tracking the cycle of pa success julie debardelaben deputy director, public affairs 2005 summer...

Tracking the Cycle

of PA Success

Julie DeBardelabenDeputy Director, Public Affairs

2005 Summer National Conference

Everyday Heroes: The Faces of Civil Air Patrol 2

Mission Statement

To inform internal and external audiences of Civil

Air Patrol’s national importance; enable the

organization to grow; protect the image and assets

of the corporation; and strengthen relationships with

key audiences and customers.


Planning

The Four-Step ProcessThe Four-Step Process Defining the problem.Defining the problem. This involves probing and This involves probing and

monitoring knowledge, opinions, attitudes and monitoring knowledge, opinions, attitudes and behaviors of those concerned with and affected by behaviors of those concerned with and affected by the acts and policies of an organization – research the acts and policies of an organization – research and fact finding. In essence, this is an organization’s and fact finding. In essence, this is an organization’s intelligence function as it requires determining intelligence function as it requires determining ““What’s happening nowWhat’s happening now?”?”

Planning and programmingPlanning and programming.. This involves bringing This involves bringing the intelligence to bear on the policies and programs the intelligence to bear on the policies and programs of the organization. It results in decisions affecting of the organization. It results in decisions affecting program target audiences, objectives, procedures and program target audiences, objectives, procedures and strategies in the interests of all concerned. This step strategies in the interests of all concerned. This step in the process answers in the process answers ““What should we do andWhat should we do and whywhy?”?”


Planning

Taking action and communicatingTaking action and communicating.. This involves This involves implementing the plans and programs through both implementing the plans and programs through both action and communication designed to achieve action and communication designed to achieve specific objectives related to the program goal. With specific objectives related to the program goal. With respect to each of the publics, the question is respect to each of the publics, the question is ““How How do we do it and say itdo we do it and say it?”?”

Evaluating the program.Evaluating the program. This involves determining This involves determining the results of the program, as we are assessing the the results of the program, as we are assessing the effectiveness of program preparation and effectiveness of program preparation and implementation. Adjustments can be made in the implementation. Adjustments can be made in the continuing program or the program can be stopped continuing program or the program can be stopped after learning after learning ““How did we doHow did we do?”?”


Ten Steps in Preparing a Plan

1.1. The ProblemThe Problem2.2. Situation AnalysisSituation Analysis

a. Internal Factorsa. Internal Factorsb. External Factorsb. External Factors

3.3. Program GoalsProgram Goals4.4. Significant PublicsSignificant Publics

a. (Public #1)a. (Public #1)b. (Public #2)b. (Public #2)c. (etc.)c. (etc.)


Ten Steps In Preparing A Plan

55. . Program Objectives for Each PublicProgram Objectives for Each Publica. ( Public #1)a. ( Public #1)b. ( Public #2)b. ( Public #2)c. ( etc.)c. ( etc.)

6. 6. ActionAction Program StrategiesProgram Strategies7.7.Communication Program StrategiesCommunication Program Strategies

a. Message Strategiesa. Message Strategiesb. Media Strategiesb. Media Strategies

8. 8. Program EvaluationProgram Evaluation


Ten Steps In Preparing A Plan

99. . Program Implementation PlansProgram Implementation Plansa. Assignment of Responsibilitiesa. Assignment of Responsibilitiesb. Scheduleb. Schedulec.c. BudgetBudget

1010. . Feedback and Program Feedback and Program AdjustmentsAdjustments

Taken from Taken from Effective Public RelationsEffective Public Relations by Cutlip, by Cutlip, Center and BroomCenter and Broom


Excerpts from Air University’s Public Affairs Strategic Plan

Goal 9: Goal 9: Continuously contact and educate new audiences Continuously contact and educate new audiences through community relations programsthrough community relations programs

Objective 1: Objective 1: Continue community outreach through base Continue community outreach through base tours, speakers bureau and interaction with chambers of tours, speakers bureau and interaction with chambers of commerce. commerce.

