Sunteți pe pagina 1din 26
Public Affairs “Telling the Sustainer Story” 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

Public Affairs

Public Affairs “Telling the Sustainer Story” 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)
Public Affairs “Telling the Sustainer Story” 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

“Telling the Sustainer Story”

Public Affairs “Telling the Sustainer Story” 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

UNCLASSIFIED Mission: 3 d ESC PAO with 123 r d MPAD (OPCON) provides full theater

UNCLASSIFIED

Mission:

UNCLASSIFIED Mission: 3 d ESC PAO with 123 r d MPAD (OPCON) provides full theater public

3 d ESC PAO with 123 rd MPAD (OPCON) provides full theater public affairs coverage of 3 d ESC units, missions, and personnel IOT facilitate communication of 3 d ESC and MNC-I messages to selected internal and external audiences. O/O provide support to visiting media.

internal and external audiences. O/O provide support to visiting media. 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)
internal and external audiences. O/O provide support to visiting media. 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)
internal and external audiences. O/O provide support to visiting media. 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)
internal and external audiences. O/O provide support to visiting media. 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)
internal and external audiences. O/O provide support to visiting media. 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)
internal and external audiences. O/O provide support to visiting media. 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

You know you are in trouble when… 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)
You know you are in trouble when… 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

You know you are in trouble when…

You know you are in trouble when… 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)
You know you are in trouble when… 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

ESC Snapshot Transportation: By Ground – any given day 1724 Theater Movement Requests processed 20

ESC Snapshot

Transportation: By Ground – any given day 1724 Theater Movement Requests processed
Transportation:
By Ground – any given day
1724
Theater Movement Requests processed

20

theater convoys

87

corps convoys

±3700 trucks on the road ±170 Military ±2500 Contract ±1030 other By Air any given day

153

Air movement requests

730

fixed wing missions

597

pallets flown

149

trucks off the road

7 Convoys off the road

1200 personnel moved

Maintenance:

107 ground fleets managed = 29744 systems

6

rotary wing fleets managed = 512 systems

2

fixed wing fleets managed = 162 systems

2

UAV fleets managed = 95 systems

36 direct support work orders completed / day

Manage 49,988 lines of ASL managed with $3 million in

reutilization of theater excess

Who we are:

Soldiers: Between 16000 and 17000 service members any given day (±15000

available ±17000 assigned) Active, Guard, Reserve

Units:

5 Sustainment Brigades

11 Combat Sustainment Support Battalions (10 CSSB, 1 BSB)

1 Transportation Battalion

1+ IBCT (6 battalions) equivalent of convoy security forces comprised of infantry, cavalry, artillery and other units Locations:

Supply and Distribution to 54 installations within Iraq

ESC units reside at 22 installations

Major ESC hubs include Balad, Q-West, Marez, Speicher, Adder, Taji, VBC, Al Asad

Distribution:

Food/water:

82,000 cases bottled water issued per day

94,000 liters of bottled water produced per day

33.07 short tons of ice produced per day

12.6 million gallons of bulk water produced per day

28 million gallons of bulk water stored per day

Fuel:

 

2.8 million gallons fuel (JP8, Mogas, DF2) issued /day

27.36

million gallons of fuel stored each day

Between 40 and 50 million gallons processed per month = 1.65 million gallons per day

Ammo

 

11.65

short tons received per day

34,846 short tons stored per day

Mail

130,000 pounds (65 Tons) of mail per day inbound 96,000 pounds (48 Tons) of mail per day outbound 200 tons per day during holiday mail surge!

