a  sailor.  A  social  conversation  soon  centers  on  the reporter’s  area  of  military  interest. 12. Mismatched headlines.  A copy editor puts headlines on a story, not the reporter who wrote it. With time  and  space  constraints,  catchy  headlines  are vulnerable to error. Do not blame the reporter for a bad headline. ROLE OF THE PAO/SENIOR JO IN MEDIA  RELATIONS Learning   Objective:   Recognize   the   role   of   the PAO/senior  JO  in  media  relations,  and  develop  an awareness  of  news  media  communications  strategies. In most cases, the CO readily consults the PAO and senior journalist for sound guidance about news media encounters. Remember, the CO is  not the public affairs specialist  of  the  command–you  and  the  PAO  have earned that title. If you cannot provide the answers for the CO, assure him that you will get them. Do not expect the CO and XO to take up the slack and deal with media concerns  directly. The CO relies on the PAO and senior journalist to perform  the  following  media-related  functions: Advise if a media interview is a good idea, is authorized and within policy to do. Research  the  interview  issues. Research  background  on  the  reporter  and  news organization  working  the  request. Act as the interviewer in rehearsing the possible questions and answers likely to be asked during the interview. Arrange  the  interview,  including  the  establish- ment of ground rules and location. Monitor the interview and tape-record to to make an  in-house  record,  and  follow  up  on  any promised items to be provided later. Act as liaison with the news organization, and provide video copies or news clippings of the interview  to  the  interviewee. Provide  after-action  feedback  to  determine  if  the desired message was delivered. In  the  previous  chapter  segments,  we  covered  the strengths and weaknesses of the news media. Now we will cover ways the Navy uses to educate  the news 4-6 people who have the tendency to be skeptical of the military. The  three  communications  strategy  options  are  as follows: .  Reactive l  Proactive l Winging it Obviously, the Navy will use the reactive strategy in unanticipated events, such as an accident or incident. However, the best option is to be proactive and plan public communications as carefully as military leaders plan an operation. Avoid the “winging it” communications strategy. Why? Because you run the risk of backing down to critics  in  the  communications  “war  of  words”  battle.  If this is done, the critics will educate the news media, our families and the public while we remain silent. The  proactive  strategy  provides  the  following benefits: l l l l The ability to see media regularly by allowing access. The ability to recognize that each reporter is dif- ferent by getting to know each one respectively. The ability to recognize that each news organ- ization  has  different  needs  by  knowing  that particular  organization.  (For  example,  television needs action video while print media need words and  photos.) The  ability  to  receive  unforseen  benefits  by providing  a  candid  and  honest  approach  to  news people. (For example, if a reporter respects you, he may call you before running a negative story to get your side of it.) The  proactive  strategy  also  offers  an  opportunity  to gain  new  insights  from  news  persons.  Reporters  often provide valuable insight into issues and events of vital interest to military people. By casually interviewing the interviewer, you can get an entirely new perspective to an  existing  issue. RELEASE OF NEWS TO THE MEDIA Learning  Objective:  Identify  the  various  methods  used to release news to the media and any specific associated characteristics.