Too often we listen to PAOs tell us that they’re so busy.
“Doing what?” we ask.
“Meetings, emails, stuff,” they say.
Consider what you do each day, all day. Are you spinning or are you producing?
Prioritize your time like we described at this link. Somewhere in there, fit in production of content.
You will find that the drive to produce content, whether it be a feature story, video script, communication training, manifesto, or whatever, will make you and your organization better. Outlet mechanisms are easy. In the past, we’ve sent out emails, we started bathroom newsletters, we produce YouTube videos or simple fact sheets about various aspects of our organization. No matter the release (or not release)* venue, it’s the production that often counts.
Producing content drives you to see outside of your office and learn more about your organization. In these organizational contacts you will find opportunity.
Producing content forces you to be in contact with the people you serve. You will learn their needs and teach them what you do.
Producing content makes you more valuable to your organization in crisis. You have more and better relationships, you’ve trained people to be subjects.
Producing content keeps you sharp on your skills. The more content you produce, the better producer you become.
Producing content makes you valuable to the command. Once your content catches on (and it will), people will line up at your door with subject ideas. Sometimes they want to be featured, sometimes they want their people featured.
Fun fact: This is why MaxDisclosure.com exists. We are a team of PAOs–really, a couple of schmoes–who were having lots of face-to-face conversations about our career field, culture and mission. Not much was happening with those conversations. For more than a year, we’ve put those thoughts into writing, challenging ourselves to clearly define and defend our positions. Sometimes it’s stressful, and usually it’s fun. At the end of the day, we are sharing something tangible that others (hopefully) can build from.
Take a break from the ruthless staff work. Emails often answer themselves. Take a break from the spin and start producing. It’s good for you and your organization.
Photo by Petty Officer 3rd Class Jonathan Clay
* “Not Release” is important here. Write 1,000 words a day … and then ruthlessly cut those words down to only the content necessary to build understanding and drive action.
