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ALLIED COMMAND TRANSFORMATION (ACT). SYMPOSIUM CIOR SUMMER CONGRESS 2013 BRNO Roy Thorvaldsen Chief of Public Affairs Deputy Branch Head StratCom CIOR liaison. HEADQUARTERS ALLIED COMMAND TRANSFORMATION (ACT). Norfolk, Virginia (USA). Theme: “…how the Reserves

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Allied command transformation act

ALLIED COMMAND TRANSFORMATION (ACT)

SYMPOSIUM

CIOR SUMMER CONGRESS 2013

BRNO

Roy Thorvaldsen

Chief of Public Affairs

Deputy Branch Head StratCom

CIOR liaison


Allied command transformation act

HEADQUARTERS

ALLIED COMMAND TRANSFORMATION (ACT)

Norfolk, Virginia (USA)


Allied command transformation act

Theme:

“…how the Reserves

can be better promoted by using the StratCom* lever.”

*Strategic Communication

Norfolk, Virginia (USA)


Allied command transformation act

What is

“Strategic Communication”…

Suggestions?

Norfolk, Virginia (USA)


Allied command transformation act

Some say:

“Communication at the

strategic level”

Norfolk, Virginia (USA)


Allied command transformation act

Some say:

“Communication at the

strategic level”

Norfolk, Virginia (USA)


Allied command transformation act

Rather:

“Communication applied

strategically”

Norfolk, Virginia (USA)


Allied command transformation act

Rather:

“Communication applied

strategically”

…with a desired effect in mind

Norfolk, Virginia (USA)


Allied command transformation act

…with a desired effect in mind

So:

All tactical information activities

should support the strategy!

Norfolk, Virginia (USA)


Allied command transformation act

(Example)

Problem Statement:

Reserves have modest visibility in NATO, therefore the potential for their use cannot be fully exploited.

Norfolk, Virginia (USA)


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(Example)

Sub-Problem Statement:

CIOR* & NRFC – as the Reserves’ best proponents –

have modest visibility

(= effectiveness) in NATO.

*Incl. CIOMR

Norfolk, Virginia (USA)


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(Example)

Strategy:

To exploit the full potential to the benefit of NATO: Make Reserves more visible in the Alliance landscape.

Norfolk, Virginia (USA)


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(Example)

Sub-Strategy:

Gain visibility for the “Reserve” through focus on CIOR & NRFC and their activities.

Norfolk, Virginia (USA)


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(Example)

Tactics, ex 1:

ACT’s primary exhibition window  Website

CIOR & NRFC logos, links, introductions prominently displayed.

Norfolk, Virginia (USA)


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(Example)

#1:

Tactics, ex 1:

Norfolk, Virginia (USA)


Allied command transformation act

(Example)

#1:

Tactics, ex 1:

Norfolk, Virginia (USA)


Allied command transformation act

(Example)

#1:

Tactics, ex 1:

Norfolk, Virginia (USA)


Allied command transformation act

(Example)

Tactics, ex 2:

Highlight Reserves’ contributions through news articles.

Norfolk, Virginia (USA)


Allied command transformation act

(Example)

#2:

Tactics, ex 1:

“…during SMPC reserve officers served as the core of the analyst team …”

Norfolk, Virginia (USA)


Allied command transformation act

(Example)

#2:

Tactics, ex 1:

“CIOR, as an organisation representing more than 1,3 million reservists…you are making an important contribution to the Alliance, said Bieniek” [Deputy SACT]

“National Reserve Forces must be an integral part of transformation and reform so that they can be relevant, ready, cost-effective and deployable.”

“Aside from combat operations, there are key roles for reservists to play in global challenges such as environmental and resource constraints, health risks, climate change, water scarcity and increasing energy needs that will shape the future security environment.”

Norfolk, Virginia (USA)


Allied command transformation act

(Example)

#2:

“[making the US ACT Reserve detachment joint] “…is the logical first step on the road to eventually leverage the skills and experiences gained by our multinational Reservists during more than 10 years of combat operations” DCOS CapDev, VADM Pottenger on creating NATO’s first Alliance Reserve Unit.

Norfolk, Virginia (USA)


Allied command transformation act

(Example)

Tactics, ex 3:

Champion/ encourage CIOR participation in NATO activities.

Norfolk, Virginia (USA)


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(Example)

#3

Norfolk, Virginia (USA)


Allied command transformation act

(Example)

#3


Allied command transformation act

(Example)

#3


Allied command transformation act

(Example)

#3:

Social Media Experiment during 2012 Summit

Data collection & analysis at HQ SACT in Norfolk, Virginia


Allied command transformation act

(Example)

#3:

Social Media Experiment

Briefing SECGEN StratCom Advisor at Summit in Chicago


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(Example)

#3:


Allied command transformation act

(Example)

#3:

Joint CIOR-NRFC Memo on involvement in Connected Forces Initiative (CFI).

President CIOR & Chairman NRFC joint visit.


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(Example)

#3:

  • “Action speaks volumes”

  • Show in daily CS operations that (adequately trained) Reservists is a flexible cost-effective resource that can be used to fill every need, frombackfill to going forward.

  • US N Reserve Detachment PAO

    • Is part of weekly HQ SACT Tel Conf with outstations

    • Performs role as HQ SACT CPAO when regular staff are on mission (i.e. NATO PA Conference)

    • Is PAO in charge at SMPC (one of ACT’s “Diamond Events”) to include coord with host nation PAO, supervise News Conference, set up one-on-one interviews w/ SACT.


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  • Litmus Test:

  • Ask yourself – is this activity supporting my strategy?

  • If so – carry on!

  • If not, re-consider your tactical actions!


Allied command transformation act

HEADQUARTERS

ALLIED COMMAND TRANSFORMATION (ACT)

Norfolk, Virginia (USA)


Allied command transformation act

ALLIED COMMAND TRANSFORMATION (ACT)

Questions?

[email protected]

www.act.nato.int


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