ACC Public Affairs Conference   Newspapers Master Sgt. Mark Haviland ACC/PAI Redefining Normal
Introduction
Introduction Redefining Normal “…  Information is a component of national power that is  no less important than military f...
Introduction Redefining Normal 90%   Updated frequently = motivated to add value   82%  Clear communication = motivated to...
Overview <ul><li>PA ‘Kill Chain’ </li></ul><ul><li>‘ Convergence’ </li></ul><ul><li>Effects-Based Newspapers </li></ul><ul...
PA ‘Kill Chain’ <ul><li>Operations </li></ul><ul><ul><li>Find, Fix, Track, Target, Engage, Assess </li></ul></ul><ul><li>P...
‘ Convergence’ <ul><li>Coordinate use of all comms weapons systems  </li></ul><ul><ul><li>Face-to-face, e-mail, base paper...
‘ Convergence’ <ul><li>Newspapers   </li></ul><ul><ul><li>54% (62%) weekly adult readers </li></ul></ul><ul><ul><li>40% (4...
‘ Convergence’ <ul><li>Magazines </li></ul><ul><ul><li>50% drop in popularity since 1994 </li></ul></ul><ul><li>Web </li><...
Effects-Based Newspapers <ul><li>Exploit the strengths   </li></ul><ul><ul><li>Analysis and interpretation </li></ul></ul>...
Effects-Based Newspapers <ul><li>Overcome the weaknesses  </li></ul><ul><ul><li>Not timely </li></ul></ul><ul><ul><li>Limi...
Effects-Based Newspapers <ul><li>Planned   </li></ul><ul><ul><li>Contract for capability </li></ul></ul><ul><ul><ul><li>No...
Effects-Based Newspapers <ul><li>3-week plan </li></ul><ul><ul><li>Visibility on three papers simultaneously  </li></ul></...
Effects-Based Newspapers <ul><li>Targeted – Audience driven </li></ul><ul><ul><li>No such thing as mass “Internal Audience...
Effects-Based Newspapers <ul><li>Targeted – Key elements </li></ul><ul><ul><li>Leaders </li></ul></ul><ul><ul><ul><li>Link...
Effects-Based Newspapers <ul><li>Targeted – Community Themed – AF & Local </li></ul><ul><ul><li>Leaders </li></ul></ul><ul...
Trends <ul><li>What we’re seeing </li></ul><ul><ul><li>No/little war coverage </li></ul></ul><ul><ul><li>No/little leaders...
Trends <ul><li>Countering the trends  </li></ul><ul><ul><li>War coverage in every issue </li></ul></ul><ul><ul><li>Trainin...
Trends Redefining Normal
Trends Redefining Normal <ul><li>Fast Facts </li></ul><ul><li>Checklists </li></ul><ul><li>Diagrams </li></ul><ul><li>Quiz...
Trends Redefining Normal
Conclusion <ul><li>“The workshop was great, but my PAO will never let me do this kind of stuff.” </li></ul><ul><li>-- ACC ...
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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.
  • 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

    1. 1. ACC Public Affairs Conference Newspapers Master Sgt. Mark Haviland ACC/PAI Redefining Normal
    2. 2. Introduction
    3. 3. 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
    4. 4. 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
    5. 5. Overview <ul><li>PA ‘Kill Chain’ </li></ul><ul><li>‘ Convergence’ </li></ul><ul><li>Effects-Based Newspapers </li></ul><ul><ul><li>Know strengths </li></ul></ul><ul><ul><li>Overcome weaknesses </li></ul></ul><ul><ul><li>Plan </li></ul></ul><ul><ul><li>Target </li></ul></ul><ul><li>Trends </li></ul><ul><ul><li>Countering the trends </li></ul></ul>Redefining Normal
    6. 6. PA ‘Kill Chain’ <ul><li>Operations </li></ul><ul><ul><li>Find, Fix, Track, Target, Engage, Assess </li></ul></ul><ul><li>Public Affairs </li></ul><ul><ul><li>FIND </li></ul></ul><ul><ul><ul><li>Identify communication need, desired effect </li></ul></ul></ul><ul><ul><li>FIX </li></ul></ul><ul><ul><ul><li>Identify audiences, messages </li></ul></ul></ul><ul><ul><li>TRACK </li></ul></ul><ul><ul><ul><li>Adjust messages/audiences as more info becomes available </li></ul></ul></ul><ul><ul><li>TARGET </li></ul></ul><ul><ul><ul><li>Identify appropriate weapon system (media formats) </li></ul></ul></ul><ul><ul><li>ENGAGE </li></ul></ul><ul><ul><ul><li>Single/multiple formats to achieve desired effect </li></ul></ul></ul><ul><ul><li>ASSESS </li></ul></ul><ul><ul><ul><li>Fight for feedback, measure effect </li></ul></ul></ul>Redefining Normal
