Mission Statement (SAMPLE)

(NOTE: How can this be modified to your agency?)

Mission

As the principal staff advisor to the Administrator on public and consumer affairs, maintains a consumer services program, and obtains advice or provides information of particular interest to general or special citizen groups and the public at large, and promotes public awareness and understanding of motor vehicle and highway safety programs in the United States, the Nation’s stake in highway safety, and the administration’s plans and accomplishments in carrying out such programs.

Functions

· Maintains liaison on citizen services and coordinates activities and programs bearing on such services with the Office of the Secretary of Transportation, other Federal, State, and local government agencies and private organizations or associations representing citizens generally or special groups of consumers in particular.

· Prepares, collects and, through appropriate publications and bulletins, disseminates information to the public, industry, and associations.

· Provides advice on the impact that existing or proposed motor vehicle and highway safety policies will most likely have on the population generally and highway users specifically.

· Develops contacts with, and furnishes publications and related information on motor vehicle and highway safety matters to national and regional organizations, societies, groups and individuals having an expressed or potential interest in the administration’s programs.

· Plans, directs, and conducts, in collaboration with the Office of the Secretary of Transportation, a comprehensive public affairs program covering all administration activities, including press relations, press and public inquiries, and preparation and clearance of news releases and articles.

· Identifies the need for, and recommends to the Administrator, the preparation of other public information materials on administration programs, achievements and plans.

· Reviews and clears speeches, publications, audio‑visual, and other public affairs material developed for distribution to the public, ensuring necessary coordination with the Office of the Secretary (OST), Office of Public Affairs.

· Collaborates with the Administrator’s Office (Executive Secretariat) in preparing replies in response to specific inquiries relating to the administration’s general programs and activities.

· Coordinates and prepares for submission to Congress the annual reports, required by statute, on activities under the Highway Safety and the National Traffic and Motor Vehicle Safety Acts, as amended, and the Motor Vehicle Information and Cost Savings Act, as amended.

· Reviews and clears all print and audio‑visual materials developed by NHTSA program offices for specific program use, produced for dissemination to the public in general or specific audiences, ensuring necessary coordination with the OST Office of Public Affairs.

Office of Public and Consumer Affairs

Department of Transportation

Types of news releases

(NOTE: Which of these are applicable to your agency?)

1. Hard news releases – These are typical news releases to encourage the media to publish the information on the release as is or to serve as a catalyst to seek out additional information for a story.

2. Public information program releases – These are an especially designed news release for prevention, safety, and community programs. These use special, eye-catching colors, logos, and listings of sponsoring organizations on the form to attract the media by standing out from the agency’s, business as usual, standard release forms. There may be some special boilerplate information printed on the bottom of the release stationery on the severity of the problem being addressed, goals of the campaign and mission statement.

3. Joint news releases – These are developed and distributed under the sponsorship of two or more organizations about the same issue (e.g., the governor’s office and the state health department). Showing the media that the agency is working with community partners indicates program cohesiveness. It also may increase agency’s credibility.

4. Advisories – These are an administrative or logistical information announcement that alerts the media to a news conference, satellite feed for a media tour or a VNR feed, release of a document, notification or cancellation of a special briefing, a newspaper on-line chat or a back grounder meeting.

5. Daybook advisories – These are sent directly to the Associated Press (AP) Daybook and Washington Report or the Reuters Daybook announcing events that the agency wants covered. These advisories should be sent at least three to five days before the event. Include facts on the nature of the event, including sponsors, purpose, location, time, the contact person and other specific daybook information. These releases are not sent to the media.

6. Consumer advisories – These are usually a periodic warning to the public about an established issue such as calling attention to bicycle safety for children, just out of school, in the summer time. There is no breaking news about these matters that would warrant calls by the media. The same essential information could be released again by the agency.

7. CD releases – Compact disks (CDs) are used to distribute a large publication that would not easily be downloaded from the agency website.

8. Satellite advisory releases – These are releases to promote satellite down link feeds to the media. It is used for media tours, teleconferences or the distribution of special programs. Releases also contain detailed code information for technicians to identify the satellite and specific channel.

