Transcript ISAF – Challenges of Strategy & Narrative

Strategic Communication Master Class
Brigadier 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: Operations
No doctrinal terms(Capabilities) – some or all of: The integrated employment of the core
Information
•
STRATCOM
(Various
Sources)
capabilities
of EW,
CNO,
PSYOP, MILDEC and OPSEC in concert with specified supporting and related
–
…the processes and efforts to understand and engage key audiences to create, strengthen or preserve conditions favourable to
capabilities
to influence, disrupt, corrupt or usurp adversarial human and automated decision-making while
advance [our] interests and objectives
protecting
own series of sustained and coherent activities, conducted across strategic, operational and tactical levels, that
([US]
JP 3–
Aour
systematic
enables
understanding of target audiences, identifies effective conduits, and develops and promotes ideas and opinions through these conduits
13)
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
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)
NATO (and Other)
Narrative(s)
Out of Theatre Military/
Civilian PA Organisations”
Out of Theatre Military/
Civilian “IO Organisations”
STRATCOM
Ops/Plans
Theatre-Strategic
Plans/Ops
Theatre Level PA
Theatre Level IO
ISAF
Including IO capabilities
“Act”
“Direct”
Communication Effects
Operational
Plans/Ops
Operational Level PA
IJC
NTM-A
Spec TFs
Operational Level IO
“Act”
“Direct”
Tactical
Plans/Ops
Tactical Level PA
RCs
Bdes
“Direct”
Including IO capabilities
Tactical Level IO
Including IO capabilities
“Act”
The Capabilities
(Strategic Challenges)
STRATCOM or Communication or Information Activity or Etc, Etc, Etc
“Firewall”
“US IO”
Key Leader
Engagement
Public Affairs
(Media Ops)
Traditional
Communication
(Outreach)
Military
Information
Support
Operations
(PSYOPS)
Military
Deception
Electronic
Warfare
Operational
Security
Computer
Network
Operations
(Cyber)
Special
Technical
Programmes
ISAF “Full Spectrum” Information Operations
UK IO
Key Leader
Engagement
PSYOPS
Deception
Posture,
Profile and
Presence
Computer
Network
Operations
Special
Capabilities
NATO IO
PSYOPS
Posture,
Profile and
Presence
OPSEC
Information
Security
Deception
Electronic
Warfare
Physical
Destruction
Key Leader
Engagement
Computer
Network
Operations
CIMIC
HQ ISAF STRATCOM Structure and Linkages
(Strategic Challenges)
COMISAF
DCOMISAF
COSISAF
ISAF
Spokesman
Other
DCOS
DCOS
[STRAT]COM
DCOS
Intelligence
DCOS
Operations
Key Leader
Engagement
DDCOS
[STRAT]COM
Public Affairs
Dir STRATCOM
Ops/Plans & IO
IO
Capabilities
MISO
(PSYOPS)
Task Force
Special
Capabilities
DCOS
Strategic
Partnering
STRATCOM
Ops/Plans
Traditional
Communication
STRATCOM
Plans
(CJ5 link)
STRATCOM
Ops
(CJ35/3 link)
NATO/ISAF UNCLAS
Assessments
[DCOS]
Reintegration
IO Cell
[DCOS]
Counter
Corruption
“IO” Cell
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
Environmental Analysis:
Audiences and Partners
PoA
NAC
(Brussels)
Key Figures*
Other Govt
Institutions
Academics
Security
Ministeries
JFC-B
Afghan
Regional
Western
Development
Ministries
Afghan
US
SACEUR /
SHAPE
NATO
Public
Media
Troop
Contributing
Nations
Heads of
State
Media
IOs
Media
Media
DCOS COMM
Media
Media
Kabul
International
Community
Ambassadors
Media
Ambassadors
US
Media
Media
Ministers/S
ecretaries
International
Organisations
Regional Nations
UNAMA
EU
NGOs
HQ ISAF IJC NTM-A
MODs
JTF-435
CHoDs
SNRs
Academics/Th
ink Tanks
RCs
* Business Leaders, Power
Brokers, Tribal Elders,
Mullahs
Strategy-Based but Agile STRATCOM
Coherence, consistency, credibility
Transition Tranche 2
Bonn Conference
US Drawdown
Op WHATEVER
Op ANOTHER
Consequence
Management
Routine Key Leader Engagement
Shaping/Drumbeat Activity
Routine PSYOPS Series
Shaping/Drumbeat Activity
Routine Media Engagements
Shaping/Drumbeat Activity
NATO/ISAF UNCLAS
The ISAF Narrative Structure
One narrative to drive all communication efforts
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
Main Action Step
Identify the Opportunity:
Where we offer hope
The big idea
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
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.
