Strategic Communication Master ClassBrigadier Iain Harrison
Director STRATCOM Ops/Plans and Information Operations, Headquarters International Security Assistance Force
Overall Briefing Classification:NATO/ISAF UNCLASSIFIED
Agenda
• An ISAF theatre perspective of Strategic Communication– How we do it………..
• Topics– Strategic Challenges– Narrative formation– Environmental analysis– Public/stakeholder analysis– Framing the message– Strategic vision– Long range horizon scanning– Campaign planning– Synergy of influence activity
NATO/ISAF UNCLAS
Terminology (Aarrghh..!)(Strategic Challenges)
• Information Operations (US JP 3-13, AJP 3-10 and UK JDP 0-01.1):– The integrated employment of the core capabilities of EW, CNO, PSYOP, MILDEC and OPSEC in concert with specified supporting
and related capabilities to influence, disrupt, corrupt or usurp adversarial human and automated decision-making while protecting our own
– A military function to provide advice and coordination of military information activities in order to create desired effects on the will, understanding and capability of adversaries, potential adversaries and other NAC approved parties in support of Alliance mission objectives
– Coordinated actions undertaken to influence an adversary or potential adversary in support of political and military objectives by undermining his will, cohesion and decision making ability, through affecting his information, information based processes and systems while protecting one’s own decision makers and decision making processes
• PSYOPS/MISO (US JP1-02; MC 402; AJP 3-10 and UK JDP 0-01.1):– Planned operations to convey selected information and indicators to foreign audiences to influence their emotions, motives, objective
reasoning and ultimately behavior of foreign governments, organizations, groups and individuals. The purpose of PSYOP is to induce or reinforce behavior favorable to the originator’s objective.
– Planned psychological activities using methods of communications and other means directed to approved audiences in order to influence perceptions, attitudes and behaviour, affecting the achievement of political and military objectives
– Planned psychological operations that pursue objectives to gain the support and cooperation of supportive and neutral audiences and to reduce the will and the capacity of hostile or potentially hostile audiences to commit aggressive action, and contribute to crisis management and deterrence in support of diplomatic actions.
– Planned, culturally sensitive, truthful and attributable activities directed at approved target audiences within the joint operations area in order to achieve political and military objectives by influencing attitudes and behaviour.
• Influence (Draft FM 3-00 and JDP 3-40): – To effectively change attitudes, beliefs and ultimately behavior of foreign friendly, neutral, adversary and enemy audiences to support
operations– To affect the character or behaviour of someone or something
• Inform (Draft FM 3-00):– To provide information to domestic and foreign audiences to accurately describe operations
• Outreach: No doctrinal terms• STRATCOM (Various Sources)
– …the processes and efforts to understand and engage key audiences to create, strengthen or preserve conditions favourable to advance [our] interests and objectives
– A systematic series of sustained and coherent activities, conducted across strategic, operational and tactical levels, that enables understanding of target audiences, identifies effective conduits, and develops and promotes ideas and opinions through these conduits to promote and sustain particular types of behaviour
– In concert with other political and military actors and with higher headquarters, STRATCOM advances ISAF’s aims and objectives through the coordinated use of PA, PSYOPS, IO and KLE
Strategic Communication: Coordinated actions, messages, images, and other forms of signaling or engagement intended to inform, influence, or persuade…selected audiences in support of [……] objectives
Christopher Paul HASC Testimony
Information Operations (Function): A military function to provide advice and coordination of military information activities in order to create desired effects on the will, understanding and capability of adversaries, potential adversaries and other NAC approved parties in support of Alliance mission objectives AJP 3-10
