1. Communication Integration
Communication as a business process to tell your story and align your message
Central Iowa PRSA
2013 PR Institute Keynote Presentation
Hal Pittman, CEO Special Olympics Iowa
NOV 20, 2013

2. What is the narrative of your organization?
“A narrative is a statement of identity, cause and intent around which your organization can unite. It must be convincing, transparent, adaptive, and attractive.”
Special Olympics Iowa 101
Athletes gain new skills and friends
Increases fitness and self-confidence
Fosters inclusion
11,000 athletes
23 Olympic-style sports
Athletes ages
2,000 certified coaches
15,000 volunteers
80+ events annually
8 annual state championships

3. Start with an aspirational “Big Idea”
What does your organization aspire to be on its best day?
The “big idea” is at the very heart of your narrative. It can reflect a
stand-alone vision, your organization’s core values, or be the basis
of a larger integrated communications plan.

4. Special Olympics Iowa’s “Big Idea”: Potential, Inclusion, Enhancement - PIE

5. PIE written into 2014-2018 Special Olympics Iowa Strategic Plan

6. Getting Started
What is YOUR organization’s “Big Idea” – the things you aspire to on your best day?
Do you have a narrative and strategic communication plan that operationalizes your Big Idea?
Has your organization embraced your narrative?
Do they believe it?
Do they live it?
Does it encompass everything your organization does?

7. Communication = Leadership
Leadership = Communication
Communication = Leadership
Key elements, whether advising senior leaders, or leading your organization
Know your narrative and your aspirational Big Idea
Tell your story – articulate the narrative regularly!
You are accountable for managing your organizational reputation!
Deputize key (or every!) employee and volunteer to reinforce your narrative
Develop and implement communication integration tools and processes to align the message across your organization
Assess regularly, and adjust as necessary

8. COMMUNICATION INTEGRATION CASE STUDY and tools NATO Mission to Afghanistan 2011 – 2012 THE ISAF NARRATIVE One narrative to drive all communication efforts

9. Organizational Alignment Through Communication Integration
Building a narrative and business process for strategic communication, Afghanistan mission 2011 – 2012
Case Study

10. First, thoroughly Understand the Problem …
10 years of effort with continued progress, but public narratives remained negative or invisible
Sensational events trumped gradual progress; steady progress not sexy/not news!
Extremist campaign: Attack Western credibility!
Mistakes/Missteps/Politics make us a convenient political target
Afghan government leadership not visible to international community
Diminishing resources
Increased international involvement required
Regional pressures shape/influence alliances
Quick fix unrealistic – complex problems demand adaptable and sustainable solutions

11. Understand the Problem (Cont.)

12. Understand What You Want to Accomplish
Align communication efforts for organizational efficiency
Close the credibility gap between words and deeds
Synchronize actions, words and images to sustain momentum
Align goals and themes with Afghan partners when possible
Be “First with the truth”
Counter insurgent propaganda
Reduce military stories over time to shift the narrative to partnership and assistance.
Empower Afghans / Afghan leadership to become more active in security, governance and development 12

13. Develop a Communication Strategy
Senior Leader ownership / buy-in a “must” for success
Conduct audience research to identify a shared “Big idea”
Additional research to identify key campaign themes
Pressure the enemy
Support transition to Afghan government lead
Develop the Afghan National Security Forces
Unity of Effort, or Partnership
Identify key communication goals/milestones
Align communication plan with operational plan
Develop communication integration process – Intelligence, operations, communications, embassy, etc.
Establish meeting rhythm to support integration
Create individual detailed Communication Action Plans, or synchronization matrixes, for key issues and events
Create an assessment process that provides constant feedback – polling, focus groups, intelligence collection, etc. – to generate accurate measures of effectiveness/performance.

14. Assess, Assess, and Re-assess
Assessment group for communications (5-6 people, led by PhD)
Use a variety of assessment tools
Polling data (consistency)
Market research
Outside polls
Intelligence
Institute a routine feedback process
Data discussion
Weekly and monthly analysis
Aligned with operational reporting/analysis
Adjust tools to ensure the right data to assess the communication campaign.
Chief communications officer must become proficient in understanding assessment process
Data/metrics briefed to Chief Executive monthly

