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NATO Strategic NATO Strategic CommunicationsCommunications
PolicyPolicy
Eric Povel, Eric Povel, Strategic Communications Strategic Communications
Coordinator, Coordinator, NATO Public Diplomacy DivisionNATO Public Diplomacy Division
26 April 201226 April 2012
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
TOPICS:
1. StratCom at NATO
2. StratCom Policy
3. StratCom Doctrinal Aspects
4. StratCom Cell
5. Conclusions
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
NATO Strasbourg/Kehl Summit 2009:
“Increasingly important that the Alliance
communicates in an appropriate, timely,
accurate and responsive manner on its
evolving roles, objectives and missions.
StratComs are an integral part of our efforts
to achieve the Alliance’s political and military
objectives”.
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION1. Strategic Communications at NATO
NATO StratCom Definition (SEP 2009)
The coordinated and appropriate use of NATO communications activities and capabilities – Public Diplomacy, Public Affairs (PA), Military PA, InfoOps and PsyOps, as appropriate – in support of Alliance policies, ops and activities, and in order to advance NATO’s aims.
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
2. NATO HQ STRATCOM POLICY 1. First ever NATO HQ policy document on
Communication;
2. Driven by ISAF experience: Losing the info war?
3. Purpose: better pol-mil coordination; more long-term planning; better use of resources;
4. Need for StratCom to be integrated early in the policy and operational planning process;
5. Need shift in mindset; huge education challlenge.
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
6. Calls for clear leadership/guidance from the top;
but no “5000 mile screwdriver”; need bottom-up feedback;
7. Regular StratCom Policy Board and Working Group meetings with main pol-mil comms reps;
8. STRATEGIC focus, not day-to-day issues;
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
9. Strategic Communications Cell in PDD set up in July 2011;
10. Conclusion: real opportunity to improve pol-mil StratCom coordination, but test for our leaderships at all levels to make it work. SecGen personally committed.
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
StratCom Bodies- StratCom Policy Board: Top level pol-mil staff
body to oversee all StratCom issues;- StratCom Standing Working Group: monthly
meeting with all key pol-mil internal NATO stakeholders to manage all StratCom aspects;
- Weekly Communicators VTC with the relevant military commands;
- Daily PA confcall on all NATO operations. - Formal (OPC/CPD) and informal coordination with
Allies, Partners, International Organizations.
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
StratCom Products- StratCom Frameworks: provides top-level
pol-mil D&G for all NATO communication disciplines.
- StratCom Plans: implementation document of StratCom Framework.
- Joint Planning Calendar/StratCom Matrix
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
3. StratCom Doctrinal Developments
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NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
Military Concept for NATO StratCom( August 2010)• Military implementation of NATO StratCom Policy;• Enables development of professional StratCom
capabilities within mil forces and structures;• Helps Commanders to organise StratCom and
cross-coordination;• Help develop broader common understanding of
StratCom• StratCom Capability Implementation Plan in
development.
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
NATO StratCom Capability Implementation Plan (CIP) (June 2011)
• Programme planning and management document for long term StratCom capability development;
• Basis for resource/investment decisions;• While military, also identifies pol-mil
capability requirements.
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
CIP recommendations:
• Operationalisation of StratCom: doctrine, process, tools, products, organisation, positions, training, etc;
• Allied Joint Doctrine WG 27 SEP 2011 agreed: short-term: develop StratCom Implementation Guidelines (SCIG), long-term: doctrine.
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISIONIV. Summary of Action Items
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
4. PDD StratCom Cell• Created as part of PDD’s reform in July 2011: 1
full time, 3 half-time; Deputy from IMS SC & PA; Close cooperation with ACO/ACT StratCom;
• To support ASG PDD as StratCom coordinator;• Support SecGen StratCom Advisor/Editor-in-
Chief;• Engage on doctrinal issues; • Educate/inform staffs.