Information Operations (Capabilities) – some or all of: The integrated employment of the core capabilities of EW, CNO, PSYOP, MILDEC and OPSEC in concert with specified supporting and related capabilities to influence, disrupt, corrupt or usurp adversarial human and automated decision-making while protecting our own ([US] JP 3-13)
Communication Mission
Plan, execute, and assess all communication efforts in order to…..• Increase public understanding of the role of:
– International Security Assistance Force (ISAF) and – Government of Islamic Republic of Afghanistan (GIRoA)
• Encourage the Afghan people to become more active in their own security, governance and development
• Counter insurgent propaganda
….influence the perceptions and behaviour of friendly, neutral and enemy audiences in support of ISAF objectives…
Horizontal and Vertical Integration(Strategic Challenges)
Including IO capabilitiesTheatre Level IOTheatre Level PA
Operational Level IOOperational Level PA
Tactical Level IOTactical Level PA
IJCNTM-A
Spec TFs
ISAF
RCsBdes
Including IO capabilities
Including IO capabilities
Theatre-StrategicPlans/Ops
OperationalPlans/Ops
TacticalPlans/Ops
Out of Theatre Military/Civilian “IO Organisations”
“Direct” “Act”
“Direct”“Act”
“Direct” “Act”
NATO (and Other)Narrative(s)
Communication Effects
STRATCOM Ops/Plans
Out of Theatre Military/Civilian PA Organisations”
The Capabilities(Strategic Challenges)
TraditionalCommunication
(Outreach)
Public Affairs(Media Ops)
“Firewall”
ISAF “Full Spectrum” Information Operations
STRATCOM or Communication or Information Activity or Etc, Etc, Etc
SpecialTechnical
Programmes
PhysicalDestruction
PSYOPSKey Leader
EngagementDeception
Posture,Profile andPresence
ComputerNetwork
Operations
NATO IO
ElectronicWarfare
OPSECInformation
SecurityCIMIC
PSYOPSKey Leader
EngagementDeception
Posture,Profile andPresence
ComputerNetwork
Operations
UK IO
SpecialCapabilities
Military Information
Support Operations(PSYOPS)
MilitaryDeception
ElectronicWarfare
Operational Security
ComputerNetwork
Operations(Cyber)
“US IO”
Key LeaderEngagement
HQ ISAF STRATCOM Structure and Linkages(Strategic Challenges)
COMISAF
Other DCOS
DCOS [STRAT]COM
DDCOS [STRAT]COM
Public Affairs Dir STRATCOM Ops/Plans & IO
IO Capabilities
MISO (PSYOPS) Task Force
Special Capabilities
Traditional Communication
STRATCOM Ops/Plans
STRATCOM Plans
(CJ5 link)
STRATCOM Ops
(CJ35/3 link)Assessments
DCOS Intelligence
DCOS Operations
DCOS Strategic
Partnering
Key Leader Engagement
[DCOS] Reintegration
[DCOS] Counter
Corruption
DCOMISAF COSISAF
ISAF
Spokesman
IO Cell “IO” Cell
NATO/ISAF UNCLAS
Operating Environment(Strategic Challenges)
• Challenges– Human terrain complexity
• Physical• Motivations, culture and narratives• Literacy
– Media penetration– Credible voices– Increasingly skeptical audiences– Information agility
• Atmospherics and Human Terrain Teams• Assessments and Media Monitoring
DCOS COMM
Ministers/Secretaries
MODs
CHoDs
Heads of State
Public
SNRs
NATO
NGOs
Kabul International Community
Regional Nations
Troop Contributing
Nations
US International Organisations
Afghan
* Business Leaders, Power Brokers, Tribal Elders,
Mullahs
Security Ministeries
EU
UNAMA
SACEUR / SHAPE
Other Govt Institutions
Key Figures*
Academics
PoA
Development Ministries
JFC-B
NAC (Brussels)
Ambassadors
Ambassadors
IOs
Western
US
Regional
Afghan
Academics/Think Tanks
HQ ISAF NTM-AIJC
JTF-435 RCs
Environmental Analysis:Audiences and Partners
Media
Media
Media
Media
Media
Media Media
Media
Media
Strategy-Based but Agile STRATCOM
NATO/ISAF UNCLAS
Routine PSYOPS SeriesShaping/Drumbeat Activity
Routine Media EngagementsShaping/Drumbeat Activity
Routine Key Leader EngagementShaping/Drumbeat Activity
Transition Tranche 2 Bonn ConferenceUS Drawdown
Op WHATEVER Op ANOTHER
ConsequenceManagement
Coherence, consistency, credibility
“A narrative is a statement of identity, cause and intent around which [ISAF] can unite. It must be convincing, transparent, adaptive and, above all, attractive.” Prof Paul Cornish
Key Guidelines:• Remain true to the core message & look at daily events within the
context of a long-term view.• Every ISAF action must link back to the narrative.• Must be adaptive: it tells us what to say, not necessarily how to say it.• Must be convincing and intrinsically believable to every target audience.• Therefore it must be accurate and true as well as factual.• Must be simple and transparent.
