Nelson McCouch III

Experience

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  American Forces Network

  Oct 1999 - May 2002

  Commander, AFN South
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  Army Public Affairs

  Aug 2005 - Dec 2006

  Public Affairs Advisor to the Commanding General

  Public affairs advisor to the commanding general overseeing the war in Iraq. Developed strategic communication plans; created opportunities for commander to convey key messages to national/international target audiences. Created and coordinated messages and themes designed to compliment and further the overall command mission. Coordinated with U.S. Embassy, Iraq, Department of Defense and White House public affairs on a routine basis. Organized all national/international media activities for the commander. ACCOMPLISHMENTS: Set up dozens of key media events worldwide to tell the story in Iraq with national media, syndicated Sunday shows, Capitol Hill testimony, Arabic news media; created Iraqi-only media interview opportunities; accompanied commander on all media engagements around Iraq and in the U.S. Identified opportunities across information mediums and identified which best supported the command. Provided analysis, assessment and feedback on effectiveness of message in media and developed strategies to reinforce gains and mitigate negative press. Wrote weekly Commander's Column for the commanding general, highlighting key strategic messages to a worldwide audience for 16 months during the war. Created and coordinated communications strategies, messages and specific communications activities to complement and further the overall command mission for a worldwide audience, in coordination with the U.S. Embassy, Iraq, Department of Defense and White House public affairs offices. Show less

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  U.S. Army

  Jan 2007 - Nov 2007

  Chief, Community Relations

  Led staff of 36 and supervised nationwide activities related to performing Community Relations for the U.S. Army. Coordinated outreach activities of Soldiers throughout the nation with Operation Tribute to Freedom, appearances of Army representatives at key venues, arrange for general officer speaking opportunities, and maintain liaison with key Veteran/Military Service Organization. Managed four field offices in Los Angeles, Chicago, Tampa and New York ensuring the Army properly portrayed in the entertainment, sports and publishing industry; effecting direct coordination with key centers of influence in each region. ACCOMPLISHMENTS: Implemented PR industry standard tools to gage effectiveness of Public Affairs programs across the country and modify programs through performance-based metrics. Acquired VOCUS public relations and implemented across the enterprise. Conducted analysis of Army coverage and used information to devise new approaches to reaching target audiences. Created ability to track Army imperatives and relate to office efforts. Developed new programs to reach national audiences and communicate Army messages to key audiences such as Veteran/Military Service Organizations (VSO). Invited VSOs to take part in weekly DoD press events, Army media round-tables and organized an annual Army-level VSO seminar to update on Army issues and address their concerns. Additionally, made VSOs our partners in distributing media advisories on issue of interest to their members. Obtained $140k RightNow Technologies service and linked our online Frequently Asked Questions database with our call in phone query system and several other DoD agencies, erasing a backlog of more than 400 public telephone queries and seamlessly processing hundreds of online queries each month. Managed $1.5 million national outreach program, Operation Tribute to Freedom, linking dozens of Soldiers from current war zones with local community groups nationwide as guest speakers for venues. Show less

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  BAE Systems

  Feb 2008 - Jul 2009

  Director, Communications

  Director, Corporate communications for Mobility, Protection Systems Line of Business with BAE Systems Incorporated. Responsible for all marketing and communication initiatives for $6 billion line of business with 7,500 employees and leader in providing integrated mobility solutions, combat protection and support for the U.S. Military, U.S. government, homeland security and allied military forces. ACCOMPLISHMENTS: Built and led a team of 8 public affairs/marketing/trade show experts. Executed approximately 90 Tier 1-4 shows; properly managed $1 million budget to ensure venues were identified, paid, and coordinated with higher headquarters and business development; displays were designed to enhance business development needs; information for exhibits enhanced product line and the information buyers needed was available through print, web and social media products. Established, maintained effective media relations with key defense writers. Increased company releases on key products three fold. Created internet presence for company and established Electronic Press Kits for key components of the business. Devised $500k Family of Medium Tactical Vehicles (FMTV) rebuy PR campaign with print and on-line banner ads in major defense publications which generated more than 40 million media impressions with an ad value of $9 million. Won Public Relations Society of America Copper Anvil award for effective Community Relations. Created monthly employee newsletter (digital and hardcopy) providing coverage of events throughout the business unit and creating a team environment for a widely dispersed workforce. Effectively linked workers in more than 14 factory sites nationwide with local communities through charity drives, local event participation, newsletters, and employment opportunity fairs. Show less

