text: Chapter 4
  Media
  4-49. In a COIN environment, the most difficult portion of information engagement—when necessary—
  involves dealing with the media. Media contacts normally should be handled by the appropriate public
  affairs officer (PAO). However, this is not always possible, and silence is not always the best solution.
  Refusal to speak with accredited members of the media may create strong negative impressions with
  strategic implications.
  Best Practices
  • Stress the human aspects of a story, including the impact of opposing operations on people,
  with which readers, viewers, or listeners can identify.
  • Point out the needs of the unfortunate, and the fact that both Soldiers and HN counterparts are
  working to address those needs.
  • If you do not know the answer, try to get it and then either inform the reporter, or refer the
  reporter to another source. This may establish your team as a helpful source and develop a
  relationship that can help ensure future balanced coverage.
  • Resist the temptation to attack other groups or organizations, and avoid committing information
  fratricide.
  • If questioned about another agency’s activities, refer to that agency for comment. Never speak
  for other organizations.
  • Keep trusted reporters and editors who cover the AO about significant activities there.
  • Answer media inquiries promptly, accurately, and courteously.
  • Learn reporters’ deadlines and use them to the friendly force’s advantage.
  • Encourage media to see what HN and US Soldiers are doing.
  • Avoid reacting emotionally to skepticism or hostility.
  • Discuss issues calmly.
  • Use facts to back up statements.
  • Stay focused on the mission.
  • Follow the policies of higher HQ and PAO for media interviews.
  • Remain friendly, yet professional.
  • Use reporters' names.
  • Use clear, understandable language.
  • Be prepared. Anticipate questions and think about various responses.
  • Get to know the interviewers.
  • Research the media’s organizations and views.
  • Find out how the reporter previously conducted interviews.
  • Emphasize the interests of the local nationals or other beneficiaries of the mission.
  • Avoid speculation.
  • State only facts that can be verified.
  • Quote statistics with care, as data is easily repurposed.
  • Avoid repeating questions, especially those with incorrect or inflammatory language, as this
  could easily be misquoted or taken out of context.
  • Refuse “off-the-record” discussions—there is no such thing!
  • Avoid saying “No comment.” which can make you sound evasive.
  • Stay objective. Save personal opinions and beliefs for a more appropriate time and place.
  Psychological Operations
  4-50. These operations convey selected information and indicators to foreign audiences to influence
  their emotions, motives, objective reasoning, and ultimately the behavior of foreign governments,
  organizations, groups, and individuals. The purpose of psychological operations is to induce or reinforce
  foreign attitudes and behavior favorable to the originator’s objectives (JP 1-02). Psychological operations