Key planning steps:• Identify key Target Audiences whose decisions matter for mission success.• Conditions ID must resonate with Target Audiences.• Action steps must make logical sense – to TA.• The benefits must be valuable and attractive – to TA.
Main Action Step
The Benefits: Why should the
audience go along? What’s in it for them?
Main Action Step
Main Action StepIdentify the Opportunity:
Where we offer hope
Target Audience (TA):• International Community
- Troop Contributing Nations- Individual Nations’ Public
• GIRoA & Key Afghan Leaders• ANSF• TBSL & low level INS• Neighbouring States• Local Afghan populace
Conditions ID:Must resonate
with TA
The big idea
The ISAF Narrative StructureOne narrative to drive all communication efforts
Thirty years of struggle for the Afghan people Years of conflict and war destroyed the fabric of Afghan society and shattered its social institutions. It turned Afghan against Afghan; a misguided few against the peaceful, non-violent ways of the many. But after 10 years of international assistance, things are now changing.
Afghanistan is moving
forward Now is the time for GIRoA and its security forces to build a better and more prosperous future for Afghanistan, and bring hope to its people. They have begun the process of Inteqal (Transition) under which the Afghan people will see their police and their army ensuring their security in their own country under the control of their government.
Those who fight against the Afghan Government and people have a choice
For peace to prevail, the insurgents - the enemies of peace - must choose to end their violent, extremist ways. The Afghan Peace & Reintegration Programme (APRP) provides local fighters the choice to rejoin their families and communities, and to work alongside all Afghans for a peaceful and more prosperous future.If they chose to fight, they will face unrelenting pressure.
We will continue to support GIRoA & the ANSF Afghans welcome Inteqal and accept that for now our support and assistance is needed. They can be confident that we will assist and support their government and their security forces to build and develop their capacity and effectiveness. Our support will continue until GIRoA and the ANSF are able to secure Afghanistan’s future and bring hope of greater prosperity to its people.
Our role is changing, but our commitment will endure
By the time Transition is complete our role will change from combat operations to support, based on a shared commitment to peace and stability. This will mark the start of a renewed relationship with the people of Afghanistan, and one which will endure for as long as it is needed.
A Pathway to Stability, Peace &
Prosperity The international community’s wish is to see an Afghan government that is able to provide for its people’s security, serve its people’s interests well, and offer all Afghans a more hopeful and prosperous future. Afghanistan will never again be a safe haven for terrorists.
Stability, Peace
& Prosperity
Campaign Themes: PRESSURE - ANSF GROWTH - TRANSITION - PARTNERSHIP
Conditions ID Opportunity Action Steps The Benefits
Target Audience (TA):• International Community
- Troop Contributing Nations- Individual Nations’ Public
• GIRoA & Key Afghan Leaders• ANSF• TBSL & low level INS• Neighbouring States• Local Afghan populace
The ISAF NarrativeOne narrative to drive all communication efforts
COMISAF OPLAN Revision 6
The ISAF Narrative
“A narrative is a statement of identity, cause and intent around which [ISAF] can unite. It must be convincing, transparent, adaptive and, above all, attractive.”
One narrative to drive all communication efforts.
