Public Affairs Measurement and Analysispainepublishing.com/wp-content/uploads/2016/10/Monogue...I n t e g r i t y - S e r v i c e - E x c e l l e n c e Headquarters U.S. Air Force

I n t e g r i t y - S e r v i c e - E x c e l l e n c e

Headquarters U.S. Air Force

Public Affairs Measurement and AnalysisDeveloping Insights & Driving Decisions

Colonel Sean MonogueUSAF Public Affairs

Aim High…Fly, Fight, Win

• Trusted Advice and Counsel• Airman Morale and

Readiness• Public Trust and Support• Global Influence and

Deterrence

PA Core Functions

Aim High…Fly, Fight, Win 3

OUTPUTS OUTTAKES OUTCOMES

Engage the Media

Develop and sustain Partnerships

Connect with American Public

Communicate with Airmen

Educate and Inform Key Decision Makers

Lines of Effort

In Progress

In Progress

In Progress

In Progress

In Progress


Measuring Trust and Confidence

The “big” ideas:

• Big Data, Modelling, and Predictive Analytics is key for resource allocation

• Explore the intersection of Output / Outtake measures to uncover Outcomes

• PR for PA is not inherently bad … internal controls must support a culture of engagement

• Additional leading and lagging indicators for the health of external relationships are available and needed (beyond Gruning)


Big Data & Predictive Analytics





Seattle

Portland

Spokane

Sacramento

San Francisco

Los Angeles

San Diego

LasVega

s

Phoenix

Salt Lake

Denver

Albuquerque

Dallas

Austin

SanAntonio

Houston NewOrlean

s

Mobile

Tampa

Miami

Orlando

Jacksonville

Birmingham

Atlanta

Charlotte

Raleigh

NorfolkNashvilleOklahoma

City

KansasCity

Omaha

St.Louis

Indianapolis

Cincinnati

Chicago

Milwaukee

Minneapolis

Detroit

Cleveland

Pittsburg

D.C.Baltimore

Philadelphia

New York

Boston

Statistically Higher Since 2014

Statistically The Same As 2014

Statistically Lower Since 2014

Lower Than National AverageThe Same As National AverageHigher Than National Average

Would Recommend The Air ForcePercent Who Say They Would Recommend The Air Force to A Child or Grandchild

(4s and 5s on a 5 point scale: 1 - Not At All Likely, 5 – Extremely Likely)National Avg. 52%

2016

City Legend (based on DMAs)

Source: Gallup Panel

Seattle

Portland

Spokane

Sacramento

San Francisco

Los Angeles

San Diego

LasVega

s

Phoenix

Salt Lake

Denver

Albuquerque

Dallas

Austin

SanAntonio

Houston NewOrlean

s

Mobile

Tampa

Miami

Orlando

Jacksonville

Birmingham

Atlanta

Charlotte

Raleigh


City

KansasCity

Omaha

St.Louis

Indianapolis

Cincinnati

Chicago

Milwaukee

Minneapolis

Detroit

Cleveland

Pittsburg

D.C.Baltimore

Philadelphia

New York

Boston





Knowledge of The Air ForcePercent Who Say They Know Some or A Lot About the Air Force

National Avg. 48%2016



Seattle

Portland

Spokane

Sacramento

San Francisco

Los Angeles

San Diego

LasVega

s

Phoenix

Salt Lake

Denver

Albuquerque

Dallas

Austin

SanAntonio

Houston NewOrlean

s

Mobile

Tampa

Miami

Orlando

Jacksonville

Birmingham

Atlanta

Charlotte

Raleigh


City

KansasCity

Omaha

St.Louis

Indianapolis

Cincinnati

Chicago

Milwaukee

Minneapolis

Detroit

Cleveland

Pittsburg

D.C.Baltimore

Philadelphia

New York

Boston





Knowledge of The Air ForcePercent Who Say They Know Some or A Lot About the Air Force

National Avg. 48%2016



I n t e g r i t y - S e r v i c e - E x c e l l e n c e 11

ICAS U.S. AIRSHOWS 2014

11


I n t e g r i t y - S e r v i c e - E x c e l l e n c e

2014 Thunderbird Map

12

notes military air shownotes civilian air show




Now, add in Bands, Media Coverage, Open Houses, ANG / AFR Bases, Commercials, ROTC, Gold Bar Recruiters, Sporting Events, Recruiting Statistics …

• We know a few things:• NASCAR events w/flyovers generate 21% more leads• Airshow leads up 43% w/Thunderbirds• Flyovers translate into jumbotron messages, recruiting space, and

Airmen appreciation events

• What we’d like to know:• Is it better to double up on bands and Thunderbirds or disperse assets?• Is public sentiment a leading or lagging indicator for recruiting?• Do Airshows in under-represented populations make a difference?• What’s the right re-visit frequency?• Thunderbirds and Blue Angels … does it matter?


The intersection of different measures

Quality Engagement Tracking

Aim High…Fly, Fight, Win15

PR for PA

A Culture of Engagement (Supported by internal communication, goals, and measures)

Timely, credible, transparent, and consistent engagement with stakeholders is critical to long-term success

Speed is critical … communication processes cannot operate effectively under the “normal” staff battle rhythm

Context is important and requires the active engagement of commanders, SMEs, and others

Engagement must happen early and often, across multiple channels / audiences Listening and seeking advice is critical to building effective partnerships Effective media and legislative engagement is the backbone of transparency

and credibility Airmen are the experts and must be empowered to engage


PR for PA

Aim High…Fly, Fight, Win17

MEASURABLE INDICATORS Time to process requests for information (RFIs)

Frequency of consultation / relationship building

Time to process media queries

Frequency of media embeds

Number/Scope of externally mandated reports

RESULTS More collaborative relationships

Increased Understanding

Shared Approaches to Problem Solving

Expanded Sources of Ideas

Greater Flexibility for Program Implementation

More Prominent “Airmen’s” Voice

External RelationshipsMonitoring Trust and Confidence

• Tap into feedback from interlocutors• Monitor shared content through owned channels• Read the tea leaves … maintain robust expertise in Qualitative assessment and

monitoring

Documents

Public Affairs Measurement and Analysispainepublishing.com/wp-content/uploads/2016/10/Monogue...I n t e g r i t y - S e r v i c e - E x c e l l e n c e Headquarters U.S. Air Force