PUBLIC AFFAIRS WATCHSTANDER PERFORMANCE QUALIFICATION STANDARDS

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1 U.S. Department of Homeland Security United States Coast Guard PUBLIC AFFAIRS WATCHSTANDER PERFORMANCE QUALIFICATION STANDARDS COMDT (CG-0922) MAR 2013

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5 PUBLIC AFFAIRS WATCHSTANDER PERFORMANCE QUALIFICATION STANDARDS (PQS) Creation Date: 01/11 Revision Date: 03/13 TRAINEE: PQS QUALIFIER: (Full Name and Rate) (Full Name and Rate) Date: Date:

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7 Overview. Section 1 PUBLIC AFFAIRS WATCHSTANDER (PAW) PQS PROCESS Mission Public affairs watchstanders provide 24-hour public affairs support to operational commanders. As an element of operations, a public affairs watchstander provides: Media relations support; Information release services; Media monitoring. Purpose The PAW PQS is for public affairs specialists (PA) where certification of a minimum level of competency is required to perform public affairs watchstander duties. The objective is to help a public affairs specialist (PA) learn the standard knowledge and skills necessary to earn the PAW competency. The PA must complete this PQS in order to qualify as a public affairs watchstander at a district office or public affairs detachment (PADET). PQS Qualifier The PQS qualifier will be a public affairs officer, public information (INF) chief warrant officer, master chief public affairs specialist, senior chief public affairs specialist, or chief public affairs specialist. Public affairs specialists who have previously earned the PAW competency may signoff requirements at the discretion of the PQS qualifier. PQS qualifiers may include additional information specific to their district during the qualification process. However, the additional information shall not be required for earning or revocation of the competency. Written or oral quizzes should be used to test trainee knowledge. Trainee The trainee is ultimately responsible for their qualification. To complete this PQS a trainee must demonstrate technical competence in a broad spectrum of public affairs and general military skills. The trainee must also demonstrate good leadership and sound judgment in the execution of duties. The trainee must come prepared to all stages of the process. The responsibility for completing this package rests with the trainee. 1

8 Prerequisites The trainee must be a graduate of public affairs specialist A school and maintain eligibility for a secret clearance before attempting qualification. The A school prerequisite does not apply to reserve direct petty officers. Assignment of competency Once the trainee has demonstrated sufficient competence and completed the PQS, the PQS qualifier will draft a memorandum to COMDT (CG ) requesting the PAW competency be assigned to the member. An example is included in section three. Revocation of competency It may become necessary to revoke a competency for performance or administrative reasons. To have a member s competency revoked commands must submit a memorandum to COMDT (CG-09225) stating why the competency should be revoked and outline a plan for recertification. The PQS qualifier may require recertification in only the areas identified as lacking proficiency or complete the entire PQS again. If the member is unable to satisfactorily perform recertification, consult COMDT (CG-09225). 2

9 Web Applications and Resources. Section 2 PQS RECORD OF PERFORMANCE References a) Public Affairs Manual, COMDTINST M (series) Enabling Objectives 1.1 Explain the policy, tactics, and procedure for Coast Guard use of Youtube, Facebook, Twitter, and Flickr. 1.2 Explain the role public affairs has in maintaining the Coast Guard s web presence. 1.3 Identify Coast Guard web resources maintained by your unit or subordinate commands. 1.4 Demonstrate how to use Coast Guard information systems (CGBI, MISLE, Direct-Access, etc.) to gather information. 1.5 Demonstrate how to use a Coast Guard Internet site to publish information. Initials Qualifier Guide Trainee shall use appropriate references and explain key processes. Qualifier will identify opportunities for trainee to apply knowledge during daily operations. Record of completion Date PQS Qualifier/Designee Signature 3

10 Manage Information Flow. References a) Public Affairs Manual, COMDTINST M (series) b) National Response Team Joint Information Center Model Enabling Objectives 2.1 Explain the chain of command and approval process for release of information. 2.2 Identify the external publics on whom the Coast Guard s success ultimately depends. 2.3 Identify PA points of contact for federal, state, county, and cities within an area of operations. 2.4 Identify different types of news media and their formats, deadlines, and target audiences. 2.5 Demonstrate making notifications based on case type and urgency. 2.6 Demonstrate how to work cooperatively with a district command center and field units to obtain information during cases. Initials Qualifier Guide Trainee shall recite from memory their immediate chain of command. Trainee shall produce a duty book that contains contact information and chain of command matrix for release of information based on differing case types. Record of completion Date PQS Qualifier/Designee Signature 4

