Public Affairs Find the Story- Get the Story- Tell the Story

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

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

21. 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

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

23. The Media

24. 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

25. 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!

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

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

28. 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

30. 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

31. Media Avisory

32. 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

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

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

35. 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.

36. 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?”

37. 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:

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

39. Tools and Templates

42. SWAG Plan- Start Apr 1 2012 at CSGs

43. Questions?