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Introduction toMilitary Public Affairs

SFC Debbi Newton

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LOGO Agenda

1. What is Military Public Affairs? 1. What is Military Public Affairs?

2. AR 360-1/AFI 35-101 2. AR 360-1/AFI 35-101

3. Public Affairs Guidance 3. Public Affairs Guidance

4. Professional Ethics & Perceptions 4. Professional Ethics & Perceptions

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LOGO Objectives

Regulations& Guidance

Reasons

3Functions

Approaches

4-StepProcess

Ethics

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LOGO Four Reasons for Military Public Affairs

Reason 1 Reason 2 Reason 3 Reason 4

Evaluate public opinion toward the Department of Defense and

the Armed Forces

Evaluate the effectiveness of

policies and actions that

generate public opinion

Make recommendations designed to lead to better public understanding

and acceptance as it affects public

opinion

Keep the military and the public

informed – the public has a right to know

how its money is being spent!

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LOGO Three Public Affairs Functions

Function 1Function 1 Function 2Function 2 Function 3Function 3

Public Information

& Media Relations

Community Relations

Internal Information

& Command

Information

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LOGO Approaches to Public Affairs

Two Approaches

Preventive/Proactive

Reactive/Remedial

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LOGO 4-Step Public Affairs Process

Step 1 Step 2 Step 3 Step 4

ResearchDetermine how your

unit’s goals and objectives can be

metDetermine the source of the

problem or nature of the opportunity

Identify and target a specific audience to ensure the message

reaches the right group

PlanningWalk through

every stepDetermine what personnel and equipment is

needed and who will supply them

Put plan in writingMeet with

participantsDevelop an

evaluation plan

ImplementationConduct the

exercise, project, etc.

EvaluationWhat worked?What didn’t?What can be improved?

Will this plan be used again in the

future?

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LOGO Public Affairs Regulations

Your References

AR 360-1AFI 35-

101

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LOGO Public Affairs Guidance

1. NGB Pamphlet 360-5 1. NGB Pamphlet 360-5

2. Joint Publication 3-61 Public Affairs 2. Joint Publication 3-61 Public Affairs

3. Joint Publication 3-13 Information Operations 3. Joint Publication 3-13 Information Operations

4. Army Public Affairs Handbook 4. Army Public Affairs Handbook

5. CT National Guard Public Affairs Handbook 5. CT National Guard Public Affairs Handbook

6. NGB-PA UPAR Handbook 6. NGB-PA UPAR Handbook

7. CT National Guard UPAR Handbook 7. CT National Guard UPAR Handbook

8. DoD Dictionary of Military & Associated Terms 8. DoD Dictionary of Military & Associated Terms

9. Associated Press Style Guide 9. Associated Press Style Guide

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LOGO Professional Ethics & Perceptions

Explain how to avoid

alienating portions of

your audience

Discuss differences

between military &

media cultures Explain

how to avoid

conflicts of interest

Discuss the DoD and services’

policies on accepting

gifts

Explain how to use attribution

to avoid plagiarism

Discuss sources of

equal opportunity information

Define Professional

Ethics

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LOGO DOD Primary Ethical Values

1. Honesty 1. Honesty

2. Integrity 2. Integrity

3. Loyalty 3. Loyalty

4. Accountability 4. Accountability

5. Fairness 5. Fairness

6. Caring 6. Caring

7. Respect 7. Respect

8. Promise Keeping 8. Promise Keeping

9. Responsible Citizenship 9. Responsible Citizenship

10. Pursuit of Excellence 10. Pursuit of Excellence

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LOGO Differences Between Military & Civilian Media

Duty, honor, country Duty, honor, country

Obey rules Obey rules

Control & discipline Control & discipline

Loyalty to the group Loyalty to the group

Preserve the Constitution Preserve the Constitution

Fourth Estate Fourth Estate

Non-conformity Non-conformity

Compete for stories Compete for stories

? everything Govt. does ? everything Govt. does

Lack of internal rules Lack of internal rules

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LOGO Ethics & Perceptions

Conflicts of

Interest

Gratuities&

Gifts

Service regulations

prohibit obvious

conflicts of interest, such as a PA spec. working for the

paper that prints the state

paper

Promotional items of a

nominal value (under $20)

Discounts available to ALL military & DoD

civilian personnel

Food & drink of a nominal

value at which DoD

personnel are present in an

official capacity

Gratuities&

Gifts

Gratuities&

Gifts

When dealing with conflicts of interest,

Perception is Reality

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LOGO How to Avoid Alienating Portions of Your Audience

DOD Human Credo ensures the following:

Dignity & worth of

every military & civilian

member of the DOD

Guarantees the right of each

person to reach as high a level of responsibility as possible, limited only by diligence

and talent

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LOGO Equal Opportunity Information

Providing balance in coverage

Human Resources, Chaplain Senior

Leadership

Surfacing sensitive

issues – not in newspaper but

from leadership channels

Making space for EO

program information in

internal media

Being aware of your own

attitudes and biases to keep

them from influencing your professional duty

Educating the audience about

ethnic and minority culture

and history

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Introduction toMilitary Public Affairs

QUESTIONS?

SFC Debbi Newton