Newspapers

ACC Public Affairs Conference

NewspapersMaster Sgt. Mark Haviland

ACC/PAI

Redefining NormalRedefining Normal

Introduction

IntroductionRedefining NormalRedefining Normal

“… 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


‘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


‘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


‘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.

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



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



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!



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



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



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



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


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


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


TrendsRedefining NormalRedefining Normal


Fast Facts

Checklists

Diagrams

Quizzes

Surveys/Polls

Charts/Graphs

Book Reviews

Movie

Reviews

Lists


Conclusion

“The workshop was great, but my PAO will never let me do this kind of stuff.”

-- ACC student2005 AF Journalists’ Workshop


Newspapers

Career

normal information

convergence newspapers

majority of news

internal audiences

cable news small audience

years network news

available target

information age