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.

1. Headquarters U.S. Air Force
Integrity - Service - Excellence
AFPIMS
& Convergence
Presented by:
MSgt Mark Haviland, ACC/PA
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2. Overview
 What is AFPIMS
 Why use it
 Media Convergence
 Summary
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3. What is AFPIMS?
Air
Force
Public
Information
Management
System
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4. What is AFPIMS?
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5. What is AFPIMS?
AFPIMS – Non-
technical (cut and
paste) solution
links content of
240+ AF sites
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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!
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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.
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8. Media Convergence
 Convergence is
NOT about being
an expert in
everything
 Convergence IS
about the way we
THINK
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9. Media Convergence
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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
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11. Convergence — Current
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12. Convergence — Current
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13. Convergence — Future
• Fast Facts
• Infographics
• Checklists
• Diagrams
• Polls
• Quizzes
• Surveys/Polls
• Charts/Graphs
• Lists
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14. Convergence — Future
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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
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16. Convergence — How
 Training
 Best Practices
 Suggestions
 Communication …
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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
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18. Summary
 AFPIMS
 Smarter
 Better
 Cheaper
 Facilitates …
 Convergence
 Traditional skill sets
 Non-traditional
execution
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19. Questions?
SAF/PA
E
E
ARCHIV
POLIC
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