Media Memo IV, to the White House

May 12, 2017

TO:   Kellyanne Conway, Sean Spicer, Sarah Huckabee Sanders, and others advising President Trump

FROM:   John Kerezy, an associate professor at a community college who’s also practiced public relations for 30+ years

RE:   Timing of negative news in the digital/mobile news cycle

DATE:   Friday, May 12, 2017 at 4 in the afternoon

This is the precise day of the week and the moment of the day in which you should have announced the firing of former FBI Director James Comey.

  1. Major news media outlets go into “weekend” mode by late Friday. The bad news released on a Friday afternoon doesn’t travel as long, or have as much legs, as something bad dropped on a Tuesday afternoon.
  2. It’s too late for the news networks to make major changes in the Sunday morning news analysis programs, so the bad news gets minimized on those programs.
  3. You know that negative coverage is inevitable in many instances. But you can mitigate it by better managing of when it happens. The late Larry Speakes, deputy press secretary to President Ronald Reagan, said, ”You don’t tell us how to stage the news and we don’t tell you how to cover it.”
  4. You lose opportunities to focus on tax cuts or other aspects of the Trump Administration’s policies when you have to keep dealing with negative news.
  5. You might have reduced President Trump’s need to Tweet explanations of the firing by at least 50 percent, thus keeping a national focus on much more important matters which our nation faces.

That’s it. Good luck in convincing the boss of this in the future.





Advantages of becoming a Marine

April 18, 2017

Earlier this month, 55 other educators and I had a unique opportunity to spend three days at the US Marine Corps Recruit Depot at Parris Island, South Carolina. About 50 percent of all male Marine recruits and 100 percent of all female recruits receive their Basic Training there. We visited the recruit depot as part of an annual series of Educators Workshops which the Marine Corps offers. We had an amazing amount of access to all facets of the process, including an up-close-and-personal orientation experience showing us a bit of what it’s like at the Yellow Footprints for recruits at the beginning of their training.

It was my third (and probably last) opportunity to visit Parris Island. First a disclaimer: I am NOT objective about this place. IMHO the Marines develop an elite military branch through an intentional, strategic and thorough process. Its recruit training is longer than the other service branches, and it covers physical conditioning and marksmanship more extensively than the Army, Navy, Air Force and Coast Guard.

At the conclusion of the Educators Workshop, I asked my fellow educators for their observations and “lessons learned” with me. Here are a few of their observations:


A Marine recruit records marksmanship scores on a shooting range at MCRD Parris Island.

“The physical demand to become a Marine is real,” says Cory Brady, a teacher in the North Royalton Schools. “Train your body; get on a healthy diet before arriving.” “Get in shape physically,” adds Carol Pluess, LPC, Coordinator of Career and Assessment Services at the University of Akron’s Wayne Campus. “This includes learning how to swim if you don’t know how to do so.”

Another key point – Take advantage of the many educational opportunities which are provided. We learned that Marine recruits can earn up to nine hours of college credit by completing their Basic Training. Additionally, Marines can attend college online or “live” depending upon their duty posts, and study for additional credit toward a degree while on active duty. For some young men and women (and their families) the Marines then offer a very swift pathway to a college degree or a certification (Police, Fire, EMT, etc.) after military service without debt.

There is a third dimension which several of us discussed during the Workshops. College right after high school is NOT for everybody. There are dozens of varying motivations for high school students. Some may want to get into the most selective of colleges or universities and plow head with studying for first a bachelor’s, then an advanced degree.

Others are wired differently. They may not be academically ready yet for college. They may prefer to not pursue college and instead seek technical or professional careers. We met and heard from jet aircraft maintenance personnel who are thrilled about their MOS (jobs) in the Marines and know that their skills can lead to good careers once they leave military service.

aaaa silver door

“Silver doors” which receive Marine recruits at MCRD Parris Island. Only recruits are allowed to enter through these doors to begin their training.

Speaking of jobs, the Marines offer far more options for recruits than many of us realized. We saw plenty of the Parris Island Marine Band during our time in the Educators Workshop. Musicians can enlist in the USMC and continue playing their instruments in a variety of bands. There are also career opportunities for graphic designers, photographers, and other specialty areas.

