I recently hosted a big-name media outlet and anchor. They were a good crew; fair and receptive to our input.
We had a good plan and were providing very good access.
They wanted more.
They wanted more time with my commander. They wanted deeper access. They wanted more cameras. More Soldiers. More time, more resources and more disruption to ongoing operations.
I was frustrated. “This happens every time,” I thought. Wait. This happens every time, I realized.
It’s their job. Good media people want to know more and see more, hopefully they want to understand more. So here’s what you do:
- Don’t get frustrated. Realize it’s part of the game.
- Visualize. As you plan the embed, visualize where they will be asking for more, then have a plan to address it.
- Set boundaries. Know where you can give more and where you can’t.
- Choose a start point. Knowing you will be asked for more, start at a position where you have more to give. At game time, be ready to give more upon request or give more out of the goodness of your heart.
The best embed is when both your organization and the media crew are happy. Happy people result in better coverage.
The worst embed is when expectations are unclear and both sides feel like they got duped.
Now go and do likewise.
Photo by Staff Sgt. Samuel Bendet
