Transcript MEDIA OPERATIONS CENTRE [MOC] PRESS AND MEDIA

Public Diplomacy/
Strategic
Communications
Eric Povel,
Strategic Communications
Coordinator,
NATO HQ, Public Diplomacy Division
April 2012
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
TOPICS:
1.
2.
3.
4.
5.
6.
7.
Public Diplomacy: who, what, how?
Why Strategic Communications (StratCom)?
Why StratCom at NATO?
NATO StratCom Characteristics
Libya Example
StratCom Challenges
Conclusions
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
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.
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
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.
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
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.”
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
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.
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
KEY PUBLIC DIPLOMACY PILLARS
People-to-people
engagement in
Allied and
Partner countries
Mass
communications
and branding
24h media
operations
long-term impact
mid-term impact
short-term impact
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
SG /
Joint
Planning
Calendar
ASG
approves
all other
stories and
products
NITV, web,
multimedia
planning
Editorial
Board
Meetings
News/press
planning
Weekly
Coordination
Meetings
Spokesperson
approves
all newsrelevant
stories and
products
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
Secretary General
ASG Public Diplomacy Division
DASG Public Diplomacy Division
Spokesperson
StratCom Cell
Executive Officer
Press & Media
Service
Communication
Directorate
Engagement
Directorate
Divisional
Support
Deputy Spokesperson
Head: SM
Head: GN
Editor-in-Chief
Head: MD
Head: AC
Executive Officer
MOC
Speechwriters
NIO
Kyiv Office
Visit Unit
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
The need for Strategic Communications
Our Motto:
Be good and tell it!
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
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)
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
NATO Strasbourg/Kehl Summit 2009:
“Increasingly important that the Alliance
communicates 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”.
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
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.
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
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”.
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
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.
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
WHY NEED FOR STRATCOM?
3.
4.
5.
Political Ambiguities - coalition like NATO! – impact on
clarity of messages and speed of decision-making;
bureaucracies slow to adapt;
Chance tactical events to have strategic impact
increased exponentially (Sarkozy announcement early
FRA withdrawal from AFG after 4 FRA killed by ANA);
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).
STRATEGIC COMMUNICATION CELL
Work with Source
Pakistan
InternationalDIVISION
Info Ops
NATO
PUBLIC
DIPLOMACY
Countries
Engagement
Credible Voices Strategic
Communication
Kinetics
Insurgent Needs
INS Senior Leader
Weapons
Guidance
Counter-Terrorist
Force Ops
Conventional
Force Ops
Afg Conventional &
Special Forces Ops
Haqqani
Foreign Network
Fighters
Safe
Havens
Afghan Local Police
Reintegration
Governance
Inclusivity/
Transparency/
Anti-Corruption
Jobs Programs
Economic Development
Non-kinetics
Money
Taliban
Other
Groups
Education
Command
and Control
Basic Services
Rule of Law
Ideology
Popular
Support
Reconciliation
Politics
Border Crossing Point
Improvements
Counterinsurgency
in Detention Facilities
Rehabilitation
of Detainees
Detainee
Ops
Transparency & Counter-Narcotics
Release Shuras
Task Forces
Biometrics
Intel, Surveillance,
Intelligence & Recon Platforms
18
Intel Fusion
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
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
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
STRATCOM 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
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
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PRINCIPLES
Accuracy, clarity and timeliness
Consistency and coherence
Active engagement/dialogue/”listen”
Credibility
Effectiveness
Multiplicity/Repetition
Solicit views and adapt
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
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.
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
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; longterm, unlike day-to-day media ops/PA;
4. A Process/Mindset/Philosophy; but needs
some capability to coordinate, manage, train,
educate;
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
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.
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
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!
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
Libya StratCom Context in Execution phase:
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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 COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
Strategic Communications Challenges
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
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”;
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
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!
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
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
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
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!
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
QUESTIONS?
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
Backup slides
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NATO PUBLIC DIPLOMACY DIVISION
6. Case Study: Libya
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
SHAPE StratCom Definition:
In cooperation with NATO HQ, the coordinated, 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.
STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISION
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.
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NATO PUBLIC DIPLOMACY DIVISION
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.