    7. 7. ‘ Convergence’ <ul><li>Coordinate use of all comms weapons systems </li></ul><ul><ul><li>Face-to-face, e-mail, base papers, Web, CAC, etc. </li></ul></ul><ul><li>Eliminate “tribal representative” mentality </li></ul><ul><ul><li>Comms targeted at internal audiences, regardless of method used, is “Internal” </li></ul></ul><ul><ul><li>Internal=External, External=Internal </li></ul></ul><ul><ul><li>Eliminate internal–external disconnect </li></ul></ul><ul><li>Already executing some convergence </li></ul><ul><ul><li>Telephone systems w/AF Radio News </li></ul></ul><ul><ul><li>CC Topics </li></ul></ul><ul><ul><li>Inclement weather notices thru local media </li></ul></ul>Redefining Normal
    8. 8. ‘ Convergence’ <ul><li>Newspapers </li></ul><ul><ul><li>54% (62%) weekly adult readers </li></ul></ul><ul><ul><li>40% (48%) of weekly 18-24 readers </li></ul></ul><ul><ul><li>1.9% drop in circulation (2004-2005) </li></ul></ul><ul><li>Cable news </li></ul><ul><ul><li>Small audience (2-3 million) </li></ul></ul><ul><ul><li>“ No growth” in cable news for three years </li></ul></ul><ul><li>Network news </li></ul><ul><ul><li>34% drop in ratings since 1996 (59% since 1969) </li></ul></ul><ul><li>Radio </li></ul><ul><ul><li>Dropping news </li></ul></ul><ul><ul><li>13% radio talk-show audience </li></ul></ul>Redefining Normal
    9. 9. ‘ Convergence’ <ul><li>Magazines </li></ul><ul><ul><li>50% drop in popularity since 1994 </li></ul></ul><ul><li>Web </li></ul><ul><ul><li>68% U.S. population online </li></ul></ul><ul><ul><li>56% have “no knowledge of blogs” </li></ul></ul><ul><ul><li>16% read blogs </li></ul></ul><ul><ul><li>9% maintain blogs </li></ul></ul><ul><ul><li>72% prefer printed newspapers </li></ul></ul><ul><ul><li>11% get majority of news online </li></ul></ul>Redefining Normal In the U.S., the average amount of time spent reading news online in 2004 was just 7 minutes per day.
    10. 10. Effects-Based Newspapers <ul><li>Exploit the strengths </li></ul><ul><ul><li>Analysis and interpretation </li></ul></ul><ul><ul><li>Multiple perspectives </li></ul></ul><ul><ul><li>Recognize personal/team achievements </li></ul></ul><ul><ul><li>Multiple audiences </li></ul></ul><ul><ul><li>Sense of community </li></ul></ul><ul><ul><li>Commander/reader participation </li></ul></ul><ul><ul><li>Quantity of news </li></ul></ul><ul><ul><li>Advance news </li></ul></ul><ul><ul><li>Features </li></ul></ul><ul><ul><li>Serial coverage & Themes </li></ul></ul>Redefining Normal
    11. 11. Effects-Based Newspapers <ul><li>Overcome the weaknesses </li></ul><ul><ul><li>Not timely </li></ul></ul><ul><ul><li>Limited access to experts/authorities </li></ul></ul><ul><ul><li>No “dirty laundry” topics </li></ul></ul><ul><ul><li>Perceived low objectivity, credibility </li></ul></ul><ul><ul><li>No two-way communications </li></ul></ul><ul><ul><li>Multiple audiences=shotgun targeting </li></ul></ul><ul><ul><li>“ Dated” medium in information age </li></ul></ul>Redefining Normal
    12. 12. Effects-Based Newspapers <ul><li>Planned </li></ul><ul><ul><li>Contract for capability </li></ul></ul><ul><ul><ul><li>No-cost equipment/personnel support, upgrades </li></ul></ul></ul><ul><ul><ul><li>Infographics design? </li></ul></ul></ul><ul><ul><li>Seek end-of-year funding </li></ul></ul><ul><ul><li>Take the team approach </li></ul></ul><ul><ul><ul><li>Services, FSC, base photo lab, ACC, AFNEWS </li></ul></ul></ul><ul><ul><li>Implement 3-week planning process </li></ul></ul><ul><ul><li>Stick to weekly/daily production schedules </li></ul></ul><ul><ul><li>Anticipate commanders’ needs </li></ul></ul><ul><ul><li>Demand more! </li></ul></ul>Redefining Normal
    13. 13. Effects-Based Newspapers <ul><li>3-week plan </li></ul><ul><ul><li>Visibility on three papers simultaneously </li></ul></ul><ul><ul><li>Facilitates team approach </li></ul></ul><ul><ul><li>Reduces last-minute problems </li></ul></ul><ul><ul><li>Reduces overtime and paper “burn out” </li></ul></ul><ul><ul><li>Accounts for staff shortages </li></ul></ul><ul><ul><li>Puts emphasis on strategic vision </li></ul></ul>Redefining Normal
