CHARLESTON AIR FORCE BASE, S.C. –
Last February, an explosion rocked the small screen. At the conclusion of a tense two-part episode of "Grey's Anatomy," one of the characters fell victim to a terrorist's bomb. By airing the first half of that two-part episode after last year's Super Bowl, the program's ratings went sky high.
On Feb. 5, 2006, thanks to the 38 million viewers who tuned in, a successful show became a monster hit. This year, a popular beverage company unveiled its Super Bowl spot lineup, a $25 million-plus Clydesdale show that made them the biggest Super Bowl advertiser. Fortunately, you don't have to spend this kind of money to get your story out, nor do you have to produce a TV drama series. You are in the Super Bowl already and the American people want to hear about you.
Charleston AFB, in many ways, is the Super Bowl of the Air Force. We have the busiest aerial port, led the way in Air Mobility Command by deploying our airlift squadrons as integral units, and win major awards weekly. This is big news and it makes headlines.
According to the Air Force Office of Public Affairs, the American people need to understand the role of the Air Force and its mission. "It is the responsibility of public affairs to communicate information about Air Force programs and activities both to the general public and Air Force members and their families so they will be better informed about how well the Air Force is prepared to carry out its mission."
At Charleston, we have a very active Public Affairs office. Through our base paper, press releases and relationships with local and national media, your story is only an e-mail away from national attention. The media is there, ready to hear your story and put it in print or on the air waves. It's up to us to tell our story; otherwise, someone else will tell it for you, perhaps in a way less flattering than you intended.
As an example, recall last summer when Israel and the Hezbollah went to war. Hundreds of Americans sought immediate refuge from danger. AMC brought food, water, shelter and transported those Americans to safety -- literally saving their lives. For about two weeks, this story was splashed across newspaper headlines and was the top story on most national news broadcasts. While much of that topic rightfully centered on the causes of the conflict itself, a great deal of it was about the good news -- bringing Americans to safe harbor.
In AMC, we are all about the good news. We move people and the things they need to get their jobs done: troops, equipment, food, medical supplies, heads of state and even celebrity entertainment. Think about what you do that directly contributes to positive press. Write it up and send it to your commander. I'll bet you will find all or part of your story in print. You are on the winning team in the Super Bowl and everyone wants to know what you do.