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Public Affairs Find the Story- Get the Story- Tell the Story. Squadron Sponsor Reps Tell the Story! Get in the Game!. Major Mike Lagace, MBA 27 October 2012. Media Mogul. OK- Let’s Begin!. Who are the Team?. Major Mike Lagace Captain Kerry Walker Lt (N) Conor Lloyd SLt Jessica Cameron - PowerPoint PPT Presentation
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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?