sample public relations strategy brief

3d ESC PAO

Strategy Brief

Purpose: To facilitate understanding

of overall ESC public affairs strategy.

UNCLASSIFIED

3d ESC PAO with 123rd MPAD (OPCON) provides full theater public

affairs coverage of 3d ESC units, missions, and personnel IOT facilitate

communication of 3d ESC and MNC-I messages to selected internal and

external audiences. O/O provide support to visiting media.

Mission:

UNCLASSIFIED

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 3rd 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.

What we do

•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

Key tasks

Embeds

Partnerships

Press conference

Radio phoner

Taped interview

B-roll placement

Live talk back

Pentagon

press briefing

Iraqi media event

Pan-Arab media

interview

Op-Ed

Blog placement

Host TV crew

Town Halls

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?

•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

The answer and our philosophy

Methods and Tactics

Shadow

Coalition Partners

Local TCN

Neighbors

Bloggers / Media

ACF / Propagandists

Other:

Unit Hometowns

VSOs

Professional Organizations

Educational Institutions

Audience Analysis By Size

Family

members

Size = 47500

Size = Millions

Local partners:

KBR

MWR

Red Cross

USO

Size = 10000

Tenant Units:

555th EN JCC

332d AEW

USACE JCMTC

CJSOTF

AMC TF 34

TF 586 USAREF

Size = 6300 Units

HQ, 3d ESC

1st SB

16th SB

7th SB

55th SB

371st SB

330th TRANS

Size = 16000

MNC-I

Size = 300

Size = 100K+

Targeted by design

Reached by Default

Channel Analysis and Impact

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

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

Broadcast Channels

Unit website

Blog writing / monitoring

DVIDS Website

Webcasts / podcasts

vFRG website

Print Channels

Web Channels

Released internal - Ex Times only

Released external, DVIDS, ESC release, CORE

-BDE

-BN

-ESC

-MPAD

-MNF-I

-MNC-I

Released external – MNC-I / MNF-I Release, Direct pitch, Embed pitch

1. Hometowns

2. Army news

3. Installations

4. Med. Markets

5. Specialty

Released external – unit release, direct pitch,

hometown releases, webpages, Newsletters

1. Big Leaders

2. Big media

3. Iraqi media

4. Big web

1. Hometowns

2. Specialty

Release Process vs. Marketing

UNCLASSIFIED

•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 1st 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

Highlight Iraqi Security Forces

and how we partner to build

their capabilities.

Highlight how we are securing the

population and how the country has

become more secure

Highlight how Iraqi civil capacity is

growing and how we assist in that

Community Relations Media Relations Command Information

#1 Hometown placement •Hometown radio

•Releases (Arabic & Western)

•Websites (DVIDS, ESC)

•Embeds / media event

•Pentagon press briefing

•DVIDS interview, video

#1 Press releases •CORE web distro

•E-times

•Magazine

•Websites (vFRG, ESC, MNFI, Sharepoint)

•Broadcast packages / newsreel

•Golden Nugget

(Unit hometowns)

#1 Donation Partnerships •E-Times e-mail distro

•R&R speaker’s bureau

•School engagement

•Town halls

•Local letter to the editor

•Special DVIDS engagement

#1 E-Times e-mail distro •R&R speaker’s bureau


•Town halls




•E-times

•Magazine



•Golden Nugget


•E-times

•Magazine



•Golden Nugget













(All other external audiences) (Internal audiences)

#1 E-Times e-mail distro •Donation partnership



•Town halls



ISF KLE, Training exercises, conferences, facility openings

Share the road, CMO drops, HA partnerships, KLEs, IED reductions on routes

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

Manning

Equipment

Reporting

Producing

Generate Leads

DVIDS Access

UPARs

COMREL

Media Relations

Marketing

WEB

Functional Status

Current Messaging Priorities “Priority 4”

MNC-I Daily SITREP

MNC-I Weekly NKE Report

CG Daily Media Update

Weekly Newspaper

Weekly Hooah Call

Weekly WQXE Call

Bi-weekly KIRO Interview

7 Releases per week

4 Radio and TV engagements per week

Bi-Weekly Newsreel

Quarterly Magazine

Weekly Sustainer Minute

Weekly DVIDS postings

1. Highlight how 3rd ESC is helping to build Iraqi

Security Forces logistics capabilities.