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
PDD StratCom Cell Products/Activities:
1. Joint Planning Calendar (JPC)
2. StratCom Matrix
3. New/Revised StratCom Frameworks/Plans
4. NATO-wide StratCom Seminars
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
CONCLUSIONS:1. StratCom crucial coordination function in
support of operations and policies;
2. Urgent need to operationalise, clarify, educate, build cadre of qualified StratCom-related staffs;
3. StratCom is only as good as our actions and policies. So, our motto is:
BE GOOD AND TELL IT!
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NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
QUESTIONS?
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NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
BACK-UP SLIDES
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NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
SHAPE StratCom Definition:
In cooperation with NATO HQ, the co-
ordinated, appropriate use of Military PA,
InfoOps and PsyOps which, in concert with
other military actions and following NATO
political guidance, advances NATO’s aims
and operations.
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
Public Diplomacy:
NATO civilian communications and outreach
efforts responsible for promoting awareness of
and building understanding and support for
NATO’s policies, operations and activities, in
complement to the national efforts of Allies.
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
NATO (civil) Public Affairs:
NATO civilian engagement through the media
to inform the public of NATO policies,
operations and activities in a timely, accurate,
responsive and proactive manner.
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
NATO Military PA (MC 457/2): PA is the function responsible to promote NATO’s military aims and objectives to audiences in order to enhance awareness and understanding of military aspects of the Alliance. This includes planning and conducting external and internal communications, and community relations. Military PA at each level of command directly supports the commander and may not therefore be further delegated or subordinated to other staff functions.
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
Case Study: Libya
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
Libya StratCom Context in Execution phase:
• OUP not as controversial as Kosovo 1999: Majority support for OUP: UN mandate, regional support, Qadhafi widely unpopular, humanitarian aspects;
• But UN mandate fudged: protect civilians; impartial?; accused of violating UN mandate; serve as NTC air force;
• Difficult balance/distinction between NATO and nations;• Only air power: “hands tied”, cannot work without boots on
ground? • When is it “mission accomplished”? NATO claims of
success premature?
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
Libya StratCom Planning Lessons Learned:
1. Got StratCom guidance into SACEUR’s OPLAN: earliest phase possible. Basis for OUP StratCom Framework.
2. But StratCom still being in its infancy, mechanisms not fully employed.
3. Major StratCom/PA staffing shortfalls, quantitative and qualitative. No surge!
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NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
Role of Strategic Communications in crisis management process
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION• Allies developed the NATO Crisis Management Process (NCMP), a 6-Phase decision-making process, that describes how NATO theoretically manages the life of a crisis.• The NCMP is described in the NATO Crisis Response System Manual (NCRSM) that sets out NATO’s procedures for crisis management.
POLITICAL-MILITARY ESTIMATE PROCESS
PHASE 2
Assessment
PHASE3
ResponseOptions
Development
PHASE 4
PHASE 5
Planning Execution
PHASE 6
Transition
PHASE 1
I ndications &
Warning
MC 133
CEP
NIWS
Key NAC Decision
POLITICAL-MILITARY ESTIMATE PROCESS
PHASE 2
Assessment
PHASE3
ResponseOptions
Development
PHASE 4
PHASE 5
Planning Execution
PHASE 6
Transition
PHASE 1
I ndications &
Warning
MC 133MC 133
CEP
NIWSNIWS
Key NAC DecisionKey NAC DecisionKey NAC Decision
STRATEGIC COMMUNICATION CELL STRATEGIC COMMUNICATION CELL
NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
Where does StratCom fit?
– Phase 2 – Assessment
• StratCom input = analysis of the information environment
– Phase 3 – Military Response Options (MRO) Development
• StratCom input = StratCom requirements for each MRO
• Output = Draft NAC Initiating Directive (NID), which should include NATO’s StratCom Approach for the operation
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NATO PUBLIC DIPLOMACY DIVISIONNATO PUBLIC DIPLOMACY DIVISION
– Phase 4 – Planning• Intermediate task: SACEUR develops Strategic Planning
Directive– StratCom input = SACEUR’s draft StratCom
Approach/Framework as Annex to SPD
• CONOPS and OPLAN– StratCom input = Overview of StratCom Approach/Framework
in Main Body (Execution Paragraph) and coordinated Annexes L, O and X