I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Air Combat Command Public Affairs

1

Presented by:

MSgt Mark Haviland

Manager, Operations

Media Convergence & the PA – MM merger

2I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Overview

A little media history The traditional outlook ’80s media convergence New outlook Media convergence Convergence – How? Examples

3I n t e g r i t y - S e r v i c e - E x c e l l e n c e

A little media history

4I n t e g r i t y - S e r v i c e - E x c e l l e n c e

A little media history

American Media Highlights

1534: First press

1690: First Newspaper

1741: First magazines

1860s: Harper’s “artists”

1880: First newspaper photo

1911: Newsreels begin

1930: First network news

1939: FM radio station in NJ

1932: Kodak introduces 8mm film

1949: First CATV company

1963: TV News expands to 30 min

5I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Traditional Outlook

“TV is the appetizer. Newspapers are the main course. Internet is the dessert.”

— Michelle Bearden

Tampa Tribune

6I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Traditional Outlook

Radio: “Theater of the mind” News uses voices & sounds to create moods. Little original coverage.

Video: Most easily understood elements of news. Short bites.

Magazines: In-depth, niche coverage.

Newspapers: Capable of timely and in-depth coverage.

Photo/graphics: Dependent on other media for delivery.

Independent paths …

7I n t e g r i t y - S e r v i c e - E x c e l l e n c e

1980 Ted Turner launches Cable News Network.

1981 Music television ushers in a new era a “converged media” by blending music and images. Almost all aspects of popular culture influenced. Video did kill the radio star.

1982 CNN introduces 24-hour news cycle with Headline News.

1982 USA TODAY introduces color, large images, infographics, packaging and local news. Daily sales hit 1.3 million by 1983.

‘80s Media Convergence

8I n t e g r i t y - S e r v i c e - E x c e l l e n c e

‘80s Media Convergence

1982 Personal computer named “person of the year” by TIME magazine.

9I n t e g r i t y - S e r v i c e - E x c e l l e n c e

New Outlook

“The public increasingly wants to access quality news and information at any time through any and all media that are convenient or appealing to them.”

— Missouri School of Journalism

10I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Media Convergence

Communications Theory: Technologies blend to the point that old communications devices are replaced by a single communications medium/device.

Business Convergence: Media organizations venture into nontraditional areas and cross-produce/promote products

Execution: Media convergence really refers to the merging of capabilities of each individual medium.

11I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Media Convergence

Communications Theory: Technologies blend to the point that old communications devices are replaced by a single communications medium/device.

Business Convergence: Media organizations venture into nontraditional areas and cross-produce/promote products

Execution: Media convergence really refers to the merging of capabilities of each individual medium.

12I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Media Convergence

Execution: Media convergenceReally refers to the merging of eachmedium’s individual capabilities to…

Provide trusted counsel to leaders Build, maintain, and strengthen Airman

morale and readiness Enhance public trust and support Achieve global influence and deterrence.

13I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Media Convergence

Convergence is NOT about being an expert in everything

Convergence IS about the way we THINK

14I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Convergence – How?

Operations Kill Chain Find, Fix, Track, Target, Engage, Assess

Public Affairs Communications Kill Chain FIND

Identify communication need, desired effect FIX

Identify audiences, messages TRACK

Adjust messages/audiences as more info becomes available

TARGET Identify appropriate weapon system(s)

(media formats) ENGAGE

With single/multiple formats to achieve desired effect

ASSESS Fight for feedback, measure effect

15I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Convergence – How?

Multimedia Internal Info Civic Outreach Media Relations

Public Affairs Operations

PA Operations – structurally and conceptually – is about coordinated, targeted, communications, regardless of the medium used to reach the audience(s).

16I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Convergence – How?

The Convergence Continuum

Cross Promotion

Cloning CoopetitionProject Sharing

TrueConvergence

True Convergence: features a single, shared assignment/editor’s desk and the story is developed by team members who use the strengths of each medium to best tell the story – through a layered approach – to the targeted audience(s).

17I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Convergence – How?

Planning=coordinated use of comms “weapons systems” Web, print, video, radio, F2F, e-mail, papers, civilian media, etc.

Eliminate “tribal representative” mentality Integrated planning & execution Right of “refusal” Conduct cross-platform training

Establish shared standards of quality Coordinate production cycles Eliminate internal-external disconnect

All communications have potential to reach all audiences Exploit strengths/minimize weaknesses

18I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Convergence – How?

Communication vision Shared goals Defined roles Process integration Leadership Training Best Practices Suggestions Teamwork Communication …

19I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Examples

20I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Examples

21I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Examples

22I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Examples

23I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Examples

• Fast Facts• Infographics• Checklists• Diagrams• Polls• Quizzes• Surveys/Polls• Charts/Graphs• Lists

24I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Examples

25I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Parting Shots

We are experiencing

fundamental changes in

storytelling. While we won’t be

equally adept at all storytelling

styles and skills, we can be

effective contributors to a team

that understands and takes

advantage of changes in

the media landscape ...

26I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Questions?

SA

F/P

A

AR

CH

IVE

PO

LIC

E