9. Mainstream reporters media news releases – Some agencies send news releases and advisories to only agency trusted, mainstream reporters. Agencies include the Secrete Service, CIA and others. However, more recently, even local agencies are only inviting reporters who are trained and have attended backgrounder meetings in understanding terrorism incidences involving chemical, biological, radiological and nuclear issues. In addition, some agencies post information on their website for these reporters and where an access code is required.

10. Ethnic media releases – There are times to customize a release on the same issue to ethnic publications. Rewrite the lead, use quotes from more relevant spokespersons and potential interviewees and where to find additional materials. Use the appropriate language and distribution channels.

11. Embargoed releases – These are used when the agency distributes materials to the media with a temporary hold for publication. This is often expressed on the material as For Release On... or Embargoed For..., followed by a specific date and time. For example, the agency is conducting an extensive public service campaign and it is planning a large kickoff. Two weeks prior to the event kickoff, distribute a news release and printed campaign materials to the media throughout the state for a hold until the news conference. This way the program will get more coverage and benefit from a statewide announcement.

12. Questions taken releases – When a spokesperson has no response to a question asked at a briefing, but agrees to answer it later, it is called a “taken question” (TQ). Since all news media are entitled to the response, it is sent out as a release. This should be done within one hour after the briefing’s conclusion or before the close of business.

13. Citation releases – These are releases that describe published stories about specific agency issues. The publication and date are mentioned along with a description of the context of the story. Relevant paragraphs and agency spokesperson’s statements are quotes.

14. Alert, bulletin and warning releases – These are announcements of a community-wide crisis event. This release can be used as a “fast fax,” e-mail or mailing to community businesses to alert them about a series of robberies. Federal agencies use a “security bulletin” to say that Washington, D.C. is in a code red alert. Each community or state have its own procedures and traditions in how the release is titled. Some agencies prefer to use “bulletin” as it sounds less “alarming.”

15. Field news releases – These are used when the needs to get information to the public immediately. Issue an "alert" advisory (e.g., on traffic conditions), or news release directly from the field. Sometimes releases are a simple list of facts for the local radio station to report a chemical spill issue. This form of release can be done live from a telephone using the “wire and fire” technique where agency spokesperson go live on the air or are recorded for immediate airing. Technology advances allows agencies to send a release from a PDA (Personal Digital Assistant) and cell phone combination directly to the media or back to the agency’s web site.

16. EAS broadcast releases – These are used to request that the Emergency Alerting System publish critical information. It is used to warn the public of a hurricane or a terrorism event. The system can also be used for an AMBER Alert (America’s Missing: Broadcast Emergency Response). The requests should be made through the state or county emergency operations center, the state broadcasters association or FEMA. Each state has its own procedure. Convey the level of urgency. Generally:

a. Use “FLASH” only for world changing events like an assassination.

b. Use “BULLETIN” when the information warrants breaking into normal broadcasting.

c. Use “URGENT” when the information may wait until a convenient time in the program to be broadcast.

d. Use “REGULAR” when the infuriation should be broadcast during a regular news time.

e. Uses “HOLD” to suggest not broadcasting at this time as this information may be upgraded or updated with a higher priority later.

f. (NOTE:) The National Weather Service only uses “BULLETIN” and “URGENT.”

17. Ride-a-long releases – These are typical releases to invite partners or stakeholders to ride with government personnel to experience a real event. These are often well received by the media, as they don’t like to be told, they like to be shown.

18. Media notes – These are informal communications with the media about an item of interest, “backgrounders” about an issue to clear up misunderstandings, administrator’s list of public meetings on the issue to support the issue, etc. They are similar to a memo of understanding (MOU). The agency does not expect any calls or interviews on the issue. The media note is often placed on agency websites.

19. Statements – These are formal statements that are often given to the media at the opening of the daily briefing, a news conference and other special events. Sometimes they are released to the media without it actually being read by speakers. They are also placed on the website. Statements are more detailed than a news release and written in a different style.