Thirty years of struggle for the Afghan people
Years of conflict and war destroyed the fabric of Afghan society and shattered its social institutions. It turned Afghan against Afghan; a misguided few against the peaceful, non-violent ways of the many. But after 10 years of international assistance, things are now changing.
Afghanistan is moving forward
Now is the time for GIRoA and its security forces to build a better and more prosperous future for Afghanistan, and bring hope to its people. They have begun the process of Inteqal(Transition) under which the Afghan people will see their police and their army ensuring their security in their own country under the control of their government.
Those who fight against the Afghan Government and people have a choice
For peace to prevail, the insurgents - the enemies of peace - must choose to end their violent, extremist ways. The Afghan Peace & Reintegration Programme (APRP) provides local fighters the choice to rejoin their families and communities, and to work alongside all Afghans for a peaceful and more prosperous future.If they chose to fight, they will face unrelenting pressure.
We will continue to support GIRoA & the ANSF Afghans welcome Inteqal and accept that for now our support and assistance is needed. They can be confident that we will assist and support their government and their security forces to build and develop their capacity and effectiveness. Our support will continue until GIRoA and the ANSF are able to secure Afghanistan’s future and bring hope of greater prosperity to its people.
Our role is changing, but our commitment will endure
By the time Transition is complete our role will change from combat operations to support, based on a shared commitment to peace and stability. This will mark the start of a renewed relationship with the people of Afghanistan, and one which will endure for as long as it is needed.
A Pathway to Stability, Peace &
ProsperityThe international community’s wish is to see an Afghan government that is able to provide for its people’s security, serve its people’s interests well, and offer all Afghans a more hopeful and prosperous future. Afghanistan will never again be a safe haven for terrorists.
Stability, Peace
& Prosperity
“The challenge is to craft strategic communications to reinforce the narrative.”
Joint Doctrine Note 1/11 Strategic Communication: The Defence Contribution
Afghan National Security Forces
Unity of Effort
Transition
Pressuring the Enemy
Communication Strategy Framework
Emphasis of Effects Objectives
E5: Afghans are PERSUADED that Transition is a positive step for AfghanistanE5: Afghans are PERSUADED that Transition is a positive step for Afghanistan
E6: Afghans are PERSUADED that GIRoA offers the best way forward for stability, peace & prosperityE6: Afghans are PERSUADED that GIRoA offers the best way forward for stability, peace & prosperity
E1: INS ability to influence the population is DIMINISHEDE1: INS ability to influence the population is DIMINISHED
Promote Reconciliation EffortsPromote Reconciliation EffortsPromote Reconciliation EffortsE2: INS morale and cohesion are UNDERMINEDE2: INS morale and cohesion are UNDERMINED
E8: Afghans confidence in ANSF capabilities is INCREASEDE8: Afghans confidence in ANSF capabilities is INCREASED
E11: IC support for ISAF / NATO mission is MAINTAINED E11: IC support for ISAF / NATO mission is MAINTAINED
E12: Afghans are PERSUADED of the long term commitment of the ICE12: Afghans are PERSUADED of the long term commitment of the IC
E3: Afghans support for the INS is DIMINISHEDE3: Afghans support for the INS is DIMINISHED
E10: Afghans sense of security is ENHANCEDE10: Afghans sense of security is ENHANCED
E9: Afghans willingness to cooperate with ANSF INCREASEDE9: Afghans willingness to cooperate with ANSF INCREASED
E7: Malign influences are DE-LEGITIMISED and ISOLATEDE7: Malign influences are DE-LEGITIMISED and ISOLATED
O1. Eliminate effectiveness of INS propagandaO2. Degrade INS willingness to continue insurgencyO3. Afghans understand the benefits of TransitionO4. Afghans perceive GIRoA offers the best hope for
the future of AfghanistanO5. Criminal actors and CPNs are unable to influence
