Information contained in a message is usually brief
and tersely written. The information is seldom detailed
enough to be used for writing a comprehensive story.
However, the basic facts are included and they provide
a good starting point for you to develop a story.
Directives
Directives provide another source of Navy news for
release to the civilian news media. You will find that
much of the information they contain is intended for use
by Navy personnel. Information about pay and
allowances, uniform changes, advancements and
promotions, service members’ and dependents’ benefits,
training and educational programs, new regulations,
morale, leadership, charity drives and similar subjects
are put out in directive form. When analyzed and written
in news story form to play up local interest or some other
news peg, information of this type makes good copy for
command newspapers and other publications written
primarily for a Navy-oriented audience.
Official Correspondence
Official correspondence between commands often
provides tips for worthwhile stories. An aviation
machinist’s mate first class, for example, submits an
idea to the Naval Air Systems Command via the chain
of command about an Improved method for servicing
aircraft. The idea is tested and adopted, and the
individual is commended for the initiative and ingenuity
shown. The entire transaction takes place on paper in the
form of official correspondence. If copies of the letters
are routed to the PAO for information, you will have an
opportunity to develop a good story for internal and
external release if the facts are unclassified
Security is an important factor for you to consider
before using any information available in naval
messages, directives and official correspondence for a
news release. If the material is classified, you must not
use it.
SPECIAL CONTACTS
Every public affairs office depends on tips from
outside sources to develop stories. Regardless of the size
of a command, it is impossible for you to know
everything that is going on. By creating a list of special
contacts, both officials and personal friends, and
acquainting them with your job, you will assure yourself
of having a steady flow of news items. Although a
stranger may be reluctant to telephone your office and
suggest a story, a friend or an acquaintance will feel free
to call.
Officially, you should at least know the name, rank
and title of every senior officer in your command. You
should also have a good idea of the type of work they
do and where they can be reached when you need
information. If you remain in your job long enough, you
will probably have personal contact with them. If you
show them you are an efficient and capable person and
establish credibility, they will be good sources of news
as well.
You will find that your job is easier when Cmdr.
Tilde, the medical officer, calls to tell you about a new
medical device being tested at the clinic; or when PNC
Umlaut informs you that the Navy’s oldest enlisted man
has reported aboard; or when Mr. Caret at MWR lets
you know that a base civilian signed a minor league
contract to play in the New York Mets organization; or
when Lt. Breve announces to you that he is engaged to
marry a former Miss America.
Eventually, all of these stories might have faltered
down to the PAO, but the fact that you were informed
firsthand gives you ahead start on getting the story out
while it is still news.
FUTURE FILE
Most public affairs offices should maintain a current
listing of all events that have been scheduled or planned
for the future. Material collected in the future file
usually falls under the heading of created news. The
public affairs office develops the ideas, plans and writes
the stories and releases them to achieve maximum
dissemination.
The public visitation of your command, for
example, is scheduled months in advance. To make sure
the visitation is a success, the PAO embarks on a planned
publicity program. Prominent public figures are invited
as guest speakers. Displays and exhibits are set up.
Parades, reviews and drill team demonstrations are
planned. An air show, ranging from a simple, low-level
flyover to unique maneuvers of the famed Blue Angels,
may be scheduled. A steady flow of releases about the
program plans is sent to news media to attract attention
and visitors. Another event similar to public visitation is
a planned, detailed program about the construction of a
new ship, especially anew type of ship. A public affairs
program is generated for the keel laying, building,
christening, launching, fitting out, commissioning, sea
trials, assignment to fleet and force commanders, and
finally, the shakedown cruise.
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