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3 d ESC PAO Strategy Brief Purpose: To facilitate understanding of overall ESC public affairs

3 d ESC PAO

Strategy Brief

Purpose: To facilitate understanding of overall ESC public affairs strategy.

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

UNCLASSIFIED

Mission:

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.

of 3 d ESC and MNC-I messages to selected internal and external audiences. O/O provide support
of 3 d ESC and MNC-I messages to selected internal and external audiences. O/O provide support
of 3 d ESC and MNC-I messages to selected internal and external audiences. O/O provide support
of 3 d ESC and MNC-I messages to selected internal and external audiences. O/O provide support
UNCLASSIFIED What we do Contribute to the overall theater information campaign, by enabling awareness ,

UNCLASSIFIED

What we do

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.

Key tasks

are inspired to partner with us in our mission. Key tasks • exercise command and control

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

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?”

Don’t take days off

– how are you doing today?” • Don’t take days off Embeds Pentagon press briefing Iraqi
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

MNC-I Audience Analysis By Size Targeted by design Tenant Units: 555th EN JCC 332d AEW

MNC-I

Audience Analysis By Size

Targeted by design

Tenant Units:

555th EN

JCC

332d AEW

USACE

JCMTC

CJSOTF

 

AMC

TF 34

Size = 300

TF 586

USAREF

Units HQ, 3 d ESC 1st SB 16 th SB 7th SB 55th SB 371 st SB 330th TRANS

Size = 16000

Family

members

Size = 47500

Reached by Default

Shadow Coalition Partners Local TCN

Neighbors

Bloggers / Media ACF / Propagandists

Size = 100K+

Size = 6300

Local partners:

KBR

MWR

Red Cross USO Size = 10000

Other:

Unit Hometowns VSOs Professional Organizations Educational Institutions

Size = Millions

Channel Analysis and Impact Print Channels Print embeds Unit hometown news story Marketed photo releases

Channel Analysis and Impact

Print Channels Print embeds Unit hometown news story Marketed photo releases Marketed feature releases Op-Ed
Print Channels
Print embeds
Unit hometown news story
Marketed photo releases
Marketed feature releases
Op-Ed
Response to query
Professional submission
Expeditionary Times
SIR Press releases
Operational releases
Sustainer Magazine
Speeches
Yearbook
Web Channels
Unit website
Blog writing / monitoring
DVIDS Website
Webcasts / podcasts
vFRG website
monitoring DVIDS Website Webcasts / podcasts vFRG website Broadcast Channels DVIDS Interviews Town Hall meetings

Broadcast Channels DVIDS Interviews

Town Hall meetings

Hometown radio phoners

Radio talk show appearance

Special Hometown Event

Broadcast embeds

Sustainer Minute

Feature Broadcast Package

Shouts Out

Pentagon Press Briefing

B-Roll

Newsreel

PSAs

Hooah Videos

Special Project Videos

UNCLASSIFIED Release Process vs. Marketing 1. Big Leaders 2. Big media -MNF-I Released external –

UNCLASSIFIED

Release Process vs. Marketing

1. Big Leaders 2. Big media -MNF-I Released external – MNC-I / MNF-I Release, Direct
1.
Big Leaders
2.
Big media
-MNF-I
Released external – MNC-I / MNF-I Release, Direct pitch, Embed pitch
3.
Iraqi media
4.
Big web
-MNC-I
1.
Hometowns
Released external, DVIDS, ESC release, CORE
2.
Army news
-ESC
3.
Installations
-MPAD
Released internal - Ex Times only
4.
Med. Markets
5.
Specialty
-BDE
Released external – unit release, direct pitch,
hometown releases, webpages, Newsletters
1.
Hometowns
2.
Specialty
-BN

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 as for 1 st Sustainment Brigade 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

ESC PA Strategy Media Relations (All other external audiences) #1 Hometown placement • Hometown radio

ESC PA Strategy

Media Relations

(All other external audiences)

#1 Hometown placement

Hometown radio Releases (Arabic & Western) Websites (DVIDS, ESC) Embeds / media event Pentagon press briefing

DVIDS interview, video

Community Relations

(Unit hometowns)

#1 E-Times e-mail distro

R&R speaker’s bureau School engagement Town halls Local letter to the editor Special DVIDS engagement

Command Information

(Internal audiences)

Highlight Iraqi Security Forces and how we partner to build their capabilities.
Highlight Iraqi
Security Forces
and how we
partner to build
their capabilities.

