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ACC Public Affairs Conference
NewspapersMaster Sgt. Mark Haviland
ACC/PAI
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Introduction
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“… 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
IntroductionRedefining NormalRedefining 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
OverviewRedefining NormalRedefining Normal
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
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‘Convergence’
Coordinate use of all comms weapons systems Face-to-face, e-mail, base papers, Web, CAC, 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
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‘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
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‘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
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In the U.S., the average amount of time spent reading news online in 2004 was just 7 minutes per
day.
Effects-BasedNewspapers
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
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Effects-BasedNewspapers
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
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Effects-BasedNewspapers
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!
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Effects-BasedNewspapers
3-week plan Visibility on three papers simultaneously Facilitates team approach Reduces last-minute problems Reduces overtime and paper “burn out” Accounts for staff shortages Puts emphasis on strategic vision
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Effects-BasedNewspapers
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
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Effects-BasedNewspapers
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
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Effects-BasedNewspapers
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
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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
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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
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TrendsRedefining NormalRedefining Normal
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Fast Facts
Checklists
Diagrams
Quizzes
Surveys/Polls
Charts/Graphs
Book Reviews
Movie
Reviews
Lists
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Conclusion
“The workshop was great, but my PAO will never let me do this kind of stuff.”
-- ACC student2005 AF Journalists’ Workshop
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