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3

d
SUSTAINMENT COMMAND (EXPEDITIONARY)
Public Affairs
Telling the Sustainer Story
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
UNCLASSIFIED
3
d
ESC PAO with 123
rd
MPAD (OPCON) provides full theater public
affairs coverage of 3
d
ESC units, missions, and personnel IOT facilitate
communication of 3
d
ESC and MNC-I messages to selected internal and
external audiences. O/O provide support to visiting media.
Mission:
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
You know you are in trouble when..
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
ESC Snapshot
Who we are:
Soldiers: Between 16000 and 17000 service members any given day (15000
available 17000 assigned) Active, Guard, Reserve
Units:
5 Sustainment Brigades
11 Combat Sustainment Support Battalions (10 CSSB, 1 BSB)
1 Transportation Battalion
1+ IBCT (6 battalions) equivalent of convoy security forces comprised of
infantry, cavalry, artillery and other units
Locations:
Supply and Distribution to 54 installations within Iraq
ESC units reside at 22 installations
Major ESC hubs include Balad, Q-West, Marez, Speicher, Adder, Taji,
VBC, Al Asad
Distribution:
Food/water:
82,000 cases bottled water issued per day
94,000 liters of bottled water produced per day
33.07 short tons of ice produced per day
12.6 million gallons of bulk water produced per day
28 million gallons of bulk water stored per day
Fuel:
2.8 million gallons fuel (JP8, Mogas, DF2) issued /day
27.36 million gallons of fuel stored each day
Between 40 and 50 million gallons processed per month = 1.65 million
gallons per day
Ammo
11.65 short tons received per day
34,846 short tons stored per day
Mail
130,000 pounds (65 Tons) of mail per day inbound
96,000 pounds (48 Tons) of mail per day outbound
200 tons per day during holiday mail surge!
Transportation:
By Ground any given day
1724 Theater Movement Requests processed
20 theater convoys
87 corps convoys
3700 trucks on the road
170 Military 2500 Contract
1030 other
By Air any given day
153 Air movement requests
730 fixed wing missions
597 pallets flown
149 trucks off the road
7 Convoys off the road
1200 personnel moved
Maintenance:
107 ground fleets managed = 29744 systems
6 rotary wing fleets managed = 512 systems
2 fixed wing fleets managed = 162 systems
2 UAV fleets managed = 95 systems
36 direct support work orders completed / day
Manage 49,988 lines of ASL managed with $3 million in
reutilization of theater excess
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)

OIC
Press Desk

UNCLASSIFIED
3d ESC
PAO
MPAD
1SG
Admin / OPS
NCO

ESC PA
NCOIC
ESC PA
46Q
ESC PA
46Q
MPAD
CDR


46Q

Team 1


46Q


46R
Team 2
Print
Broadcast
Layout
46Q
46R DVIDS
Print NCOIC Broadcast NCOIC
Primary Coverage: Taji, Q-
West, Adder, Al Asad,
Spiecher, TQ, Marez, VBC
Primary
Coverage:
3ESC events,
DVs, 330
th
,
BFC,
Secondary:
Tenants,
augment teams

MPAD
XO

10
th
SB Taji -
(Drum)
1 46Z40
1 46Q10
16
th
SB Q-West
(Germany)
1 46Z40
1 46Q20
287
th
SB Adder
(Kansas NG)
1 46Z50
1 46Q20
304
th
SB Balad
(USAR, CA)
1 O5 (UPAR)
321
st
SB - Al Asad
(USAR, LA)
1 O1 (UPAR)
Sub Units


46R

Interpreter /
Translator
Press Desk
NCO
Current Task Org
22 JUL 2009
46R DVIDS
Press Desk
Officer


46Q


46R
Team 3

Admin / OPS
NCO

ESC Personnel
(Fort Knox)
MPAD Personnel
(AZARNG)
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
UNCLASSIFIED
Contribute to the overall theater information campaign, by enabling awareness,
promoting understanding, and inspiring partnership within our own key audiences
through the creative production of command information, community outreach, and
media relations products that are focused on command messages.

Endstate: Key audiences that are aware of what the 3
rd
ESC and its Soldiers are
doing, understand the impact of what we are doing and its impact to the future of
Iraq, and are inspired to partner with us in our mission.

What we do
exercise command and control over public affairs assets
assess the public affairs situation
prepare public affairs plans and orders
establish media operation centers as needed
support command and control warfare
coordinate and integrate combined, joint, and/or interagency public affairs support
facilitate media involvement in collecting and distributing information
produce and distribute command and public information products to internal and external audiences
participate in information operations as required
support 24-hour operations
K
e
y

t
a
s
k
s

3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
Unique and rich market:

-82 unique unit hometowns
-CONUS, Germany, Alaska
-Active, Guard, Reserve
-Army, Navy, AF, Civilian
-Rural, military, urban communities
Not many folks in the media want to talk about Iraq. Even fewer want to talk about logistics.
But it is funny every mom, dad, spouse, neighbor, and Veteran wants to hear about what
their Soldiers are doing. How do we harness that need to tell the important stories of our
command and accomplish informational tasks given to us by higher headquarters?
Leveraging Hometowns
-Where is the Sustainer Story?-
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
Embeds
Partnerships
Press conference
Radio phoner
Taped interview
B-roll placement
Live talk back
Pentagon
press briefing
Iraqi media event
Pan-Arab media
interview
Op-Ed
Blog placement
Host TV crew
Town Halls
The Problem
Not many folks in the media want to talk about Iraq. Even fewer want to talk about
logistics. But it is funny every mom, dad, spouse, neighbor, and Veteran wants to
hear about what their Soldiers are doing.

