1. Civil Air Patrol Presented By Col Rick Greenhut At... Presented By Col Rick Greenhut At... The Future of The Future of Public Affairs Public Affairs

2. The Future Of Public Affairs u The Past Is Prologue u The Past Is Prologue u What Can You Do For Me ? u What Can You Do For Me ? u Summary / Going Forward u Summary / Going Forward u Understanding Our Three Missions u Understanding Our Three Missions u Tailor Your Approach To The Medium u Tailor Your Approach To The Medium u What Makes A Good News Story ? u What Makes A Good News Story ?

3. u What Can You Do For Me ? What Can You Do For Me ? The Future Of Public Affairs u The Past Is Prologue u Summary / Going Forward u Understanding Our Three Missions u Tailor Your Approach To The Medium u What Makes A Good News Story ?

4. The Past Is Prologue u The basics never change

5. What Makes A Good News Story? u Topic of general interest to the audience u Defined by audience targeted by the medium u Tells people something they don’t know u Fits in with target audience expectations u Conveys information clearly & unambiguously u Follows the 6 basic rules for reporting u Has compelling “show biz” elements – a “hook” u Defined by audience targeted by the medium u Tells people something they don’t know u Fits in with target audience expectations u Conveys information clearly & unambiguously u Follows the 6 basic rules for reporting u Has compelling “show biz” elements – a “hook”

6. What Makes A Good News Story?... But no matter what happens, ladies and gentlemen, one thing is certain... life goes on.

7. What Can You Do For Me? u This is how many reporters approach a story: “... So, what can you do for me ?” “... So, what can y y y you d d d do for me ?”

8. What Can You Do For Me? u This is how you should approach a reporter: “... So, what can you do for me ?” “... So, what can you do for me ?”

9. What Can You Do For Me? u They have a job to do, and have to be selective u Their goal is to get on-air or in print u They don’t want their time wasted u Look for stories that have “big” themes u Want tie - ins to the key story of the day u They often will take the path of least resistance u Make it as easy as possible for them ! u Their goal is to get on-air or in print u They don’t want their time wasted u Look for stories that have “big” themes u Want tie - ins to the key story of the day u They often will take the path of least resistance u Make it as easy as possible for them !

10. What Can You Do For Me? u Become their “go - to” person – a “source” u Position yourself as a knowledgeable resource u Become one of their subject matter experts u Help make their job as easy as possible u Prepackage facts, interviews etc. for them u Be reliable, factual, professional and BRIEF u Don’t EVER lie or intentionally mislead them ! u Position yourself as a knowledgeable resource u Become one of their subject matter experts u Help make their job as easy as possible u Prepackage facts, interviews etc. for them u Be reliable, factual, professional and BRIEF u Don’t EVER lie or intentionally mislead them !

11. Understanding Our Three Missions u You MUST be conversant with all CAP missions

12. Understanding Our Three Missions u You MUST be conversant with all CAP missions u Emergency Services u Homeland Security u Disaster Relief u Search and Rescue u Narco - terrorism reconnaissance u Visual and electronic search u Other local, state and federal support missions u Emergency Services u Homeland Security u Disaster Relief u Search and Rescue u Narco - terrorism reconnaissance u Visual and electronic search u Other local, state and federal support missions

13. Understanding Our Three Missions u You MUST be conversant with all CAP missions u Emergency Services u Get to know active mission personnel u Attend SAREX’s and training classes u Create your own internal “sources” u Take on-line ES courses u Find out what ES missions are done locally u Learn the full spectrum of ES activities u Emergency Services u Get to know active mission personnel u Attend SAREX’s and training classes u Create your own internal “sources” u Take on-line ES courses u Find out what ES missions are done locally u Learn the full spectrum of ES activities

14. Understanding Our Three Missions u You MUST be conversant with all CAP missions u Cadet Programs u Run by Cadets for Cadets with adult supervision u Emphasizes moral character, leadership skills u Helps develop teamwork and social abilities u Participation in community activities u Opportunity to examine aviation career fields u Homeschooled get to interact with peers u Cadet Programs u Run by Cadets for Cadets with adult supervision u Emphasizes moral character, leadership skills u Helps develop teamwork and social abilities u Participation in community activities u Opportunity to examine aviation career fields u Homeschooled get to interact with peers

