Okay, everyone who wants to do something about CAP's branding and marketing has their opportunity to step up and try to do something about it. NHQ is looking for a CAP member to be the Public Affairs Team Leader to be a volunteer part of the national staff.
http://members.gocivilairpatrol.com/news/cap_news_online/index.cfm/national_cap_public_affairs_team_leader_sought_5303
I would apply as I do Public Affairs for a living with a national public affairs consulting firm, but I'm not a Lt Col with command experience at the Wing, Region or National level. Anyone want to give me a big promotion so I can apply? ;D
Those are "Desired" traits, not "Required." Go for it!
This position has nothing to do with branding and marketing, which falls under the purview of the National Marketing Advisor. This position deals with Volunteer magazine and the National PAO Academy. :)
I hope it's not one of those "Nation Wide" searches that finds the person they're looking for in the same place they started at
Wow, I qualify, having been Wing and Region PAO.One year I was even the #2 PAO in the Nation. Plus 35 years in journalism/Public Relations. To bad I can't apply
Someone draft the NY Wing PAO.. He's the man for the job.
Or, I know a guy who would be great for the postion(see above) ;D
It's funny, desired traits are 1) turning in all your boxtops, 2)prior command at higher echelons.
I'd think a desired trait would be experience in PA/Marketing, but that would make too much sense.
There only one man for the job AFAIAC, and that is the NCR PAO, Maj. Al Pabon. Nobody has taken charge and lead the way in PA like Al has done in recent years.
Quote from: SJFedor on April 10, 2009, 01:11:12 PM
It's funny, desired traits are 1) turning in all your boxtops, 2)prior command at higher echelons.
I'd think a desired trait would be experience in PA/Marketing, but that would make too much sense.
That is definitely part of the problem. Instead of looking within our ranks for people who have professional qualifications at that level (i/e: "10 years of progressive Public Relations experience with a company larger than $30M annual revenue or national to international presence; preferred with a graduate degree in PR or communications; undergraduate degree plus 15 years experience acceptable") coupled with a solid knowledge of CAP (i/e: "Level III and above with 5+ years as a senior member"), we first and foremost want somebody with the right grade insignia... which is hilarious because CAP grade doesn't mean too much as far as qualifying for certain duty positions except to National Headquarters.
Quote from: Lancer on April 10, 2009, 01:35:11 PM
There only one man for the job AFAIAC, and that is the NCR PAO, Maj. Al Pabon. Nobody has taken charge and lead the way in PA like Al has done in recent years.
I second that! Maj Pabon does outstanding work.
Quote from: Pylon on April 10, 2009, 01:54:36 PM
Quote from: SJFedor on April 10, 2009, 01:11:12 PM
It's funny, desired traits are 1) turning in all your boxtops, 2)prior command at higher echelons.
I'd think a desired trait would be experience in PA/Marketing, but that would make too much sense.
That is definitely part of the problem. Instead of looking within our ranks for people who have professional qualifications at that level (i/e: "10 years of progressive Public Relations experience with a company larger than $30M annual revenue or national to international presence; preferred with a graduate degree in PR or communications; undergraduate degree plus 15 years experience acceptable") coupled with a solid knowledge of CAP (i/e: "Level III and above with 5+ years as a senior member"), we first and foremost want somebody with the right grade insignia... which is hilarious because CAP grade doesn't mean too much as far as qualifying for certain duty positions except to National Headquarters.
I can understand that attitude to a certain extent. Before a person can TELL the story, he has to KNOW the story. I always wondered why the USAF considers PA to be a primary career field while other brances consider it a seconday field. An O-1 can't answer questions as well as an O-3.
But, you are right. There SHOULD be some actual public affairs training included in the desired traits.
Quote from: Always Ready on April 10, 2009, 03:21:12 PM
Quote from: Lancer on April 10, 2009, 01:35:11 PM
There only one man for the job AFAIAC, and that is the NCR PAO, Maj. Al Pabon. Nobody has taken charge and lead the way in PA like Al has done in recent years.
I second that! Maj Pabon does outstanding work.
He's got my vote. I say we draft him.
Quote from: Pylon on April 10, 2009, 01:54:36 PMThat is definitely part of the problem. Instead of looking within our ranks for people who have professional qualifications at that level (i/e: "10 years of progressive Public Relations experience with a company larger than $30M annual revenue or national to international presence; preferred with a graduate degree in PR or communications; undergraduate degree plus 15 years experience acceptable") coupled with a solid knowledge of CAP (i/e: "Level III and above with 5+ years as a senior member"), we first and foremost want somebody with the right grade insignia... which is hilarious because CAP grade doesn't mean too much as far as qualifying for certain duty positions except to National Headquarters.
So are you applying?
