1. Headquarters U.S. Air Force
Integrity - Service - Excellence
AFPIMS
& Convergence
Presented by:
MSgt Mark Haviland, ACC/PA
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2. Overview
 What is AFPIMS
 Why use it
 Media Convergence
 Summary
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3. What is AFPIMS?
Air
Force
Public
Information
Management
System
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4. What is AFPIMS?
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5. What is AFPIMS?
AFPIMS – Non-
technical (cut and
paste) solution
links content of
240+ AF sites
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6. Why use AFPIMS
 Standardized branding
 Standardized content approval
 Consolidated and centrally hosted server
 Eliminates need for Web development expertise
 Expedites the flow of information
 Required by AFI 35-101 (few exceptions)
Facilitates media convergence!
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7. Media Convergence
 Communications Theory:
Technologies blend to the point
that old communications
devices are replaced by a
single communications medium/
device.
 Business Convergence: Media
organizations venture into
nontraditional areas and cross-
produce/promote products
 Execution: Media convergence
really refers to the merging of
capabilities of each individual
medium.
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8. Media Convergence
 Convergence is
NOT about being
an expert in
everything
 Convergence IS
about the way we
THINK
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9. Media Convergence
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10. Media Convergence
 Operations
Find, Fix, Track, Target, Engage, Assess
 Public Affairs
 FIND
 Identify communication need, desired effect
 FIX
 Identify audiences, messages
 TRACK
 Adjust messages/audiences as more info
becomes available
 TARGET
 Identify appropriate weapon system(s)
(media formats)
 ENGAGE
 With single/multiple formats to achieve
desired effect
 ASSESS
 Fight for feedback, measure effect
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11. Convergence — Current
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12. Convergence — Current
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13. Convergence — Future
• Fast Facts
• Infographics
• Checklists
• Diagrams
• Polls
• Quizzes
• Surveys/Polls
• Charts/Graphs
• Lists
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14. Convergence — Future
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15. Convergence — How
 Planning=coordinated use of comms “weapons systems”
 Web, print, video, radio, F2F, e-mail, papers, civilian media, etc.
 Eliminate “tribal representative” mentality
 Integrated planning & execution
 Right of “refusal”
 Conduct cross-platform training
 Establish shared standards of quality
 Coordinate production cycles
 Eliminate internal-external disconnect
 All communications have potential to reach all audiences
 Exploit strengths/minimize weaknesses
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16. Convergence — How
 Training
 Best Practices
 Suggestions
 Communication …
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17. Media Convergence
“When one story is published at
the same time on multiple
platforms, the story has far
more reach and impact than
that of other stories.”
— Forrest Carr
Director of the
Tampa News Center
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18. Summary
 AFPIMS
 Smarter
 Better
 Cheaper
 Facilitates …
 Convergence
 Traditional skill sets
 Non-traditional
execution
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19. Questions?
SAF/PA
E
E
ARCHIV
POLIC
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