Communication Integration Communication as a business process to

Communication Integration Communication as a business process to tell your story and align your message Central Iowa PRSA 2013 PR Institute Keynote Presentation Hal Pittman, CEO Special Olympics Iowa NOV 20, 2013

What is the narrative of your organization? “A narrative is a statement of identity, cause and intent around which your organization can unite. It must be convincing, transparent, adaptive, and attractive. ” Special Olympics Iowa 101 q q q q q Athletes gain new skills and friends Increases fitness and self-confidence Fosters inclusion 11, 000 athletes 23 Olympic-style sports Athletes ages 2 - 80+ 2, 000 certified coaches 15, 000 volunteers 80+ events annually 8 annual state championships

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.

Special Olympics Iowa’s “Big Idea”: Potential, Inclusion, Enhancement - PIE

PIE written into 2014 -2018 Special Olympics Iowa Strategic Plan

Getting Started q What is YOUR organization’s “Big Idea” – the things you aspire to on your best day? q Do you have a narrative and strategic communication plan that operationalizes your Big Idea? q Has your organization embraced your narrative? q Do they believe it? q Do they live it? q Does it encompass everything your organization does?

Leadership = Communication = Leadership Key elements, whether advising senior leaders, or leading your organization q q q Know your narrative and your aspirational Big Idea Tell your story – articulate the narrative regularly! You are accountable for managing your organizational reputation! Deputize key (or every!) employee and volunteer to reinforce your narrative Develop and implement communication integration tools and processes to align the message across your organization Assess regularly, and adjust as necessary

COMMUNICATION INTEGRATION CASE STUDY AND TOOLS NATO MISSION TO AFGHANISTAN 2011 – 2012 THE ISAF NARRATIVE ONE NARRATIVE TO DRIVE ALL COMMUNICATION EFFORTS

Organizational Alignment Through Communication Integration Case Study Building a narrative and business process for strategic communication, Afghanistan mission 2011 – 2012 Stability, Peace, Prosperity

First, thoroughly Understand the Problem … q 10 years of effort with continued progress, but public narratives remained negative or invisible q Sensational events trumped gradual progress; steady progress not sexy/not news! q Extremist campaign: Attack Western credibility! q Mistakes/Missteps/Politics make us a convenient political target q Afghan government leadership not visible to international community q Diminishing resources q Increased international involvement required q Regional pressures shape/influence alliances q Quick fix unrealistic – complex problems demand adaptable and sustainable solutions Stability, Peace, Prosperity

Understand the Problem (Cont. ) Stability, Peace, Prosperity

Understand What You Want to Accomplish q Align communication efforts for organizational efficiency q Close the credibility gap between words and deeds q Synchronize actions, words and images to sustain momentum q Align goals and themes with Afghan partners when possible q Be “First with the truth” q Counter insurgent propaganda q Reduce military stories over time to shift the narrative to partnership and assistance. q Empower Afghans / Afghan leadership to become more active in security, governance and development Stability, Peace, Prosperity

Develop a Communication Strategy q Senior Leader ownership / buy-in a “must” for success q Conduct audience research to identify a shared “Big idea” q Additional research to identify key campaign themes q q Pressure the enemy Support transition to Afghan government lead Develop the Afghan National Security Forces Unity of Effort, or Partnership q Identify key communication goals/milestones q Align communication plan with operational plan q Develop communication integration process – Intelligence, operations, communications, embassy, etc. q Establish meeting rhythm to support integration q Create individual detailed Communication Action Plans, or synchronization matrixes, for key issues and events q Create an assessment process that provides constant feedback – polling, focus groups, intelligence collection, etc. – to generate accurate measures of effectiveness/performance. Stability, Peace, Prosperity

Assess, and Re-assess q Assessment group for communications (5 -6 people, led by Ph. D) q Use a variety of assessment tools q q Polling data (consistency) Market research Outside polls Intelligence q Institute a routine feedback process q Data discussion q Weekly and monthly analysis q Aligned with operational reporting/analysis q Adjust tools to ensure the right data to assess the communication campaign. q Chief communications officer must become proficient in understanding assessment process q Data/metrics briefed to Chief Executive monthly Stability, Peace, Prosperity

Communication Integration Four tools for aligning your message Stability, Peace, Prosperity

1 The Big Picture: ISAF Mission Narrative One narrative to drive all ISAF communication efforts. Target Audience (TA): • International Community - Troop Contributing Nations - Individual Nations’ Public • GIRo. A & Key Afghan Leaders • ANSF • TBSL & low level INS • Neighboring 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 GIRo. A 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 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 GIRo. A & 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 GIRo. A 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. Opportunity Campaign Themes: Stability, Peace, Prosperity. PRESSURE 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 - ANSF GROWTH - TRANSITION - PARTNERSHIP

Communication Strategy Framework 2 ISAF NARRATIVE – “A Pathway to Stability, Peace & Prosperity” GIRo. A / ANSF led expansion of security, governance and development ISAF-led expansion of security, governance and development Strategic Partnership and Safe haven Denial Objectives Emphasis of Effects Pressuring the Enemy O 1 O 2 E 1: INS ability to influence the population is diminished Promote Reconciliation Efforts E 2: INS morale and cohesion are undermined E 3: Afghans support for the INS is diminished E 4: Afghans support APRP Transition O 3 O 1. Eliminate effectiveness of INS propaganda O 2. Degrade INS willingness to continue insurgency O 3. Persuade Afghans that Transition is a positive step for Afghanistan O 4. Persuade Afghans that GIRo. A offers the best way forward for stability, peace & prosperity O 5. De-legitimize and isolate Malign influences O 6. Enhance Afghans confidence in ANSF capabilities O 7. Enhance Afghans sense of security O 8. Support IC perception of ISAF / NATO mission O 9. Persuade Afghans of the benefits of long term commitment of the IC O 4 E 5: Afghans understand the benefits of Transition E 6: Afghans perceive GIRo. A offers the best hope for the future of Afghanistan E 7: Criminal actors and CPNs are unable to influence significantly legitimate governance & undermine Ro. L Afghan National Security Forces O 6 O 5 O 7 E 8: Afghans perceive the ANSF as legitimate & capable E 9: Afghans support the ANSF E 10: Afghans perceive their daily life to be safe & have confidence in their future safety Unity of Effort O 8 E 11: IC continues to support the NATO mission beyond 2014 E 12: Afghans have confidence in the IC’s long term commitment to Afghanistan Stability, Peace, Prosperity O 9

