Public Affairs

Headline Stories:

Maya Kivett takes the McDonald's triple thick shake coupon from Dan Schwisow, USCG Auxiliary, of Kennewick, WA, as her Mom Anjie looks on.

Dan Schwisow, a crewmember during the Water Follies regatta is a grandpa and great grandpa, loves kids (of course). He's a retired teacher from Richland schools and a retired Benton County Reserve Deputy Sheriff and Marine Sheriff.  In the CG Auxiliary, he's a past Auxiliary Flotilla 85 Commander and past Captain of Division Eight.

Dan raved all day how cute Maya was in her little life jacket, which we formally call a PFD, Personal Floatation Device. (Note also in the picture my little toy duck at Maya's feet - the duck is also wearing "her" PFD.  If ducks wear 'em, then, obviously, everyone should wear 'em. Both Maya and my duck are great role models for kids.

Photo by John Umbarger, Flotilla 85

Public Affairs Calendar (Parades and Boat Shows)

• PA Calendar for 2005-2006 [PDF] (updated June 6, 2005)

• Parade Planning Guide 2004 [PDF]

• Updated Boat Show Guide for 2007: http://www.auxadept.org/training/Show_Guide2007_wSOP.pdf
  A guide to setting up Coast Guard Auxiliary Informational Exhibits

Your photos are needed:

PA Links:

• A note from Nick Tarlson (Chief, Department of Public Affairs (DC-A))

• National Dates for Auxiliary Public Affairs - 2006

• You're In Command Resources

Press Releases, a Closer Look

Hi Everyone,

I wanted to remind you that with the Coast Guard's pier system, the Auxiliary can send out press releases to local, regional, district and national media.  This year the Auxiliary has sent out roughly 15 since the 1st of this year.

Please remember if you are writing a press release for an event to have the press release sent to me at least 7 to 10 days in advance.  This is critical as the window of time for the media to respond is at least 3 or 4 days.  Also, because there is so much competition for the media's attention, getting a press release to them timely and also adding a photo entices them to cover our Auxiliary story.

Please remember you do not have to know how to write a press release to get one on the Coast Guard's pier system.  Get the points you want covered to me and between Aux and Gold side we will get the press release out on time.

Thank you for all your help and support!!

Debbie Engel debbie@jre.com
March 15, 2005 2:56 PM

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Preparing and disseminating press releases, fact sheets, and media advisories or backgrounders make up the nuts and bolts of most government press operations. In different countries, these tools of the trade go by different names, but their purpose is the same: to tell a story, announce an event, and give facts and figures.

"Press releases are good disciplinary tools because they encourage you to try to create the story you would like to see," says David Beckwith, former press secretary to Vice President Dan Quayle. "If done clearly and simply, press releases improve accuracy. It is hard to misquote a press release."

What follows are the universally recognized standards and conventions for these basic press relations materials.

Press Releases

Press releases are a summary of facts about a program or issue on which you want media attention. They are presented in a standardized format. The main criterion for a press release is that it must contain news.

Similar to a straight news article, a press release is written in an inverted pyramid style. The first paragraph is the "lead," and it contains the most important information; subsequent paragraphs expand on that information and give more detail in decreasing order of importance. The least important information is at the end.

Like a good news story, the good press release answers who, what, when, where, why, and how. Who is the subject of the story? What is the story about? When is or was the event? Where is or was it happening? Why is the information important? How is this of significance? All of these should appear in the first paragraph.

The sentences and paragraphs in a press release should be short so they can be quickly reviewed by an assignment editor or a reporter, and they should contain no jargon, abbreviations, unexplained details, or clichés. Quotations may be used, but it is more usual to find these in the second or third paragraph; they are always attributed.

Press releases that read like a news story, without a lot of inflammatory adjectives, are more likely to be picked up by the press.

In the United States, press releases typically run one to two pages. If there is more than one page, type "more" at the end of the first page. At the end of the release, type --30-- or #### to indicate the end. Be sure to check for spelling errors, typos, incorrect punctuation, and poor writing.