“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
The ISAF Narrative
One narrative to drive all communication efforts
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
Stability,
Peace
& Prosperity
Those who fight against the Afghan Government
and people have a choice
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.
Conditions ID
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.
Opportunity
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.
Action Steps
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.
The Benefits
Campaign Themes: PRESSURE - ANSF GROWTH - TRANSITION - PARTNERSHIP
From Narrative to Strategy to Action
The ISAF Narrative
One narrative to drive all communication efforts.
“The challenge is to craft strategic communications to
reinforce the narrative.”
Stability,
Peace
& Prosperity
Those who fight against the Afghan Government
and people have a choice
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.
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
Joint Doctrine Note 1/11
Strategic Communication: The Defence Contribution
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.
“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.”
Communication Strategy Framework
ISAF NARRATIVE – “A Pathway to Stability, Peace & Prosperity”
PH1: Expand Security around Kabul &
Kandahar-Helmand
PH 3: Strategic Partnership and
Safehaven Denial
PH 2: Secure the approaches and
connect Kabul to Kandahar
DP
DP
O1
O2
Objectives
Emphasis of Effects
Pressuring the Enemy
COMISAF OPLAN Revision 6
E1:
E1:INS
INSability
abilityto
toinfluence
influencethe
thepopulation
populationisisDIMINISHED
DIMINISHED
E2:
E2:INS
INSmorale
moraleand
andcohesion
cohesionare
areUNDERMINED
UNDERMINED
Promote
PromoteReconciliation
Reconciliation Efforts
Efforts
E3:
E3:Afghans
Afghanssupport
supportfor
for the
theINS
INSisisDIMINISHED
DIMINISHED
E4:
E4:Afghans
Afghanssupport
supportfor
forAPRP
APRPisisINCREASED
INCREASED
Transition
O3
O4
E5:
E5:Afghans
Afghansare
arePERSUADED
PERSUADEDthat
thatTransition
Transitionisisaa positive
positivestep
stepfor
forAfghanistan
Afghanistan
O1.
O1. Eliminate
Eliminateeffectiveness
effectivenessof
ofINS
INSpropaganda
propaganda
O2.
O2. Degrade
DegradeINS
INSwillingness
willingnessto
tocontinue
continueinsurgency
insurgency
O3.
O3. Afghans
Afghansunderstand
understandthe
thebenefits
benefitsof
ofTransition
Transition
O4.
O4. Afghans
Afghansperceive
perceiveGIRoA
GIRoAoffers
offersthe
thebest
besthope
hopefor
for
the
thefuture
futureof
ofAfghanistan
Afghanistan
O5.
O5. Criminal
Criminalactors
actorsand
andCPNs
CPNsare
areunable
unableto
toinfluence
influence
legitimate
governance
&
undermine
RoL
legitimate governance & undermine RoL
O6.
O6. Afghans
Afghansperceive
perceivethe
theANSF
ANSFas
aslegitimate
legitimate&&
capable
capable
O7.
O7. Afghans
Afghansperceive
perceivetheir
theirdaily
dailylife
lifeto
tobe
besafe
safe&&
have
haveconfidence
confidencein
intheir
theirfuture
futuresafety
safety
O8.
O8. IC
ICcontinued
continuedto
tosupport
supportthe
theNATO
NATOmission
mission
beyond
beyond2014
2014
O9.
