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ACC Public Affairs Conference Newspapers Master Sgt. Mark Haviland ACC/PAI Redefining Normal

Introduction Redefining Normal “… Information is a component of national power that is no less important than military force . “… Information, properly communicated, adds to the capabilities available to commanders .” “ Trained public affairs professionals must be intimately and decisively involved in the application of this capability.” — Lawrence Di Rita Principal Deputy Assistant Secretary of Defense for Public Affairs

Introduction Redefining Normal 90% Updated frequently = motivated to add value 82% Clear communication = motivated to add value 65% Most information received seems irrelevant 40% Too much “corporate speak” or jargon 39% Hear about big changes too late

Overview PA ‘Kill Chain’ ‘ Convergence’ Effects-Based Newspapers Know strengths Overcome weaknesses Plan Target Trends Countering the trends Redefining Normal

PA ‘Kill Chain’ 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 (media formats) ENGAGE Single/multiple formats to achieve desired effect ASSESS Fight for feedback, measure effect Redefining Normal

‘ Convergence’ Coordinate use of all comms weapons systems Face-to-face, e-mail, base papers, Web, CAC, etc. Eliminate “tribal representative” mentality Comms targeted at internal audiences, regardless of method used, is “Internal” Internal=External, External=Internal Eliminate internal–external disconnect Already executing some convergence Telephone systems w/AF Radio News CC Topics Inclement weather notices thru local media Redefining Normal

‘ Convergence’ Newspapers 54% (62%) weekly adult readers 40% (48%) of weekly 18-24 readers 1.9% drop in circulation (2004-2005) Cable news Small audience (2-3 million) “ No growth” in cable news for three years Network news 34% drop in ratings since 1996 (59% since 1969) Radio Dropping news 13% radio talk-show audience Redefining Normal

‘ Convergence’ Magazines 50% drop in popularity since 1994 Web 68% U.S. population online 56% have “no knowledge of blogs” 16% read blogs 9% maintain blogs 72% prefer printed newspapers 11% get majority of news online Redefining Normal In the U.S., the average amount of time spent reading news online in 2004 was just 7 minutes per day.

Effects-Based Newspapers Exploit the strengths Analysis and interpretation Multiple perspectives Recognize personal/team achievements Multiple audiences Sense of community Commander/reader participation Quantity of news Advance news Features Serial coverage & Themes Redefining Normal

Effects-Based Newspapers Overcome the weaknesses Not timely Limited access to experts/authorities No “dirty laundry” topics Perceived low objectivity, credibility No two-way communications Multiple audiences=shotgun targeting “ Dated” medium in information age Redefining Normal

Effects-Based Newspapers Planned Contract for capability No-cost equipment/personnel support, upgrades Infographics design? Seek end-of-year funding Take the team approach Services, FSC, base photo lab, ACC, AFNEWS Implement 3-week planning process Stick to weekly/daily production schedules Anticipate commanders’ needs Demand more! Redefining Normal

Effects-Based Newspapers 3-week plan Visibility on three papers simultaneously Facilitates team approach Reduces last-minute problems Reduces overtime and paper “burn out” Accounts for staff shortages Puts emphasis on strategic vision Redefining Normal

Effects-Based Newspapers Targeted – Audience driven No such thing as mass “Internal Audience” Communities of interest See, experience, feel organization differently Different methods for accessing information Know base demographics Know who reads, how they read (“pulse” surveys) Target messages, delivery toward readers Address the “me” factor Localize Use style & content, and “special” content Fight for feedback Form a steering committee Redefining Normal

Effects-Based Newspapers Targeted – Key elements Leaders Link Airmen/leaders through a free flow of news/information Provide avenues for feedback Mission Help Airmen understand their roles in the Air Force Explain how policies, programs and operations affect Airmen People Promote good citizenship/build pride as members of the civilian community at home and abroad Recognize individual and team achievements Infrastructure Explain how policies, programs and operations affect Airmen Redefining Normal

Effects-Based Newspapers Targeted – Community Themed – AF & Local Leaders Who are they? What are they saying? Mission GWOT/OIF/OEF – we’re at war! What are we doing and where are we doing it? People Programs – retirement, retention, housing, AEF, activities, etc. Recognition Recreation Devlopment Infrastructure Improvements, new services, changes to existing services Redefining Normal

Trends What we’re seeing No/little war coverage No/little leadership involvement No/little two-way communication No/little information graphic use Poor/blah photography Decreased emphasis on community/sports Many one-source stories No/little localization Briefs not used effectively Dated presentations No/little strategy for redesign efforts Redefining Normal

Trends Countering the trends War coverage in every issue Training – reinforce basics Training – advanced techniques Seek leader involvement at all levels Apply visual journalism processes Implement a redesign process Put emphasis on community/sports Abandon “pure-J” mindset Redefining Normal

Trends Redefining Normal Fast Facts Checklists Diagrams Quizzes Surveys/Polls Charts/Graphs Book Reviews Movie Reviews Lists

Conclusion “The workshop was great, but my PAO will never let me do this kind of stuff.” -- ACC student 2005 AF Journalists’ Workshop Redefining Normal

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