Presentation on Ensuring message Consistency (NATO StratCom and Military Info Ops in Comprehensive Operations Planning) provided at Information Operations Europe in June 2011

1. 29-Jun-11 1 Change has ComeEnsuring Message Consistency Some Ideas for the Battle of Ideas NATO Strategic Communications and Military Information Operations in Comprehensive Operations Planning by LTC (DEU-A) Ulrich M. JANSSEN NATO School Oberammergau, ISTAR Dept. janssen.ulrich@natoschool.nato.int UNCLASSIFIED 29-Jun-11 1 29-Jun-11 1 29-Jun-11 1 UNCLASSIFIED

2. 29-Jun-11 2 Outline Change has come … what change? Messaging … The Military Way In Comprehensive Approach to Operations Ensuring Message Consistency Strategic Communications’ vision Perception Management & Deception Military Information Operations Integration in Comprehensive Operations Planning Conclusion, Summary & Way Ahead 29-Jun-11 2 29-Jun-11 2

3. 29-Jun-11 3 Military Intervention in the Clausewitz’ian sense “War is merely the extension of politics by other means.” Center of Gravity: enemy / enemy capabilities C2W Politics failed Human Assistance Civil Engagement Reconstruction (Marshall Plan) “Military Facts” Peace Crisis/Conflict War Transition Post War Peace 29-Jun-11 3 29-Jun-11 3 29-Jun-11 3

4. The Problem 29-Jun-11 4

5. Cause of conflict and resulting threats Geographic Focus Strategy, Complexity, and Tactics, Techniques, Procedures We, the Enemy, and other actors Technology & Information Training Needs 29-Jun-11 5 Significant Changes

6. 29-Jun-11 6 Revolution in Technology and Enhanced Connectivity "The extent, depth, andspeed of the new globalmedia have created anew species of effects... The military must understand, anticipate, andplan for this new dynamic." (Margaret H. Belknap, 2001) 29-Jun-11 6 29-Jun-11 6

7. 29-Jun-11 7 The challenge with new dynamics “(…) there are things we know we know. We also know there are known unknowns; that is to say we know there are some things we do not know. But there are also unknown unknowns -- the ones we don't know we don't know.“ (Donald Rumsfeld, Former US Secretary of Defense) 29-Jun-11 7 29-Jun-11 7

8. 29-Jun-11 8 Military Intervention in Operations other than War People Social structures Culture Media Key Players/ Actors Economy C2W Transportation Political / Civil structures Finance “Military Facts” Communication Grids Peace Crisis/Conflict War Transition Post War Peace Center of Gravity: people’s perception Tradition Religion Law Education Emotions 29-Jun-11 8 29-Jun-11 8 29-Jun-11 8

9. 29-Jun-11 9 Key to Success “For to win one hundred victories in one hundred battles is not the acme of skill. To subdue the enemy without fighting is the acme of skill.” Sun Tzu Messaging and understanding right! 29-Jun-11 9 29-Jun-11 9 UNCLASSIFIED

11. One cannot NOT communicate!

12. Translation: Whatever you do, and how you do sends out messages.

13. Understanding  Perception of your messages.

14. Authority

15. Legitimacy

16. People’s perception of us messaging right.

17. Right actor (sender / receiver)

18. Right time

19. Right place

20. Right route / channel of communication

21. Right means to communicate

22. Right purpose29-Jun-11 10 29-Jun-11 10 29-Jun-11 10

24. 29-Jun-11 12 The brutal simplicity of thought Six fundamental principles for SUCCESs Simplicity Unexpectedness Concreteness Credibility Emotions Stories Building a better NATO School, not just a bigger one. Messaging demands We’ve made the difference, you’ve got the choice. Time for change! They’ve got the watches, we’ve got the time! 29-Jun-11 12 29-Jun-11 12

25. 29-Jun-11 13 Communication by “other” means SUCCESs f(getting out right messages right, listen carefully and learn) f (Ensuring message consistency) Action speak louder than words. Potentially lethal arguments. Greater impact on people’s perceptions, attitudes, behaviour. 29-Jun-11 13 29-Jun-11 13 29-Jun-11 13

26. 29-Jun-11 14 P M E C Political Military Economic Civil Instruments of PowerStrategic level Lines of Engagement 29-Jun-11 14 29-Jun-11 14

27. 29-Jun-11 15 P M E C Political Military Economic Civil The Product powered by the Power of Information i = 0  1 i = 1  MPEC i > 1  exponentially adding value 29-Jun-11 15 29-Jun-11 15 29-Jun-11 NATO UNCLASSIFIED 15 29-Jun-11 15 UNCLASSIFIED

28. 29-Jun-11 16 Theory … and the Challenge 29-Jun-11 16 29-Jun-11 16

29. 29-Jun-11 17 Strategic CommunicationsReference Documentation NATO HQ PO (2009) 0141, NATO Strategic Communications Policy - 29 Sep 09 DSG(2010) 0528 AS1, NATO Military Concept for Strategic Communications – 18 Aug 10 MCM-0076-2011, NATO StratCom Capabilities Implementation Plan (CIP) – 20 Jun 11 Allied Command Operations ACO Directive 95-1, Public Affairs – 23 May 08 ACO Directive 95-2, Strategic Communications -19 Nov 09 ACO Directive 95-3, Social Media - 3 Dec 09 Allied Command Transformation Links to MC 133 NATO’s Operations Planning Policy ACO Comprehensive Operations Planning Directive 29-Jun-11 17 29-Jun-11 17 29-Jun-11 17