__ Hold a civic leader tour biannually __ Hold a civic leader tour biannually

__ Visit area chambers quarterly to maintain strong __ Visit area chambers quarterly to maintain strong community relationscommunity relations

__ Maintain active list of quality, motivated speakers __ Maintain active list of quality, motivated speakers



__ Encourage senior leadership to speak to the __ Encourage senior leadership to speak to the community and participate in external community and participate in external community eventscommunity events

__ Ensure all community audiences are __ Ensure all community audiences are identified and methods of communication are identified and methods of communication are

effectiveeffective

__ Share AU and Air Force themes and __ Share AU and Air Force themes and messages with the communitymessages with the community



Objective 2: Objective 2: Continue to build base tour Continue to build base tour programprogram

__ Increase size of volunteer tour guide __ Increase size of volunteer tour guide poolpool

__ Add potential tour stops to __ Add potential tour stops to planning listplanning list



Objective 3: Objective 3: Efficient handling of noise Efficient handling of noise complaint callscomplaint calls

__ Aircraft noise complaints __ Aircraft noise complaints forwarded forwarded to appropriate office within one to appropriate office within one hour hour of callof call

__ Provide answer to complainant __ Provide answer to complainant within within 24 hours24 hours



Goal 10: Goal 10: Communicate with and educate the Communicate with and educate the public through aggressive media relations public through aggressive media relations programprogram

Objective 1: Objective 1: Energize and educate media to gain Energize and educate media to gain more balanced, thorough, accurate coveragemore balanced, thorough, accurate coverage

__ Conduct media orientations__ Conduct media orientations __ Brief media annually on what PA can and will __ Brief media annually on what PA can and will

do for them in crisis situationsdo for them in crisis situations __ Ensure maximum disclosure, minimum delay__ Ensure maximum disclosure, minimum delay



Objective 2: Objective 2: Aggressively pursue all Aggressively pursue all positive media coveragepositive media coverage

__ Distribute news releases, schedule __ Distribute news releases, schedule interviews, media visits and photo interviews, media visits and photo opportunities whenever possibleopportunities whenever possible

__ Use AU and Air Force themes and __ Use AU and Air Force themes and messages during all media encountersmessages during all media encounters



Objective 3: Objective 3: Educate disaster response Educate disaster response team members about their team members about their responsibilities and PA’s role regarding responsibilities and PA’s role regarding media interaction during a crisismedia interaction during a crisis

__ Brief off-base agencies annually__ Brief off-base agencies annually

__ Brief on-base agencies at least __ Brief on-base agencies at least annuallyannually



Goal 11: Goal 11: Provide customers on-demand serviceProvide customers on-demand service

Objective 1: Objective 1: Ensure up-to-date fact sheets and Ensure up-to-date fact sheets and biographies are posted on base Web sitebiographies are posted on base Web site

__ Fact sheets reviewed and updated __ Fact sheets reviewed and updated annuallyannually __ Biographies updated within one month __ Biographies updated within one month after after

change of command or promotionchange of command or promotion



Objective 2: Objective 2: Have current Economic Impact Analysis and Have current Economic Impact Analysis and other community information readily availableother community information readily available

__ Ensure office personnel know where to __ Ensure office personnel know where to obtain EIA and other information in order to provide obtain EIA and other information in order to provide information to requestors on demandinformation to requestors on demand

Objective 3: Objective 3: Each office section will have updated Each office section will have updated continuity books (media, comrel, internal, security/policy continuity books (media, comrel, internal, security/policy review, admin)review, admin)

__ Maintain continuity books so any office member can __ Maintain continuity books so any office member can answer basic questions in short orderanswer basic questions in short order



Objective 4: Objective 4: PA staff will keep each PA staff will keep each other’s divisions informed of all high-vis other’s divisions informed of all high-vis events about which the office is likely to events about which the office is likely to receive queries, i.e., Glenn Miller, July receive queries, i.e., Glenn Miller, July 4th, Air Show, etc.4th, Air Show, etc.

