This guest post comes from our good friend T Mayne, an ops-focused PAO for sure.
Target audience analysis is a thing. In fact, it is a very important thing. No doubt, a good PAO studies the information environment and provides plans for messaging campaigns and products that will meet commander’s messaging intent right down to each target audience segment. It is what we do. Then why are so many PAOs frustrated when their herculean staff planning work does not get the time of day for implementation? (We are trying to contribute to the big “W” after all.)
Often times, we fail to realize that our TAA does not the account for the most important stakeholders – the Operations professionals that approve our concepts.
“Ops” do not expect to receive information in public affairs terms – shocking, we know. The Army infantry chief of staff or Marine executive officer serves as the gatekeeper to the “Old Man”. The gatekeeper wants to see and hear you confidently lay out your CONOP in operational terms. The gatekeeper expects your next great command narrative or social media campaign is synchronized within existing lines of effort to gain desired effects in the operational environment.
But at DINFOS they told me I am “special staff”? “I should have access to the commander.” That’s sweet.
You earn access to the commander. If you do not have it now…it is not them, it is you.
Here are some tips to get on the Ops train before if pulls out of station, with or without you on it.
- Formats. Use whatever format the J3 uses. The J3 was hand selected by your commander, just like your gatekeeper. The J3 is going places. The J3 may be in the approval chain for product dissemination. He or she might like to see your products in Ops format before providing the stamp of approval to route your masterpiece up the chain. The J3 also tends to use similar product to what you have seen your entire career at professional military schooling.
- Quad charts. Ops guys love ‘em. Why? Quad chart compartmentalize data into a visually predictable format. Not sold on quads. Think you have a better format. It doesn’t matter. Your gatekeeper is a proponent.
- Meetings. Go to the important ones like the routine training meeting in garrison or the targeting meetings in one of our many beautiful deployed locations. Our friend the J3 is running this meeting. Tell the team what you are providing for future events and operations to gain effects. Don’t worry about briefing what you did last week, people that need to know read your SITREP…
- SITREP? You mean the thing the J3 writes everyday? Yes, buttercup. Find the battle rhythm that works for your section. In the friendly confines of the homeland, a weekly report is about right on the mark. When deployed, the frequency increases. All the other sections do SITREPs so you should too, but make your product matter. Every stakeholder on the to: and cc: line should know where to look in your SITREP for pertinent information for his or her staff section. Take time, in person, to let your fellow staff know where to look.
Know the Ops game and play it well. Your gatekeeper needs to perceive you as an Ops officer playing PAO.
What ma’am doesn’t know, won’t hurt her.
(U.S. Army photo by Gertrud Zach)