The problem with public Affairs as practiced by any and all of the military branches is it is just an extension of command. It is a top down distribution model. A few years ago I looked at the Navy and Army's top PA's:
They were former war-fighters with less than 10 years in the PA field. While not meaning any disrespect to these people: in the media, as a journalist, in the public relations field -- 10 years isn't considered much experience. Certainly not enough experience to put you at the top of the PAO pile no matter your rank.
Death (or threat of death) is the military PAOs best friend. Meaning the Army and Marine's PAs have lots of coverage and many glowing stories, as well they should. The Navy (this week's Somalia Pirate story aside) have received less coverage. Jeopardy to your troops is good for your job, as a military PAO.
So here's the downside view of the CAP national PA Team model. It won't work if it's organized to a military standard... after all, we (CAP) aren't in that much jeopardy. Military PAO is a tombstone model built for heroes, it is mission/action based PA work. Mission work isn't that much of our actual PA requirement in CAP. So the model doesn't fit our mission. It never has and only works best when we are on SAR missions. We need a larger PA vision.
The actual CAP mission requires a more external affairs PA model -- aligning History, PA, AE (all storytellers in CAP) in a collegial model to do larger stories, more complex work, at a higher level of the PA practice.
By starting at the CAP PA resume level that reconfirms the military model to get into the NPAT... this simply means nothing will change and likely nothing will advance. As such -- It's already a closed course loop that begins and ends at the same old place. All that can be changed now is how fast or slow you will do the circuit.
I've been a professional PA Practitioner for 43 years and CAP must realize that there are higher levels to this craft than are practiced by the military, or have ever been practiced by CAP.
Quote from: RiveraJ on April 11, 2009, 01:10:05 PM
So are you applying?
I don't qualify by CAP's standards. Just professionally. ;)
I'm not a professional marketing guy by any means, but is there normally a distinction between Public Affairs and Marketing in the professional world?
To me PA seems to be along the lines of press releases, advising commanders, etc on how to deal with situations from a public perception view, etc.
Marketing to me is more along the lines of branding, creating material for people's hands and creating a unified 'image' to the public.
While both needed, to me, they are separate but supporting fields that need to play well together. I might be way off base, but I don't think I'd want the PAO determining the brand of CAP...
Jimmydeano;
I'm not sure what you mean by the words "determining" the brand. Odd word choice. Perhaps you mean "selling" or "marketing".
As an example - If Green Giant brand wanted some advertising for their "Fresh corn in a boil in bag" -- as a marketing professional you can't ask them to change it to "A Buick in a Bag." Corn and Cars use many of the same methods to sell their products but as a marketing professional you are aware of their distinctions and your place in this scheme that limits your ability to "determine the brand."
Let's take the way things work in the real world of the profession. "For Free" Stories about the client are generally titled Public Affairs or publicity. "Paid for" media about the client is advertising. Combine your letter head graphics, iconic media imaging, your website, even the way your telephones are answered and conglomeration of everything is called marketing.
Figuring the CAP doesn't have much for paid advertising and therefore cannot be, "Army Strong." CAP needs a higher form of Public Affairs as this is the best place to get story placement. When it's a top down
command model then the stories have a tendency to be about making the boss look good. Not the brand. Not the mission. Not the institution. This is a natural inclination that has much to do with people brushing up against a little fame. They start to loose their distinction between their own ego's and the requirements of their job. It's easy to do. A strong leader is good. A strong face on a strong leader is better. But a strong face and strong leader who then pervert the brand are not good.
A good example of a strong leader is Gen. David Petrous and bad example is any CEO who get's on TV one week touting his company's profits and next week is bankruptcy and looking for a bailout. Combine all of these things and you get the general term of Marketing.
Quote from: jimmydeanno on April 13, 2009, 01:10:39 PM
I'm not a professional marketing guy by any means, but is there normally a distinction between Public Affairs and Marketing in the professional world?
To me PA seems to be along the lines of press releases, advising commanders, etc on how to deal with situations from a public perception view, etc.
Marketing to me is more along the lines of branding, creating material for people's hands and creating a unified 'image' to the public.
While both needed, to me, they are separate but supporting fields that need to play well together. I might be way off base, but I don't think I'd want the PAO determining the brand of CAP...
You're correct in that Public Relations (as the rest of the world outside of the military calls it) and Marketing Communications are separate but co-dependent and cooperating fields.
Smithsonia, CAP can have a strong brand and identity without necessitating a large quantity of paid advertising.
Pylon;
You lost me. I've said nothing about advertising, other than to define it for terms of this discussion. Publicity or PA is more likely our best source of story work. We will continue to hang our brand on that media resource, most likely. So I am unsure if you have made a statement or are confused.