__ POC will provide basic information to __ POC will provide basic information to director and division chiefs via e-mail or director and division chiefs via e-mail or place hard copy on all desks (Qs & As, place hard copy on all desks (Qs & As, RTQs, news releases)RTQs, news releases)


How to Set Up Editorial Board Meetings

A newspaper’s editorial section is A newspaper’s editorial section is among the most widely read and among the most widely read and influential pages in the paper. influential pages in the paper.



Editorials that are written by the Editorials that are written by the newspaper’s editorial staff are newspaper’s editorial staff are extremely influential in setting extremely influential in setting public opinion and mobilizing a public opinion and mobilizing a community to take action. community to take action.



Editorial board meetings allow interested parties Editorial board meetings allow interested parties or groups to present their point of view on or groups to present their point of view on issues that are important to them and the issues that are important to them and the community. The paper then takes these views community. The paper then takes these views into consideration when deciding what editorial into consideration when deciding what editorial stances to take and even what stories to cover. stances to take and even what stories to cover.

Editorial board meetings usually include the Editorial board meetings usually include the editorial page editor, one or more editorial editorial page editor, one or more editorial writers and often a reporter who covers the issue writers and often a reporter who covers the issue being discussed. being discussed.



To set up an editorial board meeting To set up an editorial board meeting with your newspaper:with your newspaper:

Call or write the head of the editorial Call or write the head of the editorial board at your local newspaper.board at your local newspaper. Newspapers will know exactly what Newspapers will know exactly what you are asking for when you request you are asking for when you request a meeting with the editorial board. a meeting with the editorial board.


How to Set up Editorial Board Meetings

In most instances, their assistant In most instances, their assistant will either connect you or ask you will either connect you or ask you to send a letter or e-mail. to send a letter or e-mail.


How to Set up Editorial Board Meetings

Select up to four people to meet with Select up to four people to meet with the editorial board.the editorial board. You should You should assemble a diverse group to meet assemble a diverse group to meet with the editorial board.with the editorial board.



Plan your remarks.Plan your remarks. One person generally acts as One person generally acts as the spokesperson and introduces the issue. the spokesperson and introduces the issue. Your presentation to the editorial board should Your presentation to the editorial board should take no more than 15 or 20 minutes. take no more than 15 or 20 minutes.

After the presentation, the members of the After the presentation, the members of the editorial board generally ask questions of the editorial board generally ask questions of the group. group.

Be sure to provide a media kit.Be sure to provide a media kit.

Taken from Taken from www.coveringkidsandfamilies.orgwww.coveringkidsandfamilies.org


Setting Up a Speaker’s Bureau

The The speaker’s bureau speaker’s bureau is a means of providing is a means of providing speakers on request.speakers on request.

The subject matter usually represents a The subject matter usually represents a compromise between the speaker’s desire to compromise between the speaker’s desire to express organizational views on important express organizational views on important issues and the audience’s interest in having issues and the audience’s interest in having informative programs. informative programs.

The speaker’s bureau is a valuable medium for The speaker’s bureau is a valuable medium for any organization with something important to any organization with something important to say to key groups of influence and community say to key groups of influence and community groups.groups.


Setting up a Speaker’s Bureau

There are four points worth remembering There are four points worth remembering in providing speakers to outside groups:in providing speakers to outside groups:

1.1. First, First, carefully select and coach the line-carefully select and coach the line-up of speakers;up of speakers;

2.2. Second,Second, select topics that serve the select topics that serve the needs of potential audiences and carry needs of potential audiences and carry the organization’s story or positions on the organization’s story or positions on important issues of public debate;important issues of public debate;

3.3. ThirdThird, provide speakers visual aids -- flip , provide speakers visual aids -- flip charts, slides, overhead transparencies, charts, slides, overhead transparencies, films or videotapes; andfilms or videotapes; and


Setting Up a Speaker’s Bureau

4. 4. Fourth, promote and publicize the Fourth, promote and publicize the availability of the speakers to appropriate availability of the speakers to appropriate groups.groups.