#1 Press releases

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 •E-Times e-mail distro •R&R speaker’s
#1 Donation Partnerships
#1 Hometown placement
#1 Press releases
•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 Hometown placement

Hometown radio Releases (Arabic & Western) Websites (DVIDS, ESC) Embeds / media event Pentagon press briefing DVIDS interview, video

Highlight how we are securing the population and how the country has become more secure

#1 E-Times e-mail distro

Donation partnership R&R speaker’s bureau School engagement Town halls Local letter to the editor Special DVIDS engagement

#1 Press releases

CORE web distro E-times Magazine

Websites (vFRG, ESC, MNFI, Sharepoint)

Highlight how Iraqi civil capacity is

growing and how we

assist in that

Broadcast packages / newsreel Golden Nugget

IBIZ, MEDCAP, ENCAP, Water missions, banking, national distribution, KLE

ESC PA Strategy Execution

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
Quarterly Magazine
Weekly Sustainer Minute
Weekly DVIDS postings
Weekly Hooah Call
Weekly WQXE Call
Bi-weekly KIRO Interview
7 Releases per week
4 Radio and TV engagements per week
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

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

1 st SB - Taji

2 - 46Q

16 th SB - Q-west

2 - 46Q

7 th SB - Tallil 2-UPAR, 2 - 46Q

55 th SB - Balad

1 - UPAR

371 st SB - AL Asad

1 - UPAR

1 st SB PA Strategy Execution

1 s t SB PA Strategy Execution Community Relations Media Relations Command Information (Unit hometowns) (All
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
• E-Times e-mail distro
Securing
•Hometown radio
•CORE web distro
• R&R speaker’s bureau
•Releases (Arabic & Western)
•E-times
the
• School engagement
•Websites (DVIDS, ESC)
•Magazine
• Town halls
•Embeds / media event
•Websites (vFRG, ESC, MNFI,
Sharepoint)
population
• Local letter to the editor
•Pentagon press briefing
•Broadcast packages / newsreel
• Special DVIDS engagement
•DVIDS interview, video
•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
Deliverables
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 programs, missions, and initiatives within the 3rd ESC that enable the Warfighter on point.

3.

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

4.

Highlight security progress and how we are securing the population

Functional Status
Functional Status

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
Personnel
Personnel

1 st SB - Taji 2 - 46Q

1-152 CAV

1

- UPAR

 

1 STB

1- UPAR

165 CSSB

1 - UPAR

553 CSSB

1 - UPAR

398 CSSB

1 - UPAR

165 CSSB 1 - UPAR 553 CSSB 1 - UPAR 398 CSSB 1 - UPAR ESC

ESC Daily SITREP

Bi-weekly NKE Report

Appoint UPARs in writing

Monthly UPAR report

Hometown radio partner

2 hometown radio interviews per month

Article / month on each LTAT partnership

Article / month on each special ISF partnership

2 articles per week on “priority 4”

4 stand-alone photos per week

Post 2 articles and 10 photos / week on DVIDS

16 th SB PA Strategy Execution

16 t h SB PA Strategy Execution Community Relations Media Relations Command Information (Unit hometowns) (All
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
• E-Times e-mail distro
Securing
•Hometown radio
•CORE web distro
• R&R speaker’s bureau
•Releases (Arabic & Western)
•E-times
the
• School engagement
•Websites (DVIDS, ESC)
•Magazine
• Town halls
•Embeds / media event
•Websites (vFRG, ESC, MNFI,
Sharepoint)
population
• Local letter to the editor
•Pentagon press briefing
•Broadcast packages / newsreel
• Special DVIDS engagement
•DVIDS interview, video
•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
Deliverables
Current Messaging Priorities “Priority 4”
Current Messaging Priorities
“Priority 4”

1.

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

2.

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

3.

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

4.

Highlight security progress and how we are securing the population

Functional Status
Functional Status

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
Personnel
Personnel

16 th SB Q-West 2 - 46Q

1-151 IN

? - UPAR

16 STB

16 STB

?- UPAR

?- UPAR

30 CSSB

30 CSSB

?

- UPAR

18 CSSB

? - UPAR

391 CSSB

? - UPAR

CSSB ? - UPAR 18 CSSB ? - UPAR 391 CSSB ? - UPAR ESC Daily

ESC Daily SITREP

Bi-weekly NKE Report

Appoint UPARs in writing

Monthly UPAR report

Hometown radio partner

2 hometown radio interviews per month

Article / month on each LTAT partnership

Article / month on each special ISF partnership

2 articles per week on “priority 4”

4 stand-alone photos per week

Post 2 articles and 10 photos / week on DVIDS

7 th SB PA Strategy Execution

7 t h SB PA Strategy Execution Community Relations Media Relations Command Information (Unit hometowns) (All
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
• E-Times e-mail distro
Securing
•Hometown radio
•CORE web distro
• R&R speaker’s bureau
•Releases (Arabic & Western)
•E-times
the
• School engagement
•Websites (DVIDS, ESC)
•Magazine
• Town halls
•Embeds / media event
•Websites (vFRG, ESC, MNFI,
Sharepoint)
population
• Local letter to the editor
•Pentagon press briefing
•Broadcast packages / newsreel
• Special DVIDS engagement
•DVIDS interview, video
•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
Deliverables
Current Messaging Priorities “Priority 4”
Current Messaging Priorities
“Priority 4”

1.

