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AFPIMS final

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Mark Haviland
Mark Haviland

AFPIMS is the Air Force Public Information Management System, which standardizes branding, content approval, and hosting across over 240 Air Force websites. It facilitates media convergence by allowing information to be distributed through multiple formats simultaneously. Media convergence refers to the merging of capabilities of different communication mediums. The future of convergence includes using infographics, checklists, diagrams and other visual content across various platforms to increase reach and impact. Public affairs personnel should plan coordinated messaging across websites, print, video, and other formats to take advantage of convergence.

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Headquarters U.S. Air Force Integrity - Service - Excellence AFPIMS & Convergence Presented by: MSgt Mark Haviland, ACC/PA 1
Overview ? What is AFPIMS ? Why use it ? Media Convergence ? Summary Integrity - Service - Excellence 2
What is AFPIMS? Air Force Public Information Management System Integrity - Service - Excellence 3
What is AFPIMS? Integrity - Service - Excellence 4
What is AFPIMS? AFPIMS – Non- technical (cut and paste) solution links content of 240+ AF sites Integrity - Service - Excellence 5
Why use AFPIMS ? Standardized branding ? Standardized content approval ? Consolidated and centrally hosted server ? Eliminates need for Web development expertise ? Expedites the flow of information ? Required by AFI 35-101 (few exceptions) Facilitates media convergence! Integrity - Service - Excellence 6
Media Convergence ? Communications Theory: Technologies blend to the point that old communications devices are replaced by a single communications medium/ device. ? Business Convergence: Media organizations venture into nontraditional areas and cross- produce/promote products ? Execution: Media convergence really refers to the merging of capabilities of each individual medium. Integrity - Service - Excellence 7
Media Convergence ? Convergence is NOT about being an expert in everything ? Convergence IS about the way we THINK Integrity - Service - Excellence 8
Media Convergence Integrity - Service - Excellence 9
Media Convergence ? Operations Find, Fix, Track, Target, Engage, Assess ? Public Affairs ? FIND ? Identify communication need, desired effect ? FIX ? Identify audiences, messages ? TRACK ? Adjust messages/audiences as more info becomes available ? TARGET ? Identify appropriate weapon system(s) (media formats) ? ENGAGE ? With single/multiple formats to achieve desired effect ? ASSESS ? Fight for feedback, measure effect Integrity - Service - Excellence 10
Convergence — Current Integrity - Service - Excellence 11
Convergence — Current Integrity - Service - Excellence 12
Convergence — Future ? Fast Facts ? Infographics ? Checklists ? Diagrams ? Polls ? Quizzes ? Surveys/Polls ? Charts/Graphs ? Lists Integrity - Service - Excellence 13
Convergence — Future Integrity - Service - Excellence 14
Convergence — How ? Planning=coordinated use of comms “weapons systems” ? Web, print, video, radio, F2F, e-mail, papers, civilian media, etc. ? Eliminate “tribal representative” mentality ? Integrated planning & execution ? Right of “refusal” ? Conduct cross-platform training ? Establish shared standards of quality ? Coordinate production cycles ? Eliminate internal-external disconnect ? All communications have potential to reach all audiences ? Exploit strengths/minimize weaknesses Integrity - Service - Excellence 15
Convergence — How ? Training ? Best Practices ? Suggestions ? Communication … Integrity - Service - Excellence 16
Media Convergence “When one story is published at the same time on multiple platforms, the story has far more reach and impact than that of other stories.” — Forrest Carr Director of the Tampa News Center Integrity - Service - Excellence 17
Summary ? AFPIMS ? Smarter ? Better ? Cheaper ? Facilitates … ? Convergence ? Traditional skill sets ? Non-traditional execution Integrity - Service - Excellence 18
Questions? SAF/PA E E ARCHIV POLIC Integrity - Service - Excellence 19

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AFPIMS final

  • 1. Headquarters U.S. Air Force Integrity - Service - Excellence AFPIMS & Convergence Presented by: MSgt Mark Haviland, ACC/PA 1
  • 2. Overview ? What is AFPIMS ? Why use it ? Media Convergence ? Summary Integrity - Service - Excellence 2
  • 4. What is AFPIMS? Integrity - Service - Excellence 4
  • 5. What is AFPIMS? AFPIMS – Non- technical (cut and paste) solution links content of 240+ AF sites Integrity - Service - Excellence 5
  • 6. Why use AFPIMS ? Standardized branding ? Standardized content approval ? Consolidated and centrally hosted server ? Eliminates need for Web development expertise ? Expedites the flow of information ? Required by AFI 35-101 (few exceptions) Facilitates media convergence! Integrity - Service - Excellence 6
  • 7. Media Convergence ? Communications Theory: Technologies blend to the point that old communications devices are replaced by a single communications medium/ device. ? Business Convergence: Media organizations venture into nontraditional areas and cross- produce/promote products ? Execution: Media convergence really refers to the merging of capabilities of each individual medium. Integrity - Service - Excellence 7
  • 8. Media Convergence ? Convergence is NOT about being an expert in everything ? Convergence IS about the way we THINK Integrity - Service - Excellence 8
  • 9. Media Convergence Integrity - Service - Excellence 9
  • 10. Media Convergence ? Operations Find, Fix, Track, Target, Engage, Assess ? Public Affairs ? FIND ? Identify communication need, desired effect ? FIX ? Identify audiences, messages ? TRACK ? Adjust messages/audiences as more info becomes available ? TARGET ? Identify appropriate weapon system(s) (media formats) ? ENGAGE ? With single/multiple formats to achieve desired effect ? ASSESS ? Fight for feedback, measure effect Integrity - Service - Excellence 10
  • 11. Convergence — Current Integrity - Service - Excellence 11
  • 12. Convergence — Current Integrity - Service - Excellence 12
  • 13. Convergence — Future ? Fast Facts ? Infographics ? Checklists ? Diagrams ? Polls ? Quizzes ? Surveys/Polls ? Charts/Graphs ? Lists Integrity - Service - Excellence 13
  • 14. Convergence — Future Integrity - Service - Excellence 14
  • 15. Convergence — How ? Planning=coordinated use of comms “weapons systems” ? Web, print, video, radio, F2F, e-mail, papers, civilian media, etc. ? Eliminate “tribal representative” mentality ? Integrated planning & execution ? Right of “refusal” ? Conduct cross-platform training ? Establish shared standards of quality ? Coordinate production cycles ? Eliminate internal-external disconnect ? All communications have potential to reach all audiences ? Exploit strengths/minimize weaknesses Integrity - Service - Excellence 15
  • 16. Convergence — How ? Training ? Best Practices ? Suggestions ? Communication … Integrity - Service - Excellence 16
  • 17. Media Convergence “When one story is published at the same time on multiple platforms, the story has far more reach and impact than that of other stories.” — Forrest Carr Director of the Tampa News Center Integrity - Service - Excellence 17
  • 18. Summary ? AFPIMS ? Smarter ? Better ? Cheaper ? Facilitates … ? Convergence ? Traditional skill sets ? Non-traditional execution Integrity - Service - Excellence 18
  • 19. Questions? SAF/PA E E ARCHIV POLIC Integrity - Service - Excellence 19