1. The document discusses redefining public affairs approaches through convergence of communication methods, effects-based planning, and targeted messaging to key audiences. 2. It recommends overcoming trends like lack of war coverage and leadership involvement by improving training, seeking more leader participation, and emphasizing community and visual storytelling. 3. The goal is to better inform and engage audiences by coordinating communication across different platforms, anticipating needs, and localizing content.

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

2. Introduction

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. 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

19. Trends Redefining Normal

21. Trends Redefining Normal