Rules of Good Media Relations

Rules for Good Media RelationsRules for Good Media Relations Good relationships can best be achieved by Good relationships can best be achieved by

practice of a few basic principles:practice of a few basic principles:

1.1. Shoot squarelyShoot squarely

2.2. Give serviceGive service

3.3. Don’t beg or carpDon’t beg or carp

4.4. Don’t ask for killsDon’t ask for kills

5.5. Don’t flood the mediaDon’t flood the media

6.6. Keep updated listsKeep updated lists



Specific Guidelines Specific Guidelines

Practitioners can profit from close study Practitioners can profit from close study of these guidelines developed by an of these guidelines developed by an experienced counselor, Chester Burger:experienced counselor, Chester Burger:

1.1. Talk from the viewpoint of the public’s Talk from the viewpoint of the public’s interest, not the organization’sinterest, not the organization’s..



2. 2. Speak in personal terms whenever Speak in personal terms whenever possible.possible.

3. 3. If you do not want some statement If you do not want some statement quoted, do not make itquoted, do not make it.. Spokespersons Spokespersons should avoid talking “off the record” should avoid talking “off the record” because such statements may well wind because such statements may well wind up published without the source.up published without the source.

4. 4. State the most important fact at the State the most important fact at the beginning.beginning.



5. 5. Do not argue with the reporter or lose your coolDo not argue with the reporter or lose your cool.. Understand that the journalist seeks an Understand that the journalist seeks an interesting story and will use whatever interesting story and will use whatever techniques necessary to obtain it.techniques necessary to obtain it.

6. 6. If a question contains offensive language orIf a question contains offensive language or simply words you do not like, do not repeat them simply words you do not like, do not repeat them even to deny themeven to deny them. Reporters often use the . Reporters often use the gambit of putting words into the subject’s gambit of putting words into the subject’s mouth.mouth.

7. 7. If the reporter asks a direct question, give an If the reporter asks a direct question, give an equally direct answerequally direct answer.. Not giving one is a Not giving one is a common error. common error.



8. 8. If a spokesperson does not know the answer to a If a spokesperson does not know the answer to a question, one should simply say, “I don’t know, question, one should simply say, “I don’t know, but I’ll find out for you.”but I’ll find out for you.” With this, the With this, the spokesperson assumes the responsibility of spokesperson assumes the responsibility of following through.following through.

9. 9. Tell the truth.Tell the truth. Even when it hurts Even when it hurts. In this era of . In this era of skepticism and hostility, the most difficult task is skepticism and hostility, the most difficult task is often simply telling the truth.often simply telling the truth.

10. 10. Do not exaggerate the factsDo not exaggerate the facts.. Crying wolf makes Crying wolf makes it harder to be heard next time out.it harder to be heard next time out.



These guidelines simply add up to the These guidelines simply add up to the rule that profitable press relations require rule that profitable press relations require adherence to the “five Fs”: Dealing with adherence to the “five Fs”: Dealing with the journalist and program producers in a the journalist and program producers in a manner that is manner that is fast, factual, frank, fair and fast, factual, frank, fair and friendly.friendly.

Taken from Taken from Effective Public RelationsEffective Public Relations by byCulip, Center and Broom.Culip, Center and Broom.


Introducing CAP’s Hometown News Release Program

Sample ReleaseSample ReleaseCAP Cadets Build New Plans at Aircraft CAP Cadets Build New Plans at Aircraft

Maintenance Academy Maintenance Academy

(name)_____________ of _____(hometown)___________was one (name)_____________ of _____(hometown)___________was one of 21 Civil Air Patrol cadets who attended a new summer of 21 Civil Air Patrol cadets who attended a new summer academy on aircraft manufacturing and maintenance. academy on aircraft manufacturing and maintenance.

The event was held July 16-23 at the Cessna Manufacturing plant The event was held July 16-23 at the Cessna Manufacturing plant in Independence, Kan. in Independence, Kan.

