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Public Affairs Officer - What
Does a PAO Really Need to Know?
Regulations
There used to be a time, centuries ago, when there were
no regulations. The rules were passed along orally, and the penalty for
breaking them was usually harsh and permanent: many a head rolled away
in the Middle Ages as a result of a minor infraction.
The modern military, created by Napoleon Bonaparte who
was the first to foster a meritocracy, was built on performance,
intelligence, and rules. Thus the French military of his day had very
few noblemen in positions of authority; he simply picked the best man
for the job, then gave him a title to go with the position. To this day,
the French look down their nose at "Napoleonic titles," which are held
in the same contempt at our society regards "the new rich."
But the idea of writing down the rules stuck. As did the
system of meritocracy. As Civil Air Patrol members, we are bound by
rules, called "regulations" the same as in the Air Force. Therefore, the
PAO needs to know "the regs."
Activities
Since the PAO is his commander's advisor on matters of
protocol, naturally he needs to know protocol, military courtesy, and
how CAP works. Also, since the PAO writes about what CAP members do, he
needs to know in more than passing detail the fundamentals of Emergency
Services, Cadet Programs, and Aerospace Education.
The ideal PAO is a qualified Mission Radio Operator,
Mission Information Officer, Ground Team Member, and also holds a rating
in some air crew specialty (Pilot, Observer, or Scanner). The
well-rounded PAO is also familiar with Cadet Programs and has had some
experience in a position of leadership working with cadets. Aerospace
Education should be a PAO's avocation, perhaps even passion.
Skills
Obviously, writing is what we can always do, no matter
what the circumstances. Even if we have no paper and pencil, we can tell
the story to someone else, either over the phone or radio, or in person.
A good writer organizes a story logically, kicks it off with a great
"hook" for a leading paragraph, and develops it with a sensitive eye
towards human interest -- while keeping in mind that Job #1 is to
present CAP at its best, because each story is a chance to "win" the
public.
Stories are not complete unless images are produced.
Therefore, a PAO needs to know how to take photographs.
A news piece might be a natural for filming. Seeing the
possibilities and luring the local TV crew to your site to tell it to
the world is also part of the job.
People
Your job as a PAO always involves people. You write about
people, interview people, get people to help you with leads, or by
taking photos, or coordinating with the local media. When acting as a
Mission Information Officer, you'll need speaking skills in order to
address the media or be interviewed on camera. You need to take the CAP
story out to the public in other ways, such as speaking at schools,
service clubs, city councils, and so on.
If you don't like people, you are in the wrong job. We
write about people, for people, and with the help of people. This
involvement can be harmonious or offer an opportunity for friction. For
best results, offend no one, tell only the truth, admit mistakes readily
and offer an apology, never promise what you cannot deliver, and never
tell what you have been told not to tell. If you do all these, you'll be
a happy PAO.
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