legitimate governance & undermine RoLO6. Afghans perceive the ANSF as legitimate &
capableO7. Afghans perceive their daily life to be safe &
have confidence in their future safetyO8. IC continued to support the NATO mission
beyond 2014O9. Afghans have confidence in the IC’s long term
commitment to Afghanistan
O1. Eliminate effectiveness of INS propagandaO2. Degrade INS willingness to continue insurgencyO3. Afghans understand the benefits of TransitionO4. Afghans perceive GIRoA offers the best hope for
the future of AfghanistanO5. Criminal actors and CPNs are unable to influence
legitimate governance & undermine RoLO6. Afghans perceive the ANSF as legitimate &
capableO7. Afghans perceive their daily life to be safe &
have confidence in their future safetyO8. IC continued to support the NATO mission
beyond 2014O9. Afghans have confidence in the IC’s long term
commitment to Afghanistan
O1 O2
O3 O4
O5
O6 O7
O8
O9
E4: Afghans support for APRP is INCREASEDE4: Afghans support for APRP is INCREASED
PH1: Expand Security around Kabul & Kandahar-Helmand
PH 2: Secure the approaches and connect Kabul to Kandahar
PH 3: Strategic Partnership and Safehaven Denial
DP DP
ISAF NARRATIVE – “A Pathway to Stability, Peace & Prosperity”
From Narrative to Strategy to Action
Afghan National Security Forces
Unity of Effort
Transition
Pressuring the Enemy
Communication Strategy
Emphasis of Effects
E5: Afghans understand the benefits of Transition
E6: Afghans perceive GIRoA offers the best hope for the future of Afghanistan
E1: INS ability to influence the population is diminished
Promote Reconciliation EffortsE2: INS morale and cohesion are undermined
E8: Afghans perceive the ANSF as legitimate & capable
E11: IC continues to support the NATO mission beyond 2014
E12: Afghans have confidence in the IC’s long term commitment to Afghanistan
E3: Afghans support for the INS is diminished
E10: Afghans perceive their daily life to be safe & have confidence in their future safety
E9: Afghans support the ANSF
E7: Criminal actors and CPNs are unable to influence significantly legitimate governance & undermine RoL
O1 O2
O3 O4
O5
O6 O7
O8
O9
E4: Afghans support APRP
PH1: ISAF-led expansion of security, governance and development
PH 2: GIRoA/ANSF led expansion of security,
governance and development
PH 3: Strategic Partnership and Safehaven Denial
ISAF NARRATIVE – “A Pathway to Stability, Peace & Prosperity”
Strategy-Based PSYOPS
NATO/ISAF UNCLAS
LOO 1
LOO 2
LOO 3
LOO 4
LOO 5
LOO 6
Protect the Population
Develop the ANSF
Neutralise INS Networks
Neutralise CPN
Support Legitimate
Governance
Support Sustainable
Socio-Econ Dev
Theatre Strategic Operational Tactical
Afghan Local Police
Highlighting Insurgent Atrocity
Guardians of Peace
Countering Narcotics
Countering Narcotics
Countering Narcotics
Civic Awareness
Afghan Local Police
Building the Future
Building the Future
Building the Future
Countering Propaganda
Countering Propaganda
Countering Propaganda
Counter Command
ANSF Professionalism and Capability
Promote Reintegration
Civic Awareness Civic AwarenessCivic Duty
Civic DutyPromotion of
Specific Trades
National Unity
Governance Awareness
Promote Reintegration
Promote Reintegration
Highlighting Insurgent Atrocity
Highlighting Insurgent Atrocity
Sow Seeds of Doubt
Sow Seeds of Doubt
Sow Seeds of Doubt
Countering Corruption
Countering Corruption
Public Safety Tips Lines
Public Safety
Public Safety
and….not forgetting the Bad Guys
NATO/ISAF UNCLAS
UndermineMorale
ExploitFissures
Seize the NarrativeInitiative
CounterPropaganda
DisruptSupply
Networks
DisruptWider
Support
STRATCOM PlanningThreats and Opportunities
NATO/ISAF UNCLAS
2011 2012
Oct Nov Dec Jan Feb Mar Apr May Jun Jul
Istanbul Conference
Transition Tranche 2 Announcement
World Bank Report
10th Anniversary Kabul Liberation Chicago Summit
Bonn Conference
10th Anniversary Kandahar Liberation
Transition Tranche 2 Starts
Transition Tranche 3 Announcement
10th Anniversary UNSCR
COMISAF Congressional Testimony
ISAF Defence Ministers
NGO ReportsThe ISAF Narrative
“A narrative is a statement of identity, cause and intent around which [ISAF] can unite. It must be convincing, transparent, adaptive and, above all, attractive.”
