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Hometown Engagement LTC Paul Hayes Joint Public Affairs Support Element 1 APR 2013 The overall

Hometown Engagement

Hometown Engagement LTC Paul Hayes Joint Public Affairs Support Element 1 APR 2013 The overall classification
Hometown Engagement LTC Paul Hayes Joint Public Affairs Support Element 1 APR 2013 The overall classification

LTC Paul Hayes Joint Public Affairs Support Element

1 APR 2013

The overall classification is

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Agenda • “The Problem” • Where PRTs fit • Make hometowns your niche • Leverage

Agenda

Agenda • “The Problem” • Where PRTs fit • Make hometowns your niche • Leverage hometown

“The Problem”

Where PRTs fit

Make hometowns your niche

Leverage hometown connections

Develop an engagement strategy

Build a distribution plan

Track your successes

Challenges

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“The Problem” “In Farah we receive zero interest from media.” “No interest at all with

“The Problem”

“The Problem” “In Farah we receive zero interest from media.” “No interest at all with the

“In Farah we receive zero interest from media.”

“No interest at all with the PRT. The brigade was a different story only because of the 9/11 10-year anniversary media blitz. All they wanted to see were kinetics. They didn't care about anything else.“

“Additionally, media aren't interested in the PRT because my province has so much kinetic activity.”

“Most news agencies and even RC East don't care about every patrol

your PRT goes on.”

Not many folks in the media want to talk about AFG. Even fewer want to talk about

non-kinetics. But it is funny every mom, dad, spouse, neighbor, and Veteran wants to hear about what their Soldiers are doing.

How do we harness that need to tell the important stories of our command and

accomplish informational tasks given to us by higher headquarters?

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Where PRTs fit in the plan 1. Big Leaders 2. Big media -ISAF Released external

Where PRTs fit in the plan

Where PRTs fit in the plan 1. Big Leaders 2. Big media -ISAF Released external –
1. Big Leaders 2. Big media -ISAF Released external – ISAF / IJC Release, Direct
1.
Big Leaders
2.
Big media
-ISAF
Released external – ISAF / IJC Release, Direct pitch, Embed pitch
3.
AFG media
4.
Big web
-IJC
1.
Hometowns
Released external, DVIDS, RC release, CORE
2.
Army news
-RC
3.
Installations
-MPAD
Released internal – RC CI Pub only
4.
Med. Markets
5.
Specialty
BCT
-BCT
PRT
Released external – unit release, direct pitch,
hometown releases, webpages, Newsletters
1. Hometowns
PRT
2.
Specialty
-PRT
PRT
PRT
PRT

Insight from current PRT PAO:

“I could hide out here for 9 months and no one would know and higher headquarters wouldn't care! That said, we've made our focus the local/hometown media back home and have gained

some traction with photos, stories, phone calls & emails to newspaper editors and even HTNRs.

So, I'd ask that you stress "pitching" stories/photos to media back home

than CNN or one of the big boys coming to visit, but in some ways, it's equally important.”

it's less glamorous

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Make hometowns your niche • Build partnerships (media, communities, organizations) • Focus on the hometown

Make hometowns your niche

Make hometowns your niche • Build partnerships (media, communities, organizations) • Focus on the hometown audience

Build partnerships (media, communities, organizations)

Focus on the hometown audience (unit and individual)

Pitch where you can win and seal the deal

Low-tech coupled with determination and high energy wins out every time

Do the simple stuff like releases really well

Have a press desk to track everything

Focus on the “low-hanging” fruit

Use hometown heroes to get your message out

Use influencers back home to drive command information messages (safety, sexual assault, suicide)

The most powerful words spoken every day are, “Hi, my

name is Sgt

how are you doing today?”

Find some way to improve your foxhole daily

calling from Kabul, Afghanistan

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Embeds Pentagon press briefing AFG media event Partnerships Op-Ed Press conference Pan-Arab media interview Host
Embeds
Pentagon
press briefing
AFG media event
Partnerships
Op-Ed
Press conference
Pan-Arab media
interview
Host TV crew
Taped interview
Live talk back
Blog placement
B-roll placement
Radio phoner
Town Halls

Methods and Tactics

Insight: “There’s a growing disconnect between the American people and the military. The public knows generically that their troops are at war, but the day to day connections are less than they used to be, the depth and breadth of who we are

and what we’re doing, isn’t there.”

Source: Adm Mullen, Feb 2011

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Leverage Hometown Connections Radio Partnerships TV Partnerships KIRO Seattle “How do we stay linked to

Leverage Hometown Connections

Leverage Hometown Connections Radio Partnerships TV Partnerships KIRO Seattle “How do we stay linked to our
Leverage Hometown Connections Radio Partnerships TV Partnerships KIRO Seattle “How do we stay linked to our
KIRO Seattle
KIRO Seattle

“How do we stay linked to our communities

and their organizations - from half way around the world?”

their organizations - from half way around the world?” -Weekly interviews -Weekly interviews -Flexible booking

-Weekly interviews -Flexible booking -Participation in family events -Channel for 70 th RRC

-Link to community functions

-Sustainer Minute 2x per week

Embeds Partnerships Conference Participation Educational programs Speaker’s Bureau Town Halls Op-Ed DVIDS
Embeds
Partnerships
Conference
Participation
Educational programs
Speaker’s Bureau
Town Halls
Op-Ed
DVIDS Website
DVIDS Interviews
Hometown releases
Hometown phoners
Shouts Out

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Hometown phoners Shouts Out UNCLASSIFIED Special Partners -American Legion, VFW -Schools - S por t s

6 -AUSA convention

Shouts Out UNCLASSIFIED Special Partners -American Legion, VFW -Schools - S por t s T eams
Develop a strategy 7 UNCLASSIFIED

Develop a strategy

Develop a strategy 7 UNCLASSIFIED

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Build a distribution plan 8 UNCLASSIFIED

Build a distribution plan

Build a distribution plan 8 UNCLASSIFIED
Build a distribution plan 8 UNCLASSIFIED

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Track your success 9 UNCLASSIFIED

Track your success

Track your success 9 UNCLASSIFIED

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Track your success 9 UNCLASSIFIED

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Samples 10 UNCLASSIFIED

Samples

Samples 10 UNCLASSIFIED

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Samples 10 UNCLASSIFIED
Samples 10 UNCLASSIFIED

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Samples 11 UNCLASSIFIED

Samples

Samples 11 UNCLASSIFIED

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Samples 11 UNCLASSIFIED

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Samples 12 UNCLASSIFIED

Samples

Samples 12 UNCLASSIFIED

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Samples 12 UNCLASSIFIED
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Challenges • Additional duties • Connectivity • Seems overwhelming • Command support • Sustaining the

Challenges

Challenges • Additional duties • Connectivity • Seems overwhelming • Command support • Sustaining the effort

Additional duties

Connectivity

Seems overwhelming

Command support

Sustaining the effort

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Key takeaways • It’s our mission and the need is there • Start small •

Key takeaways

Key takeaways • It’s our mission and the need is there • Start small • Have

It’s our mission and the need is there

Start small

Have a plan

Know the hometowns of all your people

Weekly goals become monthly successes which lead to a tour legacy

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