One final important component which we learned is this: Marine recruits have a drive, an unquenchable determination, admirable distinctions in today’s society. High standards force recruits to achieve more, and they learn to de-emphasize self and focus on teams and team-building, collaboration, and discipline. These are highly desirable attributes on a battlefield , ones which can save many lives. They are also excellent characteristics in the “real” world of companies and organizations where careers begin.

The Few … the Proud … the Marines is much more than just a slogan. It’s real, and it exemplifies what we saw, heard and felt in the recruit process at Parris Island. From the Commanding General on down to the newest recruits – and we spoke with hundreds of Marines and recruits during the workshop – the elan of the Marines is genuine. For young adults who might not have been “tops” in their high school classes with their GPAs or awards, the US Marine Corps is a place where they can be a part of the very best.

Instructors teaching recruits — impressive!

April 7, 2017

Events in Syria this week provided a stark reminder of how dangerous our world is. Perhaps Syrian’s brutal Bashar al-Assad thought he could continue to get away murdering his own innocent women, men and children with chemical weapons. North Korea’s threat continues to grow. Against that global backdrop, our Educators Workshop had its third day of activities at the USMC Recruit Depot at Parris Island on Thursday.



Instructors aided us excellently at every activity during our time at USMC Parris Island, including here during our try at marksmanship at the Khe Sanh rifle range.

It was another jam-packed day for the educators from the Recruit Station Cleveland and the Recruit Station Frederick districts. We saw Marine recruits undergoing physical training at 6:30 a.m, and also a “Moto” (for motivation) Run of three miles for the members of the 1st Battalion, Alpha Company, who are graduating tomorrow.


We also:

  • Visited the Marine Corp Museum
  • Watched as nine foreign-born Marine recruits became U.S. citizens in a touching ceremony just before all the graduating recruits received six hours of well-deserved liberty.
  • Tried our hand on the obstacle course and the rappel tower.
  • Strived to maximize our teamwork and collaborative skills by repeating some of the puzzles and challenges which Marine recruits face in the Crucible near the end of their training.
  • Shared dinner with a representative group of Marines on base … and also made a brief stop at the Marine Corps Exchange (MCX).


20170405_134412 (1)

A “blackshirt” instructor assisting one of my fellow educators, Darla Wagner, at the rifle range.

Many of us were impressed with the high quality of the teaching we have witnessed at Parris Island. If the “blackshirts” instructors who guided us are any indication, there are some terrific sensei helping young men and women seeking to become Marines master all seven of the requirements needed to get to graduation day.


“It’s evident that, no matter where we were on Parris Island, the knowledge conveyed to the recruits produces a very impressive quality of young men and women who are ready to fight, to think, and also someday lead,” says Kevin Fourman, associate principal at Bucyrus High School.

Today is our last day in the Educators Workshop. There will be more on this blog about the entire experience on Saturday.

NOTE: I was able to upload some video which I took during the Motivation Run on Thursday. It was uplifting for the recruits to see so many family members and loved ones lining the Boulevard de France, cheering for their sons, boyfriends, and husbands. Here’s a link:

Yellow footprints & seeing it from top to bottom at Parris Island

April 6, 2017

A great amount of knowledge was compressed into about 11 hours as the U.S. Marine Corps poured information about the recruit training process into 60 educators from Ohio and the Washington, DC area at the USMC Recruit Depot at Parris Island today.

We began the day on the Yellow Footprints, where every recruit begins his transformation to a Marine. Drill instructors gave us a good glimpse of how the process begins. We were “treated” to a first-hand taste of how the Marines eliminate individual and attitudes and replace them with a mental discipline, physical discipline and physical discipline aimed at core values of honor, courage and commitment and the emergence of a team-before-self ethos.



Educators undergo some IT in a sand box at USMC Recruit Depot, Parris Island.

The Marines could not have been more open and transparent in their explanation of their goals with recruits and recruit training. We received a comprehensive overview from commanding general Brig. Gen. Austin “Sparky” Renforth, who began his military career when he enlisted in the U.S. Navy in 1982 right out of high school. He gave us a terrific explanation of the challenges of recruiting today, and the tremendous opportunities which are available for those who make the grade and become Marines.


