cap public information officer: high profile missions

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CAP Public Information Officer:CAP Public Information Officer:High Profile MissionsHigh Profile Missions

Julie DeBardelabenJulie DeBardelabenDeputy Director, Public AffairsDeputy Director, Public Affairs

Civil Air PatrolCivil Air Patrol

National HeadquartersNational Headquarters

[email protected]

(877) 227-9142, ext. 250(877) 227-9142, ext. 250

Capt. Phil NorrisCapt. Phil NorrisAssistant Director of Public AffairsAssistant Director of Public Affairs

Southeast Region, CAPSoutheast Region, CAP

[email protected]

(601) 325-6800(601) 325-6800


High-Profile vs. Regular High-Profile vs. Regular Missions Missions

vs. Public Affairsvs. Public Affairs

A High-Profile Mission requires different A High-Profile Mission requires different rules than a regular mission or the rules than a regular mission or the normal public affairs duties of a PAO.normal public affairs duties of a PAO.

The stakes are higher during high-The stakes are higher during high-profile missions, and only properly profile missions, and only properly trained PIOs are involved in these trained PIOs are involved in these missions.missions.


Regular MissionsRegular Missions

Regular missions involve the search for Regular missions involve the search for a lost aircraft, the search for a missing a lost aircraft, the search for a missing person or the investigation of an ELT person or the investigation of an ELT signal reported from an aircraft. signal reported from an aircraft.

Regular missions normally involve a Regular missions normally involve a local incident staff, an aircrew, a local incident staff, an aircrew, a ground team and the appropriate wing ground team and the appropriate wing command staff.command staff.


Public AffairsPublic Affairs

Public affairs is the function familiar Public affairs is the function familiar to most PAOs.to most PAOs.

It is a relationship-building process It is a relationship-building process in which local units reach out to the in which local units reach out to the community to educate the public on community to educate the public on CAP’s three primary missions.CAP’s three primary missions.


High-Profile Mission High-Profile Mission ProtocolProtocol

CAP NHQ/PA has developed a high-CAP NHQ/PA has developed a high-profile missions policy in response to profile missions policy in response to Hurricane Katrina, flooding in the Hurricane Katrina, flooding in the Midwest and several other missions Midwest and several other missions that required more diligence from that required more diligence from the standpoint of public affairs. the standpoint of public affairs. Having this in place aided in the Having this in place aided in the approach to public affairs during approach to public affairs during Deepwater Horizon.Deepwater Horizon.


CAP’s High-Profile CAP’s High-Profile Missions PolicyMissions Policy

A high-profile Air Force-assigned A high-profile Air Force-assigned mission (AFAM) is defined as a mission mission (AFAM) is defined as a mission that will potentially trigger significant that will potentially trigger significant media interest at the regional or media interest at the regional or national level. A mission may be treated national level. A mission may be treated as high-profile as deemed appropriate as high-profile as deemed appropriate by the CAP National Operations Center, by the CAP National Operations Center, NHQ/PA, wing commanders or the NHQ/PA, wing commanders or the mission approval authority (1st, 11th or mission approval authority (1st, 11th or 13th Air Force, CAP-USAF, etc.). 13th Air Force, CAP-USAF, etc.).


High-Profile Missions High-Profile Missions PolicyPolicy

ICs or PIOs who are unsure whether a ICs or PIOs who are unsure whether a mission would be considered high-mission would be considered high-profile, or who simply need assistance, profile, or who simply need assistance, should contact the NOC or NHQ/PA for should contact the NOC or NHQ/PA for guidance. guidance.

News releases for high-profile AFAMs News releases for high-profile AFAMs must be approved by NHQ/PA and the must be approved by NHQ/PA and the NOC. NOC. This clearance is not required for This clearance is not required for routine missions or training missions.routine missions or training missions.



Media relations for high-profile events – Media relations for high-profile events – including developing a public awareness including developing a public awareness plan, developing talking points, plan, developing talking points, identifying whether and when to hold identifying whether and when to hold press conferences, scheduling one-on-press conferences, scheduling one-on-one interviews with selected spokesmen one interviews with selected spokesmen and developing and disseminating news and developing and disseminating news releases and media kits – will be releases and media kits – will be accomplished in partnership with accomplished in partnership with NHQ/PA. NHQ/PA.