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

2.

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

3.

Highlight security progress and how we are

securing the population

4.

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

Functional Status
Functional Status

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
Personnel
Personnel

7 th SB Adder 2 - 46Q

1-151 CAV

?

- UPAR

 

7 STB

?- UPAR

157 CSSB

?

- UPAR

142 CSSB

? - UPAR

?- UPAR 157 CSSB ? - UPAR 142 CSSB ? - UPAR ESC Daily SITREP Bi-weekly

ESC Daily SITREP

Bi-weekly NKE Report

Appoint UPARs in writing

Monthly UPAR report

Hometown radio partner

2 hometown radio interviews per month

Article / month on each LTAT partnership

Article / month on each special ISF partnership

2 articles per week on “priority 4”

4 stand-alone photos per week

Post 2 articles and 10 photos / week on DVIDS

371 st SB PA Strategy Execution

371 s t SB PA Strategy Execution Community Relations Media Relations Command Information (Unit hometowns) (All
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
• E-Times e-mail distro
Securing
•Hometown radio
•CORE web distro
• R&R speaker’s bureau
•Releases (Arabic & Western)
•E-times
the
• School engagement
•Websites (DVIDS, ESC)
•Magazine
• Town halls
•Embeds / media event
•Websites (vFRG, ESC, MNFI,
Sharepoint)
population
• Local letter to the editor
•Pentagon press briefing
•Broadcast packages / newsreel
• Special DVIDS engagement
•DVIDS interview, video
•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
Deliverables
Current Messaging Priorities “Priority 4”
Current Messaging Priorities
“Priority 4”

1.

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

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

Functional Status
Functional Status

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
Personnel
Personnel

371 st SB Al Asad 1 - UPAR

548 CSSB

? - UPAR

2-153 IN

?- UPAR

129 CSSB

? - UPAR

548 CSSB ? - UPAR 2-153 IN ?- UPAR 129 CSSB ? - UPAR ESC Daily

ESC Daily SITREP

Bi-weekly NKE Report

Appoint UPARs in writing

Monthly UPAR report

Hometown radio partner

2 hometown radio interviews per month

Article / month on each LTAT partnership

Article / month on each special ISF partnership

2 articles per week on “priority 4”

4 stand-alone photos per week

Post 2 articles and 10 photos / week on DVIDS

55 th SB PA Strategy Execution

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
• E-Times e-mail distro
Securing
•Hometown radio
•CORE web distro
• R&R speaker’s bureau
•Releases (Arabic & Western)
•E-times
the
• School engagement
•Websites (DVIDS, ESC)
•Magazine
• Town halls
•Embeds / media event
•Websites (vFRG, ESC, MNFI,
Sharepoint)
population
• Local letter to the editor
•Pentagon press briefing
•Broadcast packages / newsreel
• Special DVIDS engagement
•DVIDS interview, video
•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
Requirements Status
Requirements Status
Current Messaging Priorities “Priority 4”
Current Messaging Priorities
“Priority 4”

1.

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

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

Functional Status
Functional Status

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
Personnel
Personnel

55 th SB JBB 1 - UPAR

259 CSSB ? - UPAR

1-293 IN

?- UPAR

– JBB 1 - UPAR 259 CSSB ? - UPAR 1-293 IN ?- UPAR ESC Daily

ESC Daily SITREP

Bi-weekly NKE Report

Appoint UPARs in writing

Monthly UPAR report

Hometown radio partner

2 hometown radio interviews per month

Article / month on each LTAT partnership

Article / month on each special ISF partnership

2 articles per week on “priority 4”

4 stand-alone photos per week

Post 2 articles and 10 photos / week on DVIDS

AUG ‘08 Priority of Effort / Support SEP ‘08 OCT ‘08 NOV ‘08 DEC ‘08

AUG ‘08

Priority of Effort / Support

SEP ‘08

OCT ‘08

NOV ‘08

DEC ‘08

JAN ‘09

FEB ‘09 MAR ‘09

APR ‘09

MAY ‘09

JUN ‘09

JUL ‘09

AUG ‘09

SEP ‘08

16 th SB S.E. Main Effort 1 st SB Main Effort 10 th SB S.E.
16 th SB
S.E.
Main Effort
1 st SB
Main Effort
10 th SB
S.E.
7th SB
S.
E.
287th SB
S.
E.
371 st SB
S.
E.
321 st SB
S.
E.
55 th SB
S.
E.
304 th SB
S. E.
MPAD TOA #1
3x SB TOA
MPAD TOA #2
ESC TOA
Priority of Support:
Generate
Manning
Equipment Reporting Producing
Leads
DVIDS
Access UPARs COMREL
Media
Relations Marketing
WEB
55 th SB
371 st SB
7 th SB
16 th SB
1 st SB
Back Ups

Back Ups

Media Relations Timeline Objective: Support news media efforts by providing accurate, timely, balanced, credible coverage

Media Relations Timeline

Objective:

Support news media efforts by providing accurate, timely, balanced, credible coverage of the 3 rd ESC and its operations, while minimizing the possibility that media activities will disrupt the operation.

