Learning is one thing that you should never stop. I’ve lost track of how many courses I’ve attended in my 34+ years in the Air Force, but the most entertaining one had to be “Public Affairs Training for Senior Leaders”.
I was a brand new Operations Group Commander and the PA office was really pushing me to go so, in spite of a busy deployment schedule, off I went. I flew down to Atlanta with my PA “handler” and we made the painful drive to Robins the evening before the one day class started. We showed up the next morning at the proper time and location and I was whisked into a small classroom with a table in the center and chairs along the walls. I’m not the kind of guy that likes to sit in the front of the class, I tend to block the view for the rest of the class with my big noggin, so I headed for a chair along the wall. I didn’t get far. The instructor snagged my arm and steered me to the seat at the head of the table. She smiled sweetly and said, “We’d like you sit here, at the table, sir.” I’m used to doing what women tell me to do so I sat down and made myself comfortable. At this point I thought it a little odd that the other students hadn’t shown up yet so I asked her if we were going to get started soon or wait for everyone else. Here’s where my dreams of blissful anonymity in the back of the classroom ended. “No sir, we’ll get started right away. You’re the only student.”. Really, a class of one? And as it turned out, at any given time there were at least three instructors in the room. Nothing like being the center of attention.
They spent an hour or two teaching. It must have been about Air Force policy, but I can’t say I recall any of it. Remember, policy is what we do in place of common sense. I recycled some coffee and we moved on to the “fun” stuff. For those that haven’t attended the course, they set you up in five different public affairs scenarios. They use all of the equipment and studios you would use in the real situation and they “play act” the part of reporters and hosts and audiences. They actually do a nice job.
The first scenario was a remote feed interview with a national media outlet. You sit at a desk with an unmanned camera pointing at you and talk to the voice in your earpiece. Pretty straightforward. I was instructed to build a rapport with the reporter prior to the live feed starting so I dutifully talked about the trip down and family and then I commented on the weather in Macon which I described as “sucks”. We did the interview and then it was time for the debrief. For every event debrief they started with the same question, “How do you think you did?”. I hate that question. And every time my response was the same, “You’re the experts, you tell me”. They told me I did great, I was engaging, funny but on point, but………, there are words that are acceptable, words that are unacceptable and “sucks” falls in the gray area between the two. They really would prefer we not use it.
Well, I apologized profusely. I didn’t realize it wasn’t part of Air Force approved vernacular and I would certainly be more careful. At least those were the words that came out of my mouth.
For the rest of the day, I found a way to interject the word “sucks” into every event and in nearly every context the word can be used. I talked about how the pump “sucks” the chemical from the tanks during aerial spray, how high fuel costs “suck” the money out of our budgets and, finally, during a simulated aircraft crash press conference, how it “sucks” when airplanes crash. HQ types don’t have much of a sense of humor. It took them two more events to realize I was messing with them and from then on I just got eye rolls when I said it.
I guess I passed. They took me aside after one event and asked if they could keep the tape and use it for future classes. “As an example of what not to do?”, I asked. “No”, they said, ”It was the best we’d ever seen!” I guess we had some pretty sucky communicators in AFRC if I’m the best they’d ever seen!
p.s. For years people have been coming up to me at conferences and saying they recognize me from somewhere and It took someone remembering where for me to find out they really were using my video for training. They must have stopped using it at some point because last month HQ called my PA shop and asked when I would be attending the PA course. They suck!
