W ELCOME W ELCOME Facebook - Public Affairs workshop https://www.facebook.com/FlwgPublicAffairsAcademy Hashtag - #fl370pa.

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Presentation transcript:

W ELCOME W ELCOME Facebook - Public Affairs workshop Hashtag - #fl370pa

Housekeeping  Pledge / Safety Brief  Welcome / Introductions  AM Session: Taking Aim  Lunch  PM Session: Content Marketing  Closing remarks Housekeeping

Managing expectations

Don’t re-create the wheel Don’t re-create the wheel Use template for releases Use template for releases Use online resources Use online resources Tip #1 - Work efficiently

Include contact information Include contact information Dateline Dateline Inverted pyramid Inverted pyramid Include quote Include quote Short sentences (25 words) Short sentences (25 words) words words “Gold nuggets” “Gold nuggets” Photo and cutline Photo and cutline Use hyperlinks Use hyperlinks Use a Standard Format for Releases for Releases

Online resources

Member search NHQ article submission Balsem Award Online Resources

Tip #2 - Target your audience

Leadership Members Culture Stakeholders Q: Is the Media a stakeholder?

Tip #3 - Choose the right communication channel. The method used to deliver the message …makes a difference.

Which communication channels does your squadron use effectively? Which ones need improvement? Which communication channels does your squadron use effectively? Which ones need improvement? Discussion Topic

Exercise Create an information release

Quotes inject “third- person voice” into the story which has high audience appeal. Great quotes come from good questions. Tip #4 - Include quotes and hyperlinks in your articles Hyperlinks offer additional information.

Activity Review published stories

Tip - #5 Link to your releases on social media

“Content marketing is a new name for looking at the multiple channels you need to use to inform all audiences about your areas of expertise.” Content Marketing

Don’t bank on the hope that traditional media will publish your story… …self-publish your articles and other information. Example: ONLINE NEWS Content Marketing

ONLINE NEWS… …is syndicated for each SER Wing. …can be inserted into local unit web site with stories filtered to group level.

Content Marketing Hyperlinks to self-published articles or information can be posted to social media, inserted into s, posters, newsletters, and many other communication channels.

ONLINE NEWS

Exercise

Web Pages Exercise

Thank You for your service! End of workshop

P LANNING P LANNING

The Four Step Planning Process in Public Affairs Civil Air Patrol

Step 1 Determine PA needs and opportunities. Step 2 Establish goals. Step 3 Establish action strategies for each goal. Step 4 Determine effectiveness (evaluation). Civil Air Patrol

Step 1: Determine PA needs and opportunities. Simply provides background information about your wing/squadron. Civil Air Patrol

Step 2: Establish goals. Get these from CAPR and your commander! Civil Air Patrol

Step 3: Establish action strategies for each goal. CAPR requires implementation of goals that target public awareness and networking. Civil Air Patrol

Step 4: Determine effectiveness (evaluation). Refer to the “ways to evaluate success” statement(s) for each goal. (End of NHQ/PA Briefing) Civil Air Patrol

SWOT Analysis

Organization Environment

SMART Goals