Find the Story/ Get the Story/ Tell the Story

Public AffairsPublic AffairsFind the Story- Get the Story- Tell the StoryFind the Story- Get the Story- Tell the Story

Major Mike Lagace, MBA27 October 2012

Squadron Sponsor RepsTell the Story!

Get in the Game!

Find the Story/ Get the Story/ Tell the Story

Media Mogul

Find the Story/ Get the Story/ Tell the Story

OK- Let’s Begin!

Find the Story/ Get the Story/ Tell the Story

Who are the Team?

Major Mike Lagace Captain Kerry Walker Lt (N) Conor Lloyd SLt Jessica Cameron Capt Kevin Fuhr UPARs League Reps

Find the Story/ Get the Story/ Tell the Story

Squadron Sponsors

Get in the game and help your cadets!

Training Who are the Media Tools Templates

Best kept secret? Not if you can help it!

Find the Story/ Get the Story/ Tell the Story

Getting the right person for the job

Receiving top-down support Building relationship with PA

Cell Providing internal information Obtaining Increased PA

awareness local UPAR training National Defence PA Course

(DPAC) Becoming a spokesperson

Alberta UPAR TrainingFebruary 2012

Find the Story/ Get the Story/ Tell the Story

Act as a resource to the unit CO in public affairs and community relations

Cover public affairs duties for Squadron/Corp during Public Affairs Officer’s absence

Execute public affairs activities Chop to PAO in an emergency – as media

escort or to speak directly to the media

The UPAR Terms of References Chapter 1-

Annex A

Find the Story/ Get the Story/ Tell the Story

Prepare hometowners Gather and retain PA material Identify appropriate spokespersons or SMEs Support unit tours and visits Solicit unit members willing to assist the PA

program and its initiatives

The UPAR Terms of References

Find the Story/ Get the Story/ Tell the Story

Cadets are the face!

Find the Story/ Get the Story/ Tell the Story

How Do We How Do We CommunicateCommunicate

Old School-

•Routine Orders•E-Mails•Teleconf•Video Conf•Face-to-face•Posters/displays

Find the Story/ Get the Story/ Tell the Story

How Do We How Do We CommunicateCommunicate

New Wave- (Social Media)

WebsitesFacebook TwitterE-newslettersPhoto sites

Find the Story/ Get the Story/ Tell the Story

How is PA conducted?

The Proactive Approach

What your CO wants “preventative” Enforcing your credibility, shows control Opportunity to get your side of the story out Tool to build rapport with community and

media

Find the Story/ Get the Story/ Tell the Story

Why bother with PA?

Support Attracting Recruiting Retention Inform the public

Find the Story/ Get the Story/ Tell the Story

How Can Our League Partners Help?

Social Media Inviting the local media

Find the Story/ Get the Story/ Tell the Story

Region Comm ToolsRegion Comm Tools

Find the Story/ Get the Story/ Tell the Story

Social Media in Social Media in Cadet CorpsCadet Corps

Find the Story/ Get the Story/ Tell the Story

Facebook and Image GalleriesFacebook and Image Galleries

Find the Story/ Get the Story/ Tell the Story

Find the Story/ Get the Story/ Tell the Story

Find the Story/ Get the Story/ Tell the Story

Principles of Participation

Be Professional Be Transparent Be Inclusive Be Respectful Be Accountable Do no harm

Find the Story/ Get the Story/ Tell the Story

Planning, Design and Coordination

Work through your sqn UPAR Review good sites (12 City of Edmonton- www.12air.ca ) Make it functional and relevant - Own it- CO is responsible

Find the Story/ Get the Story/ Tell the Story

Guidelines for Release

Squadron CO decision Public interest Cood with Sqn UPAR Coord with your Alta Director of PR-

Stan Monkman

Find the Story/ Get the Story/ Tell the Story

The Media

Find the Story/ Get the Story/ Tell the Story

What do Squadrons publicize? Training events Unit social events that affect the community at large Unit member achievements (e.g. sports, scholastic,

heroic) Community service projects, (i.e. United Way

appeal) Inspections and change-of-command ceremonies

Awards, unit and individual Open-house or tours of your squadron or unit

Find the Story/ Get the Story/ Tell the Story

Know your Audience and the Media

Define the audience Family members People in the area

Know your media Major and community newspapers (inc base) Radio/TV/Cable stations

Know the basics when dealing with the media!

Find the Story/ Get the Story/ Tell the Story

Who to see?

Small Dailies likely the city editor

Weekly newspapers Radio Stations Local television Cable TV access

Find the Story/ Get the Story/ Tell the Story

Three Main Products

Public Service Announcement Media Advisories News Release

Find the Story/ Get the Story/ Tell the Story

The Public Service Announcement

Used to invite the public to a squadron activity

Issued 3 weeks in advance to local media

Could be an ACR or cool squadron activity where you want local folks involved

Find the Story/ Get the Story/ Tell the Story

Find the Story/ Get the Story/ Tell the Story

The Media Advisory

You have great activity where you would like the media to cover the activity

Could be an ACR of field event

Similar to a PSA but specifically an invite for your local media

They may want more information- be prepared to support

Time need- if a daily- a couple days with a follow up phone call- if a weekly- then depends! Again a few days before with a follow up phone call

Find the Story/ Get the Story/ Tell the Story

Media Avisory

Find the Story/ Get the Story/ Tell the Story

The News Release Informs the media about a newsworthy event- a cadet

award or scholarship

Notifies a number of media at same time Saves time and phone calls Provides the same information

They may want more information- be prepared to support

Find the Story/ Get the Story/ Tell the Story

The News ReleaseNews Release

DateLocal Air Cadet Wins Overseas Scholarship

Find the Story/ Get the Story/ Tell the Story

The Media Radio News Broadcasts Advertising Community Calendar Radio Interviews Television Photographs Mailed caption stories

Find the Story/ Get the Story/ Tell the Story

The DO’S Your homework: Know your topic.

Ensure that you are the right person for the interview

Publish their interpretation of what they believe the facts to be and go with what they have.

Find out who will do the interview and where it will be done (their studio or your place of work.)

Decide on one or two messages and make sure you know them well.

Find the Story/ Get the Story/ Tell the Story

The DO’S Use colourful language, simple words and easy-to-

understand comparisons,

Correct any false premise, seize the moral high ground.

Think of an interview as an opportunity to get your message across.

Ask yourself, “What if they did this story without me?”

Find the Story/ Get the Story/ Tell the Story

The DON’Ts

Use jargon or patronizing language. Use one-word answers. Repeat a reporter’s question. Ever use NO COMMENT. If you don’t know,

say, “I don't know,” and offer to find the information.

EVER LIE.REMEMBER:

H Give HONEST answers and be direct.O Use this as an OPPORTUNITY to pass

your message, expand your answer.W Use colourful language to prove or illustrate your WHOLE POINT.S SELL IT, make the reporter/audience feel

good, then stop talking.

Find the Story/ Get the Story/ Tell the Story

Air LeagueAir LeagueTools and TemplatesTools and Templates

As found in the Region Strat Comm Plan (on Region website)

Find the Story/ Get the Story/ Tell the Story

Tools and TemplatesTools and Templates

Find the Story/ Get the Story/ Tell the Story

Find the Story/ Get the Story/ Tell the Story

Find the Story/ Get the Story/ Tell the Story

SWAG Plan- Start Apr 1 2012 at CSGs

Find the Story/ Get the Story/ Tell the Story

Questions?Questions?