.   Public address system. A good PA system may be needed if the room is large. Conducting  the  News  Conference After the site has been selected, concentrate on conducting  the  news  conference. Put together a press information kit for the news conference. Each media representative should receive a kit  (for  television  teams,  one  press  information  kit  per crew is enough) either as they enter the room or when the news conference is completed. The kit consists of biographies,  photographs,  unclassified  fact  sheets, advance  copies  of  speeches  and  any  other  pertinet information.  The  purpose  of  the  press  information  kit  is to  provide  accurate  background  information  about  the event in a convenient form. Be cautious not to flood reporters  with  a  lot  of  unnecessary  material. The  next  step  is  selecting  a  moderator.  Usually,  the PAO  assumes  this  role.  The  moderator  is  that all-important individual who must conduct the news conference.  He  is  responsible  for  performing  the following  tasks: l l l l l l Making the introductory remarks, including a statement  of  the  purpose  of  the  news  conference, a brief outline and duration of each segment, introduction  of  any  distinguished  visitors  in attendance,   statement   of   procedures   to   be followed  during  the  question  and  answer segment and ground rules in effect (ground rules should be on the record and for attribution by name and title). Moderating the overall media briefing. Introducing the CO once the media has been seated. Conducting the question and answer period. Closing  the  news  conference  by  saying,  for example, “We have time for one more question.” Thanking the media for their attendance and making  additional  administrative  announce- ments. After   the   moderator   makes   the   introductory remarks, a principal statement is made. This is normally done by the CO and may include a further introduction of  distinguished  visitors  or  the  introduction  of  subject matter experts as necessary. Tape-record  the  news  conference  and  transcribe  the tape. This gives you a hard copy from which to answer resulting questions as they arise. In addition, you should prepare a news release on the conference and distribute it  to  news  media  who  could  not  attend,  but  were interested  in  the  subject.  If  possible,  telephone  the release to the media. MEDIA EMBARK Whether  it  be  routine  operations  or  large-scale exercises, the media embark is an excellent way to release  news  to  the  media.  The  media  embark  is designed to let the actions and words of the men and women in the fleet tell the Navy’s story. You and the PAO should make sure the embark is approved by the proper authority and that the reporters are adequately briefed  before  embarking.  In  addition,  you  and  the  PAO should  prepare  the  command  for  the  embark  and identify  and  train  escorts. Approval Authority The  approval  authority  for  media  embarks  depends largely on the impact of the news medium and the nature of the embarkation. All embarks involving national media must be approved by CHINFO, who coordinates with ASD(PA) as needed. Submarine media embarks are approved by the Assistant Chief of Naval Operations (Undersea  Warfare)  after  a  recommendation  from CHINFO. Other media embarks may be approved by the proper fleet commanders in chief, provided the following  information  is  included  with  the  media embark  request: l l l l l l The names of the reporters The  reporters’  positions,  affiliations  and  any other  appropriate  identifying  information The ship or unit to be embarked, dates, points of embarkation and debarkation and any inter- mediate  stops The reasons for the requested embarkation and description  of  how  embarkation  is  an  essential part  of  the  proposed  story A statement that the embark will be on a space available, not-to-interfere basis at no cost to the government The name, command and telephone number of the  project  officer  who  will  be  directly 4-14