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Page 6 text:
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, - ' W , . , .A ,-.. .r.....-.V---., .. . .,. ,,,. , A , , M ,,,,, . . ' - - -my Y: . . ':F gfkgtkvlf., -f'!IF.'EF'!1f, --...- mae. B '-A 'A -ef -. g :'.:- - W-:'-'+'f.:.'-M . ' S ' --,, - . A. 4.11- gn- s,?p:i.'-551--1'?RHetw,-.swf H.. fm?-M - -'N - A , 3- zum,-:,.f:,4 :::: -:::..::: ' nr: ,--f-cfm-arm:-...A--fa--4......-.A-0.....1-...... . .,.., . JL.. . .. , - SITUATION hOUgh more than half of the Navy's recruits come from the . American midwest and the Great Lakes littoral, the Navy has historically been hampered geographically in projecting its live image and its message into the nation's heartland. Because they live far inland, residents are O largely unaware of Seapower's importance and vital roles of the Navy and Marine Corps in meeting today's four ocean challenge. With the opening of the St. Lawrence Seaway, however, have come new opportunities for carrying Seapower's dramatic, living story to res- idents of the large cities lining North America's inland seas and for in- spiring needed support and understanding for our nation's sea services. Good will visits in foreign ports are routine for American ships op- erating on the seven seas as part of the free world's defense force. At the same time, public relations is seldom a primary mission of U. S. ships in U. S. ports. It had priority last summer, though, when an amphibious ship cruised 1, 200 miles into the Great Lakes on a double-barrelled public re- lations mission. Bidding for increased understanding at home and support from the American people for Seapower missions world-wide, the Navy sent the tank landing ship USS DeSoto County and its specially embarked Navy-Marine A Corps units on its 17-city, 9, 100-mile voyage. Described by a Marine general as Seapower's Report to the Stock- holders, the cruise was designed to reach the 10 million Americans who live and work in port cities dotting the Great Lakes shores. PR OBJECTIVE The operations order put it this way: Visit the maximum number of population center ports in the Great Lakes area, conduct 'open houses' in the ports visited, depict by means of embarked displays. . . and demonstra- tions, press conferences and interviews, speeches, and by every other dy- namic public relations procedure the full meaning of Seapower... .in order to provide the people of the Great Lakes area with an opportunity to see and know their Navy and Marine Corps. r A PROBLEMS Select a major ship which would have a great potential for reaching a maximum number of persons with the cruise message, and at the same time possess the physical capabilities for passing through narrow locks and canals and for tieing up at piers in relatively small and shallow harbors. Identify military and civilian public relations units and individuals that can best contribute to a successful cruise, obtain enthusiastic support, and organize effectively on both an overall basis and for individual port visits. Accomplish cruise objectives with funds, exhibits and materials already allocated to naval commands for similar purposes. I SOLUTIONS Detail a major amphibious ship for the cruise. The tank landing ship USS DeSoto County CLST 1171j was selected on the basis of three prime -:L-,,,:gy,1.g:, ' ::: 11- :.,,,. ,,z,'f,-. , ,ng , gy,-gg :L-J-., a-1:57-yzw -J: 1 11, 'i3'Zi'j I'r1f5'-eq ESI?-ist. '1.g2l-- .g12'i:4 115 ' 'i,'51j25.I 1 'E'1 2r1-,e . 112235 ' FE ':: 2: ---'::- : i id' 'func- -r'. . fi-2... if-v w' aI'E ::.1 ' ll'-2551! W ' 1' -5'- ' 3455231211513132llgxkrihia1l:u3.fIi?i4UTI1lAnH'3ih::aulilfialkali l
qualifications. Evolved from famed war -proven forbears, it still was a new type in the inland seas area and it also had unique capabilities for perform- ing as a show boat. It was narrow enough to pass through the seaway system and its shallow draft enabled it to enter otherwise inaccessible har- bors. Its troop carrying capacity permitted embarkation of special demon- stration teams, its interior well deck provided exhibit space and visiting room, and its open mouth or retractable bow opening created an imme- diate impact upon all who saw the ship. Organize the cruise as a public relations effort, employ every dynamic public relations tool appropriate and available, indoctrinate the embarked Navy-Marine Corps personnel in established public relations precepts and procedures, employ the assistance of all available public relations personnel and resources in the cruise area, and fully support public relations officers assigned to accomplish cruise objectives. Ensure maximum mileage from available funds by converting commonly available materials into give-aways so that all visitors would have at least one souvenir, obtain volunteer services and donations of material, train shipboard personnel to perform public relations duties, exercise the utmost ingenuity in constructing and obtaining inexpensive but effective displays, and capitalize on established local activities and events. ACHIEVEMENTS Judged solely by the imitation and repetition it has inspired, Sea- power's Report to the Stockholders is a solid success. Navy Department planners have proposed follow-up cruises, including one on the Mississippi --preferably by the DeSoto County and its tested Navy-Marine Corps Team. State Department interest also has been shown. Other ships are using tactics, tools and techniques developed and tested on the Great Lakes Cruise. And there are other significant credits. . . --426, 167 civilians hosted on board, an average of 700 persons an hour during 61 visiting days. . .with an astounding 600fZ of one city's popula tion hosted on board. --95240, 000 in free publicity obtained in projecting Seapower's message into an area of 10 million persons through 82 1X2 hours of radio and television time and 7, 168 column inches of newspaper space. --Navy and Marine Corps recruiting programs stimulated with an even greater surge of interest indicated among 12-15 age youths. --New prestige in the Great Lakes littoral for Navymen and Marines, satisfyingly evident to all -- especially to the cruise team. --338 prominent midwestern leaders hosted for one and two-day cruises, with Secretary of the Navy invitations Qcompared to a total of 1, 200 such invitations last yearj, and 1, 528 special guests hosted at on-board receptions. --66 speaking engagements accepted and completed. --A Secretary of the Navy Commendation for Achievement for the DeSoto County's commanding officer, plus his nomination as one of America's outstanding young men of the year. -- Ship of the Year nomination for the USS DeSoto County. E d n
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