How the United States Air Force Research
Laboratory Improved Communications Effectiveness
The Situation
The United State Air Force Research Laboratory (AFRL), based at Wright Patterson Air Force Base in Dayton, Ohio, was going though a restructuring which impacted a wide range of stakeholders. It was important to clearly communicate the value of this restructuring to lab personnel, research partners, the scientific community and the affected publics.
The Need
The AFRL is made up of nine specialized areas of research that explore and develop advanced technology to support Air Force war fighters, the Office of Scientific Research and a Headquarters Staff. Each area of research has its own public relations staff to communicate its unique contribution. Often communications are driven by research scientists tasked with explaining complex scientific concepts to non-scientific publics. The Air Force wanted to improve the effectiveness of its communications to better communicate the value of the organization.
The Decision
A task force was created to improve the effectiveness of communications enterprise-wide. It was decided that the AFRL would look outside of its own resources to develop a communications “best practices” that could be applied to all communications.
“We decided to seek advice from a commercial
communications firm skilled in distilling complex technical concepts into effective and understandable content.”
Air Force Chief Scientist, Dr. Kenneth Boff observed, “Within the research community, communications have a certain style—to us the content and style makes sense but to our non-scientific publics it can be confusing if not incomprehensible. We decided to seek advice from a commercial communications firm skilled in distilling complex technical concepts into effective and understandable content. Concept Company had a background in technology for the defense establishment and we liked their process approach to the challenge.”
The Process
Concept Company met with command and senior scientists to gain an understanding of the complexity of the AFRL command and communications infrastructure. We worked to define the desired outcome of the engagement and performed an extensive communications audit to establish current state benchmarks for future comparisons. We then defined the criteria for a “Best Practices” process that could be used by internal communications staff to improve content consistency and effectiveness.
The Implementation
An objective evaluation process was developed that numerically rated both graphical and textual content for comprehension and retention. Among other criteria, the process included a component based upon the established Flesch-Kincaid Reading Level System. The Flesch-Kincaid System was developed in the 1940s for the Department of Defense to make technical content understandable to military personnel with a sixth grade level education.
To demonstrate the effectiveness of the new process, Concept Company evaluated an existing AFRL brochure and determined that it was written to a Doctorate level of comprehension. We then applied best practices for effective communication and brought the comprehension effectiveness down to a ninth grade level without sacrificing factual content.
The Results
The evaluation process was delivered to the Air Force with instructions and style examples for use by AFRL communications staff. Concept Company was not responsible for enterprise-wide implementation. The process provided standardized best practices that could significantly improve the effectiveness of Air Force Communications.
About Concept Company, Inc.
Founded in 1978, Concept Company is a marketing communications firm specializing in top-line revenue growth. Utilizing our proven VOSTI™ process, we dramatically increase the probability of success while effectively reducing the risks normally associated with marketing investments. Through careful analysis, effective strategies and creative implementation, we deliver measurable results while protecting your brand equity and integrity. Call 937-299-9686 for a discovery consultation. We’re always looking for another good success story.
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