Air Force Restructures PR Under Bodie
Charting the future of public relations
Holmes Report

Air Force Restructures PR Under Bodie

In a realignment it says is “designed to enhance the responsiveness, impact, and cost-effectiveness of its public affairs efforts,” the Air Force has created a combined communications directorate.

Paul Holmes

WASHINGTON, D.C., March 18—In a realignment it says is “designed to enhance the responsiveness, impact, and cost-effectiveness of its public affairs and communications efforts,” the United States Air Force has consolidated several existing organizations into a combined communications directorate at its headquarters.
The new directorate will integrate the functions of public affairs, integrated marketing, the issues team, and the executive staff group, and will be responsible for the research, development, and execution of timely, accurate communications activities.
William Bodie, currently special assistant to the secretary of the Air Force for policy and planning, will assume the additional duties of director of air force communications.
“Today’s Air Force combines the world’s finest high-technology air and space systems with the most talented and motivated airmen,” said James Roche, secretary of the Air Force. “By harnessing the diverse talents of our public affairs, advertising and other communications professionals together in an integrated portfolio, we can deliver accurate, timely information about the Air Force to all our internal and external audiences.
“Moreover, this consolidation is consistent with Secretary Rumsfeld’s vision of lean, cost efficient headquarters services for our warfighters.”
The communications directorate will be responsible integrating Air Force communications support for recruiting and retention initiatives; maintaining an open and responsive media relations capability; and generating internal communications—print, video, and web-based—to ensure that members of the Air Force have access to relevant information and perspectives about the service; and support for community outreach activities.
According to General John P. Jumper, Chief of Staff, “The Air Force has a terrific story to tell our people, our fellow citizens, and our friends around the world. Bill Bodie and his team will apply the extraordinary talents of our communicators to deliver that story with energy, creativity and, above all, integrity.”
Bodie, who was Roche’s spokesman at Northtrop Grumman before Roche joined the Bush administration last June, told Defense Daily, “This isn’t about spinning, but trying to tell the Air Force story better for not only our men and women in uniform, but all Americans. It’s also about increasing the opportunities for our public affairs community to enhance their individual capabilities, and opportunities.”
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