Social Media Strategy

Unit Public Affairs Representative (UPAR)

Unit public affairs representatives (UPARs) are non-PA Soldiers identified to increase PA capability across a command. Commanders at the battalion level and below will appoint and resource UPARs to assist higher PA elements achieve the commander’s requirement to communicate. PAOs are responsible for cultivating, coordinating, and training UPARs within their subordinate units. UPARs are assigned through additional duty appointment orders to represent their units for PA functions. UPAR products are subject to normal PA editing and release procedures. UPAR training materials are available at the Army Learning Management System (ALMS).

Know the UPAR responsibilities? Flip to view.

Tell the Unit’s Story

  • Use Social Media.
  • Use News Articles/Press Releases for pertinent events.
  • Use Community Relations events w/ leadership.

Serve as Public Affairs POC for Unit

  • Effectively run social media platforms.
  • Recommend stories of interest for coverage.
  • Answer potential media questions.

Build/Maintain UPAR Plan

  • Communicate Public Affairs activities and how they align with commander’s intent.
  • Determine resources/ask for assistance from chain of command.
  • Keep commander advised of UPAR/PA activities.

Tell the Unit’s Story

  • Use Social Media.
  • Use News Articles/Press Releases for pertinent events.
  • Use Community Relations events w/ leadership.

Serve as Public Affairs POC for Unit

  • Effectively run social media platforms.
  • Recommend stories of interest for coverage.
  • Answer potential media questions.

Build/Maintain UPAR Plan

  • Communicate Public Affairs activities and how they align with commander’s intent.
  • Determine resources/ask for assistance from chain of command.
  • Keep commander advised of UPAR/PA activities.

More Info:

The Army Public Affairs Program
Public Affairs Operations