(48 Tons) of mail per day outbound 200 tons per day during holiday mail surge! 3

3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

UNCLASSIFIED Current Task Org 3d ESC 22 JUL 2009 PAO ESC PA NCOIC Sub Units
UNCLASSIFIED
Current Task Org
3d ESC
22 JUL 2009
PAO
ESC PA
NCOIC
Sub Units
OIC
Primary
MPAD
Press Desk
Coverage:
10 th SB – Taji -
(Drum)
ESC PA
CDR
46Q
MPAD
Press Desk
1 – 46Z40
3ESC events,
DVs, 330 th ,
BFC,
XO
Officer
1 – 46Q10
ESC PA
Secondary:
46Q
Tenants,
Press Desk
16 th SB – Q-West
(Germany)
MPAD
augment teams
NCO
1SG
1 – 46Z40
Admin / OPS
NCO
Interpreter /
1 – 46Q20
Translator
Admin
/ OPS
287 th SB – Adder
(Kansas NG)
NCO
1 – 46Z50
1 – 46Q20
Team 1
46R
304 th SB – Balad
46Q
(USAR, CA)
Print NCOIC
Broadcast NCOIC
1
– O5 (UPAR)
Layout
Team 2
46R DVIDS
321 st SB - Al Asad
46Q
(USAR, LA)
46R
1
– O1 (UPAR)
Print
46Q
46R DVIDS
Broadcast
Team 3
ESC Personnel
MPAD Personnel
(Fort Knox)
(AZARNG)
Primary Coverage: Taji, Q-
West, Adder, Al Asad,
46R
46Q
Spiecher, TQ, Marez, VBC
3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

Key tasks

Key tasks UNCLASSIFIED What we do Contribute to the overall theater information campaign, by enabling awareness

UNCLASSIFIED

What we do

Key tasks UNCLASSIFIED What we do Contribute to the overall theater information campaign, by enabling awareness

Contribute to the overall theater information campaign, by enabling awareness, promoting understanding, and inspiring partnership within our own key audiences through the creative production of command information, community outreach, and media relations products that are focused on command messages.

Endstate: Key audiences that are aware of what the 3 rd ESC and its Soldiers are doing, understand the impact of what we are doing and its impact to the future of Iraq, and are inspired to partner with us in our mission.

of Iraq, and are inspired to partner with us in our mission. • exercise command and

exercise command and control over public affairs assets assess the public affairs situation prepare public affairs plans and orders establish media operation centers as needed

support command and control warfare

coordinate and integrate combined, joint, and/or interagency public affairs support facilitate media involvement in collecting and distributing information produce and distribute command and public information products to internal and external audiences participate in information operations as required

support 24-hour operations

in information operations as required • support 24-hour operations 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

Leveraging Hometowns -Where is the Sustainer Story?- Unique and rich market: -82 unique unit hometowns

Leveraging Hometowns

-Where is the Sustainer Story?-

Leveraging Hometowns -Where is the Sustainer Story?- Unique and rich market: -82 unique unit hometowns -CONUS,
Unique and rich market: -82 unique unit hometowns -CONUS, Germany, Alaska -Active, Guard, Reserve -Army,
Unique and rich market:
-82 unique unit hometowns
-CONUS, Germany, Alaska
-Active, Guard, Reserve
-Army, Navy, AF, Civilian
-Rural, military, urban communities
Not many folks in the media want to talk about Iraq. Even fewer want to talk about logistics.
But it is funny – every mom, dad, spouse, neighbor, and Veteran wants to hear about what
their Soldiers are doing. How do we harness that need to tell the important stories of our
command and accomplish informational tasks given to us by higher headquarters?
3 d SUSTAINMENT COMMAND (EXPEDITIONARY)
The Problem Not many folks in the media want to talk about Iraq. Even fewer
The Problem Not many folks in the media want to talk about Iraq. Even fewer

The Problem

Not many folks in the media want to talk about Iraq. Even fewer want to talk about logistics. But it is funny every mom, dad, spouse, neighbor, and Veteran wants to hear about what their Soldiers are doing.

How do we harness that need to tell the important stories of our command and accomplish informational tasks given to us by higher headquarters?

The answer and our philosophy

Build partnerships (media, communities, organizations)

Focus on the hometown audience (unit and individual)

Pitch where you can win and seal the deal

Low-tech coupled with determination and high energy wins out every time

Do the simple stuff like releases really well

Have a press desk to track everything

Focus on the “low-hanging” fruit

Use hometown heroes to get your message out

Use influencers back home to drive command information messages (safety, sexual assault, suicide)

The most powerful words spoken every day are, “Hi, my name is Sgt calling from Balad Iraq – how are you doing today?”