20. Pre-scripted releases – These are releases prepared before a major incident so that information can be more easily updated for release in a timely fashion. They are used in prevention and risk communication messages to the public early in a major crisis event. Agencies should have generic information on most emergency topics. Information is often cleared ahead of time.

22. Law enforcement releases – These are used by law enforcement agencies to send out rap sheets of criminals showing arrest/conviction records of suspects together, police blotter information, crimes, people arrested, charges, drunk drivers, BOLOs (Be On the Look Out) and reports of stolen property.

23. Scientific releases – These are very detailed account of an issue that is intended to go directly “to the trade” scientific journals or to researchers. They are often several pages with longer sentences and technical language.

24. Video news releases (VNR) - Video news feature is simply a 90-second to a two-minute news piece that is produced and distributed to specific markets around the country. The local newscast incorporates them as part its news coverage. The average viewer often has no idea these stories are supplied by outside sources.

25. Audio news releases (ANR) – These are pre-recorded sound tracks that are distributed to radio stations on news worthy issues. Sometimes the sound track is the same as the VNR, if it is intended stand on its own. This can further help reinforce the agency’s message

26. The week ahead schedule releases – These are a list of activities that are planned for the administrator and other agency principals. Sometimes weekend events are listed along with travel plans. Only release information about events the agency wants covered. NOTE: This information is for journalist’s planning purposes only and not to be used for publication for security reasons.

27. Administrator daily schedules releases – These are a list of confirmed public approximants, speeches, congressional testimony, weekend media appearances, public meetings and other significant events. It may also include the schedule for other agency principals. Information includes how the media can cover these events. It indicates if transcripts will be made available. Only release information about events the agency wants covered

28. Transcripts releases – These are the official, on the record, remarks made by the agency Secretary and other principals at briefings, news conferences, close meetings, and other events. Transcripts are often placed on the website.

ADMB7031D

Dealing with the Media

February 23, 2005

UNIT 1: Media Relations Overview

In this unit, students will:

· Learn the importance of message development and preparing for interviews

· Discuss effective ways to respond in interviews

· Identify ways to control interviews (bridging, blocking, flagging, de-flagging, pauses)

· Learn generic responses to the 35 most challenging questions

· Learn ways to be effective in various media interview formats

· Learn effective ways to mark up and read manuscripts and teleprompters

· Exam ways to plan for news conferences and event

· Lean the 22 types of news conferences

· Identify ways to handling post event interviews and visual centers

· Identify ways to package a news conference or event.

· Discuss special establishing a Joint Information Center (JIC) during a field crises

Topic A: News Interviews

Preparing for Interviews

Conducting Interviews

Controlling Interviews

Adapting to Interview Formats

February 24, 2005

Topic B: News Conferences

Preparation and Logistics Planning

Conducting Events

Handling Post Event Interviews and Visual Centers

Special Field Crisis News Conferences

Unit Summary: Handling News Interviews and Events

UNIT 3: Crisis Communications

In this unit, students will:

· Exam communications during public health/safety crises

· Identify what the media and public want

· Identify personnel assignments

· Handling counter terrorism crises

· Exam three case studies and the specific media components

· Exam a case study for a media relations simulation

· Identify ways to work with the media when the news is bad with an internal crisis issue

· Identify several options for responding when the media make a mistake

Topic A: Field Crisis and Communications

Overview of a Field Crisis

PIO components of weapons of mass destruction crisis.

Crisis Policy and Planning

Project Going Home: Case Study and National Federation of the Blind: Case Study

Community-wide Media Relations Simulation: Case Study

Topic B: Resolving Bad News Situations

When the News is Bad

Complaints Against the Agency

What to Do Immediately

What to Say to Community Groups

What to Say to the Media

Topic C: Correcting Mistakes

When the Media Makes Mistakes

When the Agency Makes Mistakes

Unit Summary: Responding effectively in a crisis

February 25, 2005

UNIT 4: Media Support of Education Programs

In this unit, student will:

· Learn components of a public information and education program

· Discuss socio-marketing, earned media and media advocacy principles

· Identify the various media forms available for education programs

· Identify the ways to get public service announcements on the air

· Identify ways to enhance public service time and to buy time

· Learn the components of a media kit (folio)

Topic A: Media Support of Education Programs

Components and packaging of a Public Education Program

Socio-marketing, Earned Media and Media Advocacy Principles

Media Choices

Enhancing and Buying Public Service Time

Media Kits (Folios) at Events and On-line

Topic B: Self-Assessment and To-Do List

Unit Summary: Discuss how have we grown in our understanding of Handling the Media.

