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Local news, a force multiplier

  • Published
  • By Senior Master Sgt. Bob Kamholz
Washington D.C. --  When The United States Air Force Band and Singing Sergeants take to the road on a community relations tour one of the goals is to reach as many people as possible.  One of the most effective ways to help extend that reach is to schedule appearances on a local news program.  The office of Marketing and Outreach for the Band strategically targets local media outlets near the tour performances to pitch stories and coordinate the media appearances.

Master Sgt. Matthew Irish, a vocalist in the Singing Sergeants, manages those efforts.  According to Irish, a single performance on a local morning show can bring in audience numbers two to three times the live audience figures for the tour.  He explained, "For this tour, we have three media appearances scheduled. When the trip is finished, we will have reached an additional 67,000 people between the three appearances."

The broadcasts do more than simply expose a new audience to performances by small groups from the band.  Each opportunity puts Airmen musicians on camera and gives them a chance to tell their story. The Band members scheduled to perform on television attend media training prior to departing in order to make them more comfortable on camera and gain some experience being interviewed.

Chief Master Sgt. Jennifer Pagnard, chief of Marketing and Outreach for the Band, leads the training. "I try to prepare members for what they might encounter during an interview. I also encourage them to be themselves and just share their wonderful experiences of being a part of the greatest Air Force in the world," Pagnard said.

Each performance is also accompanied by an interview with the Band's commander, Col. Larry H. Lang.  During his 24-year career as a band officer, he has taken part in close to 100 interviews.  Each appearance is equally important and gives him a chance to talk about the mission and vision of the Band as well as promote the tour concerts.

The latest appearance by Lang and a Brass Quintet from the Concert Band was a huge success. The group appeared on WCTV's "Good Morning Show," in Tallahassee, Florida which was hosted by Art Myers.  To view the interview and performance, click here.