Public Relations and the Media

When you go home after training, everyone will look at you differently. They'll have a lot of questions, and you'll want to share everything. Be proud of what you've accomplished — but before you start sharing, know what you can and cannot discuss. You're representing the Air Force now, and you have more influence than you did before.

The Core Value of Integrity First matters here. The Air Force won't be standing next to you when family or the media asks a question. Communication is key, since plenty of outlets will twist your words to fit their agenda.

This section covers your role as a worldwide ambassador, the Public Affairs Office (PAO), Operations Security (OPSEC) — what you can and cannot share — and how to handle conversations with family, friends, the public, the media, and on social media.

Overview

Objective: Identify basic facts and general principles about resilience in the Air Force.

Learning Outcomes

• Understand the importance of communication — all Airmen are worldwide ambassadors.
• Explain the responsibilities of the Public Affairs Office.
• Discuss the goal of engagement and how it enhances trust and support for the Air Force.
• Outline Operations Security (OPSEC) and how to know if information can be shared.
• Understand the need to be responsible when communicating with family, friends, and the public.
• Recognize the importance and how to deal with communicating with the media.
• Identify basic facts regarding communicating through social media.

Foundational Competencies

• Communication — Clearly and effectively articulates, presents, and promotes ideas and issues before a wide range of audiences, in both speaking and writing.
• Influence — An intent to persuade, convince, or impress others to elicit support, make impacts, or achieve effects on others.
• Digital Literacy — Using technology to identify, evaluate, and synthesize data and information; explore, create, and manage digital content; and appropriately interact in a virtual environment.

Summary

• Communication
• Public Affairs Office (PAO)
• Engagement
• Operations Security (OPSEC)
• Communicating with Family, Friends, and the Public
• Communicating with the Media
• Communicating Through Social Media

Communication

Every Airman has a responsibility to be a worldwide ambassador for the Air Force — and especially for the American public — by actively engaging in communication. No matter where you're stationed (deployed or TDY), regardless of what you're doing, judgments are often made about our country based on our individual actions.

Whether representing your base at a community function or serving in a contingency operation, all Airmen are front-line ambassadors for the Air Force. Always let the Core Values — Integrity First, Service Before Self, Excellence In All We Do — shine through in every situation.

Public Affairs Office (PAO)

Public Affairs (PA) has 4 core competencies:

• Trusted Counsel to Leaders — PA delivers candid communication counsel and guidance to commanders and leaders to directly support their decision-making.
• Airman Morale and Readiness — PA activities help Airmen and their families better understand their roles and how policies, programs, and operations affect them.
• Public Trust and Support — PA strengthens the bonds between the Air Force, Space Force, and the public through open and honest dialogue with key publics including local communities, opinion leaders, decision makers, and the media.
• Global Influence and Deterrence — PA achieves operational effects in support of commanders' objectives by leveraging the power of information.

PAO activities and responsibilities

Media Operations

• Provide timely, accurate information to the media.
• Approve, schedule, and aid Airmen in preparing and carrying out media interviews.

Command Information

• Provide communication tools and capabilities to link Airmen with leadership through the base website, social media, emails, commander's calls, action lines, and more.

Community Engagement

• Goal: enhance mutual understanding, cooperation, and community support necessary for effective DAF operations, recruitment, and retention.
• Demonstrate the highest standards of conduct.
• The Core Value of Integrity First keeps your communication truthful and credible.
• The impression you give helps shape public opinion and support for the Air Force, its mission, and its Airmen.

Communications guidance

The Air Force wants every Airman to be a communicator and spokesperson. Be proud of who you are and what you do, and take every opportunity to share your Air Force experience.

But: rules apply in every communication setting — face-to-face, phone, writing (letters, text, social networks, email) — whether you're sharing with family, friends, the public, or the media.

Operations Security (OPSEC)

OPSEC provides guidance on what military information you can and cannot share — it safeguards information the enemy could use against the U.S.

For example, the Air Force wants you to talk about your deployment experiences, but they don't want you to discuss classified information or anything that might jeopardize the safety of Air Force personnel, programs, or resources.

There are two types of communication:

• Authorized communication — information you are allowed to discuss.
• Unauthorized communication — information you are not allowed to discuss.

Authorized communication

Information you can share. Examples:

• General or broad military information.
• Names of military operations.
• Names of units and hometowns.
• Specific servicemember's name and hometown — with their consent.

This is the type of information the Air Force wants you to share when telling your personal story.

Unauthorized communication

Information you can't discuss — releasing it could hamper mission accomplishment, put lives at risk, and jeopardize national security. Use caution and think ahead before communicating — never include this when telling your personal story. Examples:

• Classified or For Official Use Only (FOUO) information.
• Specific units and the number of troops, aircraft, etc. involved in a military operation.
• Future or planned operations.
• Force Protection Conditions initiatives.
• Rules of Engagement.
• Downed or missing aircraft or vessel information.
• Specific casualty information before next of kin has been notified.
• Prisoner of War information.

Classified information

You cannot release classified information (information that isn't available to the public and wouldn't be released under the Freedom of Information Act) — except to authorized individuals with the proper security clearance and a need to know.

