Before I joined the contract with Booz Allen Hamilton for the Air Force Culture and Language Center, the Center was closed to media activity. Other than a two-sentence mention in The Wall Street Journal for the Center's mobile app as one of the top travel apps of the year, no articles had been written about the Center's mission with it's signature Language Enabled Airman Program, General Officer Pre-Assignment Acculturation Course, or the military educational use of the Culture Guide App.
In the News
Working closely with Air University's Public Affairs Office, I created a strong message for AFCLC that was in step with USAF messaging and featured the Center's signature products. I began media training with the Center's Director and researched media contacts for each event Air University hosted exhibits: Air & Space Force Association's Warfighter Symposium and National Convention, Space Foundation's Symposium, and the Air Force Sergeants Association.
Each event AFCLC attended as an exhibitor also hosted a media panel by SAF/PA. I invited media contacts I made in advance to our media panel, plus those I contacted after arriving at the venue, and each panel was successful with at least one article published as a result of each event/panel. Eventually, these media contacts would reach out to me when looking for sources for their articles, and I was able to work with journalists on a variety of topics.
Why the Air Force’s best ‘secret weapon’ has nothing to do with airplanes
How can Airmen transform resilience from a buzzword into a practice?
How Air Force Generals Avoid ‘Awkward First Dates’ With Foreign Leaders
Do Air Task Force Leaders Need a Language and Culture Expert?