TOPICS: Public Diplomacy: who, what, how? Why Strategic Communications (StratCom)?

Public Diplomacy/Public Diplomacy/Strategic Strategic

CommunicationsCommunications

Eric Povel, Eric Povel, Strategic Communications Strategic Communications

Coordinator, Coordinator, NATO HQ, Public Diplomacy DivisionNATO HQ, Public Diplomacy Division

April 2012April 2012

STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL

NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION

TOPICS:

1. Public Diplomacy: who, what, how?2. Why Strategic Communications (StratCom)?3. Why StratCom at NATO?4. NATO StratCom Characteristics5. Libya Example6. StratCom Challenges7. Conclusions





NATO StratCom Definition (SEP 2009)

The coordinated and appropriate use of NATO communications activities and capabilities – Public Diplomacy, Public Affairs (PA), Military PA, InfoOps and PsyOps, as appropriate – in support of Alliance policies, ops and activities, and in order to advance NATO’s aims.



Public Diplomacy Definition:

NATO civilian communications and outreach

efforts responsible for promoting awareness of

and building understanding and support for

NATO’s policies, operations and activities, in

complement to the national efforts of Allies.



Our common PDD vision

“NATO’s Public Diplomacy and Strategic Communications Division will strive to be the best-in-class

international organisation in engaging and communicating with the public.

Our activities and services are key to build an enhanced understanding in our publics about NATO’s

values and policies. We want to build a truly integrated and

focused communications approach and become better in telling NATO’s stories through multiple tools

and to multiple audiences.”



The desired end-state

A Division capable of engaging in the planning, execution and evaluation of integrated communications campaigns, aimed at informing and engaging the publics at home and abroad.A Division able to learn, adapt and evolve with technology and shifts in the public environment.



People-to-peopleengagement in

Allied andPartner countries

KEY PUBLIC DIPLOMACY PILLARS

Masscommunications

and branding

24h mediaoperations

long-term impact mid-term impact short-term impact



NITV, web, multimedia

planning

EditorialBoard

Meetings

SG /Joint

PlanningCalendar

News/press planning

Weekly Coordination

Meetings

Spokes-person

approvesall news-relevant

stories andproducts

ASG approvesall other

stories andproducts



Press & MediaService

Deputy Spokesperson

MOCSpeechwriters

CommunicationDirectorate

Head: SMHead: GN

Editor-in-Chief

DivisionalSupport

Executive Officer

EngagementDirectorate

Head: MDHead: AC

NIOKyiv OfficeVisit Unit

Secretary General

ASG Public Diplomacy Division

DASG Public Diplomacy Division

SpokespersonExecutive Officer

StratCom Cell



The need for Strategic Communications

Our Motto:

Be good and tell it!





David Axelrod, Senior Advisor to Obama:

“It’s important to communicate what you’re doing and why. But without the what and the why, the communicating is of little value. Ultimately, we’re going to be judged not on the power of the oratory but the record”.

(“Will words finally fail Obama”, Peter Baker, IHT, 13/11/09)



NATO Strasbourg/Kehl Summit 2009:“Increasingly important that the Alliancecommunicates in an appropriate, timely, accurate and responsive manner on its evolving roles, objectives and missions. StratComs are an integral part of our efforts to achieve the Alliance’s political and military objectives”.



NATO StratCom Definition (SEP 2009)

The coordinated and appropriate use of NATO communications activities and capabilities – Public Diplomacy, Public Affairs (PA), Military PA, InfoOps and PsyOps, as appropriate – in support of Alliance policies, operations and activities, and in order to advance NATO’s aims.



Other (draft) StratCom Definitions:

UK MoD: “Advancing national interests by using all

Defence means of communication to influence the attitudes

and behaviours of people”.

Christopher Paul (RAND): “Coordinated actions,

messages, images, and other forms of signaling or

engagement intended to inform, influence, or persuade

selected audiences in support of national objectives”.



WHY NEED FOR STRATCOM?

1. Changes in technology and media: * information is global, permanent and

increasingly two-way; * loss of message control; * increasing competition with other narratives;

2. Character of conflict changes: * no more neat categorisation, diffuse nature,

mix of asymmetric and conventional means; * use of proxies and non-state actors;* adversaries unencumbered by legal, ethical,

media scrutiny/public perception constraints for our forces.



WHY NEED FOR STRATCOM?

3. Political Ambiguities - coalition like NATO! – impact on clarity of messages and speed of decision-making; bureaucracies slow to adapt;

4. Chance tactical events to have strategic impact increased exponentially (Sarkozy announcement early FRA withdrawal from AFG after 4 FRA killed by ANA);

5. Complexity of mission like ISAF proves challenge to align words with deeds (COIN to rely on credible local partner, but Karzai regime seen as corrupt and illegitimate).