Before sharing military information or answering questions about the military, ask yourself: "Could what I disclose be harmful to myself or my unit?" If it could be harmful — DO NOT disclose it!

Communicating with Family, Friends, and the Public

Family and friends will most likely be curious about what you've been doing. Don't feel pressured by them to release unauthorized information. It doesn't matter who you're talking to or how much they feel they have the right to know — the same rules apply across the board.

Members of the public also want to know about the military personnel serving in their area. It's natural curiosity for them to ask:

• "Who are you?"
• "Why are you assigned in the area?"
• "How long will you be stationed here?"

Be suspicious of people who try to gain more information or access to protected or confidential information — they may be seeking to interfere with, hamper, or stop military operations. Always report people or incidents you feel are valid threats to the Office of Special Investigations (OSI).

Communicating with the Media

The media's mission is to keep the public informed based on protections in the U.S. Constitution that give the public the right to know what its government is doing.

It's vital to the Air Force mission that all Airmen build and maintain the public's trust and support. That's why all Airmen should know how to work with the media and communicate the Air Force message in positive ways.

If you're contacted by a member of the media, refer them to the PAO. Only agree to an interview after receiving approval from the PAO and your chain of command.

The media's role has changed continually to keep up with technology. Reporters used to report from a distance, away from the front line. Now — to provide instant access as news happens and to keep the U.S. globally connected — staff report from where it happens. During Operation IRAQI FREEDOM, nearly 700 journalists lived alongside our war fighters.

Communicating Through Social Media

Social media is the digital channels that allow the creation and sharing of information, photos, and video — plus a platform for conversation with various communities, groups, and networks. With the birth of social media, there's been a massive shift in how we share information.

Now, with the push of a button, Airmen can send messages, pictures, and other information to family, friends, and even strangers across the globe. With traditional media (TV, radio, print) we're passive observers. Social media lets us be interactive publishers.

Social media can be used in little ways (telling a friend you'll be late for lunch) or huge ways (telling the world about your Air Force experience). For an Airman, social media is a great way to communicate your personal narrative and engage in conversations with other Airmen and the public.

The Air Force engages on social media daily. The goal: depict the Air Force as a military service that maintains a standard of excellence and integrity in everything we do.

• Facebook: http://www.facebook.com/usairforce
• X.com (formerly Twitter): https://x.com/USairforce
• YouTube: http://www.youtube.com/afbluetube

Social media keeps you in touch with family and friends when you're TDY, deployed, or stationed far from loved ones. PA manages all wing-level and above social-media sites. Sites without a dedicated PA office must follow AFI 35-101, Section 5D.

Air Force using social media

Air Force members on social media should follow DODI 5400.17. Maintain a clear distinction between personal and official accounts:

• Don't disclose nonpublic information.
• Don't conduct official business on personal accounts.
• Never accept compensation for any activity related to your status as a DOD member.
• As an Air Force member, don't engage in prohibited political activity (misuse of position).

Social networking

Per Air Force Instruction, "government-provided hardware and software are for official use and authorized purposes only." The Air Force is reliant on new technology to conduct day-to-day missions. When associating your military affiliation on a public website:

• You're sharing information to the world.
• You represent the Air Force and the U.S. as ambassadors.
• What you share can accidentally put people's lives and missions in jeopardy.
• The lives of others and the security of our Nation rest on your shoulders.

Guidelines

For information on personal social-media use by DAF personnel, see AFI 1-1 and DODI 5400.17, Section 8. Using social media as an Airman is much different than as a civilian. Tips:

• Always maintain Operational Security. Don't give out classified — including FOUO. Be careful posting specifics about your family (names, ages, school). Review every photo or video before posting. "If you took a photo at work, did you make sure it was a clean, sensitive-free environment?" Always assume the enemy is reading every post.
• Stay in your lane. Discussion of your career field or personal experience is acceptable and encouraged — but refrain from gossip or furthering misinformation. If you see misrepresentations of the Air Force on social media, you may identify and correct the error. Always do so with respect and the facts. With adversarial parties, ensure what you say is factual and respectful. Don't argue, just correct the record. This includes your own posts. Only correct if it's in your lane.
• Don't lie. Credibility is critical. Without it, no one cares what you have to say. Lying violates Integrity First and is punishable under the UCMJ for false statements.
• Give your opinion — but make sure you state it's your opinion and not the Air Force's.
• Safety — don't let the desire to get your message across compromise safety.
• Be aware of the image you present. If posting a video on YouTube, don't let your positive message be overshadowed by an improperly worn uniform or something happening in the background. Tactical representation could have strategic and international consequences. Avoid controversial social-media sites widely criticized for discrimination, harassment, and abuse.
• Use common sense. Words and images go out to thousands or millions instantly — and once it's out, it's out for good. Something you post today could come back years from now and negatively affect your career.

Summary

All Airmen have a story to tell. It can be exciting and dynamic to your family and friends — they may not be able to put themselves in your shoes. As you get more involved in the community, be careful of the information you share. You can always contact the PAO if you have questions about what can or cannot be shared, through both traditional and social-media outlets. No matter how you share your story, remember your Core Values, and follow OPSEC guidelines.