Acting  for  the  CO,  the  command  PAO  has  the authority to release routine Navy information to the media and public. Releasing news can be a tricky matter for the PAO. He must balance each release between the principle   of   “maximum   disclosure   with   minimum delay” and the constraints that come with security, accuracy,  propriety  and  policy  considerations. Whether   the   information   is   volunteered   or demanded  by  a  media  query,  the  PAO,  with  your assistance, must answer yes to the following questions before it is offered to the public: .  Is the information unclassified? l  Is it accurate? l  Is the information free of privacy act violations? .  Does the command have the authority to release the  information? If you and the PAO cannot give a firm “yes” to each of these questions, seek the advice of the PAO in the next highest command in the chain. After  you  have  checked  the  information  for classification, accuracy, and so forth, the next step is releasing  it  to  the  media.  There  are  several  commonly used  methods  you  should  consider,  including  the following: news release, news advisory, oral release, interviews,  news  conference,  media  embark,  visual release and marketing. NEWS  RELEASE The news release is the most common method of distributing news to the media. It is an economical, but not the most reliable method. Its role in getting an organization into print for a low cost of production and distribution  makes  the  news  release  a  borderline nuisance to editors. Usually referred to by editors as a “handout,” it clogs the editor’s in-basket and is often resented, though the mass media save millions of dollars in  reporting  expenses  through  this  distribution  method. A  news  release  must  be  worthy  of  an  editor’s attention,  space  and  time.  Accuracy,  professional preparation  and  timely  delivery  are  essentials.  Releases should  be  identified  clearly  with  the  source,  subject  and what  the  originator  wants  the  editor  to  do  with  it (immediate release, hold for release, and so on). The name, address and telephone number of the organization’s PAO should appear on the news release in case the editor wants to verify or get additional facts. Most  public  affairs  offices  use  preprinted  release  forms. Editors most often complain that news releases are like meals served by indifferent housewives–merely dishing out the canned goods. Therefore, you must avoid the  following  common  pitfalls  of  news  releases: l l l l l Mentioning the name of the CO in every news release no matter how insignificant his involve- ment. Using  cryptic  military  terminology  or  acronyms when  it  is  not  essential  to  the  story  or  even understandable  to  a  civilian  audience. Using  subjects  that  only  interest  the  military-for example, sending an internally oriented story to a city editor. Sending exactly the same release to all types of media  regardless  of  their  unique  requirements. Writing news releases in a magazine style or using too much space for what needs to be said. Releases more than one page in length frequently end up in the wastebasket. Despite its shortcomings, the news release does find its way into print. It can be mailed, hand-carried or telephoned, depending on the circumstances. The   following   comments   of   one   city   editor emphasize  the  importance  of  letting  the  news  release speak for itself once you have sent it to the editor: “Please, if that is a handout, just give it to me. If we can use it, I will ask a reporter to rewrite it. If we cannot, I will throw it away. Do not hold it under my nose and read it to me with your finger tracing every line. I can read. And do not suggest that we have a little talk about it. I do not have the time for conferences. No use standing there. There are 17 more ‘press agents’ waiting to see me.” Most editors and news directors prefer a simple fact sheet  to  an  artfully  contrived  news  release. NEWS ADVISORY A news advisory is an abbreviated form of a news release that is intended to get the news media to cover an event themselves. The news advisory is usually a page in length and includes the following information: .  A compact description of the event the command wants the news media to cover. .  The date, time and place of the event. 4-7