Showing posts with label PR professionals. Show all posts
Showing posts with label PR professionals. Show all posts

Friday, February 5, 2016

Demystifying Military Ranks: A Primer for PR Pros

I was a war bride, married to an Army sergeant in 2001, and the only word to describe the first year of my former marriage was chaotic. My then-husband was at the scene of the WTC three days after the Towers fell and shortly after that, deployed to Afghanistan.

So I was thrust headlong into a military culture along with the rest of Fort Bragg, NC. I had to learn very quickly about the rank and file as I navigated how to get information about my spouse's welfare in the war against the Taliban.

I tell you this so you'll understand that I fully sympathize (and empathize), if you are  intimidated by representing a military outfit or service person to the media. Today, I am a freelance journalist for three military magazines, and the terminology, acronyms and the military's way of doing things are like breathing for me.

But it wasn't always that way.

In fact, I can remember one instance when I had to call my then-husband's unit one day when he was in Bagram. A gruff voice picked up the phone and shouted into my ear, "Hello-Sir-or-Ma'am-First-Sergeant-Smith-249th-Engineer-Battalion-Fort-Bragg-How-Can-I-Help-You!" The words tumbled from his mouth like the staccato machine gun blast.

I took a breath, "Hello Sergeant. This is Sergeant Rafferty's wife."

"FIRST SERGEANT!"

I paused. "No, I don't think you understand. He's not the first sergeant on duty today. He's in Afghanistan."

He groaned. Then he said again, "FIRST SERGEANT! I AM A FIRST SERGEANT!"

"Oh! I see, I'm sorry, you're the first sergeant there today, thank you. OK, Sergeant, I am looking for information for my --"

He interrupted again, "NO! I AM A FIRST SERGEANT!"

Now I was really confused, because I honestly had no idea why this person was yelling at me and how I could stop him from yelling at me, I just wanted to find out if he had word about my husband's whereabouts.

"Thank you," I continued, ignoring the loud angry breathing in the earpiece. I told him what I wanted to know, he gave me the information, and then as I hung up, I said, "You have been so helpful, Sergeant. Thank you."

I heard a growl, a loud click, and the line went dead.

This week, the memory of that happy conversation came tumbling back after I put out a query on Profnet, seeking military officers to interview for an upcoming feature story.

I became very exasperated (and sent out a snarky tweet, I admit it), when one PR person after another replied to the query with, "I have a great Sergeant!" or, "I have an Airman First Class!" or, "I have a Chief Petty Officer!" or, "I have a Green Beret!"

"Didn't these people read my query specs??? I said, 'Officer!'" I huffed to myself.

Then I started getting phone calls, and everyone was saying the same thing:

" I have a wonderful non-commissioned officer. Does a non-commissioned officer count as an officer?"

Suddenly the light dawned. Bless their hearts, they were as ignorant as I had been back in 2001.

So here is a little primer, for the uninitiated to the military, about how to understand the ranking system, and it won't take long for me to break this down for you. I'm focusing this blog entry primarily on Army ranks, because I'm most familiar with them and also because I write for a publication for the Army National Guard.

But bear with me while I walk you through this:

ENLISTED VS. OFFICER

The military members (and this pertains to all branches) are divided into two tiers: Enlisted and Officers.

The enlisted people sign up for duty, or, "enlist." These are your lower ranks. Everyone in an enlisted rank reports to an officer.

To be an officer, you either have to complete ROTC in college or graduate from a military academy with a bachelor's degree. There is a second way to become an officer, too. An enlisted person can enter an officers' training school and earn the rank -- or become a "commissioned officer."

NON-COMMISSIONED OFFICER VS. OFFICER

Most people get very confused about the term, "non-commissioned officer," or NCO.

Basically, these are the higher-enlisted ranks. Think of them in civilian terms as an employee that oversees a team of employees. They report to a manager in the management ranks. Does that make sense? So in the military world, you'd have an NCO over a team on a mission, and he or she would report to a lieutenant or a captain (a junior officer).

If you look at charts of military ranks, you will see these ranks divided by "E" and "O" (Enlisted and Officer) ... and you will also see numbers, from 1 to 9.

Everyone who is numbers 1-4 is of the lower rank, reporting to leaders. So E-1 to E-4, across all the branches, reports to non-commissioned officers, which are E-5 to E-9.

If you flip over to the Officer side, O-1 to O-4 are your junior officers, reporting to the officers that make the top decisions and are the top ranks -- O-5 to O-9. (We also have an O-10, but I'll explain that one later.)

The best way to sort this out is to take a look at one of my pins on Pinterest. You will see all of the branches listed. Each rank corresponds to the number. For example, an E-5 in the Army is a Sergeant, or the lowest of the non-commissioned officer ranks. An E-1 in the Army is a Private, the lowest of the ranks. An O-1 in the Army is a lieutenant, the lowest of the officer ranks, and an O-9 in the Army is a Five-Star General.