HaqqaniNetwork

OtherGroups

Taliban

Insurgent Needs

IdeologyIdeology

WeaponsWeapons

MoneyMoneyForeignForeignFightersFighters

SafeSafeHavensHavens

PopularPopularSupportSupport

CommandCommandand Controland Control

ConventionalForce Ops

Counter-TerroristForce Ops

Afg Conventional &Special Forces Ops

Afghan Local Police

Reconciliation

Jobs Programs

Basic Services

Credible Voices

Transparency & Counter-NarcoticsTask Forces Intel, Surveillance,

& Recon PlatformsIntel Fusion

Education

Work with Source Countries

Border Crossing PointImprovements

INS Senior LeaderINS Senior LeaderGuidanceGuidance

Reintegration

International

Rehabilitation of Detainees

Strategic Communication

PakistanEngagement

Non-kinetics

DetaineeOps

Kinetics

Intelligence

Politics

Counterinsurgencyin Detention Facilities

Inclusivity/ Transparency/

Anti-Corruption

Release ShurasBiometrics

Governance

Economic Development

Rule of Law

Info Ops

18



WHY STRATCOM IN NATO?• ISAF Experience: First major combat ops for

NATO; “out-communicated by guys in caves”?• No clear top-down, pol-mil StratCom guidance• NATO transformation – lots to tell/explain• Incoherence/multipurpose NATO – lack of one

clear narrative? • New post-Cold War generation


NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISIONSTRATCOM PURPOSES:

• Contribute to NATO success thru gaining/maintaining

understanding and support for NATO policies, operations

and actions• Synchronise political, military, informational functions which

influence opinions and behaviours• Ensure all actors pursue a complementary approach toward

a common strategy to achieve a common objective• Ensure consistency of messaging - thru actions and

communications - vital to maintaining credibility• Assure common strategic effect by continuous coordination



PRINCIPLES• Accuracy, clarity and timeliness• Consistency and coherence• Active engagement/dialogue/”listen”• Credibility• Effectiveness• Multiplicity/Repetition• Solicit views and adapt



But remember:

1. StratCom only effective if our pictures and words match with our actions and policies. No “Say-Do Gap”.

2. StratCom not panacea for poor policies or actions.



Key Characteristics of NATO StratCom:1. Pol-Mil: truly integrated communications

approach; not only on Operations, all major policy topics;

2. Leadership-driven; NAC-guidance, SecGen leadership;

3. Strategic Thinking/Deliberate Planning; long-term, unlike day-to-day media ops/PA;

4. A Process/Mindset/Philosophy; but needs some capability to coordinate, manage, train, educate;



Key Characteristics of NATO StratCom:5. Coordination Function; no authority to decide,

only responsibility to coordinate;6. Advisory Function;7. Not only for Communicators: all senior leaders;8. Understanding of key audiences’

perceptions; cultural awareness 9. Measuring effect(iveness)/performance:

behavioural change no exact science; difficult to establish causality.



Libya StratCom Planning Lessons Learned:

1. Got StratCom guidance into SACEUR’s OPLAN: earliest phase possible. Basis for OUP StratCom Framework.

2. But StratCom still being in its infancy, mechanisms not fully developed.

3. Major StratCom/PA staffing shortfalls, quantitative and qualitative. No surge!



Libya StratCom Context in Execution phase:

• OUP not as controversial as Kosovo 1999: Majority support for OUP: UN mandate, regional support, Qadhafi widely unpopular, humanitarian aspects;

• But UN mandate fudged: protect civilians; impartial?; accused of violating UN mandate; serve as NTC air force;

• Difficult balance between NATO and nations;• Only air power: “hands tied”, cannot work without boots on

ground? • When is it “mission accomplished”? NATO claims of

success premature? CivCas/drowned immigrant allegations spoil the good story?



Strategic Communications Challenges



1. Coalition of democratic states, coalition governments, permanent/lively debate, enlarged by global (new) media;

2. Nations/political leaders focus on national audiences/messages, look to NATO ops through a “national straw”;



3. Globalised, 24/7 and new media mean loss of “message control”. Difficult for hierarchical org like NATO/military;

4. StratCom perceived as controlling PA?

PA is separate command function, needs to retain its credibility with media/external actors. Credibility = Influence!



KEY CHALLENGES • Maintain credibility and authenticity …

… while ensuring consistency and coherence• Improve speed and agility …

… while ensuring accuracy• Empower all levels …

… while protecting operational security• Enhance tools and training …

... while facing resource constraints



CONCLUSIONS:1. StratCom crucial coordination function in

support of operations and policies;

2. Urgent need to operationalise, clarify, educate, build cadre of qualified StratCom-related staffs;

3. StratCom is only as good as our actions and policies. So, our motto is:

BE GOOD AND TELL IT!



QUESTIONS?



Backup slides



6. Case Study: Libya



SHAPE StratCom Definition:

In cooperation with NATO HQ, the co-

ordinated, appropriate use of Military PA,

InfoOps and PsyOps which, in concert with

other military actions and following NATO

political guidance, advances NATO’s aims

and operations.



NATO (civil) Public Affairs:

NATO civilian engagement through the media

to inform the public of NATO policies,

operations and activities in a timely, accurate,

responsive and proactive manner.



NATO Military PA (MC 457/2): PA is the function responsible to promote NATO’s military aims and objectives to audiences in order to enhance awareness and understanding of military aspects of the Alliance. This includes planning and conducting media relations, internal communications, and community relations.

TOPICS: Public Diplomacy: who, what, how? Why Strategic Communications (StratCom)?

Documents

Transcript of TOPICS: Public Diplomacy: who, what, how? Why Strategic Communications (StratCom)?