequirements as they pertain to the operation described in the Operations Order. The Annexdiscusses the organization and deployment of the public affairs element; levels of mediaaccess, embedding, and the logistics associated with their movement, if any; the employment ofnative and/or augmented visual information resources; what level of technical capability and/orsupport may be required; what, if any, security issues or procedures may be involved; and afteraction reporting. In the case of operations involving international partners, it would also discusscoordination and cooperation with the country team, the host nation(s), government agenciesand non-government organizations (NGOs), and the likelihood of and measures necessary tocounter any adversary propaganda of the. An example is provided at Annex B of this Manual.6. Operations Orders, Annex Y (Strategic Communication). This annex will contain aproposed SC strategy, which includes synchronized information objectives, audiences, themes,and actions to deliver these communications for interagency coordination and implementation.The content is spelled out in Chairman of the Joint Chiefs of Staff Manual (CJCSM) 3122.03C,Joint Operation Planning and Execution System (JOPES) Volume II, Planning Formats. Contentincludes the situation and Concept of Operations focusing on important SC-related elements,such as the overview of the information environment, opposition, lines of operation, measures ofeffectiveness, tasks, and coordination instructions. PA planners contribute to the developmentof Annex Y and use the information included to inform the development of Annex F. The SCmatrix in JOPES Volume I offers a worksheet to ensure key SC points are considered. AlthoughSC guidance templates are being submitted and processed above the combatant commandlevel, processing is taking weeks in some cases. Some combatant commands have stoppedusing Annex Y in favor of placing two or three paragraphs in the commander’s intent sectionand referring to the IO and PA annexes. A more expedited process may be warranted. Theformat and guidance is provided at Annex C of this Manual.7. Navy Vision for Public Affairs. The Vision expresses the CNO’s high-level guidance onwhat Public Affairs should contribute to the Navy and the Joint warfighter. It describes thechallenges of today’s communication environment, the need to reach audiences in everevolving ways, and identifies the following as the core capabilities of PA and Visual Information(VI):3
(a) Public Information(b) Outreach/Community Relations(c) Internal/Command Information(d) Communication Integration & Strategy(e) Public Affairs Operational Planning(f) Communication Environment Measurement and Assessment(g) Visual Information(h) Strategic communication process expertise and leadershipThe Navy vision for Public Affairs is available on p a Net athttps://pa-net.navy.mil/eRoom/chinfo/PANET/0 f086a8. Navy Public Affairs Strategic Plan 2008-2013. The Strategic Plan was put into action tostart some initiatives necessary to achieve the Navy Vision for PA and make importantimprovements to the PA community. It does not purport to be a full list of issues requiringattention. Instead, it prioritizes the most urgent issues and/or those that will have the broadestimpact on the PA community and the Navy.https://pa-net.navy.mil/eRoom/chinfo/PANET/0 f086a9. Navy Public Affairs Calendar. The Navy PA Calendar is a collaborative alignment tool thatdisplays, tracks and manages important events occurring across the Navy. It is an integratedcorporate management system that links the Navy Office of Information with public affairsprofessionals across the fleet. This tool will increase the effectiveness and efficiency of overalldata management, and the situational awareness of high priority events in the Navy, and will beused to inform the Chief of Naval Operations and his staff on upcoming events. Public affairsprofessionals can gain access to this tool by contacting CHINFO OI-51 to obtain a login andpassword. In.aspx10. Public Affairs Regulations (SECNAVINST 5720.44 series) The Navy's standinginstruction for public affairs is Department of the Navy Public Affairs Policy andRegulations (SECNAVINST 5720.44 series). This comprehensive resource, often referredto as "PA REGS," is a guide for overall programs and philosophy. PA REGS must be partof every public affairs toolbox, supplemented by other applicable ET/0 9e3fa11. Visual Information Policy and Guidance (OPNAVINST 3104 series). Visual Information(VI) is an essential information resource. Imagery is a powerful, non-kinetic weapon in theCommander’s communication strategy and can help to counter propaganda and misinformationthat have significant effects in the operational environment. The capability to provideinformation and visual media content that contributes to accurate perceptions and favorableattitudes is critical to achieving national and military objectives. The OPNA
As a member of the Navy Public Affairs (PA) Team, your mission is to deliver truthful, timely, and accurate information to the U.S. and international publics, and the Sailors, civilians, families and retirees of the Navy. The Navy PA Tactics Manual will help you accomplish that mission.