How do we harness that need to tell the important stories of our command and
accomplish informational tasks given to us by higher headquarters?

Build partnerships (media, communities, organizations)
Focus on the hometown audience (unit and individual)
Pitch where you can win and seal the deal
Low-tech coupled with determination and high energy wins out every time
Do the simple stuff like releases really well
Have a press desk to track everything
Focus on the low-hanging fruit
Use hometown heroes to get your message out
Use influencers back home to drive command information messages (safety, sexual
assault, suicide)
The most powerful words spoken every day are, Hi, my name is Sgt ________
calling from Balad Iraq how are you doing today?
Find some way to improve your foxhole daily
The answer and our philosophy
Methods and Tactics
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
Low tech, high
creativity, and local
partnerships win out
every time
Embeds
Partnerships
Press conference
Print phoner Radio phoner
Taped interview
B-roll placement
Live talk back
Pentagon
press briefing
Iraqi media event
Pan-Arab media
interview
Op-Ed
Blog placement
Host TV crew
Town Halls
Picture highlighting
partnership
ISF LOG
Talking point
National Distribution
Campaign
Leveraging Hometown Engagements
-ISF Partnerships and Civil Infrastructure-
Set the
conditions
Hold and
Build
Build and
Overwatch
ESC ISF PLAN
ESC ISF PA SUPPORT
-Highlight partnerships
-Use local news pegs
-Template for local Iraqi media
How do you enter a market
when logistics aint sexy is
all you hear?
-Highlight ITN
-Hometowns can relate
-Leverage sounds and sights
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
Recurring phoners
Packaged classes
vFRG Website
Newsletters
PSAs
Website
Sharepoint
Newspaper
Speechwriting with
coverage
Specialty publications
Magazine
CDRs
Channel
Hooah Videos
Print / Web
Talking point
Special
Army Birthday Childrens Book reading
DVIDS
-SME selection
-Flexible booking options
-Match messenger to message
and prep them!

-voting assistance
-fraternization
-safety
-suicide prevention
-sexual assault
Leveraging Hometown Engagements
-Command Information-
How do you leverage key influencers
back home (mom, dad, spouse) -
on the CGs hot topics here?

Printed here posted at home
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
Leveraging Hometown Connections
-Community Relations-


Hometown phoners
Hometown releases
Live Shots
Town Halls
Game Night
Embeds
DVIDS Interviews
Speakers Bureau
Shouts Out
Educational programs
Conference
Participation
Partnerships
TV Partnerships
Radio Partnerships
Special Partners
-Weekly interviews
-Flexible booking
-Participation in family events
-Channel for 70
th
RRC
-American Legion, VFW
-Schools
-Sports Teams
-AUSA convention
-Weekly interviews
-Link to community functions
-Sustainer Minute 2x per week
How do we stay linked to our communities
and their organizations -
from half way around the world?
WQXE 98.3 Elizabethtown, KY
KIRO Seattle
National Anthem
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
Released internal - Ex Times only
Released external, DVIDS, ESC release, CORE
-BDE
-BN
-ESC
-MPAD
-MNF-I
-MNC-I
Released external MNC-I / MNF-I Release, Direct pitch, Embed pitch
1. Hometown Radio
2. Army news
3. Installations
4. Med. Markets
5. Specialty
Released external unit release, direct pitch,
hometown releases, webpages, Newsletters
1. Big leaders
2. Big media
3. Iraqi media
4. Big web
1. Hometown print
2. Specialty
Release Process vs. Marketing
UNCLASSIFIED
ESC CDR is release authority for all BDEs regardless of product
Every product goes through security review
Products need to be marketable at each level to be released at that level
What is marketable for MNC-I is not the same product as needed for 10
th
Sustainment Brigade to market
MNC-I / MNF-I oriented on big picture their channels are major western, Pan-Arab media
ESC focused sustainment picture our channels are medium-markets, Army, Installations, hometowns when possible
BDEs focused on unit picture their channels are hometowns and specialty outlets

3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
How Products Reach the Audience
Press Desk
Editing
Pooling of products
Distribution hub
Tracking of products
Maintaining suspenses
Marketing / posting / e-mailing
Archiving of products
Handling queries
Unit / Soldier
Hometown Distro,
Soldier

MNC-I
(E-mail)

DVIDS
(FTP, Dish)
CORE
(Army and WW
Web Internet)
Targeted Specialty
Distro - Blog, website,
niche publications
(E-mail, Internet)
Sharepoint
(Local Internet)
G2
ESC
PAO
SB PAOs
Print products
Stand alone photos
Limited broadcast
Broadcast team
B-roll
Package
Interviews
Print team
Feature story
ESC release
Raw photos