We talk often about knowing your command’s communication needs. We circle the topic here, here and here – like it ought to be second nature for you.
Yep, it is a solid PAO’s second nature to observe, assess, prioritize and take action against their command’s communication needs, but we here at MaxDis realize that’s easier said than done.
When you’re struggling to find a way to offer your skills and experience in service to your organization’s resources, approvals, authorities and support, here are four ways to find a start point, generate options and decide on your next steps:
- Learn the Vision. What culture does your commander and star performers aspire to? What behaviors and efforts will your higher headquarters use as a model to your sister organization? What is your commander asking about and emphasizing often, maybe without even realizing it?
- Get the Puzzle Pieces. You know or are in the process of learning the vision for your organization; it’s time to identify where that vision is disconnected from reality. It may not be clear, so start by asking casual questions to your peers and senior leaders; then grab a white board and put the story together.
- Be Where Everyone Talks. Your physical presence tells the people around you where your priorities fall. For us, that’s the e-mail distribution lists our senior leaders use; our organization-wide meetings where senior leaders speak candidly about their efforts and challenges; and sitting all night long with the other staff sections in the Tactical or Joint Operations Center. For you, maybe its the DFAC, or PT every morning, even though you think you’re “special” and don’t have to go. Don’t just be there, but be present and be prepared to join the discussions. Consider how discussions about real problems compare to your aspirational culture and effects (step 1) and one on one conversations (step 2).
- Have a Unique Perspective – that of an outsider with competing priorities and concerns. Read the news and social media streams that your audiences read, then translate that into your organization’s context and influence. With a healthy dose of reality, you can be a devil’s advocate for your organization’s communication initiative without being negative, or a dick.
It’s more art than science, but this is the foundation for all your future initiatives and proposals. A firm grasp, and constant reassessment, of your command’s communication needs will set you up to take action, explain your actions, receive command support, and ultimately communicate effectively for tangible results.
(Photo by Lance Cpl. Angelica Annastas, DVIDS)
