Stakeholder

The purpose of this paper is to identify key stakeholder groups in the Air Force. In addition to identifying these stakeholders groups, this paper will include whom in the Air Force marketing and communications programs might affect. The next paragraph will expound of who the key stakeholder groups are.

Key stakeholders for the United States Air Force (USAF) are people in the community, in every town, and every state that make up this country. In addition, other key stakeholders are personnel in congress and even the President of the United States. The United States Air Force's marketing and communication programs have changed remarkably over the years. Since the birth of the USAF over 55 years ago, the marketing strategy has changed from the draft to the "Cross into the blue" (Air Force, 2002).

In 2002, communication to the public about the United States Air Force was received as the best place to be (Air Force, 2002). "When you Cross Into the Blue, you realize that everyone counts - that each and every member of the Air Force is in the position to make an impact. The Air Force will work to help you discover where you fit in and how you'll leave your mark. Whether you're in high school ready to join the enlisted ranks and continue your education or in college looking for a career as an officer - we have a variety of exciting and rewarding career paths. But it's up to you to take advantage of them" (Air Force, 2002). The Air Force's communication program via web site where I retrieved this information continues on and gives listings of career fields that will be right for the stakeholder or consumer feeling excited about being a part of a team and ready to sign-up to cross into the blue.

Given the "new" Air Force communication to the public, the USAF is now marketing education benefits to make people believe by choosing an Air Force career that he or she will have a successful life (Air Force, 2002). For example, the Air Force is relaying that they are dedicated to educational development and will make it easy for a person to build on education throughout his or her career. The Air Force is offering a number of unique academic opportunities and experiences in the Air Force. The public can choose from a variety of colleges, universities, and tech training programs to complete his or her education. "Cross into the blue and get the education you need to be successful in life. Take a look at the offerings on the Air Force web site and find