During the seminar, the cadets, representing 14 different state During the seminar, the cadets, representing 14 different state CAP wings, installed aircraft wings, upholstered seats, CAP wings, installed aircraft wings, upholstered seats, assembled fuel cells and painted new aircraft. They also went assembled fuel cells and painted new aircraft. They also went through the actual pre-employment testing administered to through the actual pre-employment testing administered to regular employees, safety briefings and rivet training.regular employees, safety briefings and rivet training.


Introducing CAP’s Hometown News Release Program

““The workforce was eager for us to get there and to show The workforce was eager for us to get there and to show us their jobs. The cadets got to work hands-on, and they us their jobs. The cadets got to work hands-on, and they were impressed with the workers’ professionalism,” said were impressed with the workers’ professionalism,” said Maj. Phil Holbrook, project activities directorMaj. Phil Holbrook, project activities director..

Civil Air Patrol, the official auxiliary of the U.S. Air Force, is Civil Air Patrol, the official auxiliary of the U.S. Air Force, is a nonprofit organization with almost 56,000 members a nonprofit organization with almost 56,000 members nationwide and overseas. CAP performs 95 percent of all nationwide and overseas. CAP performs 95 percent of all continental U.S. inland search and rescue missions as continental U.S. inland search and rescue missions as tasked by the Air Force Rescue Coordination Center at tasked by the Air Force Rescue Coordination Center at Langley Air Force Base, Va. Its volunteers also perform Langley Air Force Base, Va. Its volunteers also perform homeland security, disaster relief and counterdrug homeland security, disaster relief and counterdrug missions at the request of federal, state and local missions at the request of federal, state and local agencies.agencies.


Crisis Communications

The basic principles of effective The basic principles of effective communication all apply during times of communication all apply during times of crisis. But when an emergency situation crisis. But when an emergency situation turns up the heat, these additional turns up the heat, these additional guidelines should help you and your staff guidelines should help you and your staff keep your cool:keep your cool:

Always return media calls. Always return media calls. A “bunker A “bunker mentality” won’t make a problem or the mentality” won’t make a problem or the media go away. So make it a point to get media go away. So make it a point to get back to reporters -- even if they call more back to reporters -- even if they call more



than once and even if they’re hostile. The than once and even if they’re hostile. The more cooperative you appear, the better.more cooperative you appear, the better.

Really Communicate. Really Communicate. When you’re When you’re talking with media representatives, that talking with media representatives, that means both talking and listening. During means both talking and listening. During crisis time, try to be informative, friendly crisis time, try to be informative, friendly and patient. And take time to listen, too. and patient. And take time to listen, too. Reporters can provide you with useful Reporters can provide you with useful information.information.



Don’t antagonize the media.Don’t antagonize the media. A sharp tone A sharp tone at a press conference, during a phone call at a press conference, during a phone call or elsewhere can affect your future or elsewhere can affect your future relationship with a media representative relationship with a media representative and any other reporters who may have and any other reporters who may have overheard the conversation.overheard the conversation.

Hold the phones.Hold the phones. Consider establishing a Consider establishing a dedicated call-in telephone line for the dedicated call-in telephone line for the media and other interested parties. media and other interested parties.



Particularly useful when incoming calls Particularly useful when incoming calls tie up your regular phones, a dedicated tie up your regular phones, a dedicated call-in line allows you to record on tape call-in line allows you to record on tape and easily update important news such as and easily update important news such as times and dates of upcoming media times and dates of upcoming media events, rumor control information and events, rumor control information and other newly acquired details.other newly acquired details.

Think about others. Think about others. Consider how the Consider how the information you release to the media may information you release to the media may affect other sources. If what you say willaffect other sources. If what you say will



result in reporters calling other agencies result in reporters calling other agencies or individuals, you need to call ahead to or individuals, you need to call ahead to warn them of impending calls.warn them of impending calls.

Share the spotlight.Share the spotlight. When talking to When talking to media, be sure to give credit to other media, be sure to give credit to other agencies, groups, or individuals working agencies, groups, or individuals working on the crisis, including your own staff. on the crisis, including your own staff. But don’t do so just because it’s But don’t do so just because it’s courteous; do so because it will enhance courteous; do so because it will enhance your relationships and reflect well on you your relationships and reflect well on you and your wing.and your wing.



