MISSION REPORT: FORT FUBAR
(CLASSIFICATION: BURN AFTER READING)
SITREP: Hey Hey, Ho Ho, PAO has got to Go!
“Did you see the latest article about the Guard in today’s newspaper?” – said no one since the death of newspapers 20 years ago. But still the Public Affairs Office continues to write journalistic pieces, in an ancient medium known as magazines, targeted to people who are already in the Guard. In fact, the Army still lists the job of a PAO on its website as, “you’ll develop ideas for news articles, arrange and conduct interviews, write news releases, feature articles and editorials, and conduct media training.”[1] It forgot to mention; use disposals cameras with film and ride a dinosaur. But I digress…
This is not media in 2025. This is a legacy system begging for an update. So let’s do it! When you woke up today, what is one of the first things you did? You checked your social media. You got on the Facebooks, you checked the latest on the Tweeters (uhm, I’m mean, X), you checked out the latest viral dance on the Ticky-Tockys. What you didn’t do was go to the front porch, pick up your newspaper or magazine, and crack it open for that already day-old news. So why would we continue to allocate time and resources to this sort of endeavor?
Picture if you will a new way of spreading the gospel of the National Guard. One in which you and almost certainly everyone younger than you are already doing. It’s time to embrace that states need a marketing department. One that is focused on content creation that works to spread the wonderful work that our organization does every day, but in a way that is easily digestible and right in front of us.
Instead of journalist, we need content producers. We should have a team of video producers making short form content (think Instagram Reels, YouTube Shorts, etc.) that highlight the work we do. It needs to be highly energetic, which requires someone who is a force of personality to be the front man (or woman, or both) for this. We have all sorts of talented men and women who already have substantial social media followings that could do this. The PAO needs a comprehensive strategy that sees each states’ National Guard having its own vibrant podcasts, YouTube channel, Twitter, Facebook, Threads, Tik Tok (maybe illegal), and cutting-edge website. It needs content that is professional and highlights what we are doing, but it more desperately needs content that is sensational and targeted towards potential recruits and those not in the organization. Think about a Mr. Beast style video featuring 123rd AW Para Rescuers verses 1-149th IN trying to rescue a down pilot. First to get there wins. Or a Dude Perfect Trick shot competition between KYNG snipers. How about a video that titled “I raced every vehicle in the motor pool today and you’ll never believe which one was the fastest!”
Next, we need a budget that is focused on running paid, targeted ads to the demographics we want to recruit and the demographic we want to inform, in order to improve our image as an employment option and a force for good. We should run ads showing all the good that force does to parents, grandparents and employers (this improves our image and branding in the community), and then run cool guy, Hooah type ads to all of our potential recruits. If a person who is 15-25 years old is researching computer programing on YouTube, they should be inundated with ads for 17 series (Cyber Warfare) jobs for the National Guard. If that same demographic is watching piloting videos they should be bombarded with aviation MOS opportunities. AND MOST IMPORTANTLY, the PAO should be nested with recruiting and retention BN! This should be a joint effort.
We need to be willing to take some risks and produce content that is fun. Going viral is not necessarily a feat of luck. Marketing corporations have formulas for what types of videos get wide circulation on social media. Like with everything in the army, we don’t need to reinvent the wheel. Find some examples of people who are doing this well and immolate them, but with our own twist and style.
The Army currently has the Army Enterprise Marketing Office and uses Sensis Agency (a civilian marketing company) to produce content and come up with branding. Let’s see if we can tap into something like this as well. More importantly we need to have a bias toward action. Let’s try producing our own videos and see where it gets us. LET’S TRY OUR OWN STARTEGY and implement it quick and see what sticks. Let’s not be bogged down by the large bureaucracy that is the government and the Army. We need a new structure and reorganizing the PAO to be more marketing and video heavy is that structure.
Love this article? Great! Let me know and I’ll produce more. Hate this article? Well, it’s probably ‘cause you’re a lobbyist for the newspaper industry. Why don’t you go ahead, respond, and let me know why I am wrong. Also, check out the white paper below.
*This article was written by FUBAR 6. All opinions expressed in this article are that of the author. This article is not endorsed by the Department of Defense, the United States Army, or any other state or government agency. Comments to the author can be submitted below.
**Actual White Paper With Real Solutions**
Establishing a Marketing-Centric Public Affairs Office (PAO) for the (Insert Your State) National Guard
Introduction: The (Insert Your State) National Guard must evolve its Public Affairs Office (PAO) to meet modern communication challenges and align with the goals of the (Insert Your State) Recruiting and Retention Battalion (R&R). By transitioning from a journalism-centric approach to a marketing and branding-driven strategy, focused on short form video content creation, the PAO can effectively enhance (Insert Your State)’s public image, foster positive community relationships, and increase recruitment and retention efforts.
