PAO Academy - CAP Members

Aug 11, 2016 - shoot on an iPhone and how to post and gauge progress on the various social media channels. PAO Academy. Nashville. @. August 10-11 ...
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3:45 p.m.–4:00 p.m.

Welcome

Maj. Gen. Joe Vazquez, CAP National Commander; Don Rowland, CAP National Headquarters Chief Operating Officer; and John Salvador, NHQ Senior Director 4:00 p.m.–5:00 p.m.

Balsem Award Presentations/Video

6:00 p.m.

Optional evening dinner/networking Assemble in the lobby for a Dutch-treat excursion.

AUGUST 11 8:00 a.m.–9:15 a.m.

PAO Best Practices: Easy-to-Implement Tips from Fellow PAOs on How to Ensure Your Stories Get the Media Attention They Deserve

Speakers: Col. Jon Stokes, Super Bowl 2016 PIO; Capt. Jessica Jerwa, Washington Wing PAO; and Lt. Col. Johanna Augustine, Texas Wing PAO. Here’s the analytics: For Super Bowl, over a half million views on YouTube; 2 million viewers on CNN for Washington Wing SAR; 1.1 million viewers on Weather Channel for Texas Wing flooding. These PAOs will show you how to get the same results! 9:15 a.m.–10:30 a.m. ACTIVITY Participants will be asked to post a photo to one of their social media channels.

ACTIVITY Participants will use their smartphones to create a video.

Lunch on your own

1:30 p.m.–2:45 p.m.

Mission Media Coverage: New Rules of Engagement for PAOs and PIOs

Speaker: John Desmarais, Director of Operations, CAP NHQ Does your wing stand up its media relations program when a mission opens? How do you provide coverage for ongoing missions? Plans are in the works to ensure wings don’t miss out on opportunities to tell mission related stories. John Desmarais will provide an overview of CAP’s current mission activities and how PAOs at all levels and PIOs can help get the word out on CAP’s mission activity. 2:45 p.m.–4:00 p.m. ACTIVITY AParticipants will discuss ways to improve a mock website.

Engaging Photos Tell Our Story: How to Post on Photo-Sharing Platforms

Speaker: Maj. Robert Bowden, Great Lakes Region PAO and owner of Robert Bowden Photography Learn how to capture great photo stories, how to retouch them for best results and how a photo relates to various social media channels.

10:30 a.m.–10:45 a.m. Break 10:45 a.m.–Noon

Noon–1: 30 p.m.

Creating Videos that Rock

Speakers: Julie DeBardelaben, CAP National Headquarters, and Maj. Jeremy Browner, an attorney who uses videos in his law practice. Browner is an assistant North Carolina Wing PAO for video and a squadron PAO. The importance of creating an emotional attachment to your brand in videos is critical. Learn how to shoot on an iPhone and how to post and gauge progress on the various social media channels.

4:00 p.m.–5:00 p.m.

What Are the Hazards of Social Media vs. the Benefits … Plus How Social Media Can Be Used as a Recruitment Tool by Using Marketing/Analytics

Speaker: 2nd Lt. Morgan Torp-Pedersen is currently spearheading the digital distribution efforts for London based company Ditto Music in Nashville. Prior to that she was an artist representative for Stageit based in Nashville, where she worked directly with artists, agents and managers to help them monetize concert-like experiences on the internet; was the videographer on Jason Aldean’s “My Kinda Party” tour and produced Nelly Joy’s debut music video, “Trampoline.” She has spoken on panels for many music conferences and most recently for the Grammys. She has also worked as a production assistant for AXS TV covering the CMT, CMA and ACM Awards. She began her quickly moving career as the personal assistant to the JaneDear girls PAO Academy VII Graduation and Wrap-up: Are We all Energized and Ready to Get Back to Our Units?

Speakers: Julie DeBardelaben, Lt. Col. Steven Solomon, Lt. Col. Paul Cianciolo, Lt. Col. Joe Winter, Lt. Col. Andrew Oppmann, Maj. Robert Bowden and 2nd Lt. Morgan Torp-Pederson

PAO Academy

Ask your last questions about CAP’s tools and strategies for public affairs and then receive your certificate of attendance and challenge coin.

August 10-11, 2016

Nashville Gaylord Opryland Resort & Convention Center, Nashville

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PRE-CONFERENCE WORKSHOP AUGUST 9 8:30 a.m.–4:30 p.m.

G291: Joint Information System/Center Planning for Public Information Officers

This one-day course is designed to equip Public Information Officers (PIOs) to establish and operate in a Joint Information System/Center (JIS/JIC). The purpose of the course is to build on the solo PIO competencies gained in the Basic PIO courses and apply those skills in an expanding incident. Participants will also gain a working knowledge of operational practices for performing PIO duties within the NIMS multiagency coordination system. Target audience is individuals who have public information responsibilities as their main job or as an auxiliary function primarily at state, local or tribal levels of government.

9:00 a.m.–10:00 a.m.

