U.S. Army, Office of the Chief of Public Affairs (OCPA)

CHALLENGE

U.S. Army, Office of the Chief of Public Affairs (OCPA) fulfills the Army’s obligation to keep the American people and the Army informed, and helps to build public confidence in America’s Army and its readiness to conduct operations in peacetime, conflict, and war. kglobal serves as the “eyes and ears” for OCPA by monitoring and assessing media coverage.  kglobal provides multiple, real-time news alerts each day that ensures that Army communication leaders and teams stay abreast of what is being said, and by whom, in the news media.

SOLUTION

kglobal produces a daily digest twice daily that analyzes media coverage produced during the previous 24- and 12-hour cycles. The AM Daily Digest, also known as the “Morning Report,” has evolved into a must-read product for Army leadership and personnel. In fact, it has been so successful, the U.S. Navy Chief of Information Office (CHINFO) recently reached out to OCPA to commend the report and inform Army leadership that the Navy was going to take steps to replicate it.  In addition, kglobal’s assessment team works across OCPA’s primary functional Divisions – Media Relations, Strategic Plans, Digital Media, and Outreach – to synchronize Army communications, aid in the planning and execution phases of communications plans, and support the underlying media impact of communication efforts.

RESULTS

Gathering huge quantities of data and identifying trends is an important function for any public affairs operation.  However, understanding and evaluating this content to glean measure of success and critical insight requires us to evaluate this data relative to established communication objectives. OCPA has come to rely on kglobal’s assessment team to evaluate and assess the alignment of media coverage with its defined goals. In total, we produce 520 daily reports, 40 weekly assessments and 24 monthly analyses each year to help OCPA understand the Army Story as it is portrayed in external media sources.

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