Objective: The proposed PAO will collaborate directly with the R&R marketing team to develop and execute a comprehensive branding strategy and marketing campaign. The goal is to shape public perception of the (Insert Your State) National Guard through targeted content, innovative digital engagement, and cohesive messaging.
Strategic Vision:
1. Brand Management: Establish and maintain a strong, positive brand identity for (Insert Your State) National Guard that resonates with (Insert Your State) citizens. Create a narrative that highlights (Insert Your State) National Guard’s contributions to the state and nation.
2. Digital Marketing: Prioritize online platforms, including YouTube, social media, and other digital channels, to reach a broad audience. Investment in these platforms is critical for amplifying (Insert Your State) NG’s message.
3. Content Marketing: Develop engaging content tailored to various demographics. This includes blogs, podcasts, YouTube videos, social media posts, and live streams.
4. Market Research: Regularly conduct surveys and analyze data to understand public perception and adjust strategies accordingly.
5. Public Relations (PR): Foster media relationships and manage communications to ensure a favorable image of the (Insert Your State) NG.
6. Email Outreach: Send a monthly email to the force using the existing email database. This will provide regular updates and reinforce key messages, serving as a consistent touchpoint for communication.
Proposed Structural Modifications: The PAO positions will be redefined to reflect a marketing-centric focus:
1. Content Creation Team:
– High-energy hosts and on-camera personalities to represent KYNG.
– Skilled content creators to produce diverse formats, including:
– Hooah-style motivational videos
– Informative and serious content
– Entertaining and humorous videos
– Specialists in preplanning and scripting content for flexibility and timely adaptation.
2. Production Team:
– Video and audio editors with technical expertise to produce polished, professional content.
– Creative professionals adept at storytelling through multimedia formats.
3. Operations Team:
– Organize weekly content meetings to outline the editorial calendar, brainstorm ideas, and plan content, such as:
– Video shoots
– Article topics
– Podcast themes
– Social media campaigns
– Soldier highlights
Content Strategy: The PAO will focus on producing engaging, shareable, and viral content, inspired by popular trends such as those seen in Mr. Beast’s videos. Examples include:
– Competitions videos: between units (e.g., Infantry vs. Air Force PJ: Who will rescue the hostage first?)
– Creative scenarios (e.g., Infantry vs. MP in a capture-the-flag match)
– Countdowns videos: Ranking the best and worst jobs in the Army
– Experience videos: “I drove every vehicle in the National Guard, this is my favorite one.”
Leveraging AI: To enhance efficiency, AI tools will be employed for tasks such as:
– Automating email outreach.
– Generating content ideas based on audience engagement data.
– Optimizing social media post timing and content performance analytics.
Performance Metrics: To measure the effectiveness of this strategy, the PAO will establish the following metrics:
– Audience Engagement: Track views, shares, likes, and comments on digital platforms.
– Public Perception Surveys: Assess changes in the public’s favorable, unfavorable, or unknown perceptions of KYNG.
– Recruitment Impact: Monitor recruitment and retention trends linked to marketing campaigns.
– Content Reach: Measure the growth of followers and subscribers on key platforms like YouTube, Instagram, and Facebook.
– Email Effectiveness: Track open rates, click-through rates, and feedback from the monthly email updates.
Implementation Plan
1. Initial Steps:
– Establish collaboration protocols between PAO and R&R marketing teams.
– Hire or train personnel to meet the new role requirements.
2. Resource Allocation:
– Invest in equipment, software, and training for digital content production.
– Allocate funds for paid advertising and boosted posts on social media.
3. Content Calendar:
– Develop an annual content calendar with flexibility for real-time adjustments.
4. Survey and Analysis:
– Conduct baseline surveys on public perception before implementation.
– Repeat surveys periodically to evaluate progress.
5. AI Integration:
– Implement AI tools to streamline content creation and distribution tasks.
Conclusion: By restructuring the PAO to focus on marketing and short form video content rather than traditional journalism, (Insert Your State) NG can more effectively shape its public image, communicate its value to the state, and attract new recruits. This modernized approach will ensure that (Insert Your State) NG remains relevant, respected, and well-supported by the citizens of (Insert Your State).
[1]https://www.army.mil/publicaffairs/#:~:text=PAOs%20help%20the%20public%20understand,and%20abroad%2C%20and%20much%20more.