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This Briefing is:UNCLASSIFIED
Headquarters Air Force
Newspaper Working Group
Chief Master Sgt. Janice Conner18-20 July 2006
I n t e g r i t y - S e r v i c e - E x c e l l e n c e
CMSgt Janice Conner, PA Enlisted Career Field Manager, SAF/PA MSgt Sean Cobb, PA Enlisted Career Field Manager assistant, SAF/PA
Mr. Mark Niccum, Simpler Consulting, AFSO 21 Facilitator
CMSgt Ron Kriete, AFSPC CCC
Mr Larry Clavette, Director, SAF/PAX Maj Tadd Sholtis, Readiness Officer, SAF/PAR Capt Denise Burnham, PAO, 39 ABW/PA SMSgt Kenneth Fidler, Superintendent, 18 WG/PA SMSgt Terry Sommerville, AF Newspaper Consultant, AFNEWS MSgt Mark Haviland, Newspaper Consultant, ACC/PAI MSgt Andrew Cleaver, Editor, USAF Band Ms Karen Petitt, Senior Editor, AFCA/PA Mr Rob Ely, Internal Information Chief, AFMC/PA TSgt Kate Rust, Newspaper Consultant, AFSPC/PAI TSgt Chris Eder, Broadcast Supervisor, ACC/PAVT TSgt Michael Hammond, Newspaper Consultant, AETC/PAN TSgt Timothy Taylor, Reserve Newspaper Consultant, 302 AW/PA SSgt Donald Branum, Editor, 50 SW/PA SSgt Monte Volke, Editor, USAFA/PA
Working Group Members
I n t e g r i t y - S e r v i c e - E x c e l l e n c e
WG Strategy
Identify issues/concerns
Identify goals
Identify products/timelines
Identify expectations
Brainstorm
Map impact/difficulty
Identify Do-its, Rapid Improvement Events, Projects
I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Issues/concerns
Trend for “Every Issue” reading:1994: 57%; 1997: 44%; 2001: 46%; 2004: 38%
Skill level/News judgment of newspaper staff
Quality vs quantity
Approx 117 AD products produced by 292 AD members
2,080 hours per week across AF expended on layout/design
Lengthy review process/last minute changes
Ad content (bars/tattoo parlors)
I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Goals
Determine best way to deliver the right info
Ensure equal to better quality, and base on voice of customer
Determine way ahead-future state and ideal state
I n t e g r i t y - S e r v i c e - E x c e l l e n c e
COA
Transition to Web-centric internal information delivery with hard copy newspaper options
Leverage existing effort to field AFPIMS (1 Oct 2007 completion) Continued modernization (news alerts, podcasts, etc.) More focus on visual (photo, video) media – broadcast, VI integration Train/operate like we fight: common process at home/deployed location
Newspaper from Web content-3 potential options
Civilian publisher takes care of layout/design (funded by ads) Services takes care of layout/design (funded by ads) Commander funds manpower/publication out of pocket
I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Way Ahead
Define audiences
Renegotiate/modify publishing contracts; establish deadline for completion
Establish software standard for real time content management
Integrate solutions into deployed comm infrastructure
Update AFIs/policy as needed
Identify/standardize content PA is responsible for
Market, market, market!
Hold Customer focus groups
I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Ideal State
I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Interesting Sidebars
Target Talking Point papers (CCMs/supervisors)
Establish one mass multimedia info repositoryfor distro/download
Create capability for audience to provide feedback
Build google-like search engine to “pull” info
Speak in “link” language
PA Primer for airmen
Cross-promote PA products
I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Potential Issues
AFPIMs not yet fielded AF-wide
Pushback from publishers if units elect to discontinue newspaper publication
I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Conclusion
Questions?
I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Conclusion