At the other end of the spectrum, I was privileged to have lunch with Marine Recruit Michael Diaz. Recruit Diaz was thrilled that he had completed his swimming qualifications earlier this week. He misses his parents and family in Woodbridge, Virginia. He’s a member of the 1st Marine Recruit Battalion  2nd Platoon, and has eight weeks remaining in his training.



Three of my colleagues and some USMC marksman instructors on the Khe Sanh firing range.

We also learned about opportunities with the Marine Corps bands and a variety of higher education options (Marines can receive more than $100,000 in benefits to pay for college). After lunch, we visited the marksmanship training simulator and then finished the afternoon at the Khe Sahn firing range, where we got to fire the M16-A4 rifle. (For the record, Cleveland outscored Frederick, Md., at hitting targets.)


Next we moved to Marine Corps Air Station (MCAS) Beaufort, where we heard from a roundtable of non-commissioned officers and an F-18 Super Hornet pilot about careers in the Air Wing of the Marines. We concluded with dinner in the Officer’s Club at the MCAS.

One fact stayed with me throughout the day. The “target age” for recruits for Marines is ages 17-21. More than 70 percent of all young adults in this target to not meet USMC entrance requirements and cannot become a Marine.

Tomorrow I hope to write more about this, and to cover the crucible and other “Phase III” parts of basic training where recruits complete their indoctrination and become Marines.

Preparing warriors and leaders

April 5, 2017

 We will make Marines

We will win our nation’s battles

We will develop strong citizens

Those are the three key premises of An Educator’s Guide to the Marine Corps, a brochure which the Marines of Recruit Station Cleveland provided to the teachers and counselors on the Educator’s Workshop to Parris Island.

20170404_192119About five dozen other educators and I will see the “Make Marines” aspect of this first-hand over the next few days. A couple of sentences from this brochure are really powerful: “Since so much is expected of our Marine Corps, recruits must naturally come to expect much of themselves. During …training, Marine recruits are tested in extraordinary ways, emerging as completely transformed individuals.”

20170404_192038Recruit training here consists of 13 very demanding and challenging weeks. “They are literally transformed” the brochure says.  “along the way, they develop new confidence in themselves and the certainty that they will be able to overcome whatever challenges they encounter.”

From what we’ve learned so far in many email communications from Sgt. Stephen Himes, those challenges are immense. Objectives for Marine recruits at the conclusion of their training include:

  • Character Development
  • Discipline
  • Espirit de Corps
  • Military Bearing
  • Combat Basic Tasks
  • Physical Fitness

20170404_192028The workshop took us to a restaurant named “Traditions” at the Recruit Depot. Many Marines shared their stories and career in the Corps with us. We get a first-hand look at these challenges, and how recruits rise to meet them, beginning Wednesday at 6 a.m. when our bus leaves to take us to the USMC Recruit Depot at Parris Island.

Off we go …

April 4, 2017

Our Marine Educators Workshop is traveling today, flying from CLE to Savannah, Ga., then on to Parris Island SC via bus for our first day at the Recruit Depot. We have dinner scheduled at Traditions, a restaurant at Parris Island, where we will hear from Marine Corps Public Affairs.

We had an excellent briefing and overview of our trip Monday. Major Shawn Meier, head of the Marine Corp recruiting station in Cleveland, and Staff Sgt. Kevin Osborne, gave us an explanation of what we will be seeing and doing during our stay there.

Many of us were impressed with the rigorous entry requirements for Marines today. He or she must be very competent mentally, physically, and orally, and also gain a good score on entrance battery exams. Drugs or an arrest record means you won’t meet entrance requirements.

It’s a super exciting trip for Jordan, one of our educators. Jordan teaches English at Caldwell High School, and today she is taking her first plane flight. Many of take so much for granted in 2017. I’ve lost count of the number of times and the different types of planes in which I’ve flown. For everything, there is a first time. Jordan’s first time is today. Hope we all have the best kind of flights — the uneventful kind — as we head to the USMC Recruit Depot today.

Parris Island: Where the Corps makes Marines

March 31, 2017

It was 99 years ago in France when a brigade of U.S. Marines helped a combined U.S.-French force check, then later completely repel, a major German offensive. “The deadliest weapon in the world is a United States Marine and his rifle,” said General John Pershing, commander of American forces in France, after the battle of Belleau Wood, which helped turned the tide in World War I. (See note below!)

