Public Affairs Operations Plan
The Georgia State Defense Force
Mission
• GSDF Public Affairs fulfills the GSDF’s
obligation to keep the citizens of Georgia,
the legislature, and the GA DOD informed,
and helps to establish the conditions that
lead to confidence in the GSDF and its
readiness to conduct operations in
peacetime, homeland defense and
emergencies.
Objective
• Identify factors affecting public affairs
planning.
Community Relations - PAO
• Mission:
Tell the story of Georgia’s GSDF to the
public to maintain their trust, respect and
understanding of our role in the community
and to the state so that the GSDF can
effectively achieve it’s mission as assigned
by the Governor and the Adjutant
General.
• Vision:
Improve the trust and support of the
Organizational and Staff
Operations
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Times may change but, Values Don't
Change. The best organizations stand for
something.
Integrity Without Compromise
Do Right by All Our Stakeholders
It's the People
Seek the Best
Continually Improve Processes
Speak, Listen, and Respond
Enabled and Qualified Teams Work
Customers Define Quality
Community Request for
GSDF Assets
•
Citizens of Georgia may request GSDF
assets such as honor guards, funeral
details, band, static displays with GSDF
equipment, and the GSDF Ceremonial
Team for public events.
• Sponsors of events must complete a
GA DOD, GSDF Form x at least 60 days
prior to the event .
Branding, Image, Marketing
and Public Relations
• Need to better define the GSDF brand and image
• Need to identify all primary / secondary nuances of
the brand and organizational image
• Inherent in our brand strength should be trust and
reliability.
• Need to define expected processes, measurements
and outcomes of all internal / external
communications and marketing efforts
• Need to identify Federal, State and Local legislative
supporters and promote SDF related legislation
• Need to lobby for redefined and increased GSDF
roles
• Need to encourage organizational and alliance
Key Topic – Branding, Image,
Marketing and Public Relations
• Need to define the Marketing and Public Relations
efforts
• Need to identify and define all primary / secondary
marketing and communications channels
• Need to define expected processes, measurements
and outcomes of all internal / external
communications and marketing efforts
• Need to better define role of Public Affairs Office and
Officer to include unit and individual measurements
• Need to encourage organizational and alliance
partner participation.
Overview
• Identify the purpose and function of
JOPES
• Explain how planning requirements are
generated and what PA responsibilities
are associated with those requirements
• Identify the function of the PA Annex
• Explain the importance of PA Annex
coordination/staffing
Lobby Goals for legislature
(Volunteer member – Rewards)
• Increased GSDF organizational roles /
responsibilities
• Increased level of funding for GSDF
• National Guard (GSDF) motor vehicle tags
• Uniforms furnished to GSDF members
• Job protection during GSDF personnel
activation
• Reimbursement allowance for authorized GSDF
related expenses
• State Activation pay under special situations or
extended activation
• Need to communicate increased state of
PAO
PAO Leveragability of GSDF
Assets
• GSDF Commanders are encouraged to
make available to the GSDF PAO section
color guards, drill teams, ceremonial units,
bands, personnel formations, static
displays, exhibits, and similar support for
functions conducted in a military or public
domain.
• The above will be used by the PAO section
to increase awareness of the GSDF,
enhance recruiting efforts, and add to the
professionalism of ceremonies and
programs overall.
Importance of Planning
• Determines degree of success or failure
• Allows numerous, varied types of units
and organizations to coordinate efforts
toward success of common mission or
objective
• Outlines responsibilities
Objectives Summary
• Need for improved organizational
communications
• Communications are stove-piped within units
• Need to publish organizational contacts list
• Need for GSDF monthly Newsletter
• Need to increase public and military awareness
of GSDF mission, capabilities, and values
through carefully managed branding ad
campaigns
• Consider dedicated liaison officers between the
GSDF and Army / Army NG/ Air NG units as well
Plan Development
• Starts with National Command Authority
• NCA tells Joint Chiefs to develop plans
• JCS tells regional commanders to develop
plans for their area
• Combatant Commanders start tactical plan
development
• Subordinate commands determine COAs
• Plans are written to accomplish mission
• Once approved, OPLAN becomes and
OPORD
PA Annex
• Integrates PA into command’s overall
mission
• Outside staffs/units use for PA guidance
• Same format is used for all annexes to
OPLAN
• Five basic parts:
– Situation
– Mission
– Execution
– Service Support
– Command and Signal
PA Annex (Con’t)
• Appendices
• TPFDD info
• Ensure plan is exhaustive, wellprepared
• Coordinate, particularly with:
– PSYOPs
– Civil Affairs
– Signal
– Military Intelligence
PAO Planning Responsibilities
• Conduct assessment of Information
Environment & Develop PAO Estimate
• Provide input to PAO Annex
• Ensure proper coordination of PA annex
• Prepare PAOG
A word about PAO
• Purpose
• Definition
• Establishes:
– PA policies
– Likely areas of interest
– Themes and messages
– Release authority
• Allows for uniform response
Summary
• Identify the purpose and function of PAO
• Explain how planning requirements are
generated and what PAO responsibilities
are associated with those requirements
• Identify the function of the PAO Annex
• Explain the importance of PAO Annex
coordination/staffing
Action Plan
• Describe the following (where additional
information is needed assign responsibility
to the logical person):
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Action steps;
Materials and information needed;
Training and expertise needed;
Time required and projected Schedules;
Tangible and intangible Costs.
Objective
• Identify factors affecting public affairs
planning.
Balanced Score Card
Objectives
• Increase number of internal GA DOD and
other State Agencies Audiences – number
of agency mentions (3+ = G, 1-2 = Y, 0 =
R)
• Increase external (public) Audiences
includes: TV, Radio, Print and other –
number public media mentions (3+ = G, 12 =Y, 0 = R)
• Enable unit PAO staff structure across the
GSDF – increase number of UPARS
trained personnel in units (80% =G, 60-79
Balanced Score Card
Objectives
• Increase number new static and dynamic
content pieces monthly on the GSDF
website. (6+ = G, 4-5 = Y, 0 - 3 = R)
Virtual Enterprise Computing
Model
Community
Competition
Content
Organization
Organization’s
agenda
Collaboration
Computing
Key Topic – IT
Infrastructure
• Need to establish GSDF information portal
collaborative computing environment and
knowledge management system
• Need to seek out corporate and vendor
donations of computer HW / SW,
communications equipment
Organizational and Staff
Operations
• Need to define key business functions and subprocesses
• Need to define, document and measure expected
organizational outcomes
• Need to define, document and measure expected
individual outcomes
• Need to review, update and edit Organization SOP’s
as necessary
• Need to schedule facilitated organizational
improvement training
• Need to encourage / measure increased
participation and communications.
Food for thought
“People seldom improve when they
have no other model but themselves to
copy after.”
Goldsmith