USCG Auxiliary Public Affairs Specialist by WG7zpP5


									                  USCG Auxiliary Public Affairs Specialist (PA1)

                   Performance Qualification System (PQS) Study Guide

                                USCG Auxiliary Public Affairs Specialist

                                          PURPOSE AND USE

This study guide is intended to prepare Auxiliarists for each task required to become a Public
Affairs Specialist. It parallels tasks listed in the PA Specialist Performance Qualification System
(PQS) Workbook. Upon successful completion of these personal qualifications, a person will have
obtained the minimum skills required of a competent Public Affairs Specialist. Job duties include
dissemination of information to local media outlets concerning Auxiliary Public Education Courses,
Coast Guard and Coast Guard Auxiliary public policy, and Recreational Safe Boating information.

                                        Public Affairs Specialist

This study guide is your personal „on the job training‟ guide to become a Public Affairs Specialist.
It is your responsibility to document completion of items. For On the Job Training, a person already
holding this qualification code (a verifying officer/mentor) will review your qualifications and/or
observe you perform each task signing in the appropriate space in this booklet. It may be necessary
to perform a task several times. The verifying officer will not give credit for any task that is not
performed satisfactorily.
Multiple verifying officers may make entries in your manual. Every verifying officer/mentor must
enter his or her name, Auxiliary qualification, signature, and initials in the Record of Verifying
Mentors section. When you have completed all of the items required for this qualification, the
National Department of Public Affairs, Internal Communications Division will issue a letter of
designation and/or a Certificate. Your Director of Auxiliary will make an entry into your permanent
Auxiliary record and AUXDATA.
There may be a limited number of verifying officers available to assist you. Active duty and
Reserve Coast Guard personnel with appropriate experience can also serve as verifying officers. A
PA staff officer or elected officer at the district, division or flotilla level may be able to serve as a
qualifying officer if they have the requisite experience or knowledge. i.e., article you have
published, participation in a boat show, etc. If assistance is needed, contact the National
Department of Public Affairs, Internal Communications Division, Training Branch at bc- for guidance or assistance.

         Auxiliary Public Affairs Specialist (AUX-PAI) Training Requirements:

USCG Auxiliary PQS        PA1                                                        Revised: 10/23/2007
    A. Completion of Online Training Courses or satisfactory completion of AUX-12.

                              The following online courses are available:

                         Introduction to Auxiliary Public Affairs (AUX-20)
                                    Journalism Basic (AUX-24)
                           Introduction to Digital Photography (AUX-26)

    B. Completion of Specialist Tasks below

    C. Completion of ICS100

. You can take ICS 100:

    D. Oral Board

An oral board is required. The board should be comprised of at least 2-3 people with experience in the field.
If possible, include an Active duty representative (collateral PA, XO or CO of a local Coast Guard unit). The
oral board may be waived by the Chief, Department of Public Affairs, upon written (email to DC- request when appropriate.

    E. Completed Packages of Documentation Submitted

Upon completion, forward your completed PQS Workbook with supporting documentation to DVC-AN.

Introduction to U.S. Coast Guard Auxiliary Public Affairs

001- Define USCG Auxiliary Public Affairs

Auxiliary Public Affairs is a mission of the Auxiliary which involves promotion of our activities and
personnel as well as that of all Coast Guard Forces.

002- Outline organization of the CG Auxiliary public affairs program

Public affairs staff officers conduct PA efforts at the flotilla, division and district level. They also assist and
support Coast Guard units where appropriate. The national Department of Public Affairs supports PA officers
by developing programs and aids for those programs.

003- Discuss four reasons for having public affairs programs

Increase attendance at public education classes, interest in vessel safety checks, image of the Auxiliary, image
of the Coast Guard, morale of Coast Guard personnel through Fleet Home Town News programs. Image of
Coast Guard and Auxiliary has potential of increasing appropriations from Congress and within the military
and Coast Guard appropriation process.

004- Explain three functions of public affairs

USCG Auxiliary PQS          PA1                                                             Revised: 10/23/2007
Communicate our activities to the public, Coast Guard, and other government (federal, state, local) agencies,
build the image of the Auxiliary and Coast Guard Forces, manage the dissemination of information consistent
with our policies and objective of honest communication, preservation of personal privacy, and law
enforcement concerns.

005- Discuss two approaches to public affairs

The proactive approach involves actively distributing a PA message through media or static displays. The
passive approach involves planning our response to external events which could prompt a PA message
(includes preparation for response to queries).

006- Explain the four step public affairs process

Planning is the first step, in which you identify the message, intended audience, and media or other PA tactic.
Execution is putting the plan into action. Analysis is determining the impact of your PA program. Follow-up
is adjusting and repeating the PA effort.

007- Identify the guidance manual used in PA activities

USCG Auxiliary Public Affairs Guide, revised 1/1/05.

008- Identify the PA functions and responsibilities of the unit elected officer

Supervise the PA staff officer, rely on PA staff officer for guidance and counsel in public affairs matters,
represent the unit as a spokesperson, appear as guest speaker in local area of responsibility. Identify public
affairs opportunities in various mission areas.

009- Recognize the key elements of proactive PA programs

Identify your audience, target media, prepare media contact list, appropriate releases and other promotional
materials, and deliver the message consistently and frequently.

010- Discuss the three PA objectives with respect to public affairs

Publish announcements in community calendars, articles, PSAs and video news releases, static displays,
safety booths, posters, billboards, newsletters.

Print Media - See Public Affairs Guide, Chapter 2

011- Discuss the different types of print media

Internal: flotilla, division, district newsletters, Navigator, national department newsletters.

