l l l l The significance of the event in capsule form and its relevancy to the editor’s reading, listening or viewing  audience. The  details  of  the  event,  including  any  attractive features that would give it more appeal to the editor (for instance, the arrival of a ship at its home  port  following  a  seven-month  overhaul). The unique “opportunities” that will be afforded to  the  news  media,  such  as  interviews  and photography. The  command  point  of  contact  who  can  answer questions. ORAL  RELEASE Oral release of information maybe made in person or  by  telephone.  When  telephoning  information  to  the media, read the release from a prepared text. Another oral method of releasing news occurs when you  reply  to  queries  from  media  representatives.  In  this situation, a “query sheet” should be used. The query sheet  should  contain  the  following  items  of  information: l l l l l l l Date and time Name and organization of the caller Telephone number of the caller Question(s)  asked Reply  given Source  of  information  and  coordination Person handling the query (especially in a large office) Use the query sheet to reply to all questions, but its use is especially crucial when you make oral releases of sensitive news, such as crimes, accidents or incidents. A sample query sheet is shown in figure 4-2. INTERVIEWS Interviews with the PAO by a reporter on subjects that  cannot  be  covered  readily  by  fact  sheets  are common. Unless a PAO has full information on a subject or if the PAO is inexperienced, he should use extreme caution  in  participating  in  such  interviews  since normally  any  comments  will  be  considered  official statements. 4-8 Interviews  with  subject  matter  experts  or newsworthy individuals are usually arranged by the PAO at the request of a news person. Briefing inter- viewees before the interview is highly recommended to cover ground rules, the anticipated interview type or technique  and  any  media  training  required. Reporters  often  feel  the  need  to  interview  the  CO on  newsworthy  or  important  events  or  circumstances. You  and  the  PAO  can  enhance  the  outcome  of  the interview if it is first discussed with the reporter and then with the CO before it takes place. Ground Rules Each time the PAO and a reporter meet, whether it be  at  a  news  conference,  briefing  or  interview,  the ground rules must be stated clearly, understood and mutually  agreed  to  by  both  parties  before  the  interview begins.  These  ground  rules  include  the  following: on-the-record,  off-the-record,  background/not  for attribution and deep background. ON-THE-RECORD.–   Remarks  can  be  quoted word for word and attributed directly to the person being interviewed. The interviewee is identified by name and title. Here is an example: “Captain Alexander Gordian, USN, Commanding Officer, USS  Blue Blazer,  said  the injured  crewman  was  taken  to  Portsmouth  Naval Hospital and could not be identified until next of kin were notified.” To avoid embarrassment, the best rule of thumb is to grant interviews using only this ground rule. OFF-THE-RECORD.—  Information that is to be held incomplete confidence. It is not to be printed under any circumstances or in any form, nor is the information to be the subject of conversation except among those who  were  privileged  to  receive  it.  Off-the-record information is used to give trusted reporters special information  they  need  to  grasp  the  significance  of complicated  news  events.  It  is  also  used  to  orient correspondents  about  important  future  events  that  will require special handling by a thoroughly informed press. It is an effective means of calming undue media alarm over  particular  developments. A word of caution: Off-the record statements can be dangerous. Avoid them as much as possible BACKGROUND/NOT  FOR  ATTRIBUTION.– Information  that  may  be  used  by  correspondents, provided the remarks are not attributed to a specific source, for example, a source identified by name or