This Briefing is:UNCLASSIFIED

Headquarters Air Force

Newspaper Working Group

Chief Master Sgt. Janice Conner18-20 July 2006

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CMSgt Janice Conner, PA Enlisted Career Field Manager, SAF/PA MSgt Sean Cobb, PA Enlisted Career Field Manager assistant, SAF/PA

Mr. Mark Niccum, Simpler Consulting, AFSO 21 Facilitator

CMSgt Ron Kriete, AFSPC CCC

Mr Larry Clavette, Director, SAF/PAX Maj Tadd Sholtis, Readiness Officer, SAF/PAR Capt Denise Burnham, PAO, 39 ABW/PA SMSgt Kenneth Fidler, Superintendent, 18 WG/PA SMSgt Terry Sommerville, AF Newspaper Consultant, AFNEWS MSgt Mark Haviland, Newspaper Consultant, ACC/PAI MSgt Andrew Cleaver, Editor, USAF Band Ms Karen Petitt, Senior Editor, AFCA/PA Mr Rob Ely, Internal Information Chief, AFMC/PA TSgt Kate Rust, Newspaper Consultant, AFSPC/PAI TSgt Chris Eder, Broadcast Supervisor, ACC/PAVT TSgt Michael Hammond, Newspaper Consultant, AETC/PAN TSgt Timothy Taylor, Reserve Newspaper Consultant, 302 AW/PA SSgt Donald Branum, Editor, 50 SW/PA SSgt Monte Volke, Editor, USAFA/PA

Working Group Members

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WG Strategy

Identify issues/concerns

Identify goals

Identify products/timelines

Identify expectations

Brainstorm

Map impact/difficulty

Identify Do-its, Rapid Improvement Events, Projects

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Issues/concerns

Trend for “Every Issue” reading:1994: 57%; 1997: 44%; 2001: 46%; 2004: 38%

Skill level/News judgment of newspaper staff

Quality vs quantity

Approx 117 AD products produced by 292 AD members

2,080 hours per week across AF expended on layout/design

Lengthy review process/last minute changes

Ad content (bars/tattoo parlors)

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Goals

Determine best way to deliver the right info

Ensure equal to better quality, and base on voice of customer

Determine way ahead-future state and ideal state

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COA

Transition to Web-centric internal information delivery with hard copy newspaper options

Leverage existing effort to field AFPIMS (1 Oct 2007 completion) Continued modernization (news alerts, podcasts, etc.) More focus on visual (photo, video) media – broadcast, VI integration Train/operate like we fight: common process at home/deployed location

Newspaper from Web content-3 potential options

Civilian publisher takes care of layout/design (funded by ads) Services takes care of layout/design (funded by ads) Commander funds manpower/publication out of pocket

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Way Ahead

Define audiences

Renegotiate/modify publishing contracts; establish deadline for completion

Establish software standard for real time content management

Integrate solutions into deployed comm infrastructure

Update AFIs/policy as needed

Identify/standardize content PA is responsible for

Market, market, market!

Hold Customer focus groups

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Ideal State

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Interesting Sidebars

Target Talking Point papers (CCMs/supervisors)

Establish one mass multimedia info repositoryfor distro/download

Create capability for audience to provide feedback

Build google-like search engine to “pull” info

Speak in “link” language

PA Primer for airmen

Cross-promote PA products

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Potential Issues

AFPIMs not yet fielded AF-wide

Pushback from publishers if units elect to discontinue newspaper publication

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Conclusion

Questions?

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Conclusion