Take a proactive approach. Take a proactive approach. If you acquire If you acquire new information about the crisis, reach new information about the crisis, reach out to media -- even if things are frantic. out to media -- even if things are frantic. Everybody’s looking for a “twist” on the Everybody’s looking for a “twist” on the story that no else has. If you provide story that no else has. If you provide reporters with a special angle, it can pay reporters with a special angle, it can pay off later.off later.


Crisis Readiness Test

Crisis Readiness TestCrisis Readiness Test

1.1. For which types of crises are you prepared?For which types of crises are you prepared?

Community-related?Community-related? Accident?Accident? Natural disaster?Natural disaster? Disease?Disease? Crime?Crime? Scandal?Scandal? Administrative or governance problem?Administrative or governance problem?



2.2. Have you drafted a crisis plan for your Have you drafted a crisis plan for your wing or unit ?wing or unit ?

Is everyone prepared to use it when Is everyone prepared to use it when needed?needed?

Who heads the crisis response team?Who heads the crisis response team? Have you distributed your crisis plan to Have you distributed your crisis plan to

the appropriate Wing administrators?the appropriate Wing administrators?



3. How fast can you assemble a crisis team?3. How fast can you assemble a crisis team? Does your crisis plan specify the team’sDoes your crisis plan specify the team’s

composition for a variety of crises?composition for a variety of crises? Do you have a crisis communications chain in Do you have a crisis communications chain in

place?place? Have you identified alternate team members in Have you identified alternate team members in

case any first draft picks are out of town or case any first draft picks are out of town or otherwise unable to serve?otherwise unable to serve?

How will you communicate when power and How will you communicate when power and phone lines are down?phone lines are down?



4.4.Who are the members of Who are the members of your crisis team?your crisis team?



5.5. Who will speak for your Wing?Who will speak for your Wing?



6. 6. Do you have a phone notification list that Do you have a phone notification list that includes the following key audiences?includes the following key audiences?

Members of the crisis team?Members of the crisis team? Local agencies and outside officials?Local agencies and outside officials? Updated information for all media Updated information for all media

representatives?representatives?



7.7. Have you worked out the following logistical details in Have you worked out the following logistical details in advance?advance?

Potential news conference sites?Potential news conference sites?

Availability of phone, fax machines and computers? Availability of phone, fax machines and computers?

Inventory of video and uplink equipment?Inventory of video and uplink equipment?

List of area hotels and motels?List of area hotels and motels?

Parking for media representatives?Parking for media representatives?

Staff availability?Staff availability?



8. 8. Are your media relations sound?Are your media relations sound?

Did you work to build – and maintain – good Did you work to build – and maintain – good working relationships with the media before the working relationships with the media before the crisis hit?crisis hit?

During times of crisis, can your staff handle During times of crisis, can your staff handle media requests calmly and truthfully in a media requests calmly and truthfully in a relationship of mutual trust?relationship of mutual trust?

Does your PAO have direct, immediate access Does your PAO have direct, immediate access to your Wing Commander?to your Wing Commander?



9.9. How swiftly can you meet the following How swiftly can you meet the following communication needs?communication needs?

Get word to everyone in the Wing?Get word to everyone in the Wing? Develop a comprehensive news release?Develop a comprehensive news release? Provide a news briefing?Provide a news briefing? Hold an informational forum?Hold an informational forum? Set up a rumor-control hotline?Set up a rumor-control hotline?



10.10. Are your ties to the local community Are your ties to the local community strong?strong?

Neighborhood groups?Neighborhood groups? Police, fire, safety, health departments?Police, fire, safety, health departments? Mayor and town, county or state Mayor and town, county or state

officials?officials?