The Essential Communication Tasks 3 Afghanistan’s Neighbors Insurgents Cease Support Separate Afghan Population International Community Afghan Government Support/Have Confidence In Support Communication Effects (Cognitive and Behavioral Change) by Target Audience Pressurizing the Enemy Transition E 1: INS ability to influence the population is diminished E 2: INS morale and cohesion are undermined E 3: Afghans’ support for the INS is diminished E 4: Afghans support Afghanistan Peace & Reintegration Program E 5: Afghans are persuaded of the benefits of Transition E 6: Afghans are convinced GIRo. A offers the best hope for the future of Afghanistan E 7: Criminal actors and CPNs’ ability to influence legitimate governance and ROL neutralized Afghan National E 8: Afghans are convinced the ANSF is legitimate & capable Security Forces E 9: Afghans support the ANSF E 10: Afghans are convinced that the ANSF provides for their security E 11: IC continues to support the NATO mission beyond 2014 Unity E 12: Afghans have confidence in the IC’s long term commitment to Afghanistan of Effort Stability, Peace, Prosperity

4 Communication Action Plan for Bonn Conference Stability, Peace, Prosperity

Date 4 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 Bonn Conf (5 -6 Dec) Po. A Announcement At Istanbul (2 Nov) GMIC PA Tranche 2 Implementation (NLT 5 Dec) 31 10 7 2 5 13 16 Media Coverage on Dr Ghani and Press Conference Media Coverage on Spokesperson Visit to Tranche 2 Provinces Interview with MOI/MOD Interview Minister of MOD/MOI & MOD on Dr Ghani’s Engagement Media Round Table Provincial Governors with Media Inter-Ministry Engagement with 12 Transition With Universities 1 Coord Mtg Political experts Exclusive Interview of 14 Media Coverage 8 Dr Ghani’s Engagement Dr Ghani with 4 On Mullah Press Conference With Head of Mullahs Media Outlets Interviews with 29 At Province Dr Ghani’s Interview And Hd of Jirga Dept Tribal Heads 17 3 T 2 Conference With Local Media 11 15 (TBC) 9 31 6 Joint Press Conference Media Coverage on Dr Ghani’s Exclusive Dr Ghani with Dr Ghani’s Engagement Dialogue with Media Mullah talking about Dr Ghani’s Engagement Interview with Media With Afghan Youths Minister MOD and MOI By Spokesperson Security Transition With National Media Heads 24 27 TBC 4 10 ANSF Grad Think Tank engagement ANSF Grad 29 R R Background Spt for Ceremonies TBC TBC T 2 Assessment R Visit Background R R NATO Influencer Tour VSO Tour Pentagon Press Conf Media Embeds In Tranche 2 areas TBC Post-ceremony Interviews R Background R Weekly Press Conf TBC 2 Post Announcement Interviews Spt T 2 Conference Gap - PA Outreach Liaison R Weekly Press Conf R Background TBC R Weekly Press Conf Media coverage on GIRo. A Officials Visits R Weekly Press Conf Social Media Engagement CJOPTF Transition Series : Socio-Economic Development Transition MISOTF-A Transition Series: Development Info Ops CJOPTF Transition Series : Increase Support for ANSF MISOTF-A Transition. ANSF Series: Governance Pressuring the Enemy Surge (1 -30 NOV 11) (Reintegration) KLE SCR CJOPTF Transition Series : Support for ISAF Pressuring the Enemy MISOTF-A Transition Series: Security 26 28 Parliamentary Visit 29 TBC Meet Opinion leaders SCR meets Media Think Tanks (inclusive of Economist & Guardian) TBC SCR with English Speaking Afghan Snr News Editors Field Tour For Media 2 TBC SCR Media at Istanbul COM ISAF Media RT A 4/SCR/Karimi 15 TV Interview With Afghan Media 4 TV- 45 mins BBC Key Period for Communication Surge Stability, Peace, Prosperity TBC SCR on record TBC With International Journalists SCR with English Speaking Afghan Snr News Editors Afg Press Half Day With ANA (TBC) 29 TBC NATO-hosted Opinion leaders Tour 5 SCR Bonn Conf 24 8 Radio Interview With Afghan Media PPC RT 10 TV Interview With International Media 5 10 NATO Press Conference for Bonn Key Period for Communication Surge

Summary: Practical Application of ISAF Communication Integration model q. Problem identification q. Understand what you want to accomplish q. Develop an assessment process that accurately captures and measures audience perception q. Develop a communication strategy, integration process, and tools to integrate communication in all you do! Stability, Peace, Prosperity

Practical Application (Cont. ) Understand the problem, understand what you want to accomplish, know your narrative, build relationships, communicate, assess and communicate some more! Stability, Peace, Prosperity

What is your narrative and communication integration process? What are your tools and processes for assessing and aligning your efforts?

Questions? Hal Pittman President & CEO Special Olympics Iowa hpittman@soiowa. org http: //www. linkedin. com/in/halpittman https: //twitter. com/Hal. Pittman www. soiowa. org