NHQ/PA provides approvals to proceed NHQ/PA provides approvals to proceed with these public affairs initiatives to the with these public affairs initiatives to the IC and IO.IC and IO.

NHQ/PA will establish and maintain, as NHQ/PA will establish and maintain, as deemed appropriate, a page on deemed appropriate, a page on www.gocivilairpatrol.com where photos where photos and news releases of high-profile and news releases of high-profile missions will be posted on an ongoing missions will be posted on an ongoing basis. basis.


Deepwater HorizonDeepwater Horizon

On April 20, 2010, the Deepwater Horizon On April 20, 2010, the Deepwater Horizon semi-submersible mobile off-shore drilling semi-submersible mobile off-shore drilling unit, located approximately 41 miles from the unit, located approximately 41 miles from the Louisiana coast, exploded.Louisiana coast, exploded.

Eleven workers were killed and 17 others Eleven workers were killed and 17 others were injured.were injured.

The explosion caused a large fire on the oil The explosion caused a large fire on the oil rig.rig.

This resulted in the dumping of approximately This resulted in the dumping of approximately 62,000 barrels of oil into the Gulf of Mexico.62,000 barrels of oil into the Gulf of Mexico.



Organizations involved initially in the oil rig Organizations involved initially in the oil rig crisis:crisis:

U.S. Coast Guard.U.S. Coast Guard. BP Oil Co.BP Oil Co. U.S. Environmental Protection Agency.U.S. Environmental Protection Agency. National Oceanic and Atmospheric National Oceanic and Atmospheric

Administration, Department of Energy, Administration, Department of Energy, Geological Survey, Bureau of Ocean Energy Geological Survey, Bureau of Ocean Energy Management and coastal state emergency Management and coastal state emergency organizations.organizations.



Initial potentially damaging effects of the oil Initial potentially damaging effects of the oil spill:spill:

Damage to coastlines of Louisiana, Damage to coastlines of Louisiana, Mississippi, Alabama, Florida and Texas.Mississippi, Alabama, Florida and Texas.

Impact on Gulf Coast economies and Impact on Gulf Coast economies and fishing industry (tourism, real estate fishing industry (tourism, real estate values, etc.).values, etc.).

Long-term damage to marine life in Gulf.Long-term damage to marine life in Gulf. Impact on the future of the oil industry in Impact on the future of the oil industry in

Gulf.Gulf.



Civil Air Patrol was tasked with oil spill Civil Air Patrol was tasked with oil spill response support in early May 2010:response support in early May 2010:

Initial CAP Incident Command Initial CAP Incident Command established at Mobile Civic Center as established at Mobile Civic Center as one of the Incident Command Posts one of the Incident Command Posts along the Gulf. along the Gulf.

Col. James Rushing, Southeast Region Col. James Rushing, Southeast Region commander, was appointed senior commander, was appointed senior officer in charge for CAP.officer in charge for CAP.


Deepwater HorizonDeepwater HorizonMaj. John Neil, Alabama Wing Director of Maj. John Neil, Alabama Wing Director of Operations, and Capt. Jan Hulsey, from Operations, and Capt. Jan Hulsey, from the National Operations Center, set up the the National Operations Center, set up the initial Incident Command Post for CAP.initial Incident Command Post for CAP.

NHQ/PA got involved from the start and NHQ/PA got involved from the start and began gathering resources and discussing began gathering resources and discussing PA guidelines with Col. Rushing, CAP PA guidelines with Col. Rushing, CAP NHQ staff, 1NHQ staff, 1stst Air Force and the incident Air Force and the incident commander.commander.


Deepwater HorizonDeepwater HorizonThe decision was made by Col. Rushing The decision was made by Col. Rushing and Lt. Col. Joel Katz of the Southeast and Lt. Col. Joel Katz of the Southeast Region, after consulting with NHQ/PA, that Region, after consulting with NHQ/PA, that one CAP member should be tasked as the one CAP member should be tasked as the overall Pubic Information Officer (PIO) for overall Pubic Information Officer (PIO) for the mission.the mission.