11 Releasing News and Information. References a) Public Affairs Manual, COMDTINST M (series) b) Soldier s Manual and Trainer s Guide, Public Affairs Specialist / Chief Public Affairs NCO, MOS 46Q / 46Z Enabling Objectives 3.1 Explain the public affairs doctrine of maximum disclosure with minimum delay. 3.2 Explain what information to release, or withhold, based on case type. 3.3 Identify tools for release of information. 3.4 Demonstrate application of security, accuracy, policy, and propriety (SAPP) guidelines to materials prepared for public release. 3.5 Demonstrate proficiency in preparing news releases, multimedia releases, and media advisories for distribution to the public using Coast Guard approved Internet systems and applications. 3.6 Demonstrate the ability to answer media inquiries. 3.7 Produce a news media log. Initials Qualifier Guide Trainee may use written and online references to complete tasks. Qualifier shall ensure all products produced by the trainee adhere to SAPP guidelines. Attach no less than five examples of releases produced by the trainee as enclosures with the competency request memorandum. Record of completion Date PQS Qualifier/Designee Signature 5

12 Social and News Media Content Analysis. References a) Public Affairs Manual, COMDTINST M (series) b) Soldier s Manual and Trainer s Guide, Public Affairs Specialist / Chief Public Affairs NCO, MOS 46Q / 46Z Enabling Objectives 4.1 Demonstrate the ability to review media (TV, radio, print, and social) for trending, current and emergent issues, or information impacting operations. 4.2 Analyze the media products for overall tone, placement of command messages, story angles, and accuracy. 4.3 Produce a compilation of pertinent media products for review by leadership and internal stakeholders to include video news clips and a compilation of print news articles. 4.4 Produce a digest containing a media analysis, per reference (b), for distribution with a news media products compilation. Initials Qualifier Guide Trainee must perform all tasks without supervisory intervention. Attach analysis and clips as enclosures with the competency request memorandum. Record of completion Date PQS Qualifier/Designee Signature 6

13 Conducting Media Interviews. References a) Public Affairs Manual, COMDTINST M (series) b) Soldier s Manual and Trainer s Guide, Public Affairs Specialist / Chief Public Affairs NCO, MOS 46Q / 46Z c) The Coast Guard Correspondence Manual, COMDTINST M (series) Enabling Objectives 5.1 Demonstrate the ability to prepare for an interview to include topic research, preparing key messages, and producing responses to anticipated questions. 5.2 Demonstrate the ability to conduct a phone interview. 5.3 Demonstrate the ability to conduct an on-camera interview. 5.4 Produce a reply to a written ( or letter) request for information. Initials Qualifier Guide Submit an audio recording for enabling objective 5.2. Submit an audio/video recording of the trainee s on-camera interview for enabling objective 5.3. Trainee will use the Coast Guard business letter format, per reference (c), to complete enabling objective 5.4. Submit deliverables as enclosures with the competency request memorandum. Record of completion Date PQS Qualifier/Designee Signature 7

14 Example Memorandum. Section 3 EXAMPLES AND FEEDBACK Commander Seventeenth Coast Guard District 1234 Address Ave. City, ST Staff Symbol: de Phone: (000) Fax: MEMORANDUM Mar` 2013 From: J.D. Doe, CPO CGD SEVENTEEN (de) Reply to Attn of: J.D. Doe, CPO (000) To: COMDT (CG-09225) Subj: COMPETENCY DESIGNATION REQUEST Ref: (a) PAW PQS 1. I recommend designation of the Public Affairs Watchstander (PAW) competency to PA2 Samuel Clemons, EMPLID The member has completed all terminal performance objectives outlined in the PAW PQS. Member has demonstrated the minimum level of proficiency to stand public affairs watch. 3. The member has demonstrated sound judgment and possesses the ability necessary to retain the PAW competency. # Enclosure: Completed PAW PQS Copy: Member 8

15 Request for Feedback. Instructions Please provide feedback to COMDT (CG-09225) on the usefulness, quality, and content of this guide. Corrections For corrections, please note the page number and suggested correction. Also include any references used. Example Page Suggested correction 1 In the second paragraph, the word boouy (buoy) is not spelled correctly. 6 The Public Affairs Manual reference is incorrect, the reference should read Public Affairs Manual, COMDTINST M (series). Suggestions We welcome suggestions for making this guide more useful. If you feel that we have omitted a critical step or a portion of the guide needs clarification please forward recommendations via your chain of command. Submitting Feedback Please send feedback electronically to COMDT (CG-09225) Public Affairs Programs Division. 9

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