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ACC Public Affairs Breakout

Web, papers, etc.
Master Sgt. Mark Haviland

Introduction

“It’s not that the Navy has a better
story to tell, it’s just that it knows
how to tell the story.”

— Loren B. Thompson
Chief Operating Officer
Lexington Institute

Introduction

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

 Newspaper Transition
 Public Web project
 PA ‘Kill Chain’ & Convergence

 Effects-Based Newspapers
 Know strengths
 Overcome weaknesses
 Plan
 Target
 Trends
 Countering the trends

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

‘Convergence’

 Coordinate use of all comms weapons systems
 Web, print, video, radio, F2F, e-mail, papers, radio, civ
media, 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

‘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

‘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

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

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

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!

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

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

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

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

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

Trends

 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

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Editor's Notes