Find some way to improve your foxhole daily

today?” • Find some way to improve your foxhole daily Embeds Pentagon press briefing Iraqi media
Embeds Pentagon press briefing Iraqi media event Partnerships Op-Ed Press conference Pan-Arab media interview
Embeds
Pentagon
press briefing
Iraqi media event
Partnerships
Op-Ed
Press conference
Pan-Arab media
interview
Host TV crew
Taped interview
Live talk back
Blog placement
B-roll placement
Radio phoner
Town Halls

Methods and Tactics

Blog placement B-roll placement Radio phoner Town Halls Methods and Tactics 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

Leveraging Hometown Engagements -ISF Partnerships and Civil Infrastructure- “How do you enter a market when

Leveraging Hometown Engagements

-ISF Partnerships and Civil Infrastructure-

Engagements -ISF Partnerships and Civil Infrastructure- “How do you enter a market when ‘logistics ain’t

“How do you enter a market when ‘logistics ain’t sexy’ is all you hear?”

National Distribution

Picture highlighting partnership Talking point -Highlight partnerships -Use local news pegs -Template for local Iraqi
Picture highlighting
partnership
Talking point
-Highlight partnerships
-Use local news pegs
-Template for local Iraqi media
Campaign
Set the
Hold and
Build and
conditions
Build
Overwatch
ESC ISF PLAN ESC ISF PA SUPPORT
ESC ISF PLAN
ESC ISF PA SUPPORT

“Low – tech, high creativity, and local partnerships win out

every time”

creativity, and local partnerships win out every time” -Highlight ITN -Hometowns can relate -Leverage sounds and
-Highlight ITN
-Highlight ITN

-Hometowns can relate -Leverage sounds and sights

Embeds Pentagon press briefing Iraqi media event Partnerships Op-Ed Press conference Pan-Arab media interview
Embeds
Pentagon
press briefing
Iraqi media event
Partnerships
Op-Ed
Press conference
Pan-Arab media
interview
Host TV crew
Taped interview
Live talk back
Blog placement
B-roll placement
Radio phoner
Town Halls
Print phoner

3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

Leveraging Hometown Engagements -Command Information- DVIDS Print / Web “How do you leverage key influencer
Leveraging Hometown Engagements -Command Information- DVIDS Print / Web “How do you leverage key influencer

Leveraging Hometown Engagements

-Command Information-

Print / Web

“How do you leverage key influencers back home (mom, dad, spouse) - on the CG’s hot topics here?“

home (mom, dad, spouse) - on the CG’s hot topics here?“ Talking point Printed here –
Talking point Printed here – posted at home Special -voting assistance -fraternization -safety -suicide prevention
Talking point
Printed here – posted at home
Special
-voting assistance
-fraternization
-safety
-suicide prevention
-sexual assault

Army Birthday Children’s Book reading

-sexual assault Army Birthday Children’s Book reading -SME selection -Flexible booking options -Match messenger

-SME selection -Flexible booking options -Match messenger to message and prep them!

CDR’s Channel Website Magazine Specialty publications Newspaper PSAs Newsletters Hooah Videos vFRG Website
CDR’s
Channel
Website
Magazine
Specialty publications
Newspaper
PSAs
Newsletters
Hooah Videos
vFRG Website
Sharepoint
Packaged classes
Speechwriting with
coverage
Recurring phoners

3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

Leveraging Hometown Connections - Community Relations - Radio Partnerships WQXE 98.3 Elizabethtown, KY TV Partnerships
Leveraging Hometown Connections - Community Relations - Radio Partnerships WQXE 98.3 Elizabethtown, KY TV Partnerships

Leveraging Hometown Connections

-Community Relations-

WQXE 98.3 Elizabethtown, KY
WQXE 98.3 Elizabethtown, KY
KIRO Seattle
KIRO Seattle

“How do we stay linked to our communities and their organizations - from half way around the world?”

their organizations - from half way around the world?” -Weekly interviews -Link to community functions -Sustainer

-Weekly interviews -Link to community functions -Sustainer Minute 2x per week

-Weekly interviews -Flexible booking -Participation in family events -Channel for 70 th RRC

