Build Media Relations From the Ground Up

Checklist 2 min
Download 
While the media is not an audience, they are a conduit to an audience. Establishing a positive relationship is key in using their influence to push the command message.

Use this checklist to enact a media relations plan that will potentially shape the community's attitude toward the military. Large media outlets will not necessarily have the same availability or accessibility as smaller agencies, so courting smaller news brands, magazines and newspapers could warrant a more positive relationship.

  1. Set goals and objectives for building a relationship with media outlets
  2. Survey what media outlets are in the local area
  3. Research each outlet
    1. Determine the goal of the organization
    2. Note what they typically cover
    3. Assess their disposition (positive, neutral, negative) toward military/government
    4. Review their typical news cycle
    5. Understand what a headline story in the news looks like and how they cover the topic
  4. Identify which audiences the military is and is not reaching
  5. Brainstorm how the PA team can grow their relationship with the media:
    1. Invite agencies to the installation to cover a story
    2. Host a media day to give everyone access
    3. Call agencies to ask what they are doing and what they want; share something the command is doing to create interest
  6. Prepare to connect with outlets:
    1. Create a briefing card, fact sheet or another resource that contains background information on the unit or installation
    2. Compile common questions and answers that the media might ask the PA team
  7. Reach out to individual reporters that cover DoD-related stories
    1. Introduce yourself
    2. Tell them your area(s) of expertise and how you can help them
    3. Give them your contact information
  8. Follow through on planning and implementing the events and strategies gathered during your brainstorming session(s)
  9. Set checkpoints to evaluate if the PA team meets objectives
  10. Build an internal media list that factors your target audience(s), relevant media contact information and ensure to review and update periodically

Discover More You May Like

View All Checklists
U.S. Marine Corps Lt. Col. Matt Verdin, the commanding officer of Combat Logistics Battalion 31, 31st Marine Expeditionary Unit, reviews a briefing card prepared by 1st Lt. Iris Robare, the deputy director of Communication Strategy and Operations, with the 31st MEU, during Talisman Sabre 23 at the Shoalwater Bay Training Area, Queensland, Australia, July 26, 2023. The COMMSTRAT officer develops communication plans; communicates with internal, domestic and international audiences; advises commanders and staffs on communication and strategy matters; and oversees the development and official release of written and visual information products. Talisman Sabre demonstrates U.S. commitment to the region: we seek to build enduring, mutually beneficial relationships and invest in training to ensure a free and open Indo-Pacific. Talisman Sabre is the largest bilateral military exercise between Australia and the United States advancing a free and open Indo-Pacific by strengthening capabilities to respond to a wide array of potential security concerns. (U.S. Marine Corps photo by Cpl. Christopher R. Lape)

Implementing a Communication Plan

Template
1 min
Use this template to plan the details to implement your communication plan, such as tasks or events and when.
Five syringes injecting vaccines, powering a glass container, while surrounded by varieties of viruses, with a cyberpunk-themed user interface.

Combatting Information Disorder

Article
4 min
Explore tactics to prevent the spread of information disorder on the digital battlefield.
Master Sgt. Ieshea Lattimore, 406th Air Expeditionary Wing Staff Agency & A1 superintendent, left, and Master Sgt. Stephanie Williams Personnel Support for Contingency Operations team chief, collect and review in-processing documents from deployers at Ramstein Air Base, Germany, May 18, 2023.

After a Crisis: Team Self Evaluation

Template
3 min
This Excel template helps a team evaluate its crisis performance to better prepare for any future crisis.
An illustration of a website surrounded by six jigsaw puzzle pieces, with each piece containing a single icon: a clock, a book, a folder with a padlock, an image, a chat bubble and a checkmark.

Leveraging an Information Dashboard During a Crisis

Article
8 min
Learn how making a dedicated webpage is a powerful tool when handling misinformation from a sustained crisis.
An airman reads a book to children seated on the floor.

Community Relations as a Process

Article
6 min
Review how Research, Planning, Implementation and Evaluation fits into the community relations process.
Cyber Yankee prepares DoD, government, and business for potential cyber threats

DoDI 5535.12

Policy & Doctrine
15 min
Reference DoD Instruction 5535.12 DoD Branding and Trademark Licensing Program Implementation (29 April 2020).

View More