External: Newspapers, magazines, shopping guides, house organs.

012- Publish an article in an external publication

013- Publish an article in an Auxiliary publication

014- Produce a press release for PE and VE to local media

015- Produce a press Release announcement of National Safe Boating Week.

016- Discuss Auxiliary guidelines for release of information.
Broadcast Media - See Public Affairs Guide, Chapter 3

USCG Auxiliary PQS          PA1                                                             Revised: 10/23/2007
017- Discuss the different types of Broadcast Media

Radio, television, internet-based.

018- Difference between Broadcast Media and Print Media

Immediacy, need for camera footage, role of anchors, need to avoid editing, traditional use of PSA format,
current use of news releases as “filler” in news and similar broadcasts.

019- Identify three staff positions within local broadcast outlet

News director, assignment editor, reporter.

020- Send a news release to local television/ radio station

021- Submit a Public Service Announcement (PSA) to radio station.

There are a number of suitable PSAs available on the national public affairs website, here: . All you need to do is make contact with a local radio station and
forward the digital file. Of course, we hope you follow up and actually get them to broadcast it.

Public Appearances - See Public Affairs Guide, Chapter 4

022- Write a simple speech

This speech can be on any aspect of the Auxiliary, such as recreational boating safety, maritime domain
awareness, i.e., America‟s Waterway Watch, membership in the Auxiliary. Examples of such speeches are
available here:

It would not include a public education presentation, such as teaching a course developed by the public
education department. It would not include a presentation to a Coast Guard Auxiliary group.

Note the topic of the speech in the margin.

023- Give a speech before a group

This could be a local yacht club, Rotary club or other civic organization such as Lions, Elks, Eagles, or
Moose Lodge. It would not include a public education presentation using Auxiliary public education
materials. Note the topic of the speech, date presented, and the name of the group it was presented to in the

Static Displays
Resources: Public Affairs Guide, Chapter 5
Coast Guard Auxiliary Informational Exhibits Prepared by the US Coast Guard Auxiliary National Marketing

024- Describe the different types of Static Displays

Posters, bulletin boards, counter displays, VSC station, window display, boating safety booth.

025- Setup a VSC Booth

026- Setup a Boat Show booth

027- Describe different ways to use Static Displays

USCG Auxiliary PQS          PA1                                                          Revised: 10/23/2007
Boat shows, marine dealers, government agencies, i.e., DMV, farmer‟s market.

028- Describe the new type of Electronic Displays are available

Photography – See Chapter 6 of the Public Affairs Guide

031- Describe the advantages of photography with a news story

Photography makes a story interesting. In many cases, a publication will not publish a story without
accompanying photography.

032- Demonstrate ability to use a camera

This can be done with any appropriate camera. The candidate should be able to identify the features of the
camera, including on/off, shutter, aperture, focal rings, zoom, menus, resolution settings, review, memory
capacity, flash, and other features. If practical, the candidate should take some pictures, review the photos
with the verifying officer, and identify good and poor lighting, composition, other features.

033- Discuss the advantages of digital over film.

Digital allows prompt download and transport of photos to media. No film expense or bulk. Disadvantages
include battery consumption, higher equipment cost. Some users tend to scrimp on resolution which limits the
utility of photos in print media.

034- Describe the rule of thirds.

The viewfinder is divided into three zones, vertically and horizontally (nine in all). Principal subject should
be in the intersection of two of the dividing lines, i.e. upper left, upper right, lower left, lower right. In
composition, lead the subject wherever possible.

035- Discuss exposure variables.

Exposure depends on lighting and speed of the subject. Relationship between depth of field, aperture and
shutter speed. Too much or too little light results in over/under exposure. Advantages and disadvantages of
using flash.

036- Discuss exposure guidelines.

Control exposure as precisely as possible. Measure light intensity by highlights on the subject for slide film,
shadows for print film. Exposure depends on lighting and speed of subject action.

037- Discuss the factors the influence depth of field.

Depth of field is the distance between the nearest and farthest points of acceptable sharpness in the scene.
Wide angle lens (21-35 mm) offers greatest depth of field. Telephoto (100 mm or longer) offers limited depth
of field.

038- Discuss the type of events where you should take pictures.

Newsworthy events. People-oriented. Not sensitive security situations.

National Safe Boating Week – Chapter 7 of the Auxiliary Public Affairs Guide

039- Explain the history of National Safe Boating Week.

USCG Auxiliary PQS         PA1                                                            Revised: 10/23/2007
Established by President Eisenhower in 1958. Campaign financed by Aquatic Resource (Wallop/Breaux)
Trust Fund, administered by Coast Guard. National Safe Boating Council plans and publicizes through
website, sample packets distributed each February, and other direct mail.

040- Discuss the role of PA during this event

PA officer has primary responsibility for planning, scheduling, promotion, execution, and reporting.

041- Name some of the reasons for participating in NSBW

Support Auxiliary primary mission of recreational boating safety. Promote public education courses. Marina
appearances provide vessel safety check opportunities.

042- Discuss type of events you would promote.

Marina safety days, local government proclamations.

043- Develop a PSA for NSBW

This can be signed off by any local elected officer who knows you completed the task. If they are not
available, describe to the verifying officer.

044- What other team staff positions would you involve?

Public Education, RBSV Program Visitor, Vessel Examiner.

045- Discuss ways to increase Auxiliary membership.

Articles in local publications.

046- Fill out evaluation form from National Safe Boating Council

Can be verified by appropriate elected officer or verifying officer who has knowledge of the task completion.

USCG Auxiliary PQS          PA1                                                        Revised: 10/23/2007

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