Taken from: “When Crisis Strikes on Taken from: “When Crisis Strikes on Campus”Campus”

Edited by: Wendy Ann LarsonEdited by: Wendy Ann Larson

Published by: Council for Advancement Published by: Council for Advancement and Support of Educationand Support of Education


Community Service Promotional Ideas for Patriotic Holidays

By encouraging CAP members to become By encouraging CAP members to become involved in community service on behalf involved in community service on behalf of their units, they will be provided of their units, they will be provided opportunities to render meaningful opportunities to render meaningful service.service.

A calendar of events can be established A calendar of events can be established based on patriotic holidays such as based on patriotic holidays such as Memorial Day, Flag Day, July 4Memorial Day, Flag Day, July 4thth, , Veteran’s Day and perhaps the Veteran’s Day and perhaps the anniversary of the Wright Brothers’ first anniversary of the Wright Brothers’ first flight, as well as CAP’s anniversary.flight, as well as CAP’s anniversary.



The calendar could cite suggested The calendar could cite suggested activities, such as participating in activities, such as participating in parades, helping out at community parades, helping out at community events (parking cars, etc.), and, whenever events (parking cars, etc.), and, whenever possiblepossible, , performing color guard performing color guard ceremonies at sporting events and other ceremonies at sporting events and other functions.functions.

The possibilities are endless. Taking The possibilities are endless. Taking water to families that have no air water to families that have no air conditioning in extreme heat, taking conditioning in extreme heat, taking blankets to underprivileged families inblankets to underprivileged families inwinter, cleaning up playgrounds, and/orwinter, cleaning up playgrounds, and/or



participating in Arbor Day are all viable participating in Arbor Day are all viable venues for engaging members, venues for engaging members, generating publicity and enhancing CAP’s generating publicity and enhancing CAP’s image. image.

Ideas provided by Linda Tynan, Creative Ideas provided by Linda Tynan, Creative Design, CAPDesign, CAP


Everyday Heroes Testimonials

Promote CAP’s image by generating Promote CAP’s image by generating testimonials on members associated with testimonials on members associated with events of national interest.events of national interest.

Conduct research to uncover significant Conduct research to uncover significant stories; follow up on the status of these stories; follow up on the status of these heroes today and the role CAP continues heroes today and the role CAP continues to play in their lives. The testimonials can to play in their lives. The testimonials can also relate to natural disasters, such as also relate to natural disasters, such as hurricanes and tornadoes. hurricanes and tornadoes.


Everyday Heroes Testimonials

Public interest in these testimonials can Public interest in these testimonials can be measured by hits on the Web site and be measured by hits on the Web site and stories picked up by the local media. stories picked up by the local media.


Tools of The Trade: A Must For Public Affairs Officers

By: Lt. Col Karen Copenhaver, Middle East RegionBy: Lt. Col Karen Copenhaver, Middle East Region

As a CAP Public Affairs Officer, As a CAP Public Affairs Officer, you must have tools to do the job of you must have tools to do the job of public relations. There are many public relations. There are many published materials, guides, tips, published materials, guides, tips, training/study guides and other types of training/study guides and other types of materials available to help you do your job. materials available to help you do your job.

CAP, the U.S. Air Force and the Public CAP, the U.S. Air Force and the Public Relations Society of America are resources you Relations Society of America are resources you can lean on for assistance and mentoring. can lean on for assistance and mentoring.



Don’t forget you can also rely on Don’t forget you can also rely on your own initiatives of taking your own initiatives of taking journalism and public relations journalism and public relations classes. classes.

The following information provides The following information provides some valuable “tools” that will some valuable “tools” that will enable you to enjoy your enable you to enjoy your responsibility as a CAP Public responsibility as a CAP Public Affairs Officer.Affairs Officer.



A.A. Purchase a full set of CAP Purchase a full set of CAP Regulations.Regulations.



B. B. Request a PAO Kit from CAP National Request a PAO Kit from CAP National Headquarters.Headquarters. This valuable package of This valuable package of materials contains many items necessary materials contains many items necessary to begin your efforts.to begin your efforts.