Capt. Phil Norris, Southeast Region Capt. Phil Norris, Southeast Region assistant director of public affairs, was assistant director of public affairs, was chosen as the Deepwater Horizon Mission chosen as the Deepwater Horizon Mission PIO.PIO.


Deepwater HorizonDeepwater HorizonCapt. Norris’s CAP PA credentials:Capt. Norris’s CAP PA credentials: Master Rating in Public Affairs.Master Rating in Public Affairs. 5 years’ experience as CAP PAO/PIO.5 years’ experience as CAP PAO/PIO. Attended 2007 and 2008 PAO Attended 2007 and 2008 PAO

Academies.Academies. Several National PA Awards.Several National PA Awards. Coordinated national media relations for Coordinated national media relations for

the Dennis Steinbock mission in 2007.the Dennis Steinbock mission in 2007. Former Mississippi Wing PAO.Former Mississippi Wing PAO.



Norris’ initial tasking was to serve Norris’ initial tasking was to serve as a central point of contact for all as a central point of contact for all information released relating to the information released relating to the CAP mission in the oil spill response. CAP mission in the oil spill response.

This required him to be in the This required him to be in the approval chain for all press releases approval chain for all press releases that dealt with the oil spill response.that dealt with the oil spill response.


Deepwater HorizonDeepwater HorizonMajor concerns from the standpoint of PA:Major concerns from the standpoint of PA: Protecting sensitive information related Protecting sensitive information related

to the mission.to the mission. Keeping CAP members involved in the Keeping CAP members involved in the

mission from using unauthorized channels mission from using unauthorized channels to publish information about the mission to publish information about the mission (social media, (social media, e-mail, local stories, etc.).e-mail, local stories, etc.).

Not violating the trust the Unified Not violating the trust the Unified Command placed in CAP to protect Command placed in CAP to protect sensitive information.sensitive information.


Deepwater HorizonDeepwater HorizonMajor concerns from the standpoint of PA Major concerns from the standpoint of PA

(cont.)(cont.):: Working with the Incident Command Working with the Incident Command

Structure and Joint Information Center Structure and Joint Information Center (JIC) on a large- scale mission where (JIC) on a large- scale mission where CAP was not the lead agency.CAP was not the lead agency.

Staying in our lanes when sending out Staying in our lanes when sending out CAP press releases.CAP press releases.

Telling the CAP story in a timely fashion Telling the CAP story in a timely fashion and obtaining necessary approvals.and obtaining necessary approvals.


Deepwater HorizonDeepwater HorizonMajor PA goals for this mission:Major PA goals for this mission: Maintain information integrity and Maintain information integrity and

operations security.operations security. Tell the CAP story to a national audience Tell the CAP story to a national audience

(aiding recruiting efforts).(aiding recruiting efforts). Recognize members who contributed to the Recognize members who contributed to the

success of the mission (aiding retention success of the mission (aiding retention efforts).efforts).

Establish CAP as a key emergency services Establish CAP as a key emergency services player in future large-scale missions.player in future large-scale missions.

Demonstrate CAP’s value to stakeholders.Demonstrate CAP’s value to stakeholders.


Deepwater HorizonDeepwater HorizonInitial steps to execute PA mission:Initial steps to execute PA mission: PIO and NHQ/PA discussed how PIO and NHQ/PA discussed how

coordination would be carried out and coordination would be carried out and chain of command.chain of command.

Educated key mission players, including Educated key mission players, including all wing and region PAOs and national PA all wing and region PAOs and national PA team leader, on protocol for mission. team leader, on protocol for mission.

PIO and NHQ/PA communicated with key PIO and NHQ/PA communicated with key players in the JIC, 1st Air Force and NOC players in the JIC, 1st Air Force and NOC to learn what we could and couldn’t to learn what we could and couldn’t publish.publish.



Initial Steps to execute PA mission Initial Steps to execute PA mission (cont.)(cont.):: NHQ/PA and PIO partnered with wing PAOs NHQ/PA and PIO partnered with wing PAOs

to encourage publicizing CAP’s involvement to encourage publicizing CAP’s involvement in the mission on the local level. in the mission on the local level.

Established rules for national press Established rules for national press releases, local press releases and releases, local press releases and interviews.interviews.

Established high-profile mission page on Established high-profile mission page on national website with updates and articles.national website with updates and articles.