Embeds Partnerships Conference Participation Educational programs Speaker’s Bureau Town Halls Game Night DVIDS
Embeds
Partnerships
Conference
Participation
Educational programs
Speaker’s Bureau
Town Halls
Game Night
DVIDS Interviews
Live Shots
National Anthem
Hometown releases
Hometown phoners
Shouts Out
-American Legion, VFW -Schools -Sports Teams -AUSA convention
-American Legion, VFW
-Schools
-Sports Teams
-AUSA convention

3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

UNCLASSIFIED Release Process vs. Marketing -MNF-I Released external – MNC-I / MNF-I Release, Direct pitch,

UNCLASSIFIED

Release Process vs. Marketing

UNCLASSIFIED Release Process vs. Marketing -MNF-I Released external – MNC-I / MNF-I Release, Direct pitch, Embed
-MNF-I Released external – MNC-I / MNF-I Release, Direct pitch, Embed pitch -MNC-I Released external,
-MNF-I
Released external – MNC-I / MNF-I Release, Direct pitch, Embed pitch
-MNC-I
Released external, DVIDS, ESC release, CORE
-ESC
-MPAD
Released internal - Ex Times only
-BDE
Released external – unit release, direct pitch,
hometown releases, webpages, Newsletters
-BN

1.

2.

3.

4.

Big leaders

Big media

Iraqi media

Big web

1.

2.

3.

4.

5.

Hometown Radio

Army news

Installations

Med. Markets

Specialty

1.

2.

Hometown print

Specialty

•ESC CDR is release authority for all BDEs – regardless of product •Every product goes
•ESC CDR is release authority for all BDEs – regardless of product
•Every product goes through security review
•Products need to be marketable at each level to be released at that level
•What is marketable for MNC-I is not the same product as needed for 10 th Sustainment Brigade to market
•MNC-I / MNF-I oriented on big picture – their channels are major western, Pan-Arab media
•ESC focused sustainment picture – our channels are medium-markets, Army, Installations, hometowns when possible
•BDEs focused on unit picture – their channels are hometowns and specialty outlets
3 d SUSTAINMENT COMMAND (EXPEDITIONARY)
How Products Reach the Audience Consumption Unit / Soldier Hometown Distro, Soldier MNC-I DVIDS CORE
How Products Reach the Audience Consumption Unit / Soldier Hometown Distro, Soldier MNC-I DVIDS CORE

How Products Reach the Audience

Consumption Unit / Soldier Hometown Distro, Soldier MNC-I DVIDS CORE (Army and WW Web Internet)
Consumption
Unit / Soldier
Hometown Distro,
Soldier
MNC-I
DVIDS
CORE
(Army and WW
Web Internet)
Targeted Specialty
Distro - Blog, website,
Sharepoint
(E-mail)
(FTP, Dish)
niche publications
(Local Internet)
(E-mail, Internet)
Distribution Press Desk ESC •Editing •Pooling of products PAO •Distribution hub •Tracking of products
Distribution
Press Desk
ESC
•Editing
•Pooling of products
PAO
•Distribution hub
•Tracking of products
•Maintaining suspenses
•Marketing / posting / e-mailing
•Archiving of products
•Handling queries
Production
G2
SB PAOs Broadcast team Print team •Print products •Stand alone photos •Limited broadcast •B-roll •Feature
SB PAOs
Broadcast team
Print team
•Print products
•Stand alone photos
•Limited broadcast
•B-roll
•Feature story
Creation / Submission
•Package
•ESC release
•Interviews
•Raw photos
3 d SUSTAINMENT COMMAND (EXPEDITIONARY)
CORE (Content Online Resource Enterprise) What is it? -CORE is our tool to reach internal

CORE

(Content Online Resource Enterprise)

CORE (Content Online Resource Enterprise) What is it? -CORE is our tool to reach internal and
CORE (Content Online Resource Enterprise) What is it? -CORE is our tool to reach internal and

What is it? -CORE is our tool to reach internal and external audiences via the web

Background:

-ESC was operating two old websites -no contract or G6 web support in-house -Online and web content needs to be updated regularly and tailored to selected audiences to be a valid channel -The ESC’s web presence needed to be expeditionary, simple to update, controlled in house

What CORE did for us:

-Simplified our life 3 to 2 websites, NO COST

-Appearance and branding consistency -Allowed us distro to Army leadership (Sec Army Trip, G4) -Easily deployable can link new units and receive

their products via AKO server not e-mail

-Gets us in-line with Army’s messaging and web priorities

us in- line with Army’s messaging and web priorities Downrange To back home 3 d SUSTAINMENT

Downrange

us in- line with Army’s messaging and web priorities Downrange To back home 3 d SUSTAINMENT

To back home

us in- line with Army’s messaging and web priorities Downrange To back home 3 d SUSTAINMENT

3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

JUNE ‘09 ESC Product Interest Total products accessed: 480 1. Sustainer Strong Unique Media Pulls

JUNE ‘09 ESC Product Interest

Total products accessed: 480 1. Sustainer Strong Unique Media Pulls 3SCE (Balad) | 25 pulls
Total products accessed: 480
1. Sustainer Strong
Unique Media Pulls
3SCE (Balad) | 25 pulls
2. Alaska's Sherpas sustain Coalition
forces across Iraq
3SCE (Balad) | 24 pulls
International:
10
National:
30
3. Leopard Strong Team Competition
3SCE (Balad) | 18 pulls
Specialty:
5
Army/DoD:
5

4.

Loyalty 2.0

3SCE (Balad) | 18 pulls

5.

Sustainer leadership sustaining momentum 3SCE (Balad) | 17 pulls

1 Dot = A hometown with interest in 1 or more products
1 Dot = A hometown with
interest in 1 or more
products

Hometown:

78

hometown with interest in 1 or more products Hometown: 78 Potential Audience: 3 d SUSTAINMENT COMMAND

Potential Audience:

3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

430,423,304

JUNE ‘09 ESC Media Engagements x6 x2 x8 x3 x4 Unit/Interviews ESC 11 10 SB

JUNE ‘09 ESC Media Engagements

x6 x2 x8 x3 x4
x6
x2
x8
x3
x4
Unit/Interviews ESC 11 10 SB 14 16 SB 1 287 SB 1 304 SB 11
Unit/Interviews
ESC
11
10
SB
14
16
SB
1
287
SB
1
304
SB
11
321
SB
0
Total
38
Type/Interviews Radio 34 Print 1 TV 3 Total 38
Type/Interviews
Radio
34
Print
1
TV
3
Total
38

1 Dot = Hometown where 1 or more interviews took place

3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

Community Relations Example - Operation Sustainer Strong Effects- TV interview Radio interview TV story 3

Community Relations Example

-Operation Sustainer Strong Effects-

Relations Example - Operation Sustainer Strong Effects- TV interview Radio interview TV story 3 d SUSTAINMENT
TV interview Radio interview TV story 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)
TV interview
Radio interview
TV story
3 d SUSTAINMENT COMMAND (EXPEDITIONARY)
Successes - June 2008 – Present ‘Hometowny’…on message…predictable…simple Message… audience… effect…
Successes - June 2008 – Present ‘Hometowny’…on message…predictable…simple Message… audience… effect…

Successes - June 2008 Present

Successes - June 2008 – Present ‘Hometowny’…on message…predictable…simple Message… audience… effect…
‘Hometowny’…on message…predictable…simple
‘Hometowny’…on message…predictable…simple
Present ‘Hometowny’…on message…predictable…simple Message… audience… effect… channel …deliver
Present ‘Hometowny’…on message…predictable…simple Message… audience… effect… channel …deliver
Message… audience… effect… channel …deliver
Message… audience… effect… channel …deliver
Iraq-wide… Army-wide… world-wide Routine….recognized……established distribution
Iraq-wide… Army-wide…
world-wide
Routine….recognized……established distribution
Routine….recognized……established distribution Safety….Warrior Care….voting….diversity….retention 3
Safety….Warrior Care….voting….diversity….retention
Safety….Warrior Care….voting….diversity….retention
distribution Safety….Warrior Care….voting….diversity….retention 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

UNCLASSIFIED 15-Month Lessons Learned SUSTAIN: •Partnerships work (CORE,OCPA, Radio, TV, Sports) •Put in-place

