Although not every unit has a visual information manager billet, someone is assigned the responsibilities of visual information management in every unit. At some point, everyone in a public affairs/visual information shop has a shared responsibility for properly managing visual information content, products and processes. The visual information manager is also responsible for sharing their knowledge and training others on visual information policies and the duties and responsibilities of a visual information manager.
According to DoDI 5040.02, Enclosure 8, 2e, "Organizational elements or functions within organizations whose principal responsibility is to produce VI products and/or provide VI services (regardless of functional alignment) shall... be managed by a designated VI manager." While the principal responsibility is to produce visual information products, other responsibilities also constitute the role of the visual information manager.
The infographic below depicts the diverse array of a visual information manager's responsibilities.
Proper visual information management requires your shop to have plans for the creation and lifecycle management of its visual information products. Content creators create visual information products that support organizational and DoW communication requirements and priorities. Depending on your organizational structure and mission, your shop may be tasked to create visual information products to support a variety of customers and their missions, including:
- Intel
- History
- Diplomacy
- Base/post support
- Planning
- Training
- Public affairs
All visual information products must consistently be created to effectively support organizational and DoW requirements and priorities in a way that conforms to DoW visual information policy. This means that content creators and managers must be proficient with some or all of the associated visual information processes including, but not limited to:
- Accessioning visual information products to DVIDS
- Selecting images and overseeing the quality
- Post-processing techniques that conform to DoDI 5040.02, Enclosure 10 and guidelines in the DoW Visual Information Style Guide
- Managing local archives in accordance with DoW policy on lifecycle management of permanent visual information records
- Planning, requesting and executing your allocated annual budget
- Managing and procuring equipment lifecycles
Knowledge foundations
The federal government requires proper management of records of information. The U.S. Code Title 44 Chapter 31 requires that the federal government shall make, preserve and furnish records of information. Specifically, this includes records that document or depict "...the organization, functions, policies, decisions, procedures, and essential transactions." According to the Office of Management and Budget Circular A-130, the government defines information as, "any communication or representation of knowledge such as facts, data, or opinions in any medium or form, including textual, numerical, graphic, cartographic, narrative, electronic, or audiovisual forms."
Within the DoW, visual information is the more common term encompassing audiovisual information capabilities, including photos, video, multimedia, graphics, etc. The Department of War fulfills the requirement to manage visual information through adherence to policy and references, such as the DoDI 5040.02. Policies and references unique to properly managing visual information within the DoW include:
- DoDI 5040.02 establishes policy, assigns responsibilities and prescribes procedures for managing DoW visual information records, resources and activities.
- DoDI 5040.07 establishes DoW policy and assigns responsibility for the creation, acquisition and life cycle management of visual information productions.
- The Defense Visual Information Records Schedule identifies types of imagery as either temporary or permanent, as well as the instructions for disposition and timeline to send them for archiving.
- DoW Visual Information Style Guide provides standardized guidance on writing captions and entering metadata associated with all DoW visual information.
- The DMA Controlled Vocabulary list is designed to assist the DoW visual information caption writer with entering relevant, standardized keywords to facilitate long-term archiving and accessibility. Note: a common access card is required to view the list.
In addition to familiarizing yourself with the above documents, you must know your service level and local policies, as well as the standard operating procedures of your command and your shop.
Skills for visual information managers
Be organized! It's easy to become overwhelmed by your own content unless you have a plan that outlines your accessioning and local archive management procedures, for example. Being organized is also necessary to help you to more efficiently track and meet requirements and to support mission objectives.
Be informed! The policy may not always be clear as it applies to a given situation, and it's unlikely you'll always have the answers. Knowing where to go for resources, who to ask and how to find information is a critical skill for every visual information manager.
Be an advocate! Visual information managers must also regularly audit and evaluate current visual information practices within their shop to identify efficiencies and to introduce new, or more effective capabilities. Implementing these changes and/or making the necessary recommendations ensures visual information remains operationally, technically and tactically relevant to the unit's mission.
Being an advocate also means being able to articulately brief your chain of command and customers on your capabilities and how they are an added value to your unit mission.