One narrative to drive all communication efforts.
Thirty years of struggle for the Afghan people
Years of conflict and war destroyed the fabric of Afghan society and shattered its social institutions. It turned Afghan against Afghan; a misguided few against the peaceful, non-violent ways of the many. But after 10 years of international assistance, things are now changing.
Afghanistan is moving forward
Now is the time for GIRoA and its security forces to build a better and more prosperous future for Afghanistan, and bring hope to its people. They have begun the process of Inteqal(Transition) under which the Afghan people will see their police and their army ensuring their security in their own country under the control of their government.
Those who fight against the Afghan Government and people have a choice
For peace to prevail, the insurgents - the enemies of peace - must choose to end their violent, extremist ways. The Afghan Peace & Reintegration Programme (APRP) provides local fighters the choice to rejoin their families and communities, and to work alongside all Afghans for a peaceful and more prosperous future.If they chose to fight, they will face unrelenting pressure.
We will continue to support GIRoA & the ANSF Afghans welcome Inteqal and accept that for now our support and assistance is needed. They can be confident that we will assist and support their government and their security forces to build and develop their capacity and effectiveness. Our support will continue until GIRoA and the ANSF are able to secure Afghanistan’s future and bring hope of greater prosperity to its people.
Our role is changing, but our commitment will endure
By the time Transition is complete our role will change from combat operations to support, based on a shared commitment to peace and stability. This will mark the start of a renewed relationship with the people of Afghanistan, and one which will endure for as long as it is needed.
A Pathway to Stability, Peace &
ProsperityThe international community’s wish is to see an Afghan government that is able to provide for its people’s security, serve its people’s interests well, and offer all Afghans a more hopeful and prosperous future. Afghanistan will never again be a safe haven for terrorists.
Stability, Peace
& Prosperity
Afghan National Security Forces
Unity of Effort
Transition
Pressuring the Enemy
Communication Strategy Framework
Emphasis of Effects Objectives
E5: Afghans are PERSUADED that Transition is a positive step for AfghanistanE5: Afghans are PERSUADED that Transition is a positive step for Afghanistan
E6: Afghans are PERSUADED that GIRoA offers the best way forward for stability, peace & prosperityE6: Afghans are PERSUADED that GIRoA offers the best way forward for stability, peace & prosperity
E1: INS ability to influence the population is DIMINISHEDE1: INS ability to influence the population is DIMINISHED
Promote Reconciliation EffortsPromote Reconciliation EffortsPromote Reconciliation EffortsE2: INS morale and cohesion are UNDERMINEDE2: INS morale and cohesion are UNDERMINED
E8: Afghans confidence in ANSF capabilities is INCREASEDE8: Afghans confidence in ANSF capabilities is INCREASED
E11: IC support for ISAF / NATO mission is MAINTAINED E11: IC support for ISAF / NATO mission is MAINTAINED
E12: Afghans are PERSUADED of the long term commitment of the ICE12: Afghans are PERSUADED of the long term commitment of the IC
E3: Afghans support for the INS is DIMINISHEDE3: Afghans support for the INS is DIMINISHED
E10: Afghans sense of security is ENHANCEDE10: Afghans sense of security is ENHANCED
E9: Afghans willingness to cooperate with ANSF INCREASEDE9: Afghans willingness to cooperate with ANSF INCREASED
E7: Malign influences are DE-LEGITIMISED and ISOLATEDE7: Malign influences are DE-LEGITIMISED and ISOLATED
O1. Eliminate effectiveness of INS propagandaO2. Degrade INS willingness to continue insurgencyO3. Afghans understand the benefits of TransitionO4. Afghans perceive GIRoA offers the best hope for