Planning for Success: How to Use Social Media Effectively to Get the Most ROI

ACTIVITY Participants will plan a social media strategy to promote a CAP activity or event.

Speaker: Lt. Col. Paul Cianciolo is Civil Air Patrol’s Marketing and Social Media Manager. He has earned Level 5 in CAP’s professional development program; he joined CAP as a cadet in Wisconsin Wing 20 years ago this October. Cianciolo is a federal employee with the FAA’s General Aviation and Commercial Division, where he serves as the social media lead for general aviation safety and the FAA Safety Briefing magazine under the national FAASTeam. Which social media channels should you use, when should you post and what should your posts contain? Using social media wisely is the key to success. Real CAP success stories will be shared. Participants should review CAP’s Social Media Guidelines prior to the PAO Academy.

AUGUST 10 8:00 a.m.–8:15 a.m.

Welcome and Introductions

Julie DeBardelaben, Deputy Director, Public Affairs, CAP National Headquarters, and Lt. Col. Steven Solomon, National Public Affairs Manager, CAP/PA 8:15 a.m.–9:00 a.m.

10:00 a.m.–11:00 a.m. 10 DOs and DON’Ts in Dealing with the Media Speaker: Lt. Col. Andrew Oppmann is a former reporter, editor and publisher for media groups in seven states. He’s ACTIVITY now vice president for marketing and communications at Participants will Middle Tennessee State University, where he also serves as an discuss strategies adjunct professor of journalism. Oppmann joined CAP in for securing media 1979 as a cadet in the Kentucky Wing and is now an adviser coverage for various to the Tennessee Wing commander. mission scenarios.

Roundtable Discussions

In many cases, very simple things, such as format and delivery methods, can be the difference between success and failure. These simple suggestions can help you reach legacy media and, in the process, reach social audiences.

While enjoying their morning coffee, participants can sit in on the following ongoing, informal discussions: PAO Specialty Track — Participants will review the latest requirements and discuss any questions about the changes. Lt. Col. Steven Solomon, National Public Affairs Manager, CAP/PA AF Public Affairs — Participants will explore the

ways they can interact with their counterparts at nearby military bases. Maj. Joe Winter, USAF, Director State Partnership Program, Maryland National Guard Website – Participants will review Civil Air Patrol’s official template and evaluate a current CAP website for effectiveness. Joe Hall, Deputy Director of IT, CAP NHQ

http://www.capmembers.com/media/cms/CAP_ MasterPlan_RD10__Revised_3A7B79D355C5C.pdf 12:15 a.m.–1:45 p.m.

Lunch on your own

1:45 p.m.–2:45 p.m.

Building Your Mission PIO Credentials: Get Signed Off on 2 of 5 Required Advanced Tasks

ACTIVITY Participants will complete an initial and follow-up news release based on a scenario provided by the instructor.

http://www.capmembers.com/media/cms/SocialMedia Guidelines_4EA6118324E22.pdf

PAO AC A D E M Y V I I AUGUST 10-11 8:00 a.m.–5:00 p.m.

http://www.capmembers.com/media/cms/CAP_ BrandBook_RD13REVISED_F66B53DFD8762.pdf

11:00 a.m.–11:15 a.m. Break 11:15 a.m.–12:15 p.m. Building CAP's Brand through Consistency: Solid Tools and Strategies for Implementation ACTIVITY Participants will review their unit, wing and/or region online and social media posts and complete an effectiveness survey.

Speaker: Capt. Jessica Jerwa, Washington Wing director of public affairs and 2016 PAO of the Year PAOs can lead the way in ensuring brand consistency across America and in increasing CAP's SEO. Learn how online and social media consistency, coupled with a streamlined social media voice, can help CAP's messages break through the noise. Participants will be asked to review CAP’s branding

Speaker: Lt. Col. Steven Solomon, National Public Affairs Manager, CAP/PA. Solomon is a master-rated CAP PAO, ES-qualified CAP PIO and member of CAP’s National PIO Team. He is a CAP National PAO of the Year and has received a best-in-show trophy at CAP’s Maj. Howell Balsem Public Affairs Exceptional Achievement Awards. He is also a FEMA Media Relations Specialist. Not everyone wants to be a PIO on a CAP mission, but those who have done so say it’s one of the most rewarding activities they’ve ever experienced. Participants will bring to the PAO Academy a contact list for the media in their unit’s geographic area.

2:45 p.m.–3:45 p.m. ACTIVITY Participants will identify action tactics for promoting CAP’s 75th anniversary at the local level.

It’s Our 75th Anniversary: Four Essential Tips for Outstanding Multimedia Coverage

Speaker: Maj. Joe Winter, USAF, Director State Partnership Program, Maryland National Guard, Maryland Wing Commander and CAP’s National Marketing and Social Media Coordinator Learn tactics every PAO can use to achieve impressive coverage — print, TV and online. Participants should review the 75th Anniversary PA plan prior to the PAO Academy http://members.gocivilairpatrol.com/media/cms/ 75th_Anniversary_Planning_Guide_11__ E9002E1311885.pdf www.cap75th.com