One day, your organization will be forced into a public quandary that you want nothing to do with. A Soldier will be killed at a range. One of your leaders will tweet a dick pic. Something will drive public scrutiny in your direction. Hell, maybe a white supremacist will wear your unit’s logo at a Nazi rally.
Experience tell us many commanders will hang back, and hope the situation blows over quickly and painlessly. Maybe the public will move on to another outrage — in which case the crack in your unit’s reputation is set. Maybe in time, you (and the JAG, Chaplain, Command Team, higher headquarters, civilian HR office, Safety Officer, IO team, CA dude, and Motor Pool folks) will generate the perfect statement to address the problem by saying nothing at all … in which case your unit’s reputation and public affairs legacy will go down as slow and gutless.
Others commanders will consider their organization’s values, and the things their key audiences need to hear about those values. Furthermore, they will trust their Public Affairs leaders to engage when engagement is required.
I am not an 82nd member or alumnus, but you have to recognize good Public Affairs when you see it: http://abc11.com/politics/82nd-rips-into-man-wearing-hat-giving-nazi-salute/2310484/
Why we like this series:
- They focused on values.
- They honored their history.
- Their response was timely. Max disclosure, min delay, anyone?
- Furthermore, they were persistent, and kept the conversation going throughout the day.
- They avoided politics. This was a discussion of who they are and what they stand for – nothing else.
- They engaged. The key point is they went past just a bias toward action. The organization chose to identify and directly reply to those questioning their values.
Is there still a Keith L. Ware award for social media programs?
