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Promoting Your Organization the Marine Corps Way
  • ISBN/SKU: 9781591146452
  • Binding: Hardcover & eBook
  • Era:
  • Number of Pages: 192
  • Subject: Business/Communication
  • Date Available: August 2009
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Full Description:


With a Foreword by Joe Galloway


The U.S. Marine Corps is widely recognized and admired as the undisputed leader in presenting its case as the world's most effective military organization. While a major part of that success is because the Marines are indeed among the world's finest fighting forces, it is also because they are experts in public relations and at conveying their message through various media.
Command Attention explains how to promote your own group with the same effectiveness as the Marines. While written as guide for new Marine Public Affairs Officers (PAOs), this revealing book is equally beneficial to other military service PAOs as well as to civilian public relations professionals. Oliver uses numerous real-life examples to teach practitioners how to aggressively and successfully promote their organizations and programs with a three-pronged approach focusing on the distribution of a strong message internally within the group, externally to the general public via the news and to carrying this message in-person to the community.  Explaining how to tell your organization's story via speeches, the news media, newsletters, and websites, this invaluable book includes insightful tips on public speaking, handling interviews, and building solid media relationships, among many others. The importance of photographic and other imagery is discussed, as well as advice on achieving a work/life balance in a highly-demanding job field. With appendices that include key public affairs articles reprinted from Proceedings magazine—long serving as a bridge between the military and the media—this book belongs in both Marine seabags and civilian briefcases of all those working in public relations.


Col. Keith Oliver, USMC (Ret.), chairs the Public Affairs Leadership Department at the Defense Information School. He served as a PAO in Operations Iraqi Freedom and Desert Storm. He lives in Arnold, MD.   Online at:


Praise for Command Attention


"Oliver is a past master at the art of PR, handling tough public affairs assignments at U.S. Central Command forward headquarters in Qatar in the 2003 invasion of Iraq, at Camp Lejeune, in Beirut and Mogadishu, and at Marine Corps Headquarters in Washington, D.C. All of which is by way of saying that he knows whereof he speaks, and it just doesn't get much better than it does in these pages. If the organization you are promoting is not the U.S. Marine Corps, you have your job cut out for you, and this book will make it easier." —Joseph L. Galloway, nationally syndicated military columnist, coauthor of We Were Soldiers Once…and Young and We Are Soldiers Still

"Today, bad news—or good news, for that matter—travels at the speed of light, and both require deft handling.  Colonel Keith Oliver has distilled four decades of experience into this valuable read-ahead for COs, their PAOs, and all others who deal regularly with the media and the public." Col. John Grider Miller, USMC (Ret.), author of The Bridge at Dong Ha
"During my 47 years of being a Marine (reserve, active duty and retired service), I never came across a Marine public affairs officer who was, or is, better qualified to write such a book as this. With a high ethical regard for the practice of journalism, his professionalism and regard for the Marines with whom he has served places him in a class by himself." —MAJ Fred C. Lash, USMC (Ret.), Office of Press Relations, Bureau of Public Affairs, U.S. Department of State, Washington, D.C.
"Finally, a treatise on public communications written for commanders. Keith Oliver makes a lucid and colorful case that PA is a command priority rather than a staff function. Oliver brings his decades of PA operational experience and wealth of academic expertise to the forefront with this informative, authoritative, and lively read. Highly recommended for present and future leaders." —Col. John M. Shotwell, USMC (Ret.), PhD, director, USMC PA 1992-94
Customer Reviews
2 Reviews
Average Customer Reviews
5.00 Stars
Command Attention got n held my attention
Tuesday, August 18, 2009
By: Frank Urben, PR consultant
A terrific read - thought I knew it all, but this stuff is solid practical advice based someone who's been there and done that. I believe Col Oliver was at the elbow of Gen Schwartzkopf during the first gulf war. I will use his material in my Media Relations classes and workshops on media training ... with attribution of course! His story about the Tire Country marquee had me LOL and was worth the read in and of itself. I think I'm gonna read it again.
Command Attention
Sunday, October 11, 2009
By: Mark Purvis
I truly enjoyed this book and highly recommend it to anyone in the public affairs field. I enjoyed Colonel Oliver's light and folksy style of writing. He gives many great tips and even includes a chapter about some of the mistakes he has made.


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