Public affairs maintains public trust through timely, accurate and transparent communication. A big part of that task is answering questions from the media.
When responding to media inquiries, assume you are on the record from the beginning. Always be polite, don't commit or refuse and listen carefully. Identify and respond only to their focus areas and make sure you understand what they're looking for.
It is important to document each step of the query. This will help you facilitate your interaction with the media. It will also help you pick up on trends in local media coverage and the types of stories they are routinely interested in covering. Don't be afraid to ask them who else they're talking to in a casual and non-confrontational manner.
Use this step-by-step guide that follows the response to query template for routine questions and stories, and during times of crisis. Keep this response and documentation in a place where the unit can easily access it.
Once the query has been closed, retain the completed form in an appropriate location per your office's records management plan. Consider keeping a log like the template shown in Media Query Tracker to document and track responses to media questions.
Download the PDF below to view a completed example.
DOWNLOAD EXAMPLE (PDF)
Attention!
Check with your unit to ensure there are no further local policies or guidelines for this task.
The
query information section helps to establish a timeline for response and urgency, note accountability and documentation of who handled the query, and provide context to tailor the response better.
Complete the following fields:
- Received: Record the date (including the year) and time of the initial phone call or email received from the media representative.
- Response action officer: List the full name and rank of the person taking the media query.
- Suspense: Note the date and time deadline by which the reporter needs the answer, and the urgency of the request.
- Received from: Include the reporter's name, publication or broadcast station with parent affiliation, telephone number, website or domain, email address and preferred method of communication.
- Description of query: Document the subject of the request and any background information from the reporter. Include every question asked by the reporter, where the reporter heard the story and why they are asking the question.
Research all relevant facts and cite sources to help you formulate a response. In the
source of response section of the template, include:
- Any source phone number(s)
- Office symbol(s)
- Name of source(s)
- Date and time of contact
While conducting research:
- Defer to the appropriate staff, chain of command or subject matter experts to source and answer questions.
- Ensure SMEs speak only within their areas of expertise.
- Obtain a legal review when appropriate.
- Confirm information adheres to SAPP – security, accuracy, policy, and propriety.
Note: Not every release will have an impact on OPSEC, so public affairs teams should not feel pressured to forward all releases to an OPSEC office.
Sometimes researching the answers involves contacting several points of contact within an office or several different units on your installation. In the
coordination section, complete the following fields for each POC.
- Office symbol
- Name
- Phone number
- Date contacted
In the
response field under the query information section, write your official response to the media query. An effective response should:
- Be clear.
- Be concise.
- Be honest.
- Be simple.
- Avoid absolutes when appropriate.
Note: The information in the response should be cleared through the proper chain of command or subject matter expert(s).
At the bottom of the query, add notes to the
remarks field. Include:
- Date and time you responded to the query.
- Date of publication or broadcast, if the reporter knows. Annotate if they do not know the date.
- Include any responses reporters may give and/or let them know they can reach out to you with any follow-up questions.