WHAT IS PUBLIC AFFAIRS GUIDANCE?

Public Affairs Guidance (PAG) is a document that contains background information,

audiences to be reached, message end state desired of audience, command
messages, and sample questions and answers. It may also contain internal and
external contact information for individuals such as public affairs, legislative affairs,
legal, community contacts (if applicable), and media contacts.
PAG is an evolving document depending on how the situation changes. The
command messages may change as well as questions and answers. Keeping them
updated will help you face media questions with greater success.
SAMPLE PAG
THIS DOCUMENT IS FOUO
BACKGROUND: (NOT FOR PUBLIC RELEASE) DURING AN INCIDENT, COORDINATED
AND TIMELY COMMUNICATION IS CRITICAL TO EFFECTIVELY HELP THE COMMUNITY
AND FAMILY MEMBERS OF STAFF AFFECTED BY AN INCIDENT AT THE FACILITY.
BACKGROUND EXPLAINS EVENT/ISSUES, LOCATION, TIME, DURATION, ACTIONS
ONGOING, ACTIONS REQUIRED.
AUDIENCES TO BE REACHED: SAMPLE: FAMILY MEMBERS OF STAFF, COMMUNITY
MEMBERS CONCERNED ABOUT INCIDENT AFFECTING THEM. AUDIENCE CONCERNED
ABOUT HOW THEY ARE AFFECTED BY INCIDENT.
MESSAGE END STATE: WHAT END STATE DO YOU WANT AUDIENCE AT AFTER
HEARING MESSAGE? TO KNOW STATUS OF STAFF? ACCOUNTABILITY? SAFETY? FOR
COMMUNITY MEMBERS, TO KNOW FACILITY IS SAFE, THAT THE INCIDENT IS BEING
HANDLED BY THE RIGHT AUTHORITIES.
COMMAND MESSAGES: TO INCLUDE INFORMATION ABOUT SAFETY OF STAFF AND
PUBLIC, ACTIONS PUBLIC WOULD OR WOULD NOT NEED TO MAKE, IMPACT OF
INCIDENT, ACTIONS RESPONSE FACILITY IS TAKING, STEPS BEING TAKEN TO
RETURN TO NORMAL, THAT WE TRAIN FOR SUCH INCIDENTS AND ALL INVOLVED
ARE EXPERIENCED.

QUESTIONS AND ANSWERS: SAMPLE Q&A HELPS YOU ANTICIPATE MEDIA

QUESTIONS. YOU CAN REQUEST QUESTIONS FROM MEDIA AHEAD OF TIME TO HELP
DEVELOP YOUR RESPONSES. MAKE SURE YOU ADDRESS THE HARD QUESTIONS YOU
DO NOT WANT TO GET. Q&A HELP YOU DEVELOP ANSWERS AND CONNECT A
COMMAND MESSAGE TO THAT ANSWER TO DRIVE YOUR MESSAGES.
SAMPLE QUESTION: THE GAO RECENTLY DISCOVERED LACKING SECURITY IN
SEVERAL GOVERNMENT FACILITIES. WHEN I CAME HERE TODAY, I SAW ONE GUARD
AT THE GATE. HOW CAN YOU JUSTIFY THIS OBVIOUS LACK OF SECURITY AT SUCH
AN IMPORTANT LOCATION?
SAMPLE ANSWER: WE INCORPORATE A LAYERED SECURITY SYSTEM WHERE AS YOU
WORK YOUR WAY CLOSER TO THE ITEMS YOU WANT TO PROTECT, SECURITY GETS
TIGHTER AND TIGHTER. [ANSWERS A NEGATIVE QUESTION IN THE POSITIVE THEN
LEADS INTO MESSAGE ABOUT SECURITY.] BESIDES THE GATE GUARDS, OUR
SECURITY CONSISTS OF USE OF MILITARY ID CARDS AND PARKING PERMITS,
CAMERAS, INTERNAL SECURITY AT THE BUILDINGS, PATROLING SECURITY, ID
BADGES ISSUED THROUGH NAVAL WAR COLLEGE SECURITY OFFICE AFTER
BACKGROUND CLEARANCE CHECK, AND MUCH MUCH MORE. AS OUR NATIONS
MARITIME DEFENDERS, WE TAKE THE SECURITY OF OUR NAVAL BASE AS SERIOUSLY
AS THAT FOR OUR COUNTRY. WE CONTINUE TO REVIEW OUR SECURITY PROTOCOLS
AND MAKE CHANGES AS NEEDED. ALL STAFF RECEIVE SECURITY TRAINING IN
MAINTAINING VIGILENCE IN POTENTIAL SECURITY SITUATIONS.

INTENDED METHOD FOR DISSEMINATING INFORMATION TO MEDIA: NEWS

RELEASES, MASS EMAILS, FAX, COMMUNITY MEETINGS, MEDIA INQUIRIES, PRESS
CONFERENCES, SOCIAL MEDIA