PACAF officals look to blogging to tell Air Force story

  • Published
  • By Office of Public Affairs
  • Pacific Air Forces
HICKAM AIR FORCE BASE, Hawaii --  Newspapers, magazines, network television--all are losing audiences, according to recent news stories. So where do people get information about the world around them?

"Many of the people we're trying to reach no longer read the New York Times or watch "Meet the Press" on Sunday morning," said Col. Ed Thomas, PACAF director of public affairs. "Younger generations, both in and out of uniform, are far more likely to be texting, chatting, blogging or Twittering."

So in September the command created its own blog called "PACAF Pixels." Unlike traditional military websites, the blog is designed to allow Airmen across the command to share, in a personal and authentic way, their service experiences, Col. Thomas said.

Each of these stories forms a part, or 'pixel,' of the larger picture of PACAF's impact on security and stability in the region.

PACAF officials say this is a significant departure from traditional communication in the command, citing the rise of internet social networking that has turned news consumers into active participants in a vast and growing conversation. The blog is a first step to joining with others online who have an interest in Air Force issues in the Pacific.

"Social networking is a two-way conversation, not a monologue," said Col. Thomas. "Comments on the Pixels blog won't always be from our fans. We have to accept and respond to criticism as openly as we do to praise. This informal give-and-take is very different to the way the military usually communicates. But it will allow us to reach large audiences who otherwise would never hear our story."

"I can't remember not having the internet," said Capt. Erika Yepsen, an officer assigned to PACAF. "I've always had a computer. If my generation needs something, that's where we turn, whether it's to find a place to eat or to catch up with a friend from high school."

Political candidates and even some traditional media outlets have already tapped into this powerful online dialogue. CNN partnered with YouTube to set the agenda for some of this year's Presidential debates. Campaign fundraising online reached record levels as candidates harnessed enthusiasm through virtual communities built around blogs or networking sites like Facebook or MySpace.

Like any form of communication, blogs and social networks are not without risks. The immediacy and audience reach that make it a powerful communication tool cause concern within the military.

"Managing risk is nothing new and blogs are just another way to communicate," said Lt. Col. Don Langley, PACAF deputy director of public affairs. "The same rules apply whether you're talking on the phone or texting. Security begins at the source. We trust our Airmen with high-tech weapons and high-value equipment. Ours is also a culture that trusts our Airmen to communicate responsibly about the Air Force anytime, anyplace."

Creating that culture is exactly what PACAF is doing. The command directed all public affairs offices to obtain commercial internet access via machines not connected to the DoD network. This allows engagement on social media sites often blocked by government servers to prevent the spread of computer viruses. Armed with this new access, the public affairs teams have been uploading videos to the Air Force YouTube channel, seeking Airmen to contribute content to the Pixels blog, and reaching out to civilian bloggers who share interests in national security or the Asia-Pacific region.