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ACC Public Affairs Conference   Newspapers Master Sgt. Mark Haviland ACC/PAI Redefining Normal
Introduction
Introduction Redefining Normal “…  Information is a component of national power that is  no less important than military force .  “…  Information, properly communicated,  adds to the capabilities available to commanders .”  “ Trained public affairs professionals  must be intimately and decisively involved  in the application of this capability.” —  Lawrence Di Rita  Principal Deputy Assistant  Secretary of Defense for Public Affairs
Introduction Redefining Normal 90%   Updated frequently = motivated to add value   82%  Clear communication = motivated to add value 65%  Most information received seems irrelevant 40%  Too much “corporate speak” or jargon 39%  Hear about big changes too late
Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Redefining Normal
PA ‘Kill Chain’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Redefining Normal
‘ Convergence’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Redefining Normal
‘ Convergence’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Redefining Normal
‘ Convergence’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Redefining Normal In the U.S., the average amount of time spent reading news online in 2004 was just  7  minutes per day.
Effects-Based Newspapers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Redefining Normal
Effects-Based Newspapers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Redefining Normal
Effects-Based Newspapers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Redefining Normal
Effects-Based Newspapers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Redefining Normal
Effects-Based Newspapers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Redefining Normal
Effects-Based Newspapers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Redefining Normal
Effects-Based Newspapers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Redefining Normal
Trends ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Redefining Normal
Trends ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Redefining Normal
Trends Redefining Normal
Trends Redefining Normal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Trends Redefining Normal
Conclusion ,[object Object],[object Object],[object Object],Redefining Normal

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Redefining the Role of Base Newspapers

  • 1. ACC Public Affairs Conference Newspapers Master Sgt. Mark Haviland ACC/PAI Redefining Normal
  • 3. Introduction Redefining Normal “… Information is a component of national power that is no less important than military force . “… Information, properly communicated, adds to the capabilities available to commanders .” “ Trained public affairs professionals must be intimately and decisively involved in the application of this capability.” — Lawrence Di Rita Principal Deputy Assistant Secretary of Defense for Public Affairs
  • 4. Introduction Redefining Normal 90% Updated frequently = motivated to add value 82% Clear communication = motivated to add value 65% Most information received seems irrelevant 40% Too much “corporate speak” or jargon 39% Hear about big changes too late
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
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Notas do Editor

  1. F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  2. F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  3. F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  4. F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  5. F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  6. F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  7. F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  8. F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  9. F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  10. F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  11. F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  12. F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  13. F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  14. F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  15. F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  16. F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.
  17. F2T2EA Another avenue that will lead to compression of the kill chain entails eliminating what Jumper calls cultural “stovepipes” within the F2T2EA cycle. Stovepipes refers to specialized career fields, such as space, intelligence, surveillance, reconnaissance, and communications, that contribute data to the warfighter The service also instituted a task-force approach to develop requirements.