Navy Medicine
Public Affairs
Shoshona “Shoni” Pilip-Florea
BUMED Deputy PAO
We Live in a New World
Telling our Story
• $6 Billion global healthcare
network
• 63,000 people worldwide
• Healthcare to U.S. Navy, Marine
Corps, families & veterans.
• Expeditionary healthcare
on/above/under the water &
on battlefields worldwide
• Cornerstone of Soft Power
mission
• Global Engagement “health
diplomacy”
Medical Alignment with Maritime Strategy
The following six capabilities comprise the core of U.S. maritime power and reflect
an increased emphasis on those activities that prevent war and build partnerships:
• Forward Presence
• Deterrence
• Medical support on the
deckplates and battlefield
• Power Projection
• Carriers, ships, subs,
Marines, Seabees, Spec
Ops, more
• Maritime Security
• Proactive/Reactive
• Humanitarian Assistance
& Disaster Response
• Create conditions of
stability/hope
• Sea Control
NAVY MEDICINE COMMUNICATIONS
Media
Internal
Social Media
Outreach
Mainstream
and trade
media
engagement
Corporate
Communication
Social & New
Media
engagement
Face-to-Face
engagement
locally and
nationally
One message…Many channels
Navy Medicine
Public Affairs Organization
Big Navy Public Affairs
(CHINFO)
DoD Public Affairs
OSD Health Affairs
Other Services PAOs …
Navy Medicine
East
Regional PAO
BUMED PAO
Navy Medicine
West
Regional PAO
Navy Medicine
National Capital Area
Regional PAO
PAOs
Navy Medicine
Support Command
Regional PAO
Your PAO is
critical in telling
your and Navy
Medicine’s story
7
The PAO in your Command
• PAO should have a “seat at your table”
• PAO should have direct access to CO/XO
• Should have the equipment /permissions to get
the job done:
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–
–
–
–
High end still camera?
Video camera (Flip Cam?)
Access to all social media sites
Digital recorder?
Training? (Navy Medicine PA Symposium, Navy PA/VI,
DINFOS)
Crisis Events:
Where do you want to be?
Social Media Tools We Use
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Blog
Facebook
Twitter
YouTube
Flickr
Issuu
Yammer
Hootsuite
More coming …
San Diego Blackout Response
Social media was
key element of local
emergency planning
during early hours
of crisis event
Social Media & Public Health
Communication
Shaping the
Information Space
Blogs pushed via Twitter,
Facebook, clip packages, internal
newsletter than back to Social
Networking sites
Breadcrumbs
Social Media Enabled Participation
• Established Navy as leading voice on Spice
• Tips, support and feedback
• Requests to help share the word
Public Release/Manuscript Review
• BUMEDINST5721.3C
• All authored works must be cleared through a
public affairs office within Navy Medicine
including newsletters, manuscripts, blog entries,
magazine articles, and any other work that will be
present in a public-facing forum (conference,
web, etc).
• BUMED Public Affairs is required to provide
higher level review any items related to PTSD,
TBI, live tissue training, HIV research or other
controversial subjects.
• Authored works should be sent to :
PAO-review@med.navy.mil.
Navy Medicine Outreach Program
•
•
•
•
•
•
Navy Weeks
Speaking Events
Hospital Visits
School Visits (Elementary thru Graduate)
MHS Conference
Sea Air Space
Navy Medicine Outreach Opportunities
• Hospitals/ Trauma Centers
leadership (Corporate)
• Paramilitary (Police, Fire
Departments, EMS, FBI):
Battlefield medicine
• Human performance
organizations (Gatorade)
• Wounded Warrior Care (Rehab
Institute of Chicago)
• Veterans hospitals (leadership)
• Medical Schools (Recruitment)
• Health-based Entertainment
(ABC’s General Hospital)
• Pro Sports Medical staffs
(Eagles, Chicago Sky)
• Medical Research (Susan G.
Komen for the Cure)
• Medical teams at stadiums,
sports venues (Cowboys)
• Civic organizations (i.e. Rotary
Club)
• Medical beat reporters
• Community Leaders
• Occupational health companies
(Rydell Football Helmets)
• Healthcare corporations (Globe
Immune)
Outreach: Navy Weeks 2012
SUMMARY BY CITY
1812
Air
Show
Other
Anchor
DMA
top 50
Diversity
X
1
New Orleans
X
X
2
Baltimore
X
X
X
3
Boston
X
X
X
4
Milwaukee
X
5
Chicago
X
6
Toledo
X
7
Cleveland
X
8
Detroit
X
9
Buffalo
X
10
Houston
11
Phoenix
12
Nashville
13
Sacramento
X
14
Spokane
X
15
Sioux Falls
State
Capital
New
Market
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Navy Medicine Outreach
Outreach
• New Website established April 2011 with
outreach resources:
• Music Video with branded messages
• Navy Medicine 101 Power Point
Contact Numbers
• Incoming PAO checks aboard June 18- CAPT Dora
Lockwood
• Ms Shoni Pilip-Florea (Deputy PAO)
– Office: 703-681-9038
– Blackberry: 202-431-8787
– Email: Shoshona.pilip-florea@med.navy.mil
• Ms. Valerie Kremer (Outreach and Public
Release/Manuscript Review)– --Office: 703-681-9032
– Email: valerie.kremer@med.navy.mil
PAO-review@med.navy.mil