effective. If you cannot provide the reporter with an answer, say so and offer to find it. If you cannot  discuss  a  matter  because  of  sensitivities within your organization, do not discuss it. If you must refer a reporter to another office or command,  provide  the  telephone  number  and  any additional data that might be helpful. There are few things more frustrating than wading through the DoD bureaucracy. Provide  background  briefings  and  printed  data. Many  Navy  projects  and  programs  are  com- plicated  and  explaining  them  to  a  novice  in simple  terms  is  almost  impossible.  Background briefings conducted by subject matter experts (with public affairs personnel monitoring the briefings) will be appreciated by a struggling reporter. Say “thank you” if a reporter treats you and the subject fairly. Public affairs people frequently forget this common courtesy. Treat reporters as you would like to be treated. They are under pressure to get a job done quickly and accurately–a situation the senior JO can easily understand. MEDIA RELATIONS DO’S AND DON’TS Learning   Objective:   Identify  the  do’s  and  don’ts  of media  relations. How should you, the senior journalist, deal with members  of  the  media?  As  in  any  area  of  human relations, there is no simple formula. News people, like public   affairs   personnel,   vary   in   height,   weight, intelligence, tact, level of knowledge and motivation. Common traits might include these: they have a job to do, they want to do it and they know how to do it. Remembering  a  few  simple  do’s  and  don’ts  will help  guide  you  down  the  path  of  successful  media relations and set an example for your junior public affairs  staff  members. Do’s l l l l l l l Be available at all hours. Tell the truth. Tell reporters up front if you cannot comment on a particular subject or if the answer is classified Get the facts, get them right and get them out. Be aware of the medium’s time or space limita- tions,  deadlines  or  other  special  requirements. Know the audience of each medium. Know the people who work in the media. DON’TS l l l l l l l l Lie. Speculate. Beg  for  coverage. Ask a repoter to kill a story. Be  partial  in  dealing  with  media  representatives for any reason. Release information to other newsmen which has been given to you by a newsman. Be a publicity hound. Ask news people to slant their copy, withhold information or do favors. 4-20