UNCLASSIFIED

15-Month Lessons Learned

UNCLASSIFIED 15-Month Lessons Learned SUSTAIN: •Partnerships work (CORE,OCPA, Radio, TV, Sports) •Put in-place
SUSTAIN: •Partnerships work (CORE,OCPA, Radio, TV, Sports) •Put in-place enduring systems and partnerships
SUSTAIN:
•Partnerships work (CORE,OCPA, Radio, TV, Sports)
•Put in-place enduring systems and partnerships
•Establish effects vs products driven strategy
•Focus on “priority 4” themes (LOOs)
•UPAR programs
•Working with press desk (booking, tracking)
•Archive everything
IMPROVE:
•Timeliness of coverage
•Embed process
•Accurate SITREP
•Sharing information between command teams and their PAO
•Forecasting events leads to fully enabling desired effects
3 d SUSTAINMENT COMMAND (EXPEDITIONARY)
Way Ahead • Focus on hometown – pitch where you can win • Integrate two

Way Ahead

Way Ahead • Focus on hometown – pitch where you can win • Integrate two new
Way Ahead • Focus on hometown – pitch where you can win • Integrate two new
Way Ahead • Focus on hometown – pitch where you can win • Integrate two new

Focus on hometown pitch where you can win Integrate two new BCTs Low tech, creativity and hard work wins Build partnerships 13 th SC(E) can use No new initiatives improve existing ones Codify systems in place Weekly goals become monthly successes

systems in place • Weekly goals become monthly successes 3RD ESC PA CENTER - Balad, Iraq
systems in place • Weekly goals become monthly successes 3RD ESC PA CENTER - Balad, Iraq
systems in place • Weekly goals become monthly successes 3RD ESC PA CENTER - Balad, Iraq
systems in place • Weekly goals become monthly successes 3RD ESC PA CENTER - Balad, Iraq

3RD ESC PA CENTER - Balad, Iraq MAJ Paul Hayes PAO DSN 433-2412 / SV 241-1225 paul.r.hayes@iraq.centcom.mil SFC David McClain NCOIC DSN 433-2157/483-4608/ SV 241-1224 david.mcclain@iraq.centcom.mil

– NCOIC DSN 433-2157/483-4608/ SV 241-1224 david.mcclain@iraq.centcom.mil 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

Backups 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

Backups

Backups 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)
Backups 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

ESC PA Strategy Execution Current Messaging Priorities “Priority 4” 1. Highlight how 3 r d

ESC PA Strategy Execution

Current Messaging Priorities “Priority 4”
Current Messaging Priorities
“Priority 4”

1.

Highlight how 3 rd ESC is helping to build Iraqi Security Forces logistics capabilities.

2.

Highlight how the 3 rd ESC assists in building Iraqi civil capacity

3.

Highlight security progress and how we are

securing the population

4.

Highlight programs, missions, and initiatives within the 3rd ESC that enable the Warfighter on point.

Functional Status
Functional Status
Community Relations Media Relations Command Information (Unit hometowns) (All other external audiences) (Internal
Community Relations
Media Relations
Command Information
(Unit hometowns)
(All other external audiences)
(Internal audiences)
#1 E-Times e-mail distro
#1 Hometown placement
#1 Press releases
Iraqi
Security Forces
Logistics
•R&R speaker’s bureau
•School engagement
•Town halls
•Local letter to the editor
•Special DVIDS engagement
•Hometown radio
•Releases (Arabic & Western)
•Websites (DVIDS, ESC)
•Embeds / media event
•Pentagon press briefing
•DVIDS interview, video
•CORE web distro
•E-times
•Magazine
•Websites (vFRG, ESC, MNFI, Sharepoint)
•Broadcast packages / newsreel
•Golden Nugget
ISF KLE, Training exercises, conferences, facility openings
#1 Donation Partnerships
#1 Hometown placement
#1 Press releases
Securing the
population
•E-Times e-mail distro
•R&R speaker’s bureau
•School engagement
•Town halls
•Local letter to the editor
•Special DVIDS engagement
•Hometown radio
•Releases (Arabic & Western)
•Websites (DVIDS, ESC)
•Embeds / media event
•Pentagon press briefing
•DVIDS interview, video
•CORE web distro
•E-times
•Magazine
•Websites (vFRG, ESC, MNFI, Sharepoint)
•Broadcast packages / newsreel
•Golden Nugget
Share the road, CMO drops,
HA partnerships, KLEs, IED reductions on routes
#1 E-Times e-mail distro
#1 Hometown placement
#1 Press releases
Iraqi civil
capacity
•R&R speaker’s bureau
•School engagement
•Town halls
•Local letter to the editor
•Special DVIDS engagement
•Hometown radio
•Releases (Arabic & Western)
•Websites (DVIDS, ESC)
•Embeds / media event
•Pentagon press briefing
•DVIDS interview, video
•CORE web distro
•E-times
•Magazine
•Websites (vFRG, ESC, MNFI, Sharepoint)
•Broadcast packages / newsreel
•Golden Nugget
IBIZ,
MEDCAP, ENCAP, Water missions, banking, national
distribution, KLE
Deliverables MNC-I Daily SITREP MNC-I Weekly NKE Report CG Daily Media Update Weekly Newspaper Bi-Weekly
Deliverables
MNC-I Daily SITREP
MNC-I Weekly NKE Report
CG Daily Media Update
Weekly Newspaper
Bi-Weekly Newsreel
End of Tour Journal
Weekly Sustainer Minute
Weekly DVIDS/ CORE postings
Weekly Hooah Call
Weekly WQXE Call
Bi-weekly KIRO Interview
7 Releases per week

