As a lifelong writer, content management is the piece of the puzzle that comes naturally. Everyone and everything has a story. My job is to organize, create, publish and maintain all content in ways that make the most sense for the audience.
For the audience, this is the "So What?"
Outreach Division Lead
Air Force Culture and Language Center
I joined AFCLC in September 2019 and immediately conducted primary, informal research of the Center, focusing on content analysis of social media and website content and interviews with Division Leads, to determine how Outreach could be most effective. AFCLC’s Outreach Division is the only full-time, in-house public affairs division on base outside of Air University Public Affairs. As Outreach Division leader, I set the vision for the team for overall messaging, social media, content management, and media relations – laying the foundation for future growth and expansion of the division.
First, I created an editorial calendar for the website. Next, I rebranded the Center on social media with new hashtags and revised strategies for a mix of culture and military content. During the COVID lockdown, we had time to work on adding video to our social media and the ability to redesign the website. The next step was to reopen the Center to traditional media and to sharing our stories to other bases.
In 2022, I executed AFCLC’s first major press briefing during the Air and Space Force’s Association National Convention, which garnered AFCLC’s first article in Task & Purpose magazine and a connection to the Air Force Recruiting Service. Connecting with AFRS allowed the Outreach Division to request a link to the website on the recruiting app. I used the relaunch of the Center’s signature app to position AFCLC for national media coverage, such as AF.mil, WSFA-12, Southern Company’s Alabama Newscenter, Air Education and Training Command’s podcast, “The Air Force Starts Here,” Air Mobility Command’s signature publication, “Mobility Forum.”
Once our content plan was rebooted, it was easier to keep the stories flowing.