Public Affairs Officer Basic Course

The Public Affairs Officer Course is a 2 day course that is designed to present to new PAOs and experienced PAOs the basic information and tools needed to succeed as a Squadron Level PAO. It also allows PAOs to network with their peers and with senior PAOs from their wing, region and National HQ.

The target audience for this course is squadron, group and wing PAOs, their commanders and cadets serving in a Public Affairs function. This course would also be of value to Recruiting and Retention Officers.

The course consists of the following parts: 

Planning for Success              

This session focuses on the need for a PAO to “Plan for Success.” Here the PAO will be briefed on the 4 step planning process and how to create a effective PA Plan for their organization and then importance of working as part of the “Squadron team” as they use good Public Affairs to help the squadron succeed.

This session includes a practical activity that has Teams of PAO’s review a sample PAO plan to determine if it is following the 4 step process and has measurable goals. The team will critique the plan and offer suggestions for improvement.

Media Relations

Learn how to build good relationships with local and state wide media that will pay off for your squadron.

Press Releases             

This session goes over the basis techniques of writing and distributing effective press releases. Key items to be presented include “Why issue a release”, “When to issue a release”, When not to issue a release” The Reverse Pyramid Technique”, the importance of a good picture to a release and “Where do I send my release”

This session includes a practical exercise that has a team of PAO’s taking supplied information and images and creating a release. The release will be critiqued by the whole class.

The Squadron Newsletter                          

This session reviews the concept of a CAP Newsletter and shares tools and ideas on content, editing and delivery of the squadron newsletter by using effective & simple methods of editing and distribution including web based tools.

Students will as a practical exercise organize the content for a unit newsletter from supplied information. 

Community Outreach                                                                                                     

This session discusses the importance of CAP squadrons reaching out and becoming part of their communities. Techniques to be discussed include open houses, speakers bureaus, Cadet Color Guards and parades, and how releases, newsletters and websites help the squadron be recognized in the community.

Potential benefits of good community outreach will also be discussed as well as resources shared.

Create your Own Media                                                                

This presentation focuses on how squadrons can use electronic media such as the Internet, video, podcasts and other web 2.0 technologies to tell its story. Guidelines for squadron websites will also be discussed as well as the technical means of getting a squadron on the Internet will be reviewed.

Photography Workshop

This is a hands on session on how to get "the picture" that you need for that release, newsletter or the next National Poster!

PAO's will also participate in the following modules.

Cadets and Public Affairs                                                                                             

This discussion talks about how a PAO can harness the power and knowledge of cadets to tell the CAP Story. Discussion items will include Cadets at Encampments, Cadets and New Media, the Cadet PAO SDA, and Social Networking

How Can I Learn More about Being a Better CAP PAO?
This presentation reviews “Ten Rules for Being a Better CAP PAO” and in the process shares resources, tips and best practices for a CAP PAO.

Professional Development - Next Steps                                                                      

This discussion reviews the Senior and Master PAO Specialty Track ratings and how a PAO can move to the next level of their professional development and get ready for that next promotion. Other training opportunities will also be discussed.

Things to think About - The SUI & Communicating in a Crisis                                  

Eventually you find out that the IG will be paying your squadron a visit. This discussion will help you to get ready by sharing some best practices and resources.

You may also find yourself in a communications crisis. Find out how thru application of good basic Public Affairs techniques and prior planning you and your leadership can weather any crisis.

The Future of CAP Public Affairs – This town hall style discussion will focus on how PA can position CAP for the future, reverse membership trends and better tell our stories. The National Team Leader will also update on what is going on at NHQ as well as updates to the Public Affairs Program.