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  U.S. Army Materiel Command

  Sept 2009 - Dec 2010

  Deputy Director, Public and Congressional Affairs

  Responsible for the integration, planning, initiation, direction, coordination, staff supervision and review of the U.S. Army Materiel Command (AMC) Public and Congressional Affairs Program. Direct the AMC Public Affairs Program in the functional areas of media relations, command information, community relations, public information, and public affairs career program management. Also, direct the command Legislative Liaison Program to advise the command group about AMC matters of concern to Members of Congress and develop strategy and programs for improving and maintaining strong relationships with Congress. Direct the command's industry affairs program focusing on the command's participation in industry sponsored symposia and conferences. ACCOMPLISHMENTS: Revamped agency's public exhibit program creating major opportunity for the exchange of ideas and information between industry and the agency, maximizing the $500,000 exhibit budget at eight symposia and conferences. Created a Strategic Communications plan for the agency linking messages, key stakeholders, and messengers with key calendar events in Congress, the Army and the agency. Reorganized 18 person office by aggressively filling long-vacant personnel positions, reclassifying positions into needed capabilities and achieving more than 100 percent manning through creative use of Fellows personnel and Reservists. Drafted more than one-dozen strategic communications plans in support of everything from personnel layoffs at remote production facilities to commercial contracts in support of the wars in Iraq and Afghanistan. Procured $170k Congressional database management service for the command allowing for analysis and strategic planning for command to manage proposals, Bills, and other legislation affecting the commands strategic vision, goals and objectives. Skillfully managed $1.3 million budget to ensure balance between employee training needs, services and travel requirements were met. Show less

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  U.S. Army Acquisition Support Center (USAASC)

  Dec 2010 - now

  STRATEGIC ENGAGEMENT AND EXECUTIVE COMMUNICATION: Primary individual responsible for providing direction and oversight for establishing, implementing/executing, and maintaining security, logistic, staff action management, knowledge management, Information Technology, and communications support to the command. Develop and execute ~$8M budget and lead/supervise 20 government and contract personnel. Responsible for the coordination of the Physical Security, Protection and Anti-terrorism activities of the command, and corresponding Staff Assistance Visits to 13 subordinate Direct Reporting Unit (DRU) activities. Incumbent ensures facilities management, property book, defense travel system, and government purchase card activities are conducted in an efficient manner for the command. Oversees Staff Action Correspondence and Conference Request approvals. Responsible for brand management and outreach to the ~38,000+ Army Acquisition Workforce members, and other shadow audiences. Ensure consistency of message via the Army AL&T Magazine, website, multiple social media channels, and events. Acts as the Army AL&T magazine Editor-in-Chief, the primary individual responsible for defining, developing, and implementing the necessary strategies to carry out the mission of the magazine, on behalf of the Assistant Secretary of the Army for Acquisition, Logistics and Technology (ASA (ALT)). Distinguishing Achievements:* Budget authority, contract officer representative. Established ~$3M budget for newly created Division and rewrote Communications and Marketing Contract, saving ~$1M over previous contract. Acquired GovDelivery email service to better communicate with target audience. Business Acumen* Successfully merged two disparate sections into one integrated division with 15 employees/contractors. Leading People, Leading Change* Completely revamped office building/equipment with ~$1M in updated infrastructure. Results Driven; Leading Change; Leading People Show less Manage $2 million budget/annual contract; directly supervise four personnel and manage 8 contract personnel.Editor-In-Chief of Army’s premier acquisition quarterly magazine: Army AL&T http://usaasc.armyalt.com/Revamped command website http://asc.army.mil/new/default.html; created Social Media features; updated to WordPress.Direct the command’s Tier 1 tradeshow efforts; conduct symposia and conferences nationwide. May 2012 received Bronze Anvil Award from the Public Relations Society of America (PRSA) for redesign of Army AL&T Magazine: http://www.prsa.org/Awards/BronzeAnvil/BronzeAnvilResults/. Show less

  • Chief, Operations/Communications Division

    Dec 2010 - now

  • Chief, Communications

    Dec 2010 - Apr 2015