Strategic Communication Education Way Ahead

1
Strategic Communication EducationWay Ahead

• CAPT Hal Pittman
• Deputy Assistant Secretary of Defense, Joint
  Communication
• 703-697-3357

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Agenda

• DASD JC Responsibilities
• What is SC/how OSD views SC
• SC Education Challenges
• SC Education Initiatives
• Summary of SSC/ILE SC Info Papers

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DASD JC Responsibilities

• Oversee DoD activities directed at shaping
  Department-wide communications doctrine,
  organization, and training for the joint force
• Co-Advisor, 2006 QDR Strategic Communication
  Execution Roadmap
• Director, DoD Strategic Communication Integration
  Group (SCIG) Secretariat

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What is SC?

• The art of orchestrating actions, images, and
  words to achieve effects supporting attainment of
  desired endstates
• Process of planning and executing an integrated
  communication strategy that is synchronized with
  actions
• SC seeks to close the Say Do gap
• More than PA, more than IO, more than integrating
  just PA IO
• More than themes and messaging
• Leadership drives SC
• Commanders program
• Everyone has a role, needs to understand SC
  process
• Analyze (research), Plan, Execute, Assess

Focused USG processes and efforts to understand
and engage key audiences to create, strengthen or
preserve conditions favorable to advance national
interests and objectives through the use of
coordinated information, themes, plans, programs,
and actions synchronized with other elements of
national power


QDR 2006 SC Roadmap
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Institutionalized SC can be likened to an
orchestra producing harmony

• All instruments retain their unique sound and
  specialty, but in concert, communicate more
  effectively

• Conductor (Senior Leader) coordinates and
  integrates the various elements of the orchestra
  based on the score (SC Guidance and Plan)

Selection, timing, and emphasis of instruments,
as well as coordination and integration of
orchestral sections is based on intended effect
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SC Education Challenges

• Multiple interpretations of SC
• Differing SC Learning Objectives (LOs) (not in
  the OPMEP)
• Minimal joint doctrine
• Minimal formal policy
• DoD Directive in draft

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SC Education Initiatives

• OPMEP Revision
• Currently underway (JS J-7 lead)
• DASD JC creating consolidated SC input
• 5 JPME granting institutions participating in
  core planning group
• Need to develop Principles of SC
• Many joint doctrine publications include section
  on principles or fundamentals
• Need bridge to help standardize thinking on SC
  until doctrine is published
• Incorporate into eventual joint pub on SC
• NPS SC Workshop
• SC Education Summit (20-21 Mar)
• SC Training Exercise Summit (2008 initiative
  TBD)

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SC Education Summit

• Vision Institutionalizing SC through Education
• Purpose Gather SC educators and key
  practitioners together for thoughtful, productive
  discussions on SC Education
• Goals Objectives
• Expand SC in all SSC/ILE core curricula
• Identify opportunities for synergy and
  cooperation in SC education between DoD, State
  other USG, and civilian education institutions
• Form an SC Education Community of Practice
• Share ideas, models, best practices
• Identify research opportunities
• Discuss potential for SC degree or certification
  program
• Explore distance learning opportunities or
  initiatives
• Review draft SC Learning Objectives (CJCSI
  1800.01D, OPMEP)
• Review draft Principles of SC for eventual
  incorporation into doctrine
• Location/When JFSC (Norfolk), 20-21 Mar 2008

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JPME School Papers

• JS J-7 requested info papers on how schools are
  incorporating SC
• Good news
• All are addressing SC
• USAWC appears to have most mature program
• Areas for improvement
• Establish and expand SC throughout core curricula
• Ensure synergy across instruction modules on
  primary supporting capability areas (IO, PA, PD,
  VI)

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DASD JC SC Education POCs

• Barbara Burfeind
• 703-693-5403
• barbara.burfeind.ctr_at_osd.mil
• Sue Gough
• 703-692-2002
• susan.gough.ctr_at_osd.mil

Postscript Need your help there is no s at
the end of strategic communication