the future of AfghanistanO5. Criminal actors and CPNs are unable to influence
legitimate governance & undermine RoLO6. Afghans perceive the ANSF as legitimate &
capableO7. Afghans perceive their daily life to be safe &
have confidence in their future safetyO8. IC continued to support the NATO mission
beyond 2014O9. Afghans have confidence in the IC’s long term
commitment to Afghanistan
O1. Eliminate effectiveness of INS propagandaO2. Degrade INS willingness to continue insurgencyO3. Afghans understand the benefits of TransitionO4. Afghans perceive GIRoA offers the best hope for
the future of AfghanistanO5. Criminal actors and CPNs are unable to influence
legitimate governance & undermine RoLO6. Afghans perceive the ANSF as legitimate &
capableO7. Afghans perceive their daily life to be safe &
have confidence in their future safetyO8. IC continued to support the NATO mission
beyond 2014O9. Afghans have confidence in the IC’s long term
commitment to Afghanistan
O1 O2
O3 O4
O5
O6 O7
O8
O9
E4: Afghans support for APRP is INCREASEDE4: Afghans support for APRP is INCREASED
PH1: Expand Security around Kabul & Kandahar-Helmand
PH 2: Secure the approaches and connect Kabul to Kandahar
PH 3: Strategic Partnership and Safehaven Denial
DP DP
ISAF NARRATIVE – “A Pathway to Stability, Peace & Prosperity”
Messages for emphasis/key effects • Enduring partnership – enemies have a choice and can’t wait us out• Opportunity 10 years on• Regional dialogue
Eid al Adha/Reintegration Surge
ISAF STRATCOM/IO Action Worksheet: Aftermath of Rabbani’s AssassinationBackground
On 20 Sep 11, Professor Rabbani, Chairman of the High Peace Council and former President of Afghanistan (PoA), was killed in a suicide attack that also wounded Minister Estanekzai. As a result, Government of the Islamic Republic of Afghanistan(GIRoA) declared a three-day mourning period, ending on 23 Sep 11. GEN Allen’s initial guidance was to amplify PoA’s message and highlight that “now is the time to reintegrate and join the future of Afghanistan”.
ISAF Core Narrative Linkage
Those who fight against the Afghan Government and people have a choice. For peace to prevail, the insurgents - the enemies of peace - must choose to end their violent, extremist ways. Our International Security Assistance Force (ISAF) support will continue until GIRoA and the ANSF are able to secure Afghanistan’s future and bring hope of greater prosperity to its people. Afghanistan will never again be a safe haven for terrorists.
Objectives • Ensure unity of effort and communication between ISAF and GIRoA• Promote a proactive communication posture among GIRoA security ministry communication channels
Target Audiences
• Insurgents• Afghan population• International Community• Afghan Key Communicators
STRATCOM Effects
• The Afghan population rejects the insurgency and dismisses their actions as desperate and pointless attacks on peace and stability.• The insurgents perceived cost of fighting Afghan and/or ISAF security forces to reach their goals far outweighs the benefits of reintegrating into Afghan society.• GIRoA leads in reinforcing PoA’s message and communicating on the themes of transition, reintegration, and peace.
Key Messages (Consolidated Talking Points)
• While tragic and while a set-back, this event should unite all Afghans in their resolve for peace, their intolerance for violence, and their commitment to a stable and prosperous Afghanistan. COMISAF• The attacks cannot stop the transition process from taking place and cannot affect, but rather will embolden, the Afghan people’s determination to take responsibility for their country’s own affairs. PoA• Now is the time to reintegrate and become part of the future of Afghanistan.• The insurgent assassination campaign is not the answer to a peaceful and prosperous Afghanistan.• The failure of operation Al Badr is pressuring the insurgents into desperate measures that are counterproductive to their goals.• Insurgent violence against the People of Afghanistan must not continue.
