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Suggested Citation:"Appendix D: Workshop Agenda." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
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D

Workshop Agenda

SEPTEMBER 2, 2015

08:30 Welcome and Introductions
09:00 Discussion with Gen. Mark A. Welsh III, Chief of Staff, U.S. Air Force

Open Session 1—Communication Across Multiple Generations of Airmen

10:00 Lt. Gen. Steven Kwast, Commander, Air University
10:15 Brig. Gen. Kathleen Cook, Director of Public Affairs, Office of the Secretary of the Air Force
10:30 Discussion with Capt. Samuel “Ross” Hubbard, ACC/A5A10
11:00 Panel Discussion for Session 1
12:00 Working Lunch

Open Session 2—Comparing Communication Today Against Other Periods in History

13:00 Dr. Alan Vick, Senior Political Scientist, RAND Corporation
13:40 HON. F. Whitten Peters, Former Secretary of the Air Force
14:10 HON. James Roche, Former Secretary of the Air Force
14:40 Panel Discussion for Session 2
16:30 Day Wrap-Up Discussion
17:00 Adjourn for Day
18:00 Working Dinner
Suggested Citation:"Appendix D: Workshop Agenda." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
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SEPTEMBER 3, 2015

08:30 Opening Remarks for Day 2

Open Session 3—Strategies for Effective Communication and Measures of Effectiveness

08:45 Dr. Brian Hoey, Principal, Hoey Group
09:30 Mr. Peter Debreceny, Senior Partner, Gagen-MacDonald
10:15 Mr. William Power, Fleishman-Hillard
11:00 Ms. Katie Paine, Founder and CEO, Paine Publishing, LLC
11:45 Panel Discussion for Session 3
12:30 Working Lunch

Open Session 4—Best Practices and Examples of Communication Strategies

13:30 Ms. Jennie Bledsoe, Director, Global Internal Communications, Goodyear Tire & Rubber Company
13:55 Maj. Gen. (U.S. Army, Ret.) Mari Eder, Former Head of Communications, U.S. Army; and President, Benson’s Review, LLC
14:20 Dr. Vernon Miller, Associate Professor of Communication, Michigan State University
14:45 Mr. Ryan Henary, Managing Director, Internal Communications, FedEx Ground
15:10 Mr. Brian R. Ames, Vice President of Employee Communications, Boeing Company
15:35 Panel Discussion for Session 4
17:00 Day Wrap-Up Discussion
17:30 Adjourn for Day

SEPTEMBER 4, 2015

08:30 Opening Remarks for Day 3

Open Session 5—Role of Social Media in Effective Communication

08:45 Ms. Lois Kelly, Founder and CEO, Foghound
09:15 Mr. Robert Harles, Managing Director, Global Head of Social Media, Accenture Digital
09:45 Mr. Ed Terpening, Industrial Analyst, Altimeter Group
10:15 Mr. Ed Brill, Vice President of Social Business Cloud Services, IBM
10:45 Panel Discussion for Session 5
12:30 Working Lunch
13:30 Closed SessionCommittee Only
16:00 Adjourn Workshop
Suggested Citation:"Appendix D: Workshop Agenda." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
×

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Suggested Citation:"Appendix D: Workshop Agenda." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
×
Page 36
Suggested Citation:"Appendix D: Workshop Agenda." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
×
Page 37
Suggested Citation:"Appendix D: Workshop Agenda." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
×
Page 38
Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report Get This Book
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The U.S. Air Force (USAF) helps defend the United States and its interests by organizing, training, and equipping forces for operations in and through three distinct domains -- air, space, and cyberspace. The Air Force concisely expresses its vision as "Global Vigilance, Global Reach, and Global Power for America." Operations within each of these domains are dynamic, take place over large distances, occur over different operational timelines, and cannot be routinely seen or recorded, making it difficult for Airmen, national decision makers, and the American People to visualize and comprehend the full scope of Air Force operations. As a result, the Air Force faces increasing difficulty in succinctly and effectively communicating the complexity, dynamic range, and strategic importance of its mission to Airmen and to the American people.

To address this concern, the Chief of Staff of the USAF requested that the National Academies of Sciences, Engineering, and Medicine convene a workshop to explore options on how the Air Force can effectively communicate the strategic importance of the Service, its mission, and the role it plays in the defense of the United States. Participants worked to address the issues that a diverse workforce encompassing a myriad of backgrounds, education, and increasingly diverse current mission sets drives the requirement for a new communication strategy. The demographics of today's Air Force creates both a unique opportunity and a distinct challenge to Air Force leadership as it struggles to communicate its vision and strategy effectively across several micro-cultures within the organization and to the general public. This report summarizes the presentations and discussions from the workshop.

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