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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)

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

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

*Strategic Communication

Norfolk, Virginia (USA)


What is

“Strategic Communication”…

Suggestions?

Norfolk, Virginia (USA)


Some say:

“Communication at the

strategic level”

Norfolk, Virginia (USA)


Some say:

“Communication at the

strategic level”

Norfolk, Virginia (USA)


Rather:

“Communication applied

strategically”

Norfolk, Virginia (USA)


Rather:

“Communication applied

strategically”

…with a desired effect in mind

Norfolk, Virginia (USA)


…with a desired effect in mind

So:

All tactical information activities

should support the strategy!

Norfolk, Virginia (USA)


(Example)

Problem Statement:

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

Norfolk, Virginia (USA)


(Example)

Sub-Problem Statement:

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

have modest visibility

(= effectiveness) in NATO.

*Incl. CIOMR

Norfolk, Virginia (USA)


(Example)

Strategy:

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

Norfolk, Virginia (USA)


(Example)

Sub-Strategy:

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

Norfolk, Virginia (USA)


(Example)

Tactics, ex 1:

ACT’s primary exhibition window  Website

CIOR & NRFC logos, links, introductions prominently displayed.

Norfolk, Virginia (USA)


(Example)

#1:

Tactics, ex 1:

Norfolk, Virginia (USA)


(Example)

#1:

Tactics, ex 1:

Norfolk, Virginia (USA)


(Example)

#1:

Tactics, ex 1:

Norfolk, Virginia (USA)


(Example)

Tactics, ex 2:

Highlight Reserves’ contributions through news articles.

Norfolk, Virginia (USA)


(Example)

#2:

Tactics, ex 1:

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

Norfolk, Virginia (USA)


(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)


(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)


(Example)

Tactics, ex 3:

Champion/ encourage CIOR participation in NATO activities.

Norfolk, Virginia (USA)


(Example)

#3

Norfolk, Virginia (USA)


(Example)

#3


(Example)

#3


(Example)

#3:

Social Media Experiment during 2012 Summit

Data collection & analysis at HQ SACT in Norfolk, Virginia


(Example)

#3:

Social Media Experiment

Briefing SECGEN StratCom Advisor at Summit in Chicago


(Example)

#3:


(Example)

#3:

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

President CIOR & Chairman NRFC joint visit.


(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.


  • Litmus Test:

  • Ask yourself – is this activity supporting my strategy?

  • If so – carry on!

  • If not, re-consider your tactical actions!


HEADQUARTERS

ALLIED COMMAND TRANSFORMATION (ACT)

Norfolk, Virginia (USA)


ALLIED COMMAND TRANSFORMATION (ACT)

Questions?

[email protected]

www.act.nato.int


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