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Slide1

Communication as a business process to tell your story and align your message

Communication Integration

Central Iowa PRSA

2013 PR Institute Keynote Presentation

Hal Pittman, CEO Special Olympics Iowa

NOV 20, 2013Slide2

What is the narrative of your organization?

Special Olympics Iowa 101

Athletes gain new skills and friends

Increases fitness and self-confidence

Fosters inclusion

11,000 athletes

23 Olympic-style sportsAthletes ages 2 - 80+ 2,000 certified coaches15,000 volunteers 80+ events annually 8 annual state championships

“A narrative is a statement of identity, cause and intent around which your organization can unite. It must be convincing, transparent, adaptive, and attractive.” Slide3

Start with an aspirational “Big Idea”

What does your organization aspire to be on its best day?

The “big idea” is at the very heart of your narrative. It can reflect a

stand-alone vision, your organization’s core values, or be the basis

of a larger integrated communications plan. Slide4

Special Olympics Iowa’s

“Big Idea”: Potential, Inclusion, Enhancement - PIESlide5

PIE written into 2014-2018

Special Olympics Iowa Strategic PlanSlide6

Getting Started

What is YOUR organization’s “Big Idea” – the things you aspire to on your best day?

Do you have a narrative and strategic communication plan that operationalizes your Big Idea? Has your organization embraced your narrative?

Do they believe it?

Do they live it?

Does it encompass everything your organization does?Slide7

Communication = Leadership

Key elements, whether advising senior leaders, or leading your organizationKnow your narrative and your aspirational Big Idea

Tell your story – articulate the narrative regularly!

You are accountable for managing your organizational reputation!

D

eputize key (or every!) employee and volunteer to reinforce your narrative

Develop and implement communication integration tools and processes to align the message across your organizationAssess regularly, and adjust as necessaryLeadership = CommunicationSlide8

COMMUNICATION INTEGRATION CASE STUDY and tools

NATO Mission to Afghanistan 2011 – 2012THE ISAF NARRATIVEOne narrative to drive all communication effortsSlide9

Case Study

Building

a narrative and business process for

strategic communication, Afghanistan mission 2011

– 2012

Organizational Alignment Through Communication IntegrationSlide10

First, t

horoughly Understand the Problem …10

years of effort with continued progress, but public narratives remained negative or invisibleSensational events trumped gradual progress; steady progress not sexy/not news!

Extremist campaign:

Attack Western credibility!

Mistakes/Missteps/Politics make us a convenient political target

Afghan government leadership not visible to international communityDiminishing resourcesIncreased international involvement required

Regional pressures shape/influence

alliances

Quick fix unrealistic – complex problems demand adaptable and sustainable solutions Slide11

Understand the Problem (Cont.)Slide12

Align communication efforts for organizational

efficiencyClose the credibility gap between words and deeds

Synchronize actions, words and images to sustain momentum

Align goals and themes with Afghan partners when possible

Be

“First with the

truth”Counter insurgent propaganda

Reduce

military stories over time to shift

the narrative

to partnership and

assistance.

Empower

Afghans /

Afghan leadership to

become more

active

in security, governance and

development

Understand What You Want to AccomplishSlide13

Develop a Communication Strategy

Senior Leader ownership / buy-in a “must” for success

Conduct audience research to identify a shared “Big idea”

Additional research to identify key campaign themes

Pressure the enemy

Support transition to Afghan government lead

Develop the Afghan National Security ForcesUnity of Effort, or Partnership Identify key communication goals/milestones

Align communication plan with operational plan

Develop

communication integration process – Intelligence, operations, communications, embassy, etc.

Establish meeting rhythm to support

integration

Create individual detailed Communication Action Plans, or synchronization matrixes, for key issues and events

Create an assessment process that provides constant

feedback

– polling, focus groups, intelligence collection,

etc. – to generate

accurate

measures

of effectiveness/performance. Slide14

Assess, Assess, and Re-assess

Assessment group for communications (5-6 people, led by PhD)Use a variety of assessment tools

Polling data (consistency) Market research

Outside polls

Intelligence

Institute a routine feedback process

Data discussionWeekly and monthly analysisAligned with operational reporting/analysis

Adjust tools to ensure the right data to assess the communication campaign.

Chief

communications officer

must

become proficient in understanding

assessment

process

Data/metrics

briefed to Chief Executive monthly Slide15

Communication Integration

Four tools for aligning your messageSlide16

The Big Picture: ISAF Mission Narrative

One narrative to drive

all

ISAF 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 Program (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

Neighboring States

Local Afghan populace

1Slide17

Afghan National Security Forces

Unity of Effort

Transition

Pressuring the Enemy

Communication Strategy Framework

Emphasis of Effects

Objectives

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 Efforts

E2: 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. Eliminate effectiveness of INS propaganda

O2. Degrade INS willingness to continue insurgency

O3. Persuade Afghans that Transition is a positive step for Afghanistan

O4. Persuade Afghans that GIRoA offers the best way forward for stability, peace & prosperity

O5. De-legitimize and isolate Malign influences

O6. Enhance Afghans confidence in ANSF capabilities

O7. Enhance Afghans sense of security

O8. Support IC perception of ISAF / NATO mission

O9. Persuade Afghans of the benefits of long term commitment of the IC

O1

O2

O3

O4

O5

O6

O7

O8

O9

E4: Afghans support APRP

ISAF-led expansion of security, governance and development

GIRoA / ANSF led expansion of security, governance and development

Strategic Partnership and Safe haven Denial

ISAF NARRATIVE – “A Pathway to Stability, Peace & Prosperity”

