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Chapter 7 - Public Affairs
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Navy Counselor 1 & C (Recruiter) - Military manual for recruiting
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National Advertising
PUBLIC AFFAIRS OBJECTIVES General  NRC  public  affairs  objectives  are  as follows: To  support  the  NRC  mission  by  stimulating public   interest   and   sustaining   public awareness  of  Navy  opportunities To  help  generate  leads  and  increase  quality walk-in  traffic To  respond  quickly  and  accurately  to  media questions about Navy recruiting policies and activities  and  Navy  career  opportunities To  communicate  Navy  and  command  policy to  recruiters  and  their  dependents  and  to promote   recruiting   duty   throughout   the Navy To  promote  the  professional  growth  of  all command   personnel To  integrate  and  coordinate  NRC  public affairs plans and initiatives with the Chief of Information  (CHINFO)  and  overall  Navy public  affairs  goals  and  missions PUBLIC AFFAIRS LIAISON To  run  an  effective  public  affairs  program,  you must  have  a  network  of  people  to  act  as  liaison  or points  of  contact. One  of  the  most  important contacts  will  be  the  NRD  public  affairs  officer (PAO).  You  should  also  keep  in  touch  with  other military   personnel,   civilian   community   leaders, service  organizations,  the  educational  community, and the media. NRD  PUBLIC  AFFAIRS  OFFICER The  NRD  PAO  can  be  one  of  your  most valuable  assets  in  public  affairs  matters.  Some  of the  tasks  of  the  PAO  are  promoting  public  service advertising   (PSA),   coordinating   community relations, and sending out news releases for delayed entry program (DEP) and newly assigned personnel. The  PAO  is  normally  assigned  as  the  action  officer for any public affairs events within the district. The PAO  assists  in  the  training  of  recruiting  personnel in  all  facets  of  public  affairs.  The  PAO  should  be your  number  one  contact  when  contemplating  new public  affairs  endeavors. CIVILIAN COMMUNITY LEADERS You should encourage and assist your recruiters in  meeting  and  cultivating  relationships  with community  leaders.  Positions  of  leadership  carry  a great  deal  of  credibility  in  the  community.  You want  them  on  our  side.  Some  contacts  to  cultivate include  the  following: l   G o v e r n m e n t    o f f i c i a l s (mayor, representatives, town or city council, and so on) l   Chamber   of   Commerce   president   and members l   Youth   organization   leaders   (YMCA, YWCA,   scouting   groups,   4-H,   Junior Achievement,  and  so  on) l  Civil  servants  (chief  of  police,  fire  chief, housing  directors,  and  so  on) ORGANIZATIONS It’s not necessary for recruiters to join a long list of  organizations,  but  they  do  need  to  maintain liaison  with  civic  and  fraternal  organizations.  They should  maintain  regular  contact  with  all  recruiting district assistance. council (RDAC) and Navy League members   in   their   territory. Contact  should  be initiated   with   veterans’   groups   and   fraternal organizations. The purposes of these contacts are to maintain a positive Navy awareness and to cultivate centers  of  influence  (COIs)  to  assist  in  the recruiting  effort. EDUCATIONAL COMMUNITY The  educational  community  is  in  a  position  to have frequent contact with your best quality market. Therefore,  public  affairs  efforts  must  include  every facet   of   the   educational   community.   Scheduled school   visits   will   ensure   planned   contact   with educators  and  administrators  at  the  local  schools. In   addition,   school   boards   and   parent   teacher groups  should  be  included  in  your  liaison  efforts. 7-2

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