ALLIED COMMAND TRANSFORMATION (ACT)
SYMPOSIUM
CIOR SUMMER CONGRESS 2013
BRNO
Roy Thorvaldsen
Chief of Public Affairs
Deputy Branch Head StratCom
CIOR liaison
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HEADQUARTERS
ALLIED COMMAND TRANSFORMATION (ACT)
Norfolk, Virginia (USA)
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Theme:
“…how the Reserves
can be better promoted by
using the StratCom* lever.”
*Strategic Communication
Norfolk, Virginia (USA)
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What is
“Strategic Communication”…
Suggestions?
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Some say:
“Communication at the
strategic level”
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✗
Some say:
“Communication at the
strategic level”
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Rather:
“Communication applied
strategically”
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Rather:
“Communication applied
strategically”
…with a desired effect in mind
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…with a desired effect in mind
So:
All tactical information activities
should support the strategy!
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(Example)
Problem Statement:
Reserves have modest
visibility in NATO, therefore
the potential for their use
cannot be fully exploited.
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(Example)
Sub-Problem Statement:
CIOR* & NRFC – as the
Reserves’ best proponents –
have modest visibility
(= effectiveness) in NATO.
*Incl. CIOMR
Norfolk, Virginia (USA)
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(Example)
Strategy:
To exploit the full potential to
the benefit of NATO: Make
Reserves more visible in the
Alliance landscape.
Norfolk, Virginia (USA)
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(Example)
Sub-Strategy:
Gain visibility for the
“Reserve” through focus on
CIOR & NRFC and their
activities.
Norfolk, Virginia (USA)
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(Example)
Tactics, ex 1:
ACT’s primary exhibition
window  Website
CIOR & NRFC logos, links,
introductions prominently
displayed.
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(Example)
#1:
Tactics, ex 1:
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(Example)
#1:
Tactics, ex 1:
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(Example)
#1:
Tactics, ex 1:
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(Example)
Tactics, ex 2:
Highlight Reserves’
contributions through news
articles.
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(Example)
#2:
Tactics, ex 1:
“…during SMPC reserve officers
served as the core of the
analyst team …”
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(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, costeffective 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
needs that will shape the future security
Norfolk, increasing
Virginiaenergy
(USA)
environment.”
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(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
10 years of combat operations” DCOS CapDev, VADM
Norfolk, than
Virginia
(USA)
Pottenger on creating NATO’s first Alliance Reserve Unit.
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(Example)
Tactics, ex 3:
Champion/ encourage CIOR
participation in NATO
activities.
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(Example)
#3
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(Example)
#3
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(Example)
#3
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(Example)
#3:
Social Media Experiment during 2012 Summit
Data collection & analysis at HQ SACT in Norfolk, Virginia
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(Example)
#3:
Social Media Experiment
Briefing SECGEN StratCom Advisor at Summit in Chicago
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(Example)
#3:
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(Example)
#3:
Joint CIOR-NRFC Memo on
involvement in Connected
Forces Initiative (CFI).
President CIOR &
Chairman NRFC joint visit.
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(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, 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.
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Litmus Test:
Ask yourself – is this activity supporting
my strategy?
If so – carry on!
If not, re-consider your tactical actions!
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HEADQUARTERS
ALLIED COMMAND TRANSFORMATION (ACT)
Norfolk, Virginia (USA)
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ALLIED COMMAND TRANSFORMATION (ACT)
Questions?
roy.thorvaldsen@act.nato.int
www.act.nato.int
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