When the Information Bus is barreling down the highway, you’re not doing any good sitting back at the bus station, writing late PAG and talking about the problem.
We’ve said it before: when you’re slow, you miss the opportunity to be right.
In times of crisis, your organization is going to need you engaged in the narrative. Here are some actions to keep you on the bus:
Know what you want to achieve. Oh no, a crisis! Should we put out a press release? Maybe, but only if there’s a purpose. Own and justify your recommended posture. Engage to kill the news cycle and avoid the slow trickle … unless they wouldn’t cover it otherwise.
Add value early. Even when the posture’s respond-to-query, be ready. Because you’re in the JOC and focused on mission, you have contingency talking points prepared. Quickly update them to reflect the ground truth, and synchronize the document with relevant Public Affairs partners. Do this, and you’ve provided a tangible option to move the organization one step closer to shipping.
Don’t wait. Are all the necessary PAOs on the information bus with you? If not, get on the phone and drive action. Did they see your draft? What’s the next step? Accept approval or concurrence. Accept feedback, concerns and edits to your draft. Don’t accept inaction.
Know the environment. Don’t let other PAOs catch you knowing something they do. Get a team member to watch Twitter and headlines for breaking news. If reporters are likely to call your cell, step outside to check missed calls. If reporters are likely to call someone else, stay in touch with them for updates. What are your S3 and commander telling your higher headquarters about the situation? You may need to get ahead of operational reporting to keep up with the speed of information … but do so deliberately, clearly, cautiously.
The information bus doesn’t wait. Want to be player? Be ready. Go and do likewise.
(Photo by Staff Sgt. Karin L. Sharrai, DVIDS)