Subsequent steps in executing PA mission:Subsequent steps in executing PA mission: Focused on getting a national press Focused on getting a national press

release out as soon as possible to build release out as soon as possible to build national interest in the CAP story.national interest in the CAP story.

Contacted selected national media outlets Contacted selected national media outlets to promote interest in the CAP story.to promote interest in the CAP story.

Contacted local media outlets to build Contacted local media outlets to build interest in CAP (tasked wing PAOs with interest in CAP (tasked wing PAOs with this).this).


Deepwater HorizonDeepwater HorizonSubsequent steps in executing PA mission Subsequent steps in executing PA mission

(cont.)(cont.):: As soon as national media interest was As soon as national media interest was

trickling in, established protocol to get trickling in, established protocol to get approval for media flights and media approval for media flights and media interviews with key personnel.interviews with key personnel.

Continued to send out press releases to Continued to send out press releases to national media to maintain interest in CAP’s national media to maintain interest in CAP’s story.story.

Developed communication plans for each Developed communication plans for each media event.media event.



Our SuccessesOur Successes


Deepwater HorizonDeepwater HorizonOur successes:Our successes: We provided a media flight to CBS Evening We provided a media flight to CBS Evening

News, which featured CAP on national news News, which featured CAP on national news (more than 5 million viewers).(more than 5 million viewers).

We provided a media flight to WALB-TV from We provided a media flight to WALB-TV from Albany, Ga., which aired a 3-minute feature Albany, Ga., which aired a 3-minute feature on CAP.on CAP.

Newspath flew with us and aired a story Newspath flew with us and aired a story shown on 80 CBS channels.shown on 80 CBS channels.


Our SuccessesOur SuccessesOur successes Our successes (cont.)(cont.):: National news releases picked up online, National news releases picked up online,

including Aero-News Network and General including Aero-News Network and General Aviation.Aviation.

Air & Space/Smithsonian Air & Space/Smithsonian and and AOPA Pilot AOPA Pilot magazines both writing feature stories magazines both writing feature stories including coverage of CAP’s contributions.including coverage of CAP’s contributions.

We told the CAP story to several local We told the CAP story to several local media outlets (at least 12 print media outlets (at least 12 print stories/video reports).stories/video reports).


Deepwater HorizonDeepwater HorizonOur successes Our successes (cont.)(cont.):: Received media information requests Received media information requests

from from Popular MechanicsPopular Mechanics, Fox News and , Fox News and “Inside Edition.”“Inside Edition.”

Established CAP PA as a professional Established CAP PA as a professional organization capable of handling high-organization capable of handling high-profile missions.profile missions.

Educated large contingent of CAP PAOs Educated large contingent of CAP PAOs on proper conduct for a high-profile on proper conduct for a high-profile mission.mission.



Our successes Our successes (cont.)(cont.):: Demonstrated to 1st Air Force, U.S. Coast Demonstrated to 1st Air Force, U.S. Coast

Guard, Federal Emergency Management Guard, Federal Emergency Management Agency, Department of Homeland Agency, Department of Homeland Security and other key emergency Security and other key emergency services organizations the value of CAP’s services organizations the value of CAP’s volunteer membership. volunteer membership.

DHS developed PowerPoint presentation, DHS developed PowerPoint presentation, which featured CAP, to show local which featured CAP, to show local communities.communities.


Deepwater HorizonDeepwater HorizonLessons learned:Lessons learned: Involve PA early on in high-profile missions.Involve PA early on in high-profile missions. The Incident Command Structure works.The Incident Command Structure works. NHQ/PA and mission PIO partnership is NHQ/PA and mission PIO partnership is

critical to PA success.critical to PA success. Get all affected PAs involved in the process.Get all affected PAs involved in the process. Communication is critical to mission Communication is critical to mission

success.success. Be willing to be flexible; rules change at Be willing to be flexible; rules change at

times.times.


Deepwater HorizonDeepwater HorizonLessons learned Lessons learned (cont.)(cont.):: Establish good relationships with JIC, Establish good relationships with JIC,

Air Force, CAP volunteer leadership, Air Force, CAP volunteer leadership, CAP subordinate unit PAOs, PA team CAP subordinate unit PAOs, PA team leader and local and national media.leader and local and national media.

