l l l l l Use the studio monitor to check your appearance before  air  time,  then  maintain  eye  contact  with the reporter and ignore the monitor. Never lose your temper, even if provoked. Do not drum your fingers, twiddle your thumbs, tap your feet or act nervously. Do not look around the room for the answer. It gives the impression of discomfort, bluffing or desperation. Never speculate or comment on matters beyond your  cognizance  or  responsibility. NEWS  CONFERENCE The  news  conference  was  briefly  covered  in Chapter  3.  It  is  held  only  when  a  command  has something specific to announce to the media that cannot be handled in a news release or by a telephone call. Another criterion for scheduling a news conference is if it  is  requested  by  the  news  media.  Under  normal conditions, the news conference should last no more than 30 minutes. Command Participants The CO is normally the focal point in most news conferences.  However,  if  highly  technical  information in several different fields are involved, the appropriate subject matter expert should be on hand to answer questions the CO directs to them. Regardless of the news conference participants, the senior journalist and PAO must  thoroughly  brief  these  individuals  on  the procedures and limitations of the news conference. The news conference should not be attended by senior  command  personnel  who  do  not  have  an  active role in the issue or the news conference. Their presence can  cause  considerable  embarrassment  to  everyone involved.  Reporters  will  direct  most  of  their  questions to the subject matter experts by way of the CO. Preparing Participants A  news  conference  can  mark  the  first  time  an individual in the command meets many reporters. A good way to acclimate participants beforehand is by conducting  a  mock  news  conference  (commonly  called a “murder board”) with public affairs staff personnel acting as news people. Your developing tougher than normal questions will help you get the most out of the session. Inviting  News  Media Invitations  to  the  media  must  be  made  well  in advance and timed with media deadlines in mind. When possible, hold the conference on a day or at an hour when coverage   chances   are   most   favorable.   Initially, invitations should go out by telephone, then followed up in writing when possible. Let the reporters know what will be covered during the news conference, but do not disclose  specific  details.  The  day  before  the  news conference, appoint a staff member to call and remind all  the  invited  reporters.  Make  the  written  invitations friendly  and  informal. Appoint a point of contact in the public affairs office to  receive  the  media  RSVP  calls.  This  person  must  be fully  briefed  on  what  information  to  get  from  the respondents  and  what  information  must  be  given  to  the caller. A media RSVP sheet (fig. 4-3) can speed up the conversation. Site Requirements The  first  consideration  in  choosing  a  press conference site is accessibility. No matter where you intend to hold a news conference, the media must be able to get to the site. Operational security is another major consideration when choosing a site. The site should be attractive, large enough to seat the media comfortably and have the following features: l l l l Electrical power for running equipment. Television  lighting  sets  have  a  600-to  1,000  watt bulb in each light. There are at least two and probably three needed, depending on the site you choose. Facilities for filing stories. Have on hand an adequate  number  of  telephones,  typewriters, writing  papers  and  pencils. Enough  parking.  Electronic   equipment   is heavy. The closer to the news conference area, the better. If this is not possible, arrange for some mode of transportation to move reporters to the area or to allow them to unload their equipment at the door and then park. Adequate visual background. The visual back- ground behind the podium should be suitable for video  and  still  photography.  Avoid  reflective surfaces,   geometric   patterns   or   distracting backgrounds.  Use  background  colors  that contrast favorably with Navy uniforms. 4-12