Communication Integration Central Iowa PRSA 2013 PR Institute Keynote Presentation Hal Pittman CEO Special Olympics Iowa NOV 20 2013 What is the narrative of your organization Special Olympics Iowa 101 ID: 606594
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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