O9. Afghans
Afghanshave
haveconfidence
confidencein
inthe
theIC’s
IC’slong
longterm
term
commitment
commitmentto
toAfghanistan
Afghanistan
E6:
E6:Afghans
Afghansare
arePERSUADED
PERSUADEDthat
thatGIRoA
GIRoAoffers
offersthe
thebest
bestway
wayforward
forward for
forstability,
stability,peace
peace&& prosperity
prosperity
O5
E7:
E7:Malign
Maligninfluences
influencesare
areDE-LEGITIMISED
DE-LEGITIMISEDand
andISOLATED
ISOLATED
Afghan National Security Forces
O6
O7
E8:
E8:Afghans
Afghansconfidence
confidencein
inANSF
ANSFcapabilities
capabilitiesisisINCREASED
INCREASED
E9:
E9:Afghans
Afghanswillingness
willingnessto
tocooperate
cooperatewith
withANSF
ANSFINCREASED
INCREASED
E10:
E10:Afghans
Afghanssense
senseof
ofsecurity
securityisisENHANCED
ENHANCED
Unity of Effort
O8
E11:
E11:IC
ICsupport
supportfor
forISAF
ISAF//NATO
NATOmission
missionisisMAINTAINED
MAINTAINED
E12:
E12:Afghans
Afghansare
arePERSUADED
PERSUADEDof
ofthe
thelong
longterm
termcommitment
commitmentof
ofthe
theIC
IC
O9
Communication Strategy
ISAF NARRATIVE – “A Pathway to Stability, Peace & Prosperity”
PH 2: GIRoA/ANSF led
expansion of security,
governance and development
PH1: ISAF-led expansion of security,
governance and development
PH 3: Strategic Partnership
and Safehaven Denial
Emphasis of Effects
Pressuring the Enemy
O1
O2
E1: INS ability to influence the population is diminished
E2: INS morale and cohesion are undermined
Promote Reconciliation Efforts
E3: Afghans support for the INS is diminished
E4: Afghans support APRP
Transition
O3
O4
E5: Afghans understand the benefits of Transition
E6: Afghans perceive GIRoA offers the best hope for the future of Afghanistan
E7: Criminal actors and CPNs are unable to influence significantly legitimate governance & undermine RoL
Afghan National Security Forces
O6
O5
O7
E8: Afghans perceive the ANSF as legitimate & capable
E9: Afghans support the ANSF
E10: Afghans perceive their daily life to be safe & have confidence in their future safety
Unity of Effort
O8
E11: IC continues to support the NATO mission beyond 2014
E12: Afghans have confidence in the IC’s long term commitment to Afghanistan
O9
Strategy-Based PSYOPS
Theatre Strategic
LOO 1
Highlighting
Insurgent Atrocity
Tips Lines
ANSF Professionalism and Capability
Develop the
ANSF
LOO 4
Public Safety
Public Safety
LOO 2
Neutralise INS
Networks
Tactical
Guardians of Peace
Public Safety
Protect the
Population
LOO 3
Operational
Afghan Local
Police
Afghan Local
Police
Countering
Propaganda
Counter
Command
Countering
Propaganda
Promote
Reintegration
Countering
Propaganda
Promote
Reintegration
Sow Seeds of
Doubt
Promote
Reintegration
Highlighting
Insurgent Atrocity
Sow Seeds of
Doubt
Highlighting
Insurgent Atrocity
Sow Seeds of
Doubt
Countering
Narcotics
Countering
Corruption
Countering
Narcotics
Countering
Narcotics
Countering
Corruption
Civic Awareness
Governance
Awareness
Civic Awareness
Neutralise CPN
LOO 5
Support
Legitimate
Governance
LOO 6
Support
Sustainable
Socio-Econ Dev
Civic Duty
Civic Awareness
National Unity
Building the
Future
Building the
Future
NATO/ISAF UNCLAS
Civic Duty
Building the
Future
Promotion of
Specific Trades
and….not forgetting the Bad Guys
Undermine
Morale
Disrupt
Supply
Networks
Counter
Propaganda
Disrupt
Wider
Support
Seize the
Narrative
Initiative
Exploit
Fissures
NATO/ISAF UNCLAS
STRATCOM Planning
Threats and Opportunities
2011
Oct
2012
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Istanbul Conference
Transition Tranche 3 Announcement
Transition Tranche 2 Announcement
COMISAF Congressional Testimony
Eid al Adha/Reintegration Surge
10th Anniversary Kabul Liberation
Chicago Summit
World Bank Report
The ISAF Narrative
NGO Reports
One narrative to drive all communication efforts.