Like their counterparts in other branches of the military, enlistees in the Marine Corps sign a contract to give everything – including their lives – in defense of the U.S. and the Constitution which governs it. Next week I am privileged to be part of a Marine Corps Educators’ Workshop which will take teachers from about 50 schools and colleges to Parris Island to show us how the Corps makes Marines.

In a society today which seems to say that everything is relative, the US Marines remain steadfast in their approach to training new recruits. A sentence from the Parris Island Graduation Ceremony program says it eloquently: “At the very time when a host of factors tend to undermine character development in society, Marines are facing an operational environment that requires stronger character and moral virtue.”

Standard are very high. It’s easier to get into many colleges in the U.S. than to become a Marine. Drug screenings, challenging physical and mental training, and a frank ‘here’s what Recruit Training is like’ strategy removes some applicants from the “pool” of potential Marines.  But there’s a payoff: More than 90 percent of the recruits going to Parris Island now make it through the training process. The intense preparation works.

Parris Island was the site for training of Marines a century ago, and it still has the same purpose today. Candidates sacrifice virtually every comfort for their 13 weeks of Recruit Training. They surrender their cell phones. No Netflix, tablets, or video games. They are in active training from 4 a.m. to 9 p.m. six days a week for their entire time on Parris Island. Every aspect of their daily lives falls under the constant scrutiny of a squad of drill instructors who have but one goal, a three-word entrance sign to the USMC Recruit Depot: We Make Marines.


marital arts

Martial arts combat is a component of Recruit Training for all seeking to become U.S. Marines.

The physical training (PT) is extremely demanding. Most Marines leave Parris Island about 15-20 pounds lighter than when they arrived due to the intensive PT. They must pass a vigorous Combat Fitness Test (CFT) which requires them to simulate saving a wounded fellow Marine in a realistic battle-type situation. They must also pass a shooting range challenge at seven different distances. Marine recruits spend two weeks mastering marksmanship. We may have remotely-piloted drones and cruise missiles in our arsenal today, but – just as in 1918 – every Marine is first and foremost a rifleman.

That term – rifleman – applies to both women and men at Parris Island. More than 7 percent of today’s U.S. Marine Corps is comprised of women, and female recruits there find the training and education program every bit as challenging as for the guys.



A Marine recruit records where her shot hit the target during firing week at the USMC Recruit Depot, Parris Island.

Lately, the Marine Corps has come under scrutiny due to a scandal involving inappropriate sharing of women military members’ personal photographs. No organization is perfect, including the USMC. However, the NCIS is investigating, and Marines who have violated the Uniform Code of Military Justice will be punished. “A true warrior carries himself with a sense of decency and compassion, but is always ready for the fight,” said Major Clark Carpenter of Marine Public Affairs about this scandal. “Those who hide in the dark corners of the internet with a shield of anonymity and purport to be warriors are nothing of the sort — they are nothing more than cowards.”

Major Carpenter is so right. Those who call themselves First to Fight create an indomitable “espirit de corps” which is unmatched in any branch of military service anywhere. The Marine Corps will remove the offenders, right the wrongs, and emerge from this scandal stronger than before.

Little wonder that China, South Korea, and many other nations around the globe call their most elite fighting force marines. They can imitate the name, but not the process, which makes about 180,000 women and men active duty members of the U.S. Marine Corps.

I will blog a few times from Parris Island next week, hoping to provide more information and details about the recruit training process along the way. These posts will aim — perhaps in a very small way — to help elaborate on a quote from Defense Secretary and Marine James Mattis:   “Demonstrate to the world there is ‘No Better Friend, No Worse Enemy’ than a U.S. Marine.”

It begins at Parris Island.

NOTE: An intercepted German report, which originated from the front at Belleau Wood, compared the Marines’ fighting spirit to dogs owned by the devil, or Devil’s Dogs. That became one of the Corps’ nicknames. “Come on Devil Dogs” is a frequent rallying cry for the Marines.

US Marine Corps website
NY Times, March 6, 2017
Photos are from the U.S. Marine Corps websites