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2007 Public Affairs
Academy
Atlanta, GA
PowerPoint Presentations |
Marketing in the 21st Century -
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Download
Synchronizing the message of a national organization is complex and
requires focused effort. The communication patterns and demands of
our society complicate our work. Continued success of an
organization requires an integrated marketing solution. CAP National
Vice Commander Brig. Gen. Amy Courter will speak to us from her
experiences as an executive in a billion-dollar global marketing
services company and from her decades of leadership experience in
many organizations. |
The National Marketing Plan and Branding of the
U.S. Civil Air Patrol -
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to download
Click here for Video 1
Video 2
Video 3 Video 4 (Please save and play
videos on your PC.)
This will be an in-depth discussion on the strategic development of
the marketing plan and the branding efforts through the plan. The
branding effort will be an integrated marketing approach highly
dependent on the PAO system of CAP. The plan will provide a clear
strategic path with defined goals for the coming years. |
How to Write a PR Plan -
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Discover the essential components included in a well rounded and
effective communications plan. The importance of situational
analysis before developing the plan will be discussed, as will
relating the situation to the planning process. |
Creating a Customer Focused Online Experience -
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download
People are spending more time online than ever before. Web sites are
no longer “nice to have” but an important strategy to communicate
and build relationships with volunteers, students, the media,
partners and other stakeholders. This workshop provides the novice
internet marketer with strategies that focus on the visitor’s online
experience. We’ll explore Web site and email marketing tactics. |
CAP Marketing Initiatives -
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to download
As director of marketing, Col. Greenhut ensures major local, state
and federal agencies are aware of who CAP is and what kinds of
missions we can perform for them. He'll give a brief overview of the
kinds of agencies he targets, how they are initially contacted, who
he speaks to and what kind of followup is typically needed. He will
tie it all into the vital groundwork laid by the PAO, and how
important even the smallest press release can be to our overall
marketing effort. Finally, he'll speak about the kind of planning
needed for a concerted marketing effort, some of the tools available
and the important part the local PAO plays in supporting the plan. |
Crisis Communication 101 -
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Click here for the
handout
Learn the key concepts of risk communication and a powerful crisis
communication tool called Message Mapping developed by Dr. Vincent
Covello. Message Mapping theories and guiding principles will be
discussed, and the audience will be presented with real-world
examples of Message Maps developed by federal agencies in
anticipation of crises. |
Weathering a CAP Crisis - Click on the sub-topic
for the presentation
This panel discussion delves into the experiences of three CAP PAOs,
who will share the opportunities and challenges PAOs are apt to face
as a result of high-profile CAP missions. In particular, they will
discuss their role in interacting with local and national media in
support of the following missions:
The emergency response in
the wake of Tropical Storm Ernesto, 2006
The search for aviation
legend Scott Crossfield’s downed aircraft, April 2006
The emergency response in the wake of Hurricane Rita,
September-October 2005 |
Media Relations -
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Interview Guide
Interview Tools
Find out how to get a handle on the media by organizing a
communications plan and preparing to speak on camera. You will learn
how the media thinks and how to develop a message to reach them.
Find out what reporters want, need and expect. In addition, this
course shows you how to build good working relationships with the
media, a factor often overlooked but very important to maintain.
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