COMREL

COMREL

Media Relations

Media Relations

Command Info

Command Info

Manning

Manning

Equipment

Equipment

Reporting

Reporting

Producing

Producing

Generate Leads

Generate Leads

DVIDS Access

DVIDS Access

UPARs

UPARs

Marketing

Marketing

WEB

WEB

10 th SB Taji

1 46Z40

1 46Q20

16 th SB - Q-west

1 46Z40

1 46Q20

287 th SB - Adder

1 46Z50

1 46Q20

304 th SB - Balad

1 O-5

1 E-6

321 st SB - AL Asad

1

- UPAR

3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

4 Radio and TV engagements per week

Typical ESC PAO Week • Command Information: • Other – 1 ea unit 24-page newspaper

Typical ESC PAO Week

Command Information:

Other

Typical ESC PAO Week • Command Information: • Other – 1 ea unit 24-page newspaper –

1 ea unit 24-page newspaper

2 ea subordinate broadcast updates

40-50 subordinate unit contributions cleared for release

4-6 internal print submissions

3-5 internal broadcast packages

7 ea daily media roundups

7 x sitreps to MNC-I

1 x PAO update to command via BUA

1 x PAO update to MNC-I via breeze

1 x team on the road

4-5 x command photo events

2-4 x DVIDS support requests

1 x media analysis book for CG / CSM

1 x coordination call with DVIDS

8 x command directed meetings

14 x shift changes

2 x breeze sessions

1 x internal coordination meeting

Media relations

2-3 x releases to MNC-I

1 x embed within the command

1 x 90-second taped radio update

10-13 radio / TV interviews

40-50 postings to DVIDS

5-6 direct pitches to media

1-2 x Arabic releases

12 minutes guaranteed radio air time

10 minutes guaranteed TV air time

Sorry - what we don’t do:

Walk ins

Requests for coverage of non-ESC units

Requests for coverage not in-line with “Priority 4”

TAS-C requests

Advertising

JBB MWR, entertainment, recreation, sports

DVIDS support that impacts mission or is outside appropriate command information

Community relations

Participation in 1 hometown event

information • Community relations – Participation in 1 hometown event 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

Where we go: Dahuk 1 SB HQ 1 CSSB Habur Gate 3 CSC 2 CSC

Where we go:

Dahuk 1 SB HQ 1 CSSB Habur Gate 3 CSC 2 CSC 1 CSSB MAREZ
Dahuk
1
SB HQ
1 CSSB
Habur Gate
3
CSC
2 CSC
1
CSSB
MAREZ
1
STB
Tall Afar
Irbil
Mosul
1 ESC HQ
Q-WEST
1
1 SB HQ
2 Sulaymaniyah
1 CSSB
NinawaNinawa
1 CSSB
1 CSSB (-)
AtAt TamimTamim Kirkuk
1 CS BN (-)
1 CS BN
Bayji
1 MCB HQ
SPEICHER
Salah ad Din
Salah ad Din
Tikrit
2
SYRIA
Hadithah
5
Husyabah
1 SB HQ
12
Dam
1 Samarra
AL ASAD
1 CSSB
JBB
DiyalaDiyala
Al Asad
1 CS BN
H1
Baqubah
Tanif
Ar Ramadi Al
TAJI Baghdad
1
H2
2 CSC
10
1
VBC
TAQQADUM Fallujah
10
Ar Rutbah
6 WasitWasit
BabilBabil
1
SB HQ
Karbala
1
9
2
1 STB
CSSB Al Hillah
Al Kut
AlAl AnbarAnbar
22 KarbalaKarbala
2
CSC Al Kufa
1 CSSB
An Nukhayb
Al Amarah
An Najaf
Ad Diwaniyah
2
CSC
1 SB HQ
8 AlAl QadisiyahQadisiyah
1 STB
DhiDhi QarQar
As Samawah
2 CSSB
Ar’ar
An Nasiriyah
ADDER
1 CS BN
Qurnah
Tallil
AnAn NajafNajaf
29
Coverage Areas
Air Travel:
Basrah
Direct: Taji, Q-West, Al Asad, Safwan VBC, Adder, TQ, Marez, Spiecher
North (Q-West, Marez, Speicher)
South (Adder)
Indirect: Basra (through AAS or BIAP)
Umm Qasr
Ground Tavel:
KUWAIT KUWAIT
West (Al Asad, TQ)
Baghdad (Taji, VBC)
Direct: Taji, Speicher, KMTB
Indirect: Q-West, Marez
Baghdad (Taji, VBC) Direct: Taji, Speicher, KMTB Indirect: Q-West, Marez 3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

Audience Analysis By Size Army Partners: NGB, USARC AMC ASC Depots, CASCOM DLA Size =

Audience Analysis By Size

Army Partners: NGB, USARC AMC ASC Depots, CASCOM DLA Size = 10K+ Other: Unit Hometowns
Army Partners:
NGB, USARC
AMC
ASC
Depots, CASCOM
DLA
Size = 10K+
Other:
Unit Hometowns
VSOs
Professional Organizations
Educational Institutions
Size = Millions

Targeted by design

MNC-I Size = 800 Units HQ, 3 d ESC 1st SB 16 th SB 287th
MNC-I
Size = 800
Units
HQ, 3 d ESC
1st SB
16 th SB
287th SB
304th SB
321 st SB
330th TRANS
Size = 16000

Family

members

Reached by Default

330th TRANS Size = 16000 Family members Reached by Default Coalition Partners Local TCN Neighbors Bloggers

Coalition Partners Local TCN

Neighbors

Bloggers / Media ACF / Propagandists JBB units

Size = 50K+

Size = 100K+

Bloggers / Media ACF / Propagandists JBB units Size = 50K+ Size = 100K+ 3 d

3 d SUSTAINMENT COMMAND (EXPEDITIONARY)

UNCLASSIFIED What we are looking for: •Highlight Iraqi Security Forces and how we are building
UNCLASSIFIED
What we are looking for:
•Highlight Iraqi Security Forces and how we are building
their capabilities.
•Highlight how we are securing the population and how
the country has become more secure
•Highlight how Iraqi civil capacity is growing and how we
assist in that
•Highlight programs, missions, and initiatives within the 3rd
ESC that enable the Warfighter on point.
Deliverables:
•2 print stories a week hitting “Priority 4” suitable for distribution to media.
•2 hometown radio interviews per month
•1 hometown radio partnership
•1 print story per month about LTAT partnership
•1 print story per month about KLE, special Iraqi partnership, or CMO
•4 stand-alone photos per week highlighting above
Suggestions:
•Events that involve ESC Soldiers working with Iraqi Soldiers.
•Events where you are cutting a ribbon
•Events or training that show Iraqi logistics capabilities.
•Events that involve ESC Soldiers working with Iraqi citizens.
•Initiatives or programs that increase Iraqi logistics, civil, or security capacity
•Any unit humanitarian or civil capacity projects with local Iraqis
3 d SUSTAINMENT COMMAND (EXPEDITIONARY)