Press releases can be sent to the attention of an editor, an assignment editor, or a reporter. Follow up on the press release with a phone call. Ask if the intended recipient got your release and would like additional information.

PA Training Event, (AUX-12) Course

• The pre-registration form located at http://www.auxpa.org/aux12/register.html. 
• All students wanting to secure a spot in this class must complete a Short Term Training Request, and route it to their DIRAUX via their chain of leadership and management.  The STTR is available for download at http://www.uscgaux.org/~forms/archive/a7059f.pdf
• At this point, the New Orleans class is half full, so time is of the essence. 
• The New Orleans hotel information is located below.

If you have additional questions, please contact Robert directly at 214-679-2400 Cell or email at uscgauxpa@therengroup.com.

The hotel information is as follows:

Wyndham Metairie
#4 Galleria Blvd
Metairie, LA 70001
Hotel website http://www.wyndham.com/hotels/MSYME/main.wnt

• Reservation number 1-800-889-8846

• Group Rate code is “AUX12-Public Affairs”

• Dates of Hotel are February 24-28

• Point of Contact is Robert E Nelson 214-679-2400 Cell

National Safe Boating Dates

National Dates for Boating Safety Tie-In for 2007: 
http://www.auxadept.org/documents/National_Dates_Boating_Safety_2007.pdf .
This detailed listing of events, along with suggested tie-ins to boating safety and maritime domain awareness messages, will also serve as a valuable tool for formulating a public affairs strategic plan for 2007.  The list doesn't reflect any local events that also may present public affairs opportunities.  While it is not expected that every unit will have a corresponding public affairs campaign or press release for every event, simply following this list of suggestions will go a long way towards increasing public awareness about our organization and key programs.

Information from the National Public Affairs site

Access National's Public Affairs website or use the quick links below:

Public Affairs Guide- 01/14/02
The essential 60-page "Public Affairs Guide." Covers overview, print media, broadcast media, public appearances, static displays, photography, National Safe Boating week, and so much more. In Adobe Acrobat format. Download here.

Public Affairs Manual
The sixteen page color "Public Affairs Manual" in Adobe Acrobat format. Covers intro, policy statement, department organization, goals, resources, contacting the media, the press release, the new release, features, the press conference, and more. In Adobe Acrobat format. Download here.

Public Affairs Form
The "Unit Monthly Public Affairs Activity" reporting form in Adobe Acrobat format. Download here.

P.S.A. Primer
A "Primer in Public Service Announcements" in Adobe Acrobat format. Covers "what is...," criteria, tracking, value, disadvantages, distribution, media, and hints on increasing effectiveness. In Adobe Acrobat format. Download here.

Boat Shows
A three page guide to setting up at the boat show. Includes contracts, fees, equipment, electrical, displays, publicity, and more. In Adobe Acrobat format. Download here.

Update
Read the update, especially designed for new Public Affairs Officers.

Templates...

Accidents Press Release Templates
Eight Word 95 text files relating to Marine Accidents. Includes Accident Reporting, Boats and Power Lines, Causes of Boat Sinkings, Night Accident Study, Propeller Accidents, Small Boats, and others. Compressed in standard ZIP format.

Alcohol Press Release Templates
Four Word 95 text files relating to Alcohol and Boating. Includes Booze and Boating, CG Proposes New Blood Alcohol Concentration Standards, Liquor's Quicker on Water, and others. Compressed in standard ZIP format.

Auxiliary Recruiting Press Templates
Seven Word 95 text files relating to Auxiliary Recruiting. Includes Help wanted, Invite to meeting, Recruit Air Ops, We Need You, and others. Compressed in standard ZIP format.

Auxiliary Press Release Templates
Three Word 95 text files relating to the Auxiliary. Includes AUX History PR, Aux saves $200 Mil, and Coastie is Coming. Compressed in standard ZIP format.