Are you confused yet? Don't worry ... It takes time. Just take a look at this Pinterest board, and take a deep breath:

https://www.pinterest.com/pin/183521753541360063/


ARMY CHIEF WARRANT OFFICERS

Now I'm really going to throw a monkey wrench into this, because we also have "Chief Warrant Officers." I still get confused about these guys, to be honest, because they are a category all by themselves.

The best way to explain it is to quote the U.S. Army's definition:

"Warrant Officers are the technical experts in the Army. They have specific technical or tactical specialties (e.g., helicopter pilots), and manage and maintain many of the Army’s combat systems, vehicles and networks. Once they reach the rank of Chief Warrant Officer Two (CW2), the President of the United States gives them the same status as a Commissioned Officer."

ARMY GENERALS

Here's a little trick to remember the differences between General that my ex-husband taught me, and it's this.

Ready? You'll love it. It's so easy:

"BE MY LITTLE GENERAL"

That's all you have to remember.

Now let's break this down:

B = Brigadier General (O-7)

M = Major General (O-8)

L= Lieutenant General (O-9)

G= General (O-10)

And then you have a "General of the Army," which is a Five-Star General. Think of Eisenhower. Top of the heap, and by the time you hit that rank, your next step is probably the White House.

I hope I didn't mangle these ranks too badly for you.

Don't feel intimidated by the military ranks. It takes a long time to understand them, but if you keep these basic guidelines in mind, you'll be able to weather any conversation with a journalist who covers the Pentagon.





Friday, December 13, 2013

My Favorite PR People

Whether you're a journalist or a PR professional, you already know about the unspoken tension between the two camps. I've been doing my job now for 24 1/2 years, and I can tell you that there are times when I shake my fist and curse the existence of PR people and others when I thank God in Heaven for putting them on planet Earth.

And how do I show thanks to those who make my life easier?

Well take this morning as an example: I had a new story assignment. Rather than put it up on Profnet.com to the masses of PR professionals, I contacted one who keeps in touch with me regularly. This person follows me on Twitter, takes time to ask how I'm doing and this week had lined up a stellar source for two of my stories. I gave him first dibs on this new assignment for one of his clients. If they pass and don't have anyone who fits the bill, then I put the story up on Profnet for everybody else's consideration.

I do this regularly with about a half-dozen favorite PR people.

How does a PR professional gain become a journalist's "favorite?"

It's really very simple: Stay in touch. Be human. OK, here's another example: The week before Thanksgiving, I had a highly unusual story for one of my military publications. I had to write about jobs in a specific technology career and how military service people find opportunities in the civilian market place for that niche. I have to admit, I was daunted. So I went on LinkedIn and typed in a search for that specific job ... and voila! A list of opportunities showed up! With that, I could see which companies had the most prominent needs. I contacted those companies to find interviewees.

One of the responders called after Thanksgiving, and by then, I'd actually completed all of my interviews. I explained to the PR person that because of the holiday and the tight deadline, I'd already finished the story, but I told him other opportunities might come up for other stories. Most PR people at that point would say thank you and hang up, but this person pressed me: What types of stories?

Well, as a matter of fact, I had a new assignment that day. This one covered initiatives to recruit and retain wounded warriors. Would his company like to comment on anything they were doing in that arena? He said he'd get back to me.

Yesterday, he called again ... and it turned out that he was shocked to discover that his company didn't have anything organized. He was chagrined and very apologetic.

I tell ya what: This guy immediately goes to the top of my "favorites" list, because even though he couldn't help me with two stories, he tried so hard to be accommodating! From now on, every time I get an assignment that is related to job hunting, guess who I'm going to hit first to see if they want to participate?

There's a third example: I've interviewed one particular expert for three different magazines in the past month. The reason is that he called one day just to discuss ways he could help me come up with story pitches. He wanted to find out about all of the magazines that use me regularly, and he wanted to be available to help develop ideas that would interest them. He had great suggestions, and if any of those pitches turn into assignments .... guess who gets the first call?

Most people want a quick-and-easy way to form relationships with reporters. As you can see from these examples, they happen organically. In the age of social media, we don't necessarily cavort over cocktails at 5 or coffee klatches at the Chamber. We connect via Web portals, phone texts, emails, Facebook and LinkedIn posts and Twitter. That said, the importance of the quality of the connection can never be over-stated.

Once the barrier is broken with me, I have no qualms about sharing personal stories with PR professionals about my child, my yoga practice, even my dog. Some people may say to me that it's inappropriate to be so open and friendly. But I'd assert that being this way leads to an enriching give-and-take and leads me to wonderful people who have amazing stories to share.

And in this age of connectivity, isn't this type of connection what our work is all about?