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  • F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  • F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  • F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  • F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  • F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  • F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  • F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  • F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  • F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  • F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  • F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  • F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  • F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  • F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  • F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.

Newspapers worldwide Newspapers worldwide Presentation Transcript

  • ACC Public Affairs BreakoutWeb, papers, etc. Master Sgt. Mark Haviland
  • Introduction
  • Introduction“It’s not that the Navy has a betterstory to tell, it’s just that it knowshow to tell the story.” — Loren B. Thompson Chief Operating Officer Lexington Institute
  • Introduction90% Updated frequently = motivated to add value82% Clear communication = motivated to add value65% Most information received seems irrelevant40% Too much “corporate speak” or jargon39% 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
  • lRedefining Norma Trends
  • 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