Corporate Communications – An Overview

Introduction

The management of Corporate Communication activities within the Wing is an important element in presenting to the public an image that is both positive and forward-looking. At the same time we need to field those aspects that arise from time to time that are by nature not positive.

With the many activities that the Air Training Corps offers, the opportunity for good publicity is immense and its success is due to the creation of good relationships and the cultivation of contacts. The adult staff of the ATC, through a multitude of jobs and careers, caters for a wide range of prospects that gives a challenge for everyone in an ATC unit. To use the contacts and relationships to the advantage of our image does require a structured approach and to this end a framework of suggestions follows, but it is acknowledged at this point that deviations may be required to suit a particular Squadron or Detached Flight’s local needs.

The Squadron CCO

The Squadron/Detached Flight Commander should consider that this job will require out of Squadron time participation and a lot of fact finding. The person concerned will need to be mindful of the Squadron Training Programme and opportunities presented for the local press and media. As the quality of press differs from area to area, contact with as many newspapers as possible is suggested. The local library is a good location to check where and who to contact.

What to Look Out For

After discovering who the local press and media outlets are and making contact with them, they need to be educated in what the ATC has to offer generally, both as a national organisation, in the Wing and in your Squadron/Detached Flight in particular. With the wide range of activities we can then split them up into routine/regular/special points of PR interest which may be summed up as shown below.

Routine Activities

Training awards and activities relating to the normal Training Programme where an important guest makes presentations. This will show what the Cadets get up to at the Squadron/Detached Flight. A Presentation Evening gives a lot of opportunity to pick guests who may be useful contacts in the future and this would not be restricted to publicity matters. Good publicity routine outlets are that part of the programme whereby Cadets get out and about in the local area and help the community in a variety of ways. Wings Appeal Collections, whilst routine to most units, are an opportune way of presenting good publicity.

At any Squadron function where presentations are made we usually find several elements of the ATC organisation being brought together in a positive manner, hopefully showing the Unit and ATC to the public who may be there. We would have Squadron Committee members, parents, staff, guests and special guests, the press and media, brought together to celebrate a topic or topics that the Air Training Corps has to offer. It is amazing how a few training badges or sports awards presented on a parade night can give rise to some very good press reports.

In some areas of the Wing it is easier than other areas to get articles into newspapers and a lot of this is down to making the right contact. If a scan of a local newspaper shows that every week the Scout Troop that meets at the Scout Hut takes part in all sorts of activities we can assume that within the Scout Troop someone has a sympathetic ear on that newspaper.

Following publication keep those press articles for display for the future and get to know your local press.

Regular Activities

Whilst these can be considered in the same manner as routine activities it is easier to plan publicity for regular activities and after good contact has been made with local press and media, invitations can be given for that local press/media representative to attend. This is an area where an Annual Church Parade, Squadron Open Evening, post Camp Squadron Awards can all be used for good publicity. If it is not possible for local press to attend make sure that a suitable photographer can be found, hopefully from within the Squadron, to record the event and also that notes relating to the events are added to the photographs; which should be forwarded as soon as possible to the relevant newspaper/media.

It often assists with gaining press or media placement if you can make their job easy. Label your submissions as Press Releases; address them to the right person. Include the names of any people in photographs (referred to their position in the picture), use full names, as papers do not like the service tradition of surnames only, give ages as well for cadets.

Try not to do the boring handshake “look at the camera” style of presentation shots. Make it interesting.

Keep a unit scrapbook of all media coverage for the unit history, but every now and then look at the cuttings that made it, and review those that didn’t. Ask yourself why?

Special Events

It is here where we should try to maximise the opportunity and the possible media interest that would result in an individual, Unit, Wing or the ATC gaining good publicity. The type of opportunity may include:

    The prompt action of a Cadet or adult member of the Corps, saving a life. We have seen instances where from First Aid training it can happen.

    The presentation of Flying Scholarships/Gliding awards and high marks in examinations.

    The award of IACE places and what it meant to the Cadets.

    Awards to staff/committee members.

    Special Awards.

    Overseas Camps and Expeditions.

    Where Cadets and/or staff go into the services and progress. This can include subsequent promotions.

    Visits by high-ranking officers and local important persons.

    Large Parades and Anniversary Parades.

In connection with the above, if there is a reasonable period of notice and local radio/media is available, this opportunity should be grasped and if assistance is needed an approach through Wing may maximise the possibilities of good reporting. After any such events the quick sending of press cuttings/suitable photographs for Air Cadet News, RAF News etc would put us in the position of having a good chance of national publicity.

Special events should result in special coverage and hopefully will persuade editors that they are worth publishing.

Lack of Local Press Support

We are trying to establish where this is a problem and need your help to do so and much of this has been noted on the details of your Squadron/Detached Flight CCO that has been sent to Wing. If, however, you find yourself in a position whereby your press coverage slips to this level please let the Wing CCO know through Wing.

Bad Press

It is here that we seek to have no press coverage, but any hint should always be referred to Wing and the CCO and comment should not be given in any circumstances without doing so. To say “No Comment” invites adverse reporting. The reporter should be politely directed to the responsible person, either the Wg CCO, Wg HQ, or the Corps CCO.

In all such cases prompt reporting of the incident up the chain of command is mandatory.

Summary

There is a lot of good Publicity throughout the Region and in some areas it is excellent. We would hope to maintain high levels and bring other levels up to that standard and seek out those areas of no or little press coverage and improve on them. A lot of work is carried out by Squadron CCOs which is much appreciated and hopefully for the future we shall see an increase in local radio and media reporting together with sustained local press coverage.