This document provides an overview of a public affairs breakout session discussing strategies for improving communication through newspapers and other public affairs tools. Key points discussed include: 1) Transitioning newspapers to focus more on effects-based communication by exploiting strengths like analysis and addressing weaknesses like timeliness. 2) Implementing a "PA kill chain" approach to public affairs that mirrors the targeting process for identifying audiences, developing messages, selecting appropriate media, engaging audiences, and assessing effectiveness. 3) Pursuing "convergence" of public affairs tools and eliminating barriers between internal and external communication approaches.

1. ACC Public Affairs Breakout
Web, papers, etc.
Master Sgt. Mark Haviland

2. Introduction

3. 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

4. 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

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

6. 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

7. ‘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

8. ‘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

9. ‘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.

10. 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

11. 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

12. 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!

13. 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

14. 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

15. 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

16. 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

17. 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

18. l
Redefining Norma Trends

19. Trends
 Fast Facts
 Checklists
 Diagrams
 Quizzes
 Surveys/Polls
 Charts/Graphs
 Book Reviews
 Movie Reviews
 Lists

20. Conclusion
“The workshop was great, but my PAO will
never let me do this kind of stuff.”
-- ACC student
2005 AF Journalists’ Workshop