United States Navy Public Affairs

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United States Navy Public Affairs

• CDR Todd A. Martin
• Assistant Chief of Information, Navy Community
  Outreach

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Chief of Information Philosophy

• We are at war
• Our leaders recognize the importance of
  communication now more than ever
• Communication is a contact sport

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Guiding Principles

• Message Alignment
• Consistent
• Clarity
• Complementary
• Leadership
• People
• Processes

• Ethical Standards
• Truth
• Accurate
• Transparency
• Expertise
• Knowledge
• Experience

Educate Inform
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Maritime Strategy is THE message

• 6 Core Capabilities
• Forward Presence
• Deterrence
• Sea Control
• Power Projection
• Maritime Security
• Humanitarian Assistance/ Disaster Response

Everything ties to the Strategy
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People

• Top 50
• Diversity
• Ethos
• Safety
• Total Force

Our most important resource
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Visual Information
Imagery is replacing words
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Communication Integration
Tying it all together
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Navy.mil Visibility

• Dec 07 Jun 08
• Unique Visitors
• 4,171,558
• Visits
• 5,523,268

Dec 08 Jun 09 Unique Visitors 5,069,763
Visits 6,708,712
But to what effect?
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1st Quarter 2009 Navy.mil

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1st Quarter 2009 Navy.mil

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Communications Planning with Social Media

• Social media as part of broader communication
  plan
• Need to be familiar with multiple tools to find
  right one
• Ask yourself these questions in planning

• What are your goals?
• How much time do you have?
• Where are your stakeholders?
• Can you cross-purpose?
• Will there be advantages beyond this specific
  plan?
• How will you measure success?

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Sustaining Relationships Built Through Social
Media

• 7 Principles for Success
• Responsiveness
• Transparency
• Consistency
• Positive attitude
• Sincerity
• Sense of humor
• Respect

Sound Public Affairs Judgment
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Three Keys to Success

• Risk -- Leaders and communicators will need to
  accept more risk in our communication efforts as
  we engage in social and emerging media.
• Control -- Increasing the voices and the
  credibility of our message comes with a
  decreasing control of the content. Dialogue
  augments and, in some cases, replaces press
  releases. All voices have the opportunity to
  heard.
• Agility -- We will have to be even more agile
  than we already are. Advanced interview
  scheduling/prep becomes replaced by engagement
  within the hour.

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Whats out there?

• Spectrum of social media spaces
• Enabled by Web 2.0 tech
• Stakeholders become content producers,
  aggregators, distributors
• An ongoing conversation

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Is it worth the trip?

• Social media helps us fulfill our obligation to
  communicate with our stakeholders
• Allows us another means of sharing information
  with external and internal audiences

• Our audiences will increasingly be on social
  media
• Our bosses rightly expect us to be leaders in
  the field
• New communication environment has increased the
  competition for the attention of our stakeholders

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Who Uses Social Media?

• 200M users. If Facebook were a country, it would
  have 5th largest population in the world
• FEB-MAR 2009, visitors to Twitter grew 131, to
  9.3M
• Share of adults who have profile on social
  network has quadrupled in past 4 years
• 84 of journalists would or already have use
  blogs as primary or secondary source

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Time Is On Social Medias Side
Percentage of online Americans who have a profile
on a social network site
Source Pew Internet American Life Project
Survey December 2008 Survey, n2,253, with an n
of 1,650 internet users. For internet users the
margin of error is 3.
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Outreach Update

• Outreach Americas Navy (OAN)
• Navy Weeks at the next level
• OI-6
• New civilian billet
• Executes elements of Navy outreach
• Provides oversight for Navy community relations
  policies and programs
• Coordinates other DON outreach efforts.
• NAVCO
• Deputy Director
• Speaker Support
• Discovery Channel

Outreach with Intent!
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Americans Perception of the Military
Percentage of Respondents
Source Gallup Consulting December 2008
Outreach With Intent
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OAN Objectives

• Establishes CHINFO as single process owner
  responsible for community outreach.
• Formally tasks commanders with executing outreach
  requirements.
• Creates a long range planning process for
  identifying, prioritizing, and coordinating Navy
  outreach efforts with all stakeholders across a
  10 year time horizon.
• Connects a broad spectrum of agencies to creates
  synergy in resources and marketing efforts.
• Ensures Navys outreach efforts are
  well-coordinated, targeted, and properly funded.
• Establishes a system to assess the effectiveness
  of outreach events.

Outreach With Intent
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Stakeholders
Outreach With Intent
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CHINFO Sample Requirements
Outreach With Intent