We are the communicators for our commands. We inform policy makers. We have our hands and words in a lot of strategic stuff. But sometimes we stumble when we are asked what it is that we do.
“We inform the American public.”
“We engage with the community.”
“Yeah, I do Twitter and stuff.”
BORING. Your commanders know that. What is it that you really do, PAO? Obviously this changes depending on your mission, but make sure it is more than how you run the Facebook page and tell the command’s story.
I’ve spent the last couple years leading combat camera troops. I have an E3 who I must set up for success, and at some point, I won’t be there to do the talking for her. That E3 will arrive at her new team, probably at a different location, and be asked by someone who definitely outranks her who she is, what she does, and why they should keep her around. I tell my troops to have their elevator speech about how they are critical to someone else’s mission ready at all times, and they are randomly quizzed on this. I make my Airmen and Soldiers tell me what they do so they can be successful. I hold myself to the same standard.
We write speeches for those we support all the time. But sometimes, we need one for ourselves. In 30 seconds or less, explain what you bring to the command and why they need you. Oh yeah, and do it with confidence.
Photo by: Airman 1st Class Duncan Bevan