Tasks
• All Public Affairs (PA) and Spokesmen: Amplify GIRoA’s messages of transition, reintegration, and peace. Inform the Afghan populace that the insurgents have the option of reintegration.• ISAF and IJC IO : Highlight the themes of reintegration and peace IOT reinforce GIRoA’s message. Reinforce the message of ISAF’s enduring commitment to GIRoA for a peaceful and prosperous Afghanistan.• HQ ISAF International Security Assistance Force Joint Command (IJC) and NTM-A KLE: Emphasize ISAF’s enduring commitment to support GIRoA. Persuade Afghan leadership to be more proactive about promoting peace and reintegration.• HQ ISAF Traditional Communication (TRADCOMM) and IJC/RC Equivalents: Persuade tribal, religious and youth leadership to be more proactive about promoting peace and reintegration.• HQ ISAF Government Media and Information Center (GMIC) LNOs: Encourage Afghans to be more proactive in communicating the context of INS actions - emphasizing the importance of the Afghan public’s perception of such actions; coordinate and synchronize ISAF and GIRoA communication efforts where possible.• HQ ISAF, IJC and Ministry Partners: Conduct engagements to have Ministers communicate messages of Afghan National Security Force (ANSF) success, ISAF enduring commitment to the population and to be more proactive about promoting peace and reintegration.
Date Tue 20 Sep Wed 21 Sep Thu 22 Sep Fri 23 Sep Sat 24 Sep Sun 25 Sep Mon 26 Sep Tue 27 Sep
Key Event Suicide Attack Kills Prof Rabbani
PoA Speech on Rabbani’s Death
Rabbani’s Funeral &
Friday Prayers
Afghan Activity
ISAF and IC Key Activity
Other ISAF Activity
Synchronisation:
PSYOPS Shaping Activity (CJPOTF)
Disrupt INS Propaganda Efforts– INS leaders exploit combatants and cadre from safe havens in PAK
Targeted Reintegration Efforts
International condemnations
COMISAFStatement
President Karzai’sSpeech
ISAF/SCR Press Conference
Sporadic ProtestsDenouncing Death
Key ISAF personnel attend funeral
Key leadersstatements
Consolidated ISAF Talking Points Issued to ISAF and GMIC
PA: RTQ, interviews and backgrounders
PSYOPS: Radio audio products (PRN) via CJPOTF
NATO Media Tour to 30 Sep
RTQ – Response to QueryPRN – PSYOPS Radio Network (CJPOTF)
Senior Leader KLE
Tribal/Religious/Youth KLE Tribal/Religious/Youth Leaders KLE
Ministry Partner Engagement IJC/NTM-A Engagement with Ministry Partners
PSYOPS: Audio/Video Products Development/Dissemination
DCOS COMM LNOs ISAF/GIRoA Comm Synch
National Days of Mourning
PA: new media engagements
Some Reflections
• Concept/Doctrine: Effects v “Communicating”– Terminology.....! – HQ structure – STRATCOM Directorates…?– DCOS STRATCOM’s background– JOA authorities and leveraging Regional Effects– Contracted support – from the outset
• More challenges…..– Conflict fatigue and credibility– Afghan Sovereignty
• “Non-traditional” communication means– TRADCOMM– Youth sports strategy– Youth and other outreach
• Linking outreach with influence efforts• The Key to the Future: Working with the Afghan
Government
STRATCOM / Info Ops – My Top Ten
• Needs to be Command led• Centrality of the Narrative• The Simplicity Imperative• Consistency • Research – breadth and depth • Horizontal and vertical Coherence (coordination)• Indivisibility of the information environment• Dialogue – not monologue/broadcast• Timing and Tempo – first with the truth and
variation of pace• Assessment – a little and often: science and art
NATO/ISAF UNCLAS
Questions?