Well, the Squadron Commander asked me to look into choosing Public Affairs as a specialty track as the squadron needs a PAO. So, I downloaded the CAP "Guide to Public Affairs, Vol.1" to start reading. Even though I'm not ready yet as far as paperwork through NHQ goes, I like to stay ahead, and know a little about what I'm getting into. It seems a bit intimidating at first, but I think I'll do just fine....Besides, if that's where my squadron needs me....Than so be it!
I also downloaded the Air Forces "Toungue and Quill" as I thought it wouldn't hurt as additional study (knowledge is good).........Any thoughts or suggestions from you PAO's out there?
I suggest you first dig into the CAP PA guide as well as the specialty track study guide for PA.
You also need to assess your local media environment -- how big a media market, what sorts of media outlets you have -- and make some contacts. Introduce yourself. Strap on your blues and visit your local newspaper editor (by appointment, if you can). When you talk to working media in this introductory way, find out what kinds of stories they like, and what you can do to help them, not just tell them about CAP and what we do. Not many papers care if a kid gets his first stripe. Some don't care about milestone awards. But when a mission comes, or a training exercise, be there, because chances are, they will be too. At that juncture... MILK IT! (But be professional about it.)
Assess what sorts of marketing opportunities you have in your local area. Does your unit have open houses, airport open houses, and other events that would put CAP in the public eye?
Also -- and this is important -- get to know the PA at your next-higher echelon (at group level if you're in a group, otherwise, the wing PA). PAs up the line aren't there to do your local news release -- they're in place to back you up, since you're where the rubber meets the road in CAP public affairs. Seek their advice, assistance and help.
The squadron PA is, for many, the first impression people have of CAP. You've become a point man. Ensure that your uniforms are always in good shape, you always have your hair cut, that your military bearing and your situational awareness are good... ensure that you have "open" body language, that you're not "umm"ing and that you're ready with the facts and the answers, or that you can find the answers.
At first, a lot of what you'll do is networking, and that's a good thing. The relationships you build will lead to favorable exposure down the line.
Thanks for the tips! I all ready know a few reporters at the Niagara Gazzette, so there's a plus, and I can probably start there.
A few reporters, that's a good start. But it's the metro or city editor you want to get to know, at the least. The reporters can pitch stories, but it's the assigning editor or the desk editor who sees the merit of a story idea, regardless of what a reporter pitches on the newsroom floor.
That's in a print newsroom environment. In broadcast, the reporters carry a little more weight, but at least in TV (in radio, they tend to be more one-man-bands), it doesn't hurt to know an assigning editor or a managing editor as well.
Once again, the more people with whom you've made acquaintances, the better. But also as important: If you're in a larger area (sounds like you're in the Buffalo-Niagara Falls area?), your group PA should be the one in touch with the TVs and The Buffalo News (and maybe the Gazette), not a squadron PA. (That's because their audiences are much larger, covering multiple squadrons.) Your target will likely be local cable access and community papers.
All that said, work closely with your group PA -- he/she can open doors for you (or should be able to)!
Yeah!..All the main TV stations are either in Buffalo, or across the boarder. But, the Niagara Gazzette would be for the Niagara Falls area only (we don't have a TV station). I was thinking of them for things like local "General Interest" stories about the Squadron once in a while, that might generate some interest and knowledge of CAP, and even might help in recruitment. Gotta' face it.....When I mention CAP to most people, they have no clue on what it is, what CAP does, or that it even existed. The only thing I've seen of CAP after I moved here was the Honor Guard, with senior members in a vintage military vehicle behind them, marching in the "Peach Festival" parade on the TV coverage of it (and the cameras just happened to show them right when one of the cadets went out of step....Ouch!). But, I can see where wider area coverage would probably be up to the group, or wing PAO, unless I was asked to take care of it. I will definetley make an effort to get, and stay in touch with the PAO's on the higher levels.....Thanks again!
There's a PAO Workshop scheduled at NY Wing HQ.
www.capli.com/nywgpaoworkshop09.html (http://www.capli.com/nywgpaoworkshop09.html)
And feel free to pop in here with any questions/problems your group and/or wing PAO's can't help you with.
Attending seminars, workshops and speakers from your local Public Relations Society of America chapter are also very helpful, for both knowledge and networking. You usually don't need to be a member to attend the professional development stuff; just keep an eye on your chapter's website calendar. Here's their "Find a Chapter" page: http://www.prsa.org/networking/chapters/find.html
Quote from: Rob Sherlin on March 22, 2009, 06:32:32 PM
Well, the Squadron Commander asked me to look into choosing Public Affairs as a specialty track as the squadron needs a PAO. So, I downloaded the CAP "Guide to Public Affairs, Vol.1" to start reading. Even though I'm not ready yet as far as paperwork through NHQ goes, I like to stay ahead, and know a little about what I'm getting into. It seems a bit intimidating at first, but I think I'll do just fine....Besides, if that's where my squadron needs me....Than so be it!
I also downloaded the Air Forces "Toungue and Quill" as I thought it wouldn't hurt as additional study (knowledge is good).........Any thoughts or suggestions from you PAO's out there?
Before you delve into all of the stuff being talked about in this forum please start with the New PAO Orientation: http://www.ncrpao.org/new_pao/index.htm
If you have any questions or concerns please let me know and welcome to CAP Public Affairs!
Awesome!!!...Thank you Sir!!
CAP needs more, and better, PAs.
That you're interested in the gig means a lot. I haven't looked at the NCR PA orientation, but you know what? Every bit of knowledge you can get helps.
Maybe I should put a caveat on what I'm telling you: I'm a working journalist, and I've worked in major-metro newsrooms, mid-market cities and small towns. I don't always see things as the eager PA or public relations guy -- I see things more from an editor's point of view. We tend to call PR people "flacks" (but don't see that as an insult -- "shill," on the other hand, is).
So routine stuff may not get a metro newspaper or TV station's interest -- but it'll be welcome filler for a community weekly, where people are looking for that sort of information. And so on, and so on... targeting your stories to media outlets most likely to use them is key to getting the word out, as well as making the effort more efficient.
...man, the PAs in my squadrons probably think I'm a serious downer (I'm a group PA somewhere in a large Florida media market). I'm not trying to be, but it's much easier to see the other side, as far as external PA work goes.