Be patient and make sure your Be patient and make sure your message is scrutinized before message is scrutinized before publishing.publishing.

Properly brief CAP members before Properly brief CAP members before interaction with media representatives.interaction with media representatives.


Deepwater HorizonDeepwater HorizonSummary:Summary:

The Deepwater Horizon mission was a The Deepwater Horizon mission was a large success for CAP PA. We large success for CAP PA. We established CAP as a national asset in established CAP as a national asset in the minds of the national media, the minds of the national media, stakeholders and the general public. For stakeholders and the general public. For the mission PIO, the coordination and the mission PIO, the coordination and support from NHQ/PA was absolutely support from NHQ/PA was absolutely critical in achieving great successes critical in achieving great successes during the Deepwater Horizon mission. during the Deepwater Horizon mission.


Partnering with NHQ/PA Partnering with NHQ/PA for High-Profile Missionsfor High-Profile MissionsPlanning:Planning: Develop and/or refine crisis plan or public Develop and/or refine crisis plan or public

relations plan. relations plan. Identify a spokesperson. Identify a spokesperson. Anticipate media needs and questions. Anticipate media needs and questions. Make recommendations on all media Make recommendations on all media

coverage. coverage. Coordinate national leadership Coordinate national leadership

participation. participation. Provide talking points and media kits.Provide talking points and media kits.


Partnering with NHQ/PA Partnering with NHQ/PA for High-Profile Missionsfor High-Profile MissionsMedia queries and responses:Media queries and responses: Respond to media inquiries. Respond to media inquiries. Research, interview and write news Research, interview and write news

releases. releases. Disseminate news releases nationwide. Disseminate news releases nationwide. Develop radio and TV announcements. Develop radio and TV announcements. Set up interviews. Set up interviews. Set up press conferences. Set up press conferences.


Partnering with NHQ/PA Partnering with NHQ/PA for High-Profile Missionsfor High-Profile MissionsIssues management:Issues management: Develop proactive media messages. Develop proactive media messages. Prepare a daily issues management Prepare a daily issues management

report that tracks key issues and report that tracks key issues and recommends courses of action. recommends courses of action.


Partnering with NHQ/PA Partnering with NHQ/PA for High-Profile Missionsfor High-Profile MissionsLogistics:Logistics: Publish daily updates online. Publish daily updates online. Provide media contact lists. Provide media contact lists. Provide a daily report of media coverage. Provide a daily report of media coverage. Provide a copy of WMIRS reports to Provide a copy of WMIRS reports to

members involved in missions, issued members involved in missions, issued daily by NHQ’s National Operations daily by NHQ’s National Operations Center. Center.

Prepare Prepare an an after-action report. after-action report.


Parterning with NHQ/PA Parterning with NHQ/PA for High Profile Missionsfor High Profile MissionsCreative Services:Creative Services: Coordinate with NHQ Creative Services to Coordinate with NHQ Creative Services to

establish and maintain a website. establish and maintain a website. Coordinate with NHQ Creative Services to Coordinate with NHQ Creative Services to

secure and publish photographs online. secure and publish photographs online. Coordinate with NHQ Creative Services to Coordinate with NHQ Creative Services to

record, edit and distribute videos/DVDs. record, edit and distribute videos/DVDs.



SummarySummary (cont.) (cont.)::

The support of Col. Rushing, Southeast The support of Col. Rushing, Southeast Region commander, the various incident Region commander, the various incident commanders, the National Operations commanders, the National Operations Center, 1Center, 1stst Air Force, the mission base staff, Air Force, the mission base staff, aircrews and the wing PAOs was essential aircrews and the wing PAOs was essential in getting a positive CAP story out to a in getting a positive CAP story out to a national audience. This will pay tremendous national audience. This will pay tremendous dividends to CAP for years to come. Thanks dividends to CAP for years to come. Thanks to all who supported the PA mission.to all who supported the PA mission.