15. Communication Integration
Four tools for aligning your message 15

16. The Big Picture: ISAF Mission Narrative1
The Big Picture: ISAF Mission Narrative
One narrative to drive all ISAF communication efforts.
Target Audience (TA):
International Community
- Troop Contributing Nations
- Individual Nations’ Public
GIRoA & Key Afghan Leaders
ANSF
TBSL & low level INS
Neighboring States
Local Afghan populace
Stability,
Peace
& Prosperity
Those who fight against the Afghan Government and people have a choice
For peace to prevail, the insurgents - the enemies of peace - must choose to end their violent, extremist ways. The Afghan Peace & Reintegration Program (APRP) provides local fighters the choice to rejoin their families and communities, and to work alongside all Afghans for a peaceful and more prosperous future.
If they chose to fight, they will face unrelenting pressure.
Afghanistan is moving forward
Now is the time for GIRoA and its security forces to build a better and more prosperous future for Afghanistan, and bring hope to its people. They have begun the process of Inteqal (Transition) under which the Afghan people will see their police and their army ensuring their security in their own country under the control of their government.
A Pathway to Stability, Peace & Prosperity
The international community’s wish is to see an Afghan government that is able to provide for its people’s security, serve its people’s interests well, and offer all Afghans a more hopeful and prosperous future. Afghanistan will never again be a safe haven for terrorists.
Thirty years of struggle for the Afghan people
Years of conflict and war destroyed the fabric of Afghan society and shattered its social institutions. It turned Afghan against Afghan; a misguided few against the peaceful, non-violent ways of the many. But after 10 years of international assistance, things are now changing.
We will continue to support GIRoA & the ANSF
Afghans welcome Inteqal and accept that for now our support and assistance is needed. They can be confident that we will assist and support their government and their security forces to build and develop their capacity and effectiveness. Our support will continue until GIRoA and the ANSF are able to secure Afghanistan’s future and bring hope of greater prosperity to its people.
Our role is changing, but our commitment will endure
By the time Transition is complete our role will change from combat operations to support, based on a shared commitment to peace and stability. This will mark the start of a renewed relationship with the people of Afghanistan, and one which will endure for as long as it is needed.
Conditions ID
Opportunity
Action Steps
The Benefits
Campaign Themes: PRESSURE - ANSF GROWTH - TRANSITION - PARTNERSHIP

17. Communication Strategy Framework2
ISAF NARRATIVE – “A Pathway to Stability, Peace & Prosperity”
ISAF-led expansion of security, governance and development
GIRoA / ANSF led expansion of security, governance and development
Strategic Partnership and Safe haven Denial
Emphasis of Effects
Objectives O1 O2
Pressuring the Enemy
O1. Eliminate effectiveness of INS propaganda
O2. Degrade INS willingness to continue insurgency
O3. Persuade Afghans that Transition is a positive step for Afghanistan
O4. Persuade Afghans that GIRoA offers the best way forward for stability, peace & prosperity
O5. De-legitimize and isolate Malign influences
O6. Enhance Afghans confidence in ANSF capabilities
O7. Enhance Afghans sense of security
O8. Support IC perception of ISAF / NATO mission
O9. Persuade Afghans of the benefits of long term commitment of the IC
E1: INS ability to influence the population is diminished
Promote Reconciliation Efforts
E2: INS morale and cohesion are undermined
E3: Afghans support for the INS is diminished
E4: Afghans support APRP
Transition O3 O4
E5: Afghans understand the benefits of Transition
E6: Afghans perceive GIRoA offers the best hope for the future of Afghanistan O5
E7: Criminal actors and CPNs are unable to influence significantly legitimate governance & undermine RoL O6 O7
Afghan National Security Forces
E8: Afghans perceive the ANSF as legitimate & capable
E9: Afghans support the ANSF
E10: Afghans perceive their daily life to be safe & have confidence in their future safety
Unity of Effort O8
E11: IC continues to support the NATO mission beyond 2014 O9
E12: Afghans have confidence in the IC’s long term commitment to Afghanistan 17

18. The Essential Communication Tasks3
Afghanistan’s Neighbors
Insurgents
Afghan
Government
Afghan
Population
International
Community
Cease Support
Separate
Support/Have
Confidence In
Support
Communication Effects (Cognitive and Behavioral Change) by Target Audience
Pressurizing
the Enemy
E1: INS ability to influence the population is diminished
E2: INS morale and cohesion are undermined
E3: Afghans’ support for the INS is diminished
E4: Afghans support Afghanistan Peace & Reintegration Program
Transition
E5: Afghans are persuaded of the benefits of Transition
E6: Afghans are convinced GIRoA offers the best hope for the future of Afghanistan
E7: Criminal actors and CPNs’ ability to influence legitimate governance and ROL neutralized
Afghan National
Security Forces
E8: Afghans are convinced the ANSF is legitimate & capable
E9: Afghans support the ANSF
E10: Afghans are convinced that the ANSF provides for their security
Unity
of Effort
E11: IC continues to support the NATO mission beyond 2014
E12: Afghans have confidence in the IC’s long term commitment to Afghanistan 18

