In previous chapters, we've covered how to work with the news media and how to publicize your unit to people who are not part of it. However, there is another audience of people who must be reached if you are to have an informed and capable unit. These include the members themselves, and their families. In many instances they are not only the most difficult to reach with your message, but the most important.
Part of the difficulty in contacting or keeping this audience informed is recognizing the importance of an effective, local-level command internal information program which uses a variety of methods to reach both the members of your unit, and their families.
In this chapter we will cover:
What materials are available to help you in this effort
WHY FAMILY MEMBERS?
Increasingly, being an active, consistent participant in the National Guard is requiring a significant amount of each member's time and energy. The days of the stereotype that the Guard is a "club" are long gone. Our nation and states place too much reliance on the capabilities of the National Guard to permit that luxury. Longer, more intense training periods and the increased tempo of training have resulted in increased demands on each member, and on their families.
Critical to maintaining support from a Guard member's family is to ensure they understand what is going on in your unit and how that is important to the welfare of your state and the defense of our nation. The key word is "understand," and in order for family members to continue to understand and support their spouses' participation in the Guard, they have to be continually informed of the reasons why the Guard is important and why the contribution of their spouse and family is necessary.
WHAT IS AVAILABLE TO HELP?
The list of materials is nearly endless. However, an effective local command information program requires imagination and a clear idea of the subject you need to address, and the amount of effort you can contribute.
On Guard - The National Guard Bureau publishes a monthly newspaper, "On Guard," that is filled with news and feature material about the National Guard and its worldwide operations. Multiple copies are mailed to each unit for use by members and their families. Ensure that this publication receives maximum exposure in your unit.
World Wide Web SIte - The National Guard Bureau and the National Guard of each state maintain World Wide Web sites on the Internet. One of the best ways to start your search is to look up the following World Wide Web sites:
The official World Wide Web site of the National Guard Bureau
The official World Wide Web site of the Department of Defense
Army and Air Force Public Affairs - The public affairs offices of the active Army and Air Force publish a wide variety of command information products. You receive most of them at your unit already, especially publications such as Soldiers and Airman magazines. As with our own On Guard newspaper, ensure that these publications are widely distributed and read.
Audiovisual - Modern technology and the Internet are fast replacing much of what once was called audiovisual materials. The movie projector has long ago been replaced by the VCR, and the Army and Air Force continue to produce a wide variety of materials on videotape that can be used to inform unit members and their families. Many units and states, too, produce excellent videotape programs.
CONSIDERATIONS FOR THE COMMANDER
Time - Your challenge is balancing your need for providing timely, needed information against all other training requirements. It takes innovation and effort to win at this game.
Facilities - Some things are appropriate for presentation in a troop formation or large classroom, others are not. Finding the right combination and then fitting them into your schedule is another piece of the puzzle.
Personnel - Hopefully, your UPAR can be a significant help in setting up and assisting your command/internal information efforts. In some states, there is a list of experts available to help on complicated projects. A member of the legal staff, for instance, may be best suited to present information on the need for writing your will.
These may seem to be common sense suggestions, and that's just what they are. Much of a successful information program requires common sense. But these suggestions also reflect the fact that a good command/internal information program requires planning and action.
UNIT NEWSLETTER
One of the best ways of reaching your members and their families is with a regular unit newsletter. Notice, we've used the word newsletter instead of newspaper. There's a difference.
It's likely the public affairs unit or section at your State Headquarters already publishes some kind of a newspaper, magazine and, increasingly, maintaining a World Wide Web site. Your newsletter is a close-to-home publication and should be much more informal. An energetic UPAR with decent computer skills and a photocopying machine are all you need.
WHAT TO INCLUDE
At a minimum, the unit newsletter should include:
PRODUCTION TIPS
Most word processing software contains templates for newsletters. Try one of these for starters and modify it for your needs. The real key is the dedication of the UPAR and the commander to ensuring the newsletter includes good information, is produced consistently, and is clearly backed by the commander.
Don't think you have to be elaborate. Look at the newsletters of schools, clubs and religious groups for examples.
Be careful with what your newsletter says. Avoid the temptation to be too cute or clever. Funny often can mean embarrassing, and that can mean trouble.
Keep your higher headquarters informed about your newsletter. Include them on your distribution list.
Think ahead -- that is, plan ahead. If your unit holds an awards ceremony each quarter, plan your newsletter to coincide with the ceremony (but don't forget to send news releases to the local newspaper, too).
Be consistent. Members and their families will come to depend on your publication for important information.
Ask for help when you need it. Seek assistance from your state public affairs officer or public affairs unit.
Keep it simple!