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

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

5. Managing expectations

6. 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

7. Include contact information Include contact information Dateline Dateline Inverted pyramid Inverted pyramid Include quote Include quote Short sentences (25 words) Short sentences (25 words) 300 -500 words 300 -500 words “Gold nuggets” “Gold nuggets” Photo and cutline Photo and cutline Use hyperlinks Use hyperlinks Use a Standard Format for Releases for Releases

8. Online resources

9. Member search NHQ article submission Balsem Award Online Resources

10. Tip #2 - Target your audience

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

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

13. 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

14. Exercise Create an information release

15. 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.

16. Activity Review published stories

17. Tip - #5 Link to your releases on social media

18. “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

19. 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

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

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

23. ONLINE NEWS

24. Exercise

25. Web Pages Exercise

26. Thank You for your service! End of workshop

27. P LANNING P LANNING

28. The Four Step Planning Process in Public Affairs Civil Air Patrol

29. 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

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

31. Step 2: Establish goals. Get these from CAPR 190-1 and your commander! Civil Air Patrol

32. Step 3: Establish action strategies for each goal. CAPR 190-1 requires implementation of goals that target public awareness and networking. Civil Air Patrol

33. 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

34. SWOT Analysis

35. Organization Environment

36. SMART Goals