Culture of Engagement

Question 1

Strategic Communication

Answer 1

A focused US government’s efforts to understand and engage key audiences to create, strengthen, or preserve conditions favorable for the advancement of US government interest, policies and objectives through the use of coordinated programs, plans, themes, messages and products synchronized with the actions of all instruments of national power

Question 2

What is your role in strategic communication

Answer 2

Know the Air Force’s message
Tell the Air Force story
Tell what I do and how it supports my wing’s mission and priorities
Stay in my lane

Question 3

Media Engagement

Answer 3

Fulfill your obligation to provide truthful, timely and accurate information about military activities and personal

Information must be consistent with security guidelines that enhance public trust and support for the Air Force

Use Air Force core values

SAPP- security, Accuracy, Propriety and Policy

Question 4

Perception

Answer 4

Reality is not what actually exists, but what is perceived to exist

Tell the Air Force story correctly

Contact local public affairs office for guidance

Question 5

Use your public affairs office

Answer 5

Can prepare you for a communication with reporters

They provide you with media policies and guidelines necessary to keep you out of trouble

Question 6

Tell the Air Force story

Answer 6

Your are an ambassador for the Air Force give the public accurate and relevant information

Tell your personal story and the Air Force story- a deliberate developed narrative about Air Force mission, values,and goals and how they align with your wing’s mission

Always speak the truth, accurate details and stay in your lane

Question 7

Interview formats

Answer 7

Face to face
Remote interview 
Press conference 
On-scene interview 
Ambush interview

Question 8

Interview types

Answer 8

On-the-record interview
Background interview
Off-the -record interview

Question 9

Interview techniques

Answer 9

Hooking- get reporter interested in what you want to talk about before it starts
Bridging-move the reporter agenda to your message
Flagging-emphasize you message
Personal credibility-you are the expert not the reporter
Say- from my 15 years experience—

Question 10

Do’s of an interview

Answer 10

Short, simple statements
Respond to the question then shut up
Discuss matters you have direct knowledge about
Don’t tell every thing you know
I don’t know, I cannot answer for security reasons
Think before you speak
Avoid no-comment
Use personal examples
Encapsulate the question into your answer
No color words-scandal, deaths, corruption etc

Question 11

Don’ts of an interview

Answer 11

Pretend to be perfect
No acronyms, technical terms
No- I’m glad you ask, or that’s a good question
Don’t dodge the question
Don’t use or repeat unverified “Facts” given by the reporter

Question 12

Social media

Answer 12

The various activities that integrate technology, social interactions and the construction of words, pictures, videos and audio

Question 13

Social media guidelines

Answer 13

You are responsible for what you say and post

If you see misrepresentation- point out the error only do not make disparaging or belittling remarks

Identify yourself, express YOUR opinion only- may add not necessary representation of Air Force’s position, strategies, or opinions

Question 14

What is OPSEC

Answer 14

Military capability within information operations

Influence operations
Electronic warfare operations
Network warfare operations

Question 15

Purpose of OPSEC

Answer 15

Reduce the vulnerability of Air Force missions from successful adversary collection and exploitation of critical information

Ask your self- could what I disclose be harmful to myself or my unit