2. Highlight how the 3rd 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.

Command Info

ESC PA Strategy Execution

Iraqi Security Forces

Logistics

Securing the

population










•E-times

•Magazine



•Golden Nugget

(Unit hometowns)




•Town halls





•Town halls








•E-times

•Magazine



•Golden Nugget














•E-times

•Magazine



•Golden Nugget



•Town halls



1st SB - Taji

2 - 46Q

16th SB - Q-west

2 - 46Q

7th SB - Tallil

2-UPAR, 2 - 46Q

55th SB - Balad

1 - UPAR

371st SB - AL Asad

1 - UPAR

Deliverables

Manning

Equipment

Reporting

Producing

Generate Leads

DVIDS Access

UPARs

COMREL

Media Relations

Marketing

WEB

Functional Status


ESC Daily SITREP

Bi-weekly NKE Report

Monthly UPAR report

2 hometown radio interviews per month

Post 2 articles and 10 photos / week on DVIDS

Hometown radio partner

Article / month on each LTAT partnership

2 articles per week on “priority 4”

4 stand-alone photos per week










Command Info

1st SB PA Strategy Execution


Logistics

Securing the

population










•E-times

•Magazine



•Golden Nugget

(Unit hometowns)




•Town halls





•Town halls








•E-times

•Magazine



•Golden Nugget














•E-times

•Magazine



•Golden Nugget



•Town halls



1st SB - Taji

2 - 46Q

1-152 CAV

1 - UPAR

1 STB

1- UPAR

165 CSSB

1 - UPAR

553 CSSB

1 - UPAR

Article / month on each special ISF partnership

Appoint UPARs in writing

398 CSSB

1 - UPAR

Personnel

Deliverables

Manning

Equipment

Reporting

Producing

Generate Leads

DVIDS Access

UPARs

COMREL

Media Relations

Marketing

WEB

Functional Status


ESC Daily SITREP


Monthly UPAR report
















Command Info

16th SB PA Strategy Execution


Logistics

Securing the

population










•E-times

•Magazine



•Golden Nugget

(Unit hometowns)




•Town halls





•Town halls








•E-times

•Magazine



•Golden Nugget














•E-times

•Magazine



•Golden Nugget



•Town halls



16th SB – Q-West

2 - 46Q

1-151 IN

? - UPAR

16 STB

?- UPAR

30 CSSB

? - UPAR

18 CSSB

? - UPAR



391 CSSB

? - UPAR

Personnel

Deliverables

Manning

Equipment

Reporting

Producing

Generate Leads

DVIDS Access

UPARs

COMREL

Media Relations

Marketing

WEB

Functional Status


Deliverables

ESC Daily SITREP


Monthly UPAR report
















Command Info



Logistics

Securing the

population










•E-times

•Magazine



•Golden Nugget

(Unit hometowns)




•Town halls





•Town halls








•E-times

•Magazine



•Golden Nugget














•E-times

•Magazine



•Golden Nugget



•Town halls



7th SB – Adder

2 - 46Q

1-151 CAV

? - UPAR

7 STB

?- UPAR

157 CSSB

? - UPAR

142 CSSB

? - UPAR



Personnel

Manning

Equipment

Reporting

Producing

Generate Leads

DVIDS Access

UPARs

COMREL

Media Relations

Marketing

WEB

Functional Status


ESC Daily SITREP


Monthly UPAR report
















Command Info

371st SB PA Strategy Execution


Logistics

Securing the

population










•E-times

•Magazine



•Golden Nugget

(Unit hometowns)




•Town halls





•Town halls








•E-times

•Magazine



•Golden Nugget














•E-times

•Magazine



•Golden Nugget



•Town halls



371st SB – Al Asad

1 - UPAR

548 CSSB

? - UPAR

2-153 IN

?- UPAR

129 CSSB

? - UPAR Article / month on each special ISF partnership


Personnel

Deliverables

Manning

Equipment

Reporting

Producing

Generate Leads

DVIDS Access

UPARs

COMREL

Media Relations

Marketing

WEB

Functional Status


Requirements Status

ESC Daily SITREP


Monthly UPAR report
















Command Info



Logistics

Securing the

population










•E-times

•Magazine



•Golden Nugget

(Unit hometowns)




•Town halls





•Town halls








•E-times

•Magazine



•Golden Nugget














•E-times

•Magazine



•Golden Nugget



•Town halls



55th SB – JBB

1 - UPAR

259 CSSB

? - UPAR

1-293 IN

?- UPAR



Personnel

SEP ‘08 AUG ‘08 SEP ‘08 OCT ‘08 NOV ‘08 DEC ‘08 JAN ‘09 FEB ‘09 MAR ‘09 APR ‘09 MAY ‘09 JUN ‘09 JUL ‘09 AUG ‘09

Priority of Effort / Support

1st SB

16th SB

7th SB

371st SB

55th SB

Main Effort

S. E.

S.E.

S. E.

S. E.

Main Effort

S.E.

S. E.

S. E.

S. E.

S.E.

