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Effective Public Affairs Strategies for Cadet Squadrons

Learn how to effectively communicate and engage through public affairs for cadet squadrons. Discover tools, communication methods, and strategies to tell your story and reach your audience. Train your team to maximize impact and visibility.

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Effective Public Affairs Strategies for Cadet Squadrons

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  1. Public AffairsFind 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

  2. Media Mogul

  3. OK- Let’s Begin!

  4. Who are the Team? • Major Mike Lagace • Captain Kerry Walker • Lt (N) Conor Lloyd • SLt Jessica Cameron • Capt Kevin Fuhr • UPARs • League Reps

  5. 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!

  6. Alberta UPAR TrainingFebruary 2012 • 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

  7. The UPAR Terms of References Chapter 1- Annex A • 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

  8. The UPAR Terms of References • 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

  9. Cadets are the face!

  10. How Do We Communicate • Old School- • Routine Orders • E-Mails • Teleconf • Video Conf • Face-to-face • Posters/displays

  11. How Do We Communicate New Wave- (Social Media) Websites Facebook Twitter E-newsletters Photo sites

  12. 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

  13. Why bother with PA? • Support • Attracting • Recruiting • Retention • Inform the public

  14. How Can Our League Partners Help? • Social Media • Inviting the local media

  15. Region Comm Tools

  16. Social Media in Cadet Corps

  17. Facebook and Image Galleries

  18. Principles of Participation • Be Professional • Be Transparent • Be Inclusive • Be Respectful • Be Accountable • Do no harm

  19. 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

  20. Guidelines for Release • Squadron CO decision • Public interest • Cood with Sqn UPAR • Coord with your Alta Director of PR- Stan Monkman

  21. The Media

  22. 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

  23. 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!

  24. Who to see? • Small Dailies • likely the city editor • Weekly newspapers • Radio Stations • Local television • Cable TV access

  25. Three Main Products • Public Service Announcement • Media Advisories • News Release

  26. 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

  27. 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

  28. Media Avisory

  29. 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

  30. The News Release News Release Local Air Cadet Wins Overseas Scholarship Date

  31. The Media • Radio News Broadcasts • Advertising • Community Calendar • Radio Interviews • Television • Photographs • Mailed caption stories

  32. 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.

  33. 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?”

  34. 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. 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. REMEMBER:

  35. Air LeagueTools and Templates As found in the Region Strat Comm Plan (on Region website)

  36. Tools and Templates

  37. SWAG Plan- Start Apr 1 2012 at CSGs

  38. Questions?

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