19. Communication Action Plan for Bonn Conference4

20. 4 Gap - PA Outreach Liaison Key Event GMIC PA Info Ops KLE SCR COM
Date
23 OCT – 29 OCT
30 OCT- 5 NOV
6-12 NOV
13-19 NOV
20-26 NOV
27 NOV-3 DEC
04-10 DEC
11-17 DEC
Key Event
GMIC PA
Info Ops
KLE
SCR
COM
ISAF 4
PoA Announcement
At Istanbul
(2 Nov)
Bonn Conf
(5-6 Dec)
Tranche 2 Implementation (NLT 5 Dec) 31 2
Dr Ghani and
Minister of MOD/MOI
Engagement with
Political experts 5 7
Media Coverage on
Visit to Tranche 2 Provinces 10 13 16 24
Press Conference
MOI & MOD on
Transition
Spokesperson
Media Round Table
Media Coverage on
Dr Ghani’s Engagement
With Universities
Interview with
Provincial Governors
MOI/MOD Interview
with Media
Inter-Ministry
Coord Mtg 12 1
Exclusive Interview of
Dr Ghani with
Media Outlets
Dr Ghani’s Engagement
With Head of Mullahs
And Hd of Jirga Dept 8 14
Media Coverage
On Mullah 4
Press Conference
At Province
Gap - PA Outreach Liaison 29
Dr Ghani’s Interview
With Local Media
Interviews with Tribal Heads
T2 Conference
(TBC) 3 11 17 31
Joint Press Conference
Dr Ghani with
Minister MOD and MOI 6 9 15
Media Coverage on
Mullah talking about
Security Transition
Dr Ghani’s Engagement
With Afghan Youths
Dr Ghani’s Engagement
With National Media Heads
Dialogue with Media
By Spokesperson
Dr Ghani’s Exclusive
Interview with Media 27
TBC 4 10
ANSF Grad
Think Tank
engagement
ANSF Grad
TBC
TBC
ANSF Grad
Media Embeds
In Tranche 2 areas 29 2
TBC
Spt for Ceremonies
Post Announcement
Interviews
TBC
NATO Influencer Tour
Spt T2 Conference
TBC
TBC
VSO Tour
TBC
T2 Assessment
Visit
Pentagon Press
Conf R R R
Post-ceremony Interviews R R
Background
Background
Background
Background
Background
TBC R R R R R R R
Media coverage on
GIRoA Officials
Visits R
Weekly Press Conf
Weekly Press Conf
Weekly Press Conf
Weekly Press Conf
Weekly Press Conf
Weekly Press Conf
Weekly Press Conf
Weekly Press Conf
Social Media Engagement
CJOPTF Transition Series : Socio-Economic Development
MISOTF-A Transition Series: Development
Transition
CJOPTF Transition Series : Increase Support for ANSF
MISOTF-A Transition Series: Governance
ANSF
Pressuring the Enemy
Pressuring the Enemy Surge (1-30 NOV 11)
(Reintegration)
CJOPTF Transition Series : Support for ISAF
MISOTF-A Transition Series: Security 26 28
Parliamentary Visit
Parliamentary Visit 29
TBC
TBC
TBC
TBC
Meet Opinion leaders
SCR meets Media Think Tanks
(inclusive of Economist & Guardian)
SCR with English Speaking
Afghan Snr News Editors
Field Tour
For Media
NATO-hosted
Opinion leaders Tour
TBC
SCR on record
With International Journalists 2
TBC
SCR Media at Istanbul
TBC
SCR with English Speaking
Afghan Snr News Editors 5
Afg Press Half Day
With ANA (TBC)
SCR Bonn Conf 29
Media RT
A4/SCR/Karimi 15 24
TV Interview
With Afghan Media
Radio Interview
With Afghan Media 8 4
PPC RT 10
TV- 45mins
BBC 10
NATO Press
TV Interview
With International Media 5
Press Conference for Bonn
Key Period for Communication Surge
Key Period for Communication Surge

21. Summary: Practical Application of ISAF Communication Integration model
Problem identification
Understand what you want to accomplish
Develop an assessment process that accurately captures and measures audience perception
Develop a communication strategy, integration process, and tools to integrate communication in all you do!

22. Practical Application (Cont.)
Understand the problem, understand what you want to accomplish, know your narrative, build relationships, communicate, assess and communicate some more!

23. What is your narrative and communication integration process
What is your narrative and communication integration process? What are your tools and processes for assessing and aligning your efforts?

24. Questions?
Hal Pittman President & CEO Special Olympics Iowa