    14. 14. Effects-Based Newspapers <ul><li>Targeted – Audience driven </li></ul><ul><ul><li>No such thing as mass “Internal Audience” </li></ul></ul><ul><ul><ul><li>Communities of interest </li></ul></ul></ul><ul><ul><ul><li>See, experience, feel organization differently </li></ul></ul></ul><ul><ul><ul><li>Different methods for accessing information </li></ul></ul></ul><ul><ul><li>Know base demographics </li></ul></ul><ul><ul><li>Know who reads, how they read (“pulse” surveys) </li></ul></ul><ul><ul><li>Target messages, delivery toward readers </li></ul></ul><ul><ul><ul><li>Address the “me” factor </li></ul></ul></ul><ul><ul><ul><li>Localize </li></ul></ul></ul><ul><ul><ul><li>Use style & content, and “special” content </li></ul></ul></ul><ul><ul><ul><li>Fight for feedback </li></ul></ul></ul><ul><ul><li>Form a steering committee </li></ul></ul>Redefining Normal
    15. 15. Effects-Based Newspapers <ul><li>Targeted – Key elements </li></ul><ul><ul><li>Leaders </li></ul></ul><ul><ul><ul><li>Link Airmen/leaders through a free flow of news/information </li></ul></ul></ul><ul><ul><ul><li>Provide avenues for feedback </li></ul></ul></ul><ul><ul><li>Mission </li></ul></ul><ul><ul><ul><li>Help Airmen understand their roles in the Air Force </li></ul></ul></ul><ul><ul><ul><li>Explain how policies, programs and operations affect Airmen </li></ul></ul></ul><ul><ul><li>People </li></ul></ul><ul><ul><ul><li>Promote good citizenship/build pride as members of the civilian community at home and abroad </li></ul></ul></ul><ul><ul><ul><li>Recognize individual and team achievements </li></ul></ul></ul><ul><ul><li>Infrastructure </li></ul></ul><ul><ul><ul><li>Explain how policies, programs and operations affect Airmen </li></ul></ul></ul>Redefining Normal
    16. 16. Effects-Based Newspapers <ul><li>Targeted – Community Themed – AF & Local </li></ul><ul><ul><li>Leaders </li></ul></ul><ul><ul><ul><li>Who are they? </li></ul></ul></ul><ul><ul><ul><li>What are they saying? </li></ul></ul></ul><ul><ul><li>Mission </li></ul></ul><ul><ul><ul><li>GWOT/OIF/OEF – we’re at war! </li></ul></ul></ul><ul><ul><ul><li>What are we doing and where are we doing it? </li></ul></ul></ul><ul><ul><li>People </li></ul></ul><ul><ul><ul><li>Programs – retirement, retention, housing, AEF, activities, etc. </li></ul></ul></ul><ul><ul><ul><li>Recognition </li></ul></ul></ul><ul><ul><ul><li>Recreation </li></ul></ul></ul><ul><ul><ul><li>Devlopment </li></ul></ul></ul><ul><ul><li>Infrastructure </li></ul></ul><ul><ul><ul><li>Improvements, new services, changes to existing services </li></ul></ul></ul>Redefining Normal
    17. 17. Trends <ul><li>What we’re seeing </li></ul><ul><ul><li>No/little war coverage </li></ul></ul><ul><ul><li>No/little leadership involvement </li></ul></ul><ul><ul><li>No/little two-way communication </li></ul></ul><ul><ul><li>No/little information graphic use </li></ul></ul><ul><ul><li>Poor/blah photography </li></ul></ul><ul><ul><li>Decreased emphasis on community/sports </li></ul></ul><ul><ul><li>Many one-source stories </li></ul></ul><ul><ul><li>No/little localization </li></ul></ul><ul><ul><li>Briefs not used effectively </li></ul></ul><ul><ul><li>Dated presentations </li></ul></ul><ul><ul><li>No/little strategy for redesign efforts </li></ul></ul>Redefining Normal
    18. 18. Trends <ul><li>Countering the trends </li></ul><ul><ul><li>War coverage in every issue </li></ul></ul><ul><ul><li>Training – reinforce basics </li></ul></ul><ul><ul><li>Training – advanced techniques </li></ul></ul><ul><ul><li>Seek leader involvement at all levels </li></ul></ul><ul><ul><li>Apply visual journalism processes </li></ul></ul><ul><ul><li>Implement a redesign process </li></ul></ul><ul><ul><li>Put emphasis on community/sports </li></ul></ul><ul><ul><li>Abandon “pure-J” mindset </li></ul></ul>Redefining Normal
    19. 19. Trends Redefining Normal
    20. 20. Trends Redefining Normal <ul><li>Fast Facts </li></ul><ul><li>Checklists </li></ul><ul><li>Diagrams </li></ul><ul><li>Quizzes </li></ul><ul><li>Surveys/Polls </li></ul><ul><li>Charts/Graphs </li></ul><ul><li>Book Reviews </li></ul><ul><li>Movie Reviews </li></ul><ul><li>Lists </li></ul>
    21. 21. Trends Redefining Normal
    22. 22. Conclusion <ul><li>“The workshop was great, but my PAO will never let me do this kind of stuff.” </li></ul><ul><li>-- ACC student </li></ul><ul><li>2005 AF Journalists’ Workshop </li></ul>Redefining Normal

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