C. C. Create a Continuity Book.Create a Continuity Book. This book is This book is one of the key elements in being one of the key elements in being successful. It contains everything from successful. It contains everything from the CAPR 190-1 (Public Affairs the CAPR 190-1 (Public Affairs Regulation), CAPP 201 (PA Study Guide), Regulation), CAPP 201 (PA Study Guide),



media lists, political contacts, local and media lists, political contacts, local and community contacts, emergency services community contacts, emergency services information (logs, state and local information (logs, state and local authorities, additional emergency service authorities, additional emergency service organization contacts) report forms, wing organization contacts) report forms, wing supplements and much more. This is a supplements and much more. This is a comprehensive three-ring binder of comprehensive three-ring binder of materials that support the Public Affairs materials that support the Public Affairs programprogram..



D. D. Purchase the Associated Press Purchase the Associated Press Stylebook.Stylebook. It is available at many It is available at many bookstores and is the most bookstores and is the most acceptable book used in writing and acceptable book used in writing and editing news releasesediting news releases..

E. E. Establish contact with your local Establish contact with your local Public Relations Society of America Public Relations Society of America chapter chapter www.prsa.comwww.prsa.com (national (national Web site).Web site). It can be an excellent It can be an excellent resource for learning and providing resource for learning and providing training for a group of PAOs. training for a group of PAOs.



FF. . Use informational recruiting materials and the Use informational recruiting materials and the Annual Report to CongressAnnual Report to Congress, which are available , which are available from national headquarters to help inform the from national headquarters to help inform the public about CAP and its valuable contributions public about CAP and its valuable contributions to the community and nationto the community and nation..

GG. . Create or use pre-written public service Create or use pre-written public service announcementsannouncements. These outstanding tools help . These outstanding tools help you personalize information about CAP as an you personalize information about CAP as an organization, invite the prospective member to organization, invite the prospective member to join for specific jobs or tasks, and announce join for specific jobs or tasks, and announce events your unit is hosting.events your unit is hosting.



H.H. An independent tool that many do not use An independent tool that many do not use is the local library.is the local library. If you do not have If you do not have public relations experience, you can public relations experience, you can check out books on public relations and check out books on public relations and journalism to enhance your skills. The journalism to enhance your skills. The more professional your work the better.more professional your work the better.



I.I. Establish a rapport with your local Establish a rapport with your local

media.media. They are very willing to befriend They are very willing to befriend you, especially in an atmosphere where you, especially in an atmosphere where you can explain that you and they have you can explain that you and they have something in common -- a desire to something in common -- a desire to provide news to the public. Ask them provide news to the public. Ask them what type of information what type of information they they need and need and want.want.



J. J. Participate in public affairs courses Participate in public affairs courses through the Air Force’s Air through the Air Force’s Air University and state and local University and state and local emergency service offices (Office of emergency service offices (Office of Emergency Services).Emergency Services). These These courses enhance your ability to courses enhance your ability to function in the day-to-day efforts function in the day-to-day efforts and in the intense world of and in the intense world of emergency services.emergency services.



K. K. Enroll in photography and journalism Enroll in photography and journalism classes.classes. These courses will provide better These courses will provide better insight into nurturing good photography insight into nurturing good photography skills and composing well-written skills and composing well-written releases.releases.

L. L. Subscribe to an online public relations Subscribe to an online public relations newsletter. newsletter.


Multimedia Resources Available Online

Homeland Security Resource VideoHomeland Security Resource Video CAPabilities VideoCAPabilities Video Advanced Technology VideoAdvanced Technology Video Commercials/PSAsCommercials/PSAs NCC VideoNCC Video CNN VideoCNN Video History Channel VideoHistory Channel Video Aerospace Education VideoAerospace Education Video Everyday Heroes VideoEveryday Heroes Video Radio PSA commercialRadio PSA commercial These can all be downloaded at These can all be downloaded at ftp://video:[email protected] ftp://video:[email protected]

tracking the cycle of pa success julie debardelaben deputy director, public affairs 2005 summer...

Documents

program objectives

program adjustmentstaken

continuing program

program target audiences

action program strategies7

community audiences

program implementation

broomeveryday heroes