Stability,
Peace
& Prosperity
Bonn Conference
ISAF Defence Ministers
10th Anniversary Kandahar Liberation
Transition Tranche 2 Starts
10th Anniversary UNSCR
Those who fight against the Afghan Government
and people have a choice
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.
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.
“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.”
Communication Strategy Framework
ISAF NARRATIVE – “A Pathway to Stability, Peace & Prosperity”
PH1: Expand Security around Kabul &
Kandahar-Helmand
PH 3: Strategic Partnership and
Safehaven Denial
PH 2: Secure the approaches and
connect Kabul to Kandahar
DP
DP
O1
O2
Pressuring the Enemy
E1:
E1:INS
INSability
abilityto
toinfluence
influencethe
thepopulation
populationisisDIMINISHED
DIMINISHED
E2:
E2:INS
INSmorale
moraleand
andcohesion
cohesionare
areUNDERMINED
UNDERMINED
Promote
PromoteReconciliation
Reconciliation Efforts
Efforts
E3:
E3:Afghans
Afghanssupport
supportfor
for the
theINS
INSisisDIMINISHED
DIMINISHED
E4:
E4:Afghans
Afghanssupport
supportfor
forAPRP
APRPisisINCREASED
INCREASED
Transition
O3
O4
E5:
E5:Afghans
Afghansare
arePERSUADED
PERSUADEDthat
thatTransition
Transitionisisaa positive
positivestep
stepfor
forAfghanistan
Afghanistan
Messages for emphasis/key effects
• Enduring partnership – enemies have
a choice and can’t wait us out
• Opportunity 10 years on
• Regional dialogue
Objectives
Emphasis of Effects
O1.
O1. Eliminate
Eliminateeffectiveness
effectivenessof
ofINS
INSpropaganda
propaganda
O2.
O2. Degrade
DegradeINS
INSwillingness
willingnessto
tocontinue
continueinsurgency
insurgency
O3.
O3. Afghans
Afghansunderstand
understandthe
thebenefits
benefitsof
ofTransition
Transition
O4.
O4. Afghans
Afghansperceive
perceiveGIRoA
GIRoAoffers
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NATO/ISAF UNCLAS
Jul
ISAF STRATCOM/IO Action Worksheet: Aftermath of Rabbani’s Assassination
Background
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.
Synchronisation:
Date
Tue 20 Sep
Key Event
Suicide Attack
Kills Prof
Rabbani
Wed 21 Sep
Afghan
Activity
Thu 22 Sep
Fri 23 Sep
PoA Speech on
Rabbani’s Death
Rabbani’s
Funeral &
Friday Prayers
Sporadic Protests
Denouncing Death
President
Karzai’s
Speech
Sat 24 Sep
Sun 25 Sep
Mon 26 Sep
Tue 27 Sep
Key leaders
statements
National Days of Mourning
ISAF and IC
Key Activity
International condemnations
COMISAF
Statement
Key ISAF personnel
attend funeral
ISAF/SCR Press
Conference
Consolidated ISAF
Talking Points Issued
to ISAF and GMIC
Other ISAF
Activity
NATO Media Tour to 30 Sep
DCOS COMM LNOs ISAF/GIRoA Comm Synch
PA: RTQ, interviews and backgrounders
PA: new media engagements
PSYOPS: Radio audio products (PRN) via 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
Targeted Reintegration Efforts
Disrupt INS Propaganda Efforts– INS leaders exploit combatants and cadre from safe havens in PAK
PSYOPS Shaping Activity (CJPOTF)
RTQ – Response to Query
PRN – PSYOPS Radio Network (CJPOTF)
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?