Return Ceremony

TOA

Key Tasks:

4 th of July

Identify and catalogue key media outlets and journalists Monitor and assess the perceptions of external audiences through access to civilian commercial news sources. Engage and build rapport with selected media outlets using low- investment engagements to build awareness and understanding

Target key large reach events for high and low-investment engagements.

Target and engage select media outlets for recurring partnerships

1-Year Update Graduations

Derby

MAR ‘09

APR ‘09

MAY ‘09

JUN ‘09

AUG ‘09

JUL ‘09

Mid-tour Update Inauguration Holidays Multiple TOA

FEB ‘09

JAN ‘09

5

Thanksgiving

DEC ‘08

Sustainer Strong

Presidential Elections

NOV ‘08

Provincial Elections

Return the Open Road Initial Community Update Women’s Equality Day

OCT ‘08

1

SEP ‘08

2

3

AUG ‘08

4 th of July

TOA

JUN ‘08

JUL ‘08

Initial Targeted Media

-Seattle -Louisville -Unit hometown print -Unit hometown radio -Installation media (print and broadcast)

4

Embeds Pentagon

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

Methods and Tactics

Community Relations Timeline Objective: Gain and maintain the trust, confidence, and active support of all

Community Relations Timeline

Objective:

Gain and maintain the trust, confidence, and active support of all the 3 rd ESC’s communities

TOA

Key Tasks:

1.
1.

Identify key stakeholder communities and develop contacts list

2. Engage and build rapport

with selected communities

4 th of July

1-Year Update Graduations

Derby

Hooray for Heroes

APR ‘09

MAY ‘09

JUN ‘09

AUG ‘09

JUL ‘09

3. Target key community engagement opportunities

4. Execute targeted community engagements using all

available technologies

Mid-tour Update

Super Bowl

Holidays

Multiple TOA

JAN ‘09

Thanksgiving

DEC ‘08

Sustainer Strong

NOV ‘08

4

Keeneland Family Day

OCT ‘08

Initial Community Update

SEP ‘08

3

4 th of July

TOA

AUG ‘08

1

2

JUN ‘08

JUL ‘08

Initial Targeted Communities:

-Fort Knox (locational) -Seattle (locational) -DoD Logistics (professional) -UofL, USMA, USAWC (educational) -UPS (business)

FEB ‘09

MAR ‘09

USAWC (educational) -UPS (business) FEB ‘09 MAR ‘09 Embeds Partnerships Conference Participation Educational

Embeds

Partnerships

Conference

Participation Educational programs

Speaker’s Bureau

Town Halls

Op-Ed

Unit Website

DVIDS Interviews

Hometown releases

Hometown phoners

Shouts Out

Methods and Tactics

Systems and Infrastructure Objective: Emplace key systems and PA infrastructure that enable accomplishment of community

Systems and Infrastructure

Objective:

Emplace key systems and PA infrastructure that enable accomplishment of community relations, media relations, and command information programs

Key Tasks:

TOA

Task organize to conduct team-based coverage Emplace system to communicate to higher and lower HQs (pre/post TOA) Emplace system to perform predictable mission planning

Emplace system for reliable distribution / marketing of products to internal

and external audiences in compliance with PAG and OPSEC Develop print, broadcast, and media engagement tracking systems Develop PA file sharing / archival system Build professional broadcast studio Develop town hall capability Build capability to host visiting media

Procure DVIDS, photo / video acquisition systems

Develop system to conduct routine media analysis Build and maintain unit website Build PAO continuity books / CONPLANS

AUG ‘09

MPAD TOA

JUL ‘09

JUN ‘09

MAY ‘09

APR ‘09

MAR ‘09

FEB ‘09

11

12

10

13

JAN ‘09

DEC ‘08

7

8

9

Websites

Procurement

11 12 10 13 JAN ‘09 DEC ‘08 7 8 9 Websites Procurement NOV ‘08 6

NOV ‘08

6

CONPLANS

Mission planning

MPAD TOA

OCT ‘08

4 5

Tracking systems Town Hall

SEP ‘08

3

setup

Communication

AUG ‘08

2

Construction / building upgrades

Continuity books

Media analysis

JUL ‘08

1

Distribution / marketing

TOA

JUN ‘08

File sharing / archives

Task organize

Systems and infrastructure projects