2Slide18

E5: Afghans are persuaded of the benefits of Transition

E6: Afghans are convinced GIRoA offers the best hope for the future of Afghanistan

E1: INS ability to influence the population is diminished

E2: INS morale and cohesion are undermined

E8: Afghans are convinced the ANSF is 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 are convinced that the ANSF provides for their security

E9: Afghans support the ANSF

E7: Criminal actors and CPNs’ ability to influence legitimate governance and ROL neutralized

E4: Afghans support Afghanistan Peace & Reintegration Program

Insurgents

Afghan

Government

International

Community

Support

Support/Have

Confidence In

Separate

Afghan

Population

Communication Effects (Cognitive and Behavioral Change) by Target Audience

The Essential Communication Tasks

Pressurizing

the Enemy

Transition

Afghan National

Security Forces

Unity

of Effort

Afghanistan’s Neighbors

Cease Support

3Slide19

Communication Action Plan for Bonn Conference

4Slide20

Date

23 OCT – 29 OCT

30 OCT- 5 NOV

6-12 NOV

13-19 NOV

20-26 NOV

27 NOV-3 DEC

04-10 DEC

11-17 DEC

Key Event

GMIC

PA

Info Ops

KLE

SCR

COM

ISAF

Bonn Conf

(5-6 Dec)

Tranche 2 Implementation (NLT 5 Dec)

PoA Announcement

At Istanbul

(2 Nov)

T2 Conference

(TBC)

Parliamentary Visit

ANSF Grad

ANSF Grad

T2 Assessment

Visit

Background

Spt T2 Conference

Post Announcement

Interviews

Think Tank

engagement

Media RT

A4/SCR/Karimi

Afg Press Half Day

With ANA (TBC)

Spt for Ceremonies

Dr Ghani’s Engagement

With Afghan Youths

Inter-Ministry

Coord Mtg

Press Conference

MOI & MOD on

Transition

Dr Ghani’s Engagement

With Head of Mullahs

And Hd of Jirga Dept

Spokesperson

Media Round Table

Joint Press Conference

Dr Ghani with

Minister MOD and MOI

Dr Ghani’s Interview

With Local Media

Dr Ghani and

Minister of MOD/MOI

Engagement with

Political experts

Dr Ghani’s Engagement

With National Media Heads

Media Coverage onDr Ghani’s EngagementWith UniversitiesInterviews with Tribal HeadsInterview with Provincial GovernorsMedia Coverage on Visit to Tranche 2 ProvincesMedia Coverage onMullah talking aboutSecurity TransitionExclusive Interview of Dr Ghani withMedia OutletsPress Conference At ProvinceMOI/MOD Interview with MediaDr Ghani’s ExclusiveInterview with MediaMedia CoverageOn Mullah24313121345689710Dialogue with MediaBy Spokesperson1112

13

14

15

16

17

29

27

29

4

2

R

Background

R

Background

R

Background

R

Background

R

ANSF Grad

10

TBC

TBC

Transition

ANSF

Pressuring the Enemy

26

Parliamentary Visit

28

TBC

29

Weekly Press Conf

R

Weekly Press Conf

R

Weekly Press Conf

R

Weekly Press Conf

R

Weekly Press Conf

R

Weekly Press Conf

R

Weekly Press Conf

R

Weekly Press Conf

R

Pentagon Press

Conf

TBC

VSO Tour

TBC

NATO Influencer Tour

TBC

Social Media Engagement

TBC

Meet Opinion leaders

29

SCR Media at Istanbul

2

SCR meets Media Think Tanks

(inclusive of Economist & Guardian)

TBC

SCR with English Speaking

Afghan Snr News Editors

TBC

Field Tour

For Media

TBC

NATO-hosted

Opinion leaders Tour

TBC

SCR with English Speaking

Afghan Snr News Editors

TBC

SCR on record

With International Journalists

TBC

SCR Bonn Conf

5

Post-ceremony Interviews

TBC

Media Embeds

In Tranche 2 areas

TBC

Media coverage on

GIRoA Officials

Visits

TBC

Gap - PA Outreach Liaison

TV- 45mins

BBC

4

TV Interview

With Afghan Media

15

Radio Interview

With Afghan Media

24

TV Interview

With International Media

10

Press Conference for Bonn

5

PPC RT

8

NATO Press

10

Key Period for Communication Surge

Key Period for Communication Surge

Pressuring the Enemy Surge (1-30 NOV 11)

(Reintegration)

CJOPTF Transition Series : Increase Support for ANSF

MISOTF-A Transition Series: Governance

CJOPTF Transition Series : Socio-Economic Development

MISOTF-A Transition Series: Development

CJOPTF Transition Series : Support for ISAF

MISOTF-A Transition Series: Security

4Slide21

Summary: Practical Application of ISAF Communication Integration model

Problem identification

Understand what you want to accomplishDevelop an assessment process that accurately captures and measures audience perception

Develop a communication

s

trategy, integration process, and tools to integrate communication in all you do!

Slide22

Practical Application (Cont.)

Understand the problem, understand what you want to accomplish, know your narrative, build relationships, communicate, assess and communicate some more!Slide23

What is your narrative and communication integration process?

What are your tools and processes for assessing and aligning your efforts? Slide24

Questions?

Hal PittmanPresident & CEO Special Olympics Iowa hpittman@soiowa.org

http://www.linkedin.com/in/halpittman https://

twitter.com/HalPittman

www.soiowa.org