l  Personal contact and social activity between the officer in command, the PAO and his staff, the key  opinion  leaders  and  decision  makers  of  the community The  integration  of  news  releases  and  military- produced  radio  and  television  programs  within  the community  relations  program  is  also  worthy  of consideration. Oftentimes, proper use of these tools can help to bring knowledge of a military command, its activities and its personalities to the attention of the local populations  of  neighboring  communities. COMMUNICATING Communicating  requires  the  public  affairs  staff  to explain  and  dramatize  the  chosen  course  for  a community  relations  program  to  all  those  who  may  be affected  and  whose  support  is  essential. Once the proposed plan has been drafted, it should be coordinated within the originating organization and given a preliminary review by the chief of staff or XO of the organization. Key staff officers should be made aware of the proposal and have an opportunity to express their views. For this reason, the PAO makes certain that the basic plan is sound from both a public relations point of view and as completed staff work; otherwise, the plan that requires expenditure of resources that might be put to other use by other staff agencies may never get off the ground. A conference or series of conferences attended by key staff representatives sometimes helps to develop understanding and acceptance of a program, identify problems and omissions and give people in the chain of command a sense of satisfaction in having helped to develop the program. The proposal, as modified by staff contributions,  then  should  be  presented  to  the commander  for  approval. The plan should provide that, once it is officially adopted, all members of the organization be made aware of it. Community relations are a team effort in which many  individuals  must  play  a  part.  Basic  information given should include why the officer in command is concerned  about  community  relations,  what  policy  has been  adopted,  what  projects  are  planned,  what participation  is  desired  and  why  and  how  members  of the  command  can  benefit.  Some  commands  have  used a theme, such as “Partners in Progress,” to convey to all members  of  the  organization  their  relationship  to  the program  and  the  community. Individuals and agencies responsible for specific projects  and  activities  must  be  informed  of  their responsibility.  Information  also  must  be  sent  concerning deadlines,  counseling  and  assistance  for  those  partici- pating  in  the  program,  the  system  for  review  and evaluation  of  the  projects  and  program  and  how recommendations   for   changes   in   objectives,   new projects, and so forth, may be made. The amount and kinds of information an organi- zation should disseminate to its publics will vary. In a community  relations  program,  there  should  be  pro- visions to inform everyone in the community about the mission  and  achievements  of  the  organization,  its personnel   needs,   career   opportunities,   notable individual  achievements,  significant  changes  of  key personnel and safety and economy achievements. If the survey and analysis of the community has been adequate, the public affairs staff should be aware of the right channels of communication to accomplish specific  tasks  or  reach  specific  publics. The average naval activity has many chances for interesting  news  stories  that  would  contribute  to improved community relations. Here are just a few possible  community  relations  subjects  for  timely  local communication with the public: l l l l l l l l l l l l l Changes in mission or program. Attainment of significant goals. Decreases or increases in work load. Introduction  of  new  methods  or  devices  to increase productivity or effect economy. (Zero defects is an example.) Plans to hire more people or need to reduce force. Important  changes  in  organization. Appointments to key positions. Retirements. Speeches or other public statements by people. Plans  for  new  facilities  or  closing  of  existing facilities. Achievements of military personnel and civilian employees. Results of incentive awards program. Special  events,  such  as  awards  ceremonies, public   visitation,   dedications,   launchings, christenings,   commissioning,   anniversaries, tours, guest cruises, exhibits, demonstrations, and so forth. When you prepare news releases, speeches, special events,  displays  or  other  vehicles  to  be  used  to 5-14