MPAD TOA #1 MPAD TOA #2 3x SB TOA ESC TOA

287th SB

10th SB

321st SB

304th SB

Priority of Support:

55th SB

371st SB

7th SB

16th SB

1st SB

Manning Equipment Reporting Producing Generate

Leads

DVIDS

Access UPARs COMREL

Media

Relations Marketing WEB

Back Ups

Key Tasks:

1. Identify and catalogue key media outlets and journalists

2. Monitor and assess the perceptions of external audiences through access

to civilian commercial news sources.

3. Engage and build rapport with selected media outlets using low-

investment engagements to build awareness and understanding

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

5. Target and engage select media outlets for recurring partnerships

JUN ‘08

JUL ‘08

AUG ‘08

SEP ‘08

OCT ‘08

NOV ‘08

DEC ‘08

JAN ‘09

FEB ‘09

MAR ‘09

APR ‘09

MAY ‘09

JUN ‘09

JUL ‘09

AUG ‘09

Media Relations Timeline

TOA

4th of July

TOA

Sustainer Strong

Thanksgiving

Holidays

Mid-tour Update

Derby

Graduations

4th of July

1-Year Update

Initial Community Update

Multiple TOA

Methods and Tactics

Embeds

Partnerships

Objective: Support news media efforts by providing accurate, timely, balanced, credible

coverage of the 3rd ESC and its operations, while minimizing the possibility that

media activities will disrupt the operation.

1

2

3

4

Initial Targeted Media -Seattle

-Louisville

-Unit hometown print

-Unit hometown radio

-Installation media (print and broadcast)

Press conference

Print phoner Radio phoner

Taped interview

B-roll placement

Live talk back

Pentagon

press briefing

Iraqi media event

Pan-Arab media

interview

Op-Ed

Blog placement

Host TV crew

Town Halls

Presidential Elections Provincial Elections

Inauguration

Women’s Equality Day

Return the Open Road

Return Ceremony

5

Key Tasks:

1. Identify key stakeholder

communities and develop

contacts list

2. Engage and build rapport

with selected communities

3. Target key community

engagement opportunities

4. Execute targeted community

engagements using all

available technologies

JUN ‘08

JUL ‘08

AUG ‘08

SEP ‘08

OCT ‘08

NOV ‘08

DEC ‘08

JAN ‘09

FEB ‘09

MAR ‘09

APR ‘09

MAY ‘09

JUN ‘09

JUL ‘09

AUG ‘09

Community Relations Timeline

TOA

4th of July

TOA

Keeneland Family Day

Sustainer Strong

Thanksgiving

Holidays

Super Bowl

Mid-tour Update

Hooray for Heroes

Derby

Graduations

4th of July

1-Year Update

Initial Community Update

Multiple TOA

Methods and Tactics

Hometown phoners

Hometown releases

Unit Website

Town Halls Op-Ed

Embeds

DVIDS Interviews

Speaker’s Bureau

Shouts Out

Educational programs

Objective: Gain and maintain the trust, confidence, and active support of all the 3rd

ESC’s communities

1

2

3

4

Initial Targeted Communities: -Fort Knox (locational)

-Seattle (locational)

-DoD Logistics (professional)

-UofL, USMA, USAWC (educational)

-UPS (business)

Conference

Participation

Partnerships

Key Tasks:

1. Task organize to conduct team-based coverage

2. Emplace system to communicate to higher and lower HQs (pre/post TOA)

3. Emplace system to perform predictable mission planning

4. Emplace system for reliable distribution / marketing of products to internal

and external audiences in compliance with PAG and OPSEC

5. Develop print, broadcast, and media engagement tracking systems

6. Develop PA file sharing / archival system

7. Build professional broadcast studio

8. Develop town hall capability

9. Build capability to host visiting media

10. Procure DVIDS, photo / video acquisition systems

11. Develop system to conduct routine media analysis

12. Build and maintain unit website

13. Build PAO continuity books / CONPLANS

JUN ‘08

JUL ‘08

AUG ‘08

SEP ‘08

OCT ‘08

NOV ‘08

DEC ‘08

JAN ‘09

FEB ‘09

MAR ‘09

APR ‘09

MAY ‘09

JUN ‘09

JUL ‘09

AUG ‘09

Systems and Infrastructure

TOA

Systems and infrastructure projects

File sharing / archives

Distribution / marketing

Media analysis

Town Hall

setup

Tracking systems

Websites

Construction / building upgrades

CONPLANS

Procurement

Task organize

Mission planning

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

community relations, media relations, and command information programs

1

2

3

4

TOA

MPAD TOA

MPAD TOA

5

6

7

8 9 10

11 12

13

Continuity books

Communication

sample public relations strategy brief

Documents

partnerships media

d esc units

media involvement

public information products

command messages

public affairs situation

public affairs assets

size family members