upar 2017 02 intro to military public affairs
TRANSCRIPT
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LOGO
Introduction toMilitary Public Affairs
MAJ Mike Petersen
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LOGO Agenda
1. What is Military Public Affairs?
2. AR 360-1/AFI 35-101
3. Public Affairs Guidance
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 1 Function 2 Function 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 Guidance1. NGB Pamphlet 360-5
2. Joint Publication 3-61 Public Affairs
3. Joint Publication 3-13 Information Operations
4. Army Public Affairs Handbook
5. CT National Guard Public Affairs Handbook
6. NGB-PA UPAR Handbook
7. CT National Guard UPAR Handbook
8. DoD Dictionary of Military & Associated Terms
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
giftsExplain
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
2. Integrity
3. Loyalty
4. Accountability
5. Fairness
6. Caring
7. Respect
8. Promise Keeping
9. Responsible Citizenship
10. Pursuit of Excellence
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LOGO Differences Between Military & Civilian Media
Duty, honor, country
Obey rules
Control & discipline
Loyalty to the group
Preserve the Constitution
Fourth Estate
Non-conformity
Compete for stories
? everything Govt. does
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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LOGO
Introduction toMilitary Public Affairs
QUESTIONS?