25. Features

Most releases by the Commission will be "spot news" stories (see examples of
"spot news" in B5.02.03 of the OPM), which usually are written in a matter-of-
fact, "straight-away" style. But feature stories, which require different treatment,
may be employed on occasion. Since regional offices are not staffed with infor-
mation specialists who normally would have the time and the know-how to pre-
pare features, they should be handled on a tip basis. Tell the local press about
the situation and let them develop their own stories and make their own pictures.
Make sure there is good reason for promoting the feature; it should help the pub-
lic obtain a fuller understanding of the Commission or the Federal service.

26. Films, Film slides

As funds are available, central office will produce films and film slides for presentation to groups and as visual aids for speakers. Field office sugges‐ tions as to topics will be welcomed by the Public Information Office.

77. Free Lance Writers

Free lance writers generally will be regarded as representatives of local information media. When they request other than routine information, or complying with their requests for assistance would place an undue burden on a regional office, refer them to the Public Information Office. When assistance is given to free lance writers purporting to represent national publications, the Public Information Officer should be informed.

28. House Organs

House organs and special publications should be used to channel information to specific publics. Some publications which can be used to advantage include high school and college papers and magazines, alumni bulletins, professional society publications, union publications, etc. (See "Identifying Your Publics.")

29. Interference With Reporters

Representatives of information media should be given every assistance in
covering the Commission, and no obstacles should be placed in their way
while they are gathering legitimate and accessible information.

30. Letters

Good letters help to build good public relations; poor letters destroy good public
relations. Every agency letter should make sense, say what must be said as
clearly and simply as possible. They should be friendly and talk to the receiver
in language he will understand. Those addressed to persons who have made an
inquiry should answer the questions presented. Administrators who are alert to
public relations matters provide for periodic reviews, or at least regular spot
checks, of outgoing mail to seek out weaknesses and develop letter-improvement
programs. Letters constitute a major part of our direct contact with the public;
they deserve constant, careful attention from a public relations standpoint.
(When did your office last spot check outgoing mail? Advise employees of "stop
lights” in letterwriting? Conduct a letter-improvement program?)

31. Legislation

Comments on pending legislation should be kept within bounds of official statements made by Commissioners or their authorized spokesmen. Spokesmen in the field may quote from but should not venture beyond statements made by central office officials without specific authorization. Commission spokesmen should avoid comments that might be construed as efforts to influence legislation.

32. Mailing Lists

Regional Offices should maintain mailing lists of information media desiring news
releases and other informational material. Mailing lists should be revised at
least once a year to make sure information materials are properly addressed and
that the recipients desire to continue to receive the material.

33. Policy Statements

Officials and employees of the Commission are not to reveal to the press opinions
or information bearing on matters of policy on which the Commission has not
acted and on which, therefore, no policy has been established. Where policy
has been established, comments should be based on material which has already
been published by the Commission. (See "Clearance.”)

34. Promptness

Promptness in releasing information and replying to inquiries is next in importance to accuracy and clarity. Nothing is older than yesterday's news; few things irritate the press more than failing to get an answer in a reasonable period of time.

Inquiries from the press should receive immediate attention: if you can't give
the answer immediately or at all, explain why; if you promise a call-back with the
answer, be sure to follow through on schedule.

35. Photographs

A picture may not be worth ten thousand words, but published pictures catch the eye and good pictures help to develop good public relations. Be alert for picture possibilities and let editors know about them. But make sure the picture you suggest or offer is in good taste and that its publication will benefit the Commission and the merit system.

For restrictions on permitting photographers to be present at assembled examinations, see CSC Handbook X-116 (section on Conduct of Examinations: Visitors).

36. News Conferences

News conferences may be held by regional directors when they have an announcement of unusual importance or when requested by several representatives of information media. They should not be held for the release of routine information: nothing is worse than a news conference which promises a lion and produces a mouse. Copies of statements and information to be released at the conference should be prepared in advance and should be available to everyone attending. Representatives of all information media in the area should be invited, without favor or partiality.

37. Unfavorable Information

Generally a frank answer on a query involving unfavorable information is preferable to silence. Refusal to talk won't stop publication of a story "no comment" may lend credence to the story, and the mystery may prolong its life. If in doubt as to facts which may properly be disclosed, regional directors may check with the central office.

38. Replies to Erroneous Reports

Regional directors are authorized to prepare an appropriate reply to erroneous or
misleading statements reported by the press concerning the Commission's work.
But restrict replies to cases where there have been errors of fact, not opinion.
And make certain that the erroneous report is worthy of notice. But don't demand
a retraction. Write a dignified, courteous letter calling attention to the error
and suggesting that the editor might want to give his readers the correct informa-
tion. Sometimes it is better to make a personal call on the editor than to write

a letter. If you know that the policy of the paper or personality of the editor is such that this approach is fruitless, don't keep up a running fight. Look for other means of giving the public the correct information. Use other information media to a greater extent.

39. Speakers Bureau

40. Tips

As part of their community relations activities, some offices have established in-
formal speakers bureaus. They maintain a roster of qualified speakers on the
staff and encourage them to address groups on civil-service matters. The Commis-
sion policy is to encourage qualified employees to talk to groups interested in
civil service. Speakers should reflect credit on the service, know their subjects,
and tell a uniform story. (See "Clearance.")

Editors appreciate "tips" on news and feature stories. You can improve relations with press representatives by telling them about good stories even though they may not directly concern the Commission. But be careful not to "step on toes" when you talk about the other fellow's business.