It’s been a long time since I read about what Public Affairs Officers are supposed to do in regulations. I do read a lot about what we should do in books about communication, corporate leadership, and a sprinkling of history. I listen to my organization to determine where it needs my team’s help. I build a team recruited and organized for purpose.
On our own initiative, we do a lot that probably doesn’t fall into our Public Affairs job description, along with the things that do. My bosses haven’t told me to stop, so…
We’ll keep doing it, because our organization needs it.
We chart the organization’s message. We affect all aspects of communication, even the way our buildings and space physically look. We create and propagate our brand. We build products to inform internal and external audiences beyond the public. We work with the media to ensure our organization’s reputation is protected. We advise leaders, big and small, on the way they speak to their people, welcome newcomers, and tell their stories. We provide input to our organization’s operations from a communication perspective–before, during and after operations happen. We drive the organization’s culture through communication. We manage the organization’s reputation during crisis. We do a lot that has little to do with the public and a lot to do with communication.
What we do is much more in line with what a civilian communication executive does and less in line with what a typical government public information officer does. Take a look at the Wikipedia definitions for Public Affairs Officer and Director of Communication — which do you think your organization needs more of? Commanders and organizations need Directors of Communication more than they need a narrowly defined public affairs officer.
Your name and title need not change, but your mind must. Think big. Serve at your fullest capacity. Start with small but tangible steps, not broad announcements. Execute the basics to perfection.
Be the person that takes your organization, and our profession, into the 20th century.
Photo by Sgt. Travis Jones