15. Understanding Our Three Missions u You MUST be conversant with all CAP missions u Cadet Programs u Visit local Cadet Squadrons u Speak with Senior Cadet leaders u Get to know Officers supporting the program u Identify articulate Cadets for media exposure u Learn about national Cadet special activities u Know local Cadet success stories u Cadet Programs u Visit local Cadet Squadrons u Speak with Senior Cadet leaders u Get to know Officers supporting the program u Identify articulate Cadets for media exposure u Learn about national Cadet special activities u Know local Cadet success stories

16. Understanding Our Three Missions u You MUST be conversant with all CAP missions u Aerospace Education u Emphasizing aviation’s value to the nation u Showing civil aid from military aviation u Creates exposure to career opportunities u Adult - supervised model rocketry program u Provides classroom tools for teachers u Academics to meet future workforce needs u Aerospace Education u Emphasizing aviation’s value to the nation u Showing civil aid from military aviation u Creates exposure to career opportunities u Adult - supervised model rocketry program u Provides classroom tools for teachers u Academics to meet future workforce needs

17. Understanding Our Three Missions u You MUST be conversant with all CAP missions u Aerospace Education u Get copies of classroom materials u Discover local Aerospace Education initiatives u Speak to Officers supporting the program u Visit unit Aerospace Education web sites u Talk to involved Cadets about the program u Sit in on Aerospace Education activities u Aerospace Education u Get copies of classroom materials u Discover local Aerospace Education initiatives u Speak to Officers supporting the program u Visit unit Aerospace Education web sites u Talk to involved Cadets about the program u Sit in on Aerospace Education activities

18. Tailor Your Approach To The Medium u Different media require different approaches u Traditional broadcast & cable u Be aware of medium’s time constraints u TV / cable stories need compelling video u Radio requires clear, concise communication u May need help in defining story “angle” u Provides greatest potential audience for CAP u Don’t allow a CAP story to be “fluff” ! u Traditional broadcast & cable u Be aware of medium’s time constraints u TV / cable stories need compelling video u Radio requires clear, concise communication u May need help in defining story “angle” u Provides greatest potential audience for CAP u Don’t allow a CAP story to be “fluff” !

19. Tailor Your Approach To The Medium u Different media require different approaches u Newspapers and magazines u Greater opportunity for in-depth stories u Pictures often subsidiary to story impact u Take care to define terms with reporter u Use of fact sheets especially important u Utilize leave-behinds like CAPability Handbook u Make it easy for them to get their facts right ! u Newspapers and magazines u Greater opportunity for in-depth stories u Pictures often subsidiary to story impact u Take care to define terms with reporter u Use of fact sheets especially important u Utilize leave-behinds like CAPability Handbook u Make it easy for them to get their facts right !

20. Tailor Your Approach To The Medium u Different media require different approaches u Unit newsletters and internal publications u Be aware a newsletter may go anywhere u You can’t control who might read it u Avoid any possible negative connotations u Stress professionalism of volunteers u Select key outside entities to get newsletters u Make sure the “look and feel” is high quality ! u Unit newsletters and internal publications u Be aware a newsletter may go anywhere u You can’t control who might read it u Avoid any possible negative connotations u Stress professionalism of volunteers u Select key outside entities to get newsletters u Make sure the “look and feel” is high quality !

21. Tailor Your Approach To The Medium u Different media require different approaches u Web sites, blogs and other non-traditional media u Blogs offer personalized, opinionated approach u Social web sites provide unique opportunities u Make it easy for all comers to get the facts u Stay away from jargon that can turn off outsiders u Stay away from “free” sites with advertising u Be aware of the legal ramifications ! u Web sites, blogs and other non-traditional media u Blogs offer personalized, opinionated approach u Social web sites provide unique opportunities u Make it easy for all comers to get the facts u Stay away from jargon that can turn off outsiders u Stay away from “free” sites with advertising u Be aware of the legal ramifications !

22. Summary / Going Forward u So what is the future of public affairs ? u Sensitivity to a changing media landscape u Educate yourself about all of CAP’s missions u Understand that the basics never change u What can you do for me? u Show that volunteer also means professional ! u Sensitivity to a changing media landscape u Educate yourself about all of CAP’s missions u Understand that the basics never change u What can you do for me? u Show that volunteer also means professional !

23. Citizens Serving Communities... Citizens Serving Communities...