What Is News?

1. What Is News? Julie DeBardelaben NHQ Deputy Director Public Affairs “Citizens Serving Communities”

2. What you will learn • “All the news that’s fit to print” • What CAP news is most attractive to media • The importance of getting the word out to external media via radio, TV, magazines and newspapers • Why relationship building is important • How to get your news to CAP’s internal constituencies

3. National Media • When you do PR at this level, there’s no ordinary venue • Member gets a “Try CAP” type of article into national magazine Flying

4. Millions Watch TV • TV stations chomp at the bit for great video footage and fascinating stories to accompany them • Members can market these stories to TV representatives Civil Air Patrol Trains Despite the Heat CAP Youths Filmed by Teen Kid News Cadets Put Their Skills to Test at Westover

5. Newspapers Still Nifty Myers Wins Top National Award For His Work With Squadron Youth Rookies of the Year By Lindsay Kite Matter of honor - Sprucing up area at courthouse means something to CAP cadets Civil Air Patrol squadron receives national citation Mt. Airy Composite Squadron's Stapf appreciates CAP's leadership opportunities

6. Other venues • Military publications Pipeline Protection from CAP May 17, 2007 ANCHORAGE, Alaska – Alaska Shield’s mission of teamwork among federal agencies reached out to nearly every emergency responder in the 49th state … even a volunteer group of citizen pilots.

7. The “R” Word? • Relationships: Getting news on TV and radio and in newspapers • Call media members. Check Web sites for contact info or go directly to stations and papers to set up one-on-one meetings. • Tell the media what CAP does • Get news releases to them prior to significant CAP events

8. News Releases • A vital tool to communicate CAP’s impact on the community prior to an event • Write release and send to the media one week prior to an event. They need time to assign reporters, videographers and photographers to cover the event. • Call the media to ensure they received your release and ask how you can help facilitate their coverage of your story.

9. Why publicity? • Quotes to remember: • “News is whatever a good editor chooses to print.”  -- Arthur McEwan • "The only thing worse than being talked about is not being talked about." -- Oscar Wilde • "Without publicity there can be no public support, and without public support every nation must decay." -- Benjamin Disraeli 

10. “What is CAP?” • Answering the common question • CAP is performing exciting missions in American communities • Publicity helps inform the public of the positive work we do • This publicity improves CAP’s public image and helps recruit new members into the organization

11. What is newsworthy? • News – a unique story that people will want to read and talk about • You do not necessarily have to hunt for something newsworthy. It’s often there, right under your nose, waiting to be developed and marketed to appropriate venues. • Good news stories promote CAP’s missions CAP and Oregon Air National Guard members

12. What makes the news? • Unique member activities • i.e. Cadet helps get legislation passed • Search and rescue missions, especially if they result in a life saved • CAP team helps find missing toddler

13. More possibilities • Missions • CAP aircrews perform reconnaissance flights near wildfire at request of local, federal agencies • People doing exceptional things in CAP • Grandmother, 80, learns to fly through CAP • CAP member saves life using techniques learned at CAP Congressman praises CAP

14. The magazine’s mission • “Civil Air Patrol Volunteer” is tailored to educate CAP’s external constituencies • Includes members of Congress, the governor of every state, state and local emergency management agencies, aviation interests and other organizations, public and private • 5,000 issues are available for distribution at local events in which CAP participates – air shows, volunteer expos, etc

15. What stories make the magazine? • Cadets • Missions • Senior members • Features • Chaplain services • Above all, look for some interesting angle that hasn’t been recently featured in the magazine! Alaska Wing ELT mission

16. Cadets • Tales of high-achieving youth • Cadet helps get legislation rolling • Cadet’s CAP experience leads to Air Force Academy appointment • New programs making difference in lives of youth • New SEP changes at-risk students into achievers • Scholarship program honors life of man, boosts cadets’ aviation ambitions

17. Missions • Emergency services • Wing flies damage-assessment missions in immediate wake of storm • Search and rescue • CAP searchers find crash survivors • Homeland security • CAP flies security detail for new frigates

18. Senior members • Awards/external praise • CAP member gets presidential commendation • Unique story on what attracted them to CAP • CAP member found by CAP search team as a youth

19. Features • Former cadets doing great things • Ex-cadet now governor of South Dakota • Unique stories/innovative programs • CAP featured in Teen Kids News • Iowan one of CAP’s first female pilots • Teen first to participate in CAP independent study program Gov. Mike Rounds, former CAP cadet

20. AE/DDR/Chaplain services • Aerospace Education • Couple’s innovative AE programs inspire students • Drug Demand Reduction • Chaplain services

21. What makes CAP News Online? • Items of interest to CAP members • Change of command • Major air show support • Multi-wing/region encampments • Cadet officer promotions • Military academy appointments • Search and rescue exercises (major, multi-state, multi-emergency service organizations participating)

22. Changes on the horizon • The long-awaited CAP Online Newsletter will take off once a new content management system is established for www.cap.gov • In addition to a newsletter design, online news will feature new items of interest to members

23. New in PA • Media Policy • Good media relations benefits the U.S. Civil Air Patrol • New plan recently finalized See http://www.cap.gov/visitors/news/media_center/cap_media_policy

24. Keep up the Great Work! • 1st Air Force relationship excellent! • Maj. Gen. Antonio J. Pineda, attending the 1st Air Force Commander’s Conference at Tyndall AFB, Florida, reported that high-level Air Force officials consider CAP a vital part of the Air Force team • It is our job in public affairs to continue to increase CAP’s visibility and positive image

25. THANK YOU • I look forward to assisting you with any questions you have and listening to your suggestions. Feel free to reach me at: • jdbardelaben@capnhq.gov • Work Phone: 334-953-7593 • Cell Phone: 334-462-5305