1. ALLIED COMMAND TRANSFORMATION (ACT)
SYMPOSIUM
CIOR SUMMER CONGRESS 2013
BRNO
Roy Thorvaldsen
Chief of Public Affairs
Deputy Branch Head StratCom
CIOR liaison 1

2. ALLIED COMMAND TRANSFORMATION (ACT)
HEADQUARTERS
ALLIED COMMAND TRANSFORMATION (ACT)
Norfolk, Virginia (USA) 2

3. can be better promoted by using the StratCom* lever.”
Theme:
“…how the Reserves
can be better promoted by using the StratCom* lever.”
*Strategic Communication
Norfolk, Virginia (USA) 3

4. “Strategic Communication”…
What is
“Strategic Communication”…
Suggestions?
Norfolk, Virginia (USA) 4

5. Some say: “Communication at the strategic level”
Norfolk, Virginia (USA) 5

6. ✗ Some say: “Communication at the strategic level”
Norfolk, Virginia (USA) 6

7. “Communication applied
Rather:
“Communication applied
strategically”
Norfolk, Virginia (USA) 7

8. “Communication applied strategically” …with a desired effect in mind
Rather:
“Communication applied
strategically”
…with a desired effect in mind
Norfolk, Virginia (USA) 8

9. …with a desired effect in mind So: All tactical information activities
should support the strategy!
Norfolk, Virginia (USA) 9

10. (Example)
Problem Statement:
Reserves have modest visibility in NATO, therefore the potential for their use cannot be fully exploited.
Norfolk, Virginia (USA) 10

11. Sub-Problem Statement:
(Example)
Sub-Problem Statement:
CIOR* & NRFC – as the Reserves’ best proponents –
have modest visibility
(= effectiveness) in NATO.
*Incl. CIOMR
Norfolk, Virginia (USA) 11

12. (Example)
Strategy:
To exploit the full potential to the benefit of NATO: Make Reserves more visible in the Alliance landscape.
Norfolk, Virginia (USA) 12

13. (Example)
Sub-Strategy:
Gain visibility for the “Reserve” through focus on CIOR & NRFC and their activities.
Norfolk, Virginia (USA) 13

14. ACT’s primary exhibition window  Website
(Example)
Tactics, ex 1:
ACT’s primary exhibition window  Website
CIOR & NRFC logos, links, introductions prominently displayed.
Norfolk, Virginia (USA) 14

15. (Example)
#1:
Tactics, ex 1:
Norfolk, Virginia (USA) 15

16. (Example)
#1:
Tactics, ex 1:
Norfolk, Virginia (USA) 16

17. (Example)
#1:
Tactics, ex 1:
Norfolk, Virginia (USA) 17

18. Highlight Reserves’ contributions through news articles.
(Example)
Tactics, ex 2:
Highlight Reserves’ contributions through news articles.
Norfolk, Virginia (USA) 18

19. (Example) #2: Tactics, ex 1:
“…during SMPC reserve officers served as the core of the analyst team …”
Norfolk, Virginia (USA) 19

20. (Example) #2: Tactics, ex 1: Norfolk, Virginia (USA)
“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) 20

21. (Example) #2: Norfolk, Virginia (USA)
“[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) 21

22. Champion/ encourage CIOR participation in NATO activities.
(Example)
Tactics, ex 3:
Champion/ encourage CIOR participation in NATO activities.
Norfolk, Virginia (USA) 22

23. (Example) #3
Norfolk, Virginia (USA) 23

24. (Example) #3 24

25. (Example) #3 25

26. Social Media Experiment during 2012 Summit
(Example)
#3:
Social Media Experiment during 2012 Summit
Data collection & analysis at HQ SACT in Norfolk, Virginia 26

27. Social Media Experiment
(Example)
#3:
Social Media Experiment
Briefing SECGEN StratCom Advisor at Summit in Chicago 27

28. (Example)
#3: 28

29. (Example)
#3:
Joint CIOR-NRFC Memo on involvement in Connected Forces Initiative (CFI).
President CIOR & Chairman NRFC joint visit. 29

30. (Example) #3: “Action speaks volumes” US N Reserve Detachment PAO
Show in daily CS operations that (adequately trained) Reservists is a flexible cost-effective resource that can be used to fill every need, from backfill 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. 30

31. Ask yourself – is this activity supporting my strategy?
Litmus Test:
Ask yourself – is this activity supporting my strategy?
If so – carry on!
If not, re-consider your tactical actions! 31

32. ALLIED COMMAND TRANSFORMATION (ACT)
HEADQUARTERS
ALLIED COMMAND TRANSFORMATION (ACT)
Norfolk, Virginia (USA) 32

33. ALLIED COMMAND TRANSFORMATION (ACT)
Questions? 33