- Arrogance. We can own our side of the story while still accepting there are others with different perspectives, or even different facts. Truly listen to your teammates, fellow PAOs, journalists and audiences, because they’re probably listening to one another. When you dig your heels in so deep you become un-engageable, you can neither learn nor teach.
- Shame. Press releases and statements aren’t for flogging yourself in public. You can be transparent (and engageable) while maintaining a professional air of confidence. Did something bad happen? Say you’re sorry, but don’t linger on it; we’ve got work to do.
- Weakness. Failure to take a position, and double down on your commitment to mission. Failure to back up your statements with facts and context. Failure by letting the narrative happen to you, rather than because of you. Failure to act.
- Obfuscation. Misleading statements, or lies through omission. Precise language matters, and may require you to challenge the terms used by leaders and staffies in internal reporting. Unintentional obfuscation, such as group-think or a lazy copy-and-paste job, will still land you in Public Affairs Hell. Are you in a situation where you choose to withhold information, and avoid making news? Do so without exchanging long-term credibility for short-term convenience.
- Sloth. Why should I learn about the plan if we hope reporters won’t ask about it? Why should I write PAG before the mission is approved by our higher headquarters? Why should I read operational reports, national news, and DOD statements when I’m busy preparing for a cake-cutting? Why should I talk to my commander about the news, when I know they’ll read it on their own? Why should I think like a journalist when it’s easier to prepare for questions I’d like to answer?
- Vanity. It’s not about you, and it never will be. Dispense with the gimmicks and fake competition. Focus on where your organization fits into the big picture. We protect America, we don’t count likes.
- Obscurity. Generate options and attach drafts. Stay proactive, plugged in with your organization, and be where your people are. Nobody likes the PAO who finds special excuses to roll to Burger King during an exercise, or surf Facebook while everyone else is surfing MDMP. You know what to do: get your ass in the JOC.
(Photo by Mass Communication Specialist 3rd Class Sean Elliott, DVIDS)