UNIT 5: Practice Interviews and Coaching Exercise

In this unit, the student will:

· Plan for a short interview on a topic

· Discuss the interview with the reporter

· Control the interview

· Effectively handle the challenging questions

· Discuss how well you did

· Discuss what you need to work on

· Understand the principles of coaching

Topic A: Practice Interview

Plan for Your Interview

Discuss with the Reporter

Control the Interview

Effectively Handle Challenging Questions

Topic B: Self critique

Topic C: A review of vision, missions and goal setting statements.

Creating Your Own Vision Statement

Developing or Enhancing Your Media Policy

Topic D: Class critique

Unit summary: Discuss how did you do and what do you need to work on?

UNIT 6: Media Tour (Optional Evening Session)

In this unit, the student will:

(Note: These are some of the elements for your first initial response. They will need to be modified for each incident and you agency.)

Notification:		Done
1.	Use your crisis plan’s notification list to ensure all of the communication chain of command is aware and know you are involved.
2.	Ensure your leadership is aware (especially if it comes from the media and not the EOC) of the emergency and that they know you are involved.
3.	Give leadership your first assessment of the emergency from a communication perspective and inform them of the next steps you are taking. Remember: Be first, be right, be credible.
Coordination:		Done
1.	Contact local, state, federal partners now.
2.	If potential criminal investigation, contact FBI counterpart now.
3.	Secure spokesperson as designated in the plan.
4.	Initiate alert notification and call in extra communication staff, per the plan.
5.	Connect with the EOC–make your presence known.
Media:		Done
1.	Be first: Provide a statement that your agency is aware of the emergency and is involved in the response. (Use the "Template for Prescripted, Immediate Response to Media Inquires".)
2.	Be credible: Give directions to media about when and where to get updates from your agency.
3.	Be right: Start media monitoring for misinformation that must be corrected now.
Public:		Done
1.	Trigger your public information toll-free number operation now if you anticipate the public will be seeking reassurance or information directly from your organization. (You can adjust hours of operation and number of call managers as needed.)
2.	Use your initial media statement as first message to the public.
3.	Ensure your statement expresses empathy and acknowledges their concern about the uncertainty.
4.	Give the pre-cleared facts you have and refer them to other information sites as appropriate.
5.	Remind them that your agency has a process in place to mitigate the crisis.
6.	Start public call monitoring to catch trends or rumors now.
Partner/Stakeholders:		Done
1.	Send basic statement to partners (same as media) to let them know you are thinking about them.
2.	Use pre-arranged notification systems (preferably email listserv).
3.	Engage leadership to make important first phone calls, based on your plan, to partners and key stakeholders to let them know your agency is responding.
4.	Use the internal communication system (email) to notify employees that their agency is involved in the response and that updates will follow. Ask for their support.
Resources:		Done
1.	Conduct the crisis risk assessment and implement assignments and hours of operation accordingly.
2.	Stake out your pre-planned place in the EOC or adjoining area.

Types of news releases

ADMB7031D

February 23, 2005

Notification:

Done

1.

2.

3.

Coordination:

Done

1.

2.

3.

4.

5.

Media:

Done

1.

2.

3.

Public:

Done

1.

2.

3.

4.

5.

6.

Partner/Stakeholders:

Done

1.

2.

3.

4.

Resources:

Done

1.

Conduct the crisis risk assessment and implement assignments and hours of operation accordingly.

2.

Stake out your pre-planned place in the EOC or adjoining area.