Deepwater HorizonDeepwater HorizonThanks to:Thanks to:

Julie DeBardelaben, NHQ/PAJulie DeBardelaben, NHQ/PA

Steve Cox, NHQ/PASteve Cox, NHQ/PA

NHQ/PA Staff Writer and PhotographerNHQ/PA Staff Writer and Photographer

Maj. Al Pabon, National PA Team LeaderMaj. Al Pabon, National PA Team Leader

National Operations Center PersonnelNational Operations Center Personnel

Col. James RushingCol. James Rushing

Incident CommandersIncident Commanders

Mission Base StaffMission Base Staff

CAP AircrewsCAP Aircrews

Col. Becky Tilton, MSWG PAOCol. Becky Tilton, MSWG PAO

Maj. Pat Mitcham, ALWG PAOMaj. Pat Mitcham, ALWG PAO

Maj. Doug Jessmer, FLWG PAOMaj. Doug Jessmer, FLWG PAO

Maj. Paige Joyner, GAWG PAOMaj. Paige Joyner, GAWG PAO

Lt. Kimberly Bennett, TNWG PAOLt. Kimberly Bennett, TNWG PAO


High-Profile MissionsHigh-Profile Missions

Future High-Profile Mission PA Future High-Profile Mission PA involvement:involvement:

Plans are under way to create different Plans are under way to create different qualification levels for CAP public qualification levels for CAP public information officers. Specific information officers. Specific qualification requirements will be in qualification requirements will be in place for PIOs before they will be place for PIOs before they will be allowed to participate in high-profile allowed to participate in high-profile missions. missions.


PIO Requirements: The PIO Requirements: The FutureFuture

Future High-Profile Mission PA involvement Future High-Profile Mission PA involvement (cont.)(cont.)::

Three levels of training based on the Three levels of training based on the Department of Homeland Security’s Department of Homeland Security’s National Incident Management System National Incident Management System (NIMS) requirements.(NIMS) requirements.

NIMS has five levels, but the top two are NIMS has five levels, but the top two are for federal-level PIOs serving on missions for federal-level PIOs serving on missions of national consequence – roles CAP would of national consequence – roles CAP would not fill.not fill.

CAP will have PIOs Level 5 to 3.CAP will have PIOs Level 5 to 3.


PIO Requirements: Level PIO Requirements: Level 55

Current requirements:Current requirements: Operational Risk Management Basic and Intermediate Operational Risk Management Basic and Intermediate

Training.Training. Complete Technician Rating in PAO Specialty Track.Complete Technician Rating in PAO Specialty Track.

FEMA’s G-289 or an equivalent CAP PIO Course.FEMA’s G-289 or an equivalent CAP PIO Course. Demonstrate Writing Technique – Writing a good news Demonstrate Writing Technique – Writing a good news

release.release.

Current PIOs will be rolled in at this level Current PIOs will be rolled in at this level automatically and will be expected to automatically and will be expected to complete the above before renewing their complete the above before renewing their qualifications.qualifications.


PIO Requirements: Level PIO Requirements: Level 44 Complete Senior Rating in PAO Specialty Track.Complete Senior Rating in PAO Specialty Track.

Demonstrate additional proficiency in writing, Demonstrate additional proficiency in writing, photography and presentation preparation.photography and presentation preparation.

Demonstrate knowledge of AP style.Demonstrate knowledge of AP style. Demonstrate ability to prepare for and conduct a press Demonstrate ability to prepare for and conduct a press

conference.conference. Complete FEMA G-290 and G-291 or equivalent CAP Complete FEMA G-290 and G-291 or equivalent CAP

PIO courses.PIO courses. Complete two missions as a Level 4 supervised trainee.Complete two missions as a Level 4 supervised trainee.

Current PIOs meeting these requirements can Current PIOs meeting these requirements can be qualified immediately by their wing be qualified immediately by their wing commander or a designee.commander or a designee.


PIO Requirements: Level PIO Requirements: Level 33

:: FEMA’s E-388 or equivalent CAP PIO Course.FEMA’s E-388 or equivalent CAP PIO Course. Two missions as a Level 3 Supervised Trainee.Two missions as a Level 3 Supervised Trainee. Complete ICS 400.Complete ICS 400. Complete Master Rating in PAO Specialty Track. Complete Master Rating in PAO Specialty Track.

Current PIOs meeting these Current PIOs meeting these requirements can be qualified requirements can be qualified immediately by their region immediately by their region commander or a designee.commander or a designee.


Questions?Questions?

cap public information officer: high profile missions

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