31. Public Affairs,

32. Military Public Affairs,

33. Information Operations and

34. Psychological Operations, as appropriatein support of Alliance policies, operations and activities, and in order to advance NATO’s aims. PO(2009)0141, dated 29 Sep ‘09 29-Jun-11 18 29-Jun-11 18 29-Jun-11 18

35. 29-Jun-11 19 Strategic CommunicationsAims A process Linking policy with action. Ensuring Message Consistency Avoid “Say-Do-Gap” A different way of thinking. Perception Management at its best! 29-Jun-11 19 29-Jun-11 19 29-Jun-11 19 29-Jun-11 19

36. 29-Jun-11 20 Deception..? 29-Jun-11 20 29-Jun-11 20 Managing Perception

38. 29-Jun-11 22 NATO’s Military Approach to Ensuring Message Consistencyin just 1 graph StratCom Plan Mission-specific Strategic Political Guidance on Info Activities Framework 29-Jun-11 22 29-Jun-11 22 29-Jun-11 22 29-Jun-11 22

39. 29-Jun-11 23 Analysis / KD Knowledge Developers Information Brokers Information Analysts Joint Planners Effect Managers Joint Coordinators Effectors Joint Enablers Multipliers POLITICAL ADVISOR LEGAD J 9 JOINT OPSEC J1 J2 J4 MILITARY DECEPTION J3/J5 INFO OPS Staff Element LNO J6 FP PAO JOINT EW SOF JOINT TARGETING CULTURAL ADVISOR AIR, LAND, MARITIME COMPONENTS PSYOPS 29-Jun-11 23 29-Jun-11 23 29-Jun-11 23 29-Jun-11 23

40. 29-Jun-11 24 Human Terrain AssessmentSystem Status, System Behavior, System Dynamics 29-Jun-11 24 29-Jun-11 24 NATO UNCLASSIFIED 24 24

41. 29-Jun-11 25 Planning Analysis (Knowledge Development) Planning Assessment Execution Comprehensive Operations Planning Analysis first, action last

42. Execution “Actions designed to affect information and/or information systems, performed by any actor.” MC 457/2 NATO Military Policy on Public Affairs “We need to worry a lot less about how to communicate our actions and much more about what our actions communicate.” Admiral Michael G. Mullen 29-Jun-11 26 29-Jun-11 26

43. 29-Jun-11 27 Ensuring Message ConsistencyDelineation of Responsibilities Messages (activities) affectingpeople‘s P-A-B. Political Public Diplomacy Economic Civil Public Affairs StratCom Framework Military Computer Network Operations PSYOPS Key Leader Engagement Operation Security Military Information Operations Military Public Affairs CIMIC Other military activities Physical Destruction EW Military Deception 29-Jun-11 27 29-Jun-11 27 27

44. 29-Jun-11 28 Summary Analysis first … action last! Understanding the Environment is a MUST! Human Terrain Analysis and Assessment Planning for effects CoG is people’s perception Target vulnerable relationships Speed up own planning and decision-making Execution Military communications by all means Synchronization of effects Assessment Did actors change undesired behaviour? … because of our / military action? Do right things… Right! 29-Jun-11 28 29-Jun-11 28 29-Jun-11 28

45. 29-Jun-11 29 Are we doing right things right?Different Approaches of messaging How insurgents look at things Political Strategic Political Strategic Theatre Tactical Operational Theatre / Operational Strategic Tactical Tactical Media Ops How we look at things Now Media Strategic Communications Idea Conflicts Strategic Information Operations Operational Tactical PSYOPS - PA - KLE - EW - CIMIC LF/AF/MF/SOF Individuals Groups 29-Jun-11 29 29-Jun-11 29 29

46. Change has ComeEnsuring Message Consistency Questions..? Some Ideas for the Battle of Ideas NATO Strategic Communications and Military Information Operations in Comprehensive Operations Planning by LTC (DEU-A) Ulrich M. JANSSEN NATO School Oberammergau, ISTAR Dept. janssen.ulrich@natoschool.nato.int UNCLASSIFIED 29-Jun-11 30 29-Jun-11 30 29-Jun-11 30 29-Jun-11 30 UNCLASSIFIED

47. 29-Jun-11 31 More info on Info Ops..?Coming soon NATO School: The Global Leader in Multinational Education and Individual Training NATO Operations Planners’ Info Ops Courses 2-weeks “add-on” to operational planning course NATO SECRET N3-19-C … 10-21 Oct 2011 NATO Senior Officer Info Ops Orientation Course 1-week “key leader seminar” for OF-4 and above Gaining / maintaining Information Superiority Ensuring Message Consistency NATO SECRET N3-16-B … 29 Aug – 2 Sep 2011 29-Jun-11 31 29-Jun-11 31