Welcome to the world of public affairs. Actually, if you're no stranger to the National Guard, you've probably been doing "public affairs" for some time, although you may not have called it that.

So, why a Unit Public Affairs Representative handbook?

Good question. To stand the best chance of establishing and maintaining the good will and public acceptance that is essential for your unit to be combat ready and succeed, you have to exercise an element of public affairs. Call it what you will, it still comes down to doing public affairs work, whether it's meeting with a newspaper or television reporter, or publishing a unit newsletter so your members and their families will know what is going on. And that is why one of the first things we suggest is that you read and become familiar with this handbook. Only then will you be able to fit the suggestions into specific public affairs goals for your unit.

This handbook is designed to simplify your public affairs efforts. It provides you a ready reference for dealing with public affairs issues. The handbook will not make you a public affairs officer, but it can help make your public affairs work easier and more effective. This effort should leave you with more time to concentrate on other important tasks to ensure your unit is at its best.

You really can't avoid public affairs. It's all around you and in your dealings with the members of your unit and the community. Public affairs doesn't just happen when you're talking with a reporter. It is an all-encompassing effort which has its principal goal of ensuring your unit is well accepted and supported in the community. Public affairs also means your members, their families and their civilian employers are equally well informed about National Guard programs and requirements which affect them.

ABOUT THE HANDBOOK

The handbook has been written with as much common language as possible. For example, the chapter titled "How to Deal With Reporters," would be called "Media Relations" in the public affairs career field. "Publishing a Unit Newsletter" would be called "Command Information" in the Army Guard and "Internal Information" in the Air Guard public affairs offices.

The handbook is a starting point - a tool to help you break the ground of the often confusing and mysterious field of public affairs. Get to know the full-time public affairs officer in your State Headquarters, and establish a relationship with other public affairs unit members in your state. Do this for both your Army and Air National Guard colleagues; public affairs is very much a joint effort. Also, there are many fine books on public affairs in local libraries and from bookstores.

GETTING STARTED

One of the first things a commander should do is appoint a Unit Public Affairs Representative, or UPAR, as they're often called. As you consider a person to appoint, here are some suggestions to guide your choice:

  Your UPAR should be someone who is familiar with your unit and has proven him or herself as dependable. You need someone you can rely on to work independently, without a great deal of supervision.

  The UPAR should be able to communicate well... that is, they should be able to talk clearly and effectively to unit members, or reporters, if needed, although we're not suggesting the UPAR replace the commander as spokesperson for your unit. That's a task that properly remains with the leadership of a unit.

  The UPAR must be well organized. Time is precious for you and the UPAR. There's isn't time to repeat instructions or closely supervise someone's work.

  Whoever you appoint will need at least three important things from you, the commander, and your unit: time, material and support.

Time - It takes a while to get established as a UPAR, and it takes time to become efficient as a UPAR. Commanders need to allow for a period of adjustment while the UPAR learns the job. And to be fair to the person's career, consider appointing them to the UPAR assignment on orders so their performance reports can record the person's extra effort and skill. It also takes time for a UPAR to plan and carry out tasks. Time is especially important for a major project such as an open house or family day.

Materials - The need for materials (supplies) will vary. But if you're planning to have a UPAR publish a unit newsletter, obviously that person will need access to a personal computer with appropriate software and a copying machine.

Support - This may be the most important element that a commander can provide a UPAR. Ensure the members of your staff know your UPAR and are aware that you support the UPAR's efforts. UPARs should attend appropriate staff meetings and be included in the planning process for unit events. A good UPAR is very much in the know regarding a unit's schedule. Post the UPAR's name prominently on your bulletin board and encourage unit members to talk with the UPAR about possible newsworthy events.

If you have questions about using this handbook, contact the full-time public affairs officer at your State Headquarters. Suggestions on improving the handbook may be sent to:

National Guard Bureau
Office of Public Affairs and Community Support
1411 Jefferson Davis Highway
Suite 11200
Arlington, Virginia 22202

Good luck with your unit's public affairs program!

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RECOMMENDED UPAR DUTIES

  Meet with unit commander and establish a unit public affairs plan.

  Establish liaison with local news media - newspapers, television, cable television and radio.

  Make news releases to local media on unit personnel and activities.

  Work with your recruiters to publicize local Guard enlistments.

  Tell the National Guard story.

  Invite news reporters to visit your armory or local training sites.

  Recommend items of interest/need to the commander for presentation to troops during weekend training.

  Keep an inventory of command information items available from the Departments of the Army and Air Force, and from your State Headquarters.

  Maintain a bulletin board with command information items.

  Assist in planning a unit open house or family day.

  Publicize unit participation in community projects or activities.

  With permission and proper presentation, serve as a spokesperson for your unit commander.

  Serve as the public affairs point of contact for your unit.

  Keep your full-time state public affairs officer advised on public affairs matters in your unit.

  Determine your resources and ask for assistance from your chain of command.

  Provide reference material for speeches or presentations

  Keep your commander advised of your activities.