HomeAbout UsAFIMSC StrategyPursue Organizational ExcellenceImprove Strategic Communication

Improve Strategic Communication graphic

Improve Strategic Communication

Mike Briggs quoteGoal Leader: Mike Briggs, Chief of Public Affairs

Goal Description: The focus of this goal is to better connect the AFIMSC team with each other and customers. We accomplish this by delivering a deliberate communication narrative. We coordinate and plan with stakeholders on enterprise-targeted messaging and events. Through collaboration and community, we quickly identify and mitigate areas lacking in persistent, consistent and effective communication.

LOE 3 Goal 3 Objectives:

  • G3.A — Conduct communication engagements targeted to AFIMSC team and customers to grow AFIMSC awareness, understanding and advocacy.
  • G3.B — Grow followership on Facebook by 10% in CY21. 
  • G3.C — Increase active A-Team membership and participation 20% in CY21 to better support AFIMSC strategic communication operations.

What can you tell us about your objectives?
We established an Advocacy Team, what we call the A-Team, with representatives from across AFIMSC who support branding and strat comm activities. A-Team members serve as ambassadors of the HQ and PA efforts to better connect our team through strat comm, strategy and morale activities. In the area of communicating with external customers, we’re going to support existing communication efforts underway and any new ones in the future by establishing quarterly talking point packages that target timely information we want our customers to know, such as when we’ll make initial funding distribution, changes in Services programs, combined tasking order release, etc. In addition to these timely talking points, we’re creating messaging packets to communicate mission and program information internally and externally. As we sync with the AFMC communication strategy, we’ll align efforts with our higher headquarters to execute command and Air Force communication priorities.

Why is improving strategic communication important to AFIMSC?
We are a young organization – a toddler as Maj. Gen. Wilcox refers to us – and while we’ve established ourselves in a very short time as the most integral I&MS function in the Air Force, we’ve not codified and executed consistent strategic communication like more mature organizations such as MAJCOMs do. This is our process for doing that and being persistent and consistent in our strategic communication planning and execution.

How does your goal support AFMC, Air Force and National Defense Priorities?
Our ability to tell our story internally and externally informs and educates our team, customers and the American public about our role in national defense. We seek to include messages in all our communication that highlight how we’re increasing lethality and readiness, taking care of Airmen and families, and striving for team excellence and innovation. Those topics let everyone know we play a critical role in delivering command, Air Force and national defense priorities.

How are you measuring success? 
We’re establishing surveys, data analytics, focus groups and other tools to help us gather point-in-time feedback so we can see how are efforts are changing awareness and behaviors in our target audiences as we execute information campaigns. Other measures include having our products picked up by Air Force and external websites, growing our social media audience, and using web data to understand where we’re doing well and what we need to improve. 

Is there anything you would like to add? 
I encourage our teammates to stay informed by getting connected to our many communication platforms:
Public website: www.afimsc.af.mil 
Facebook page: www.facebook.com/AirForceIMSC 
DVIDS page: https://www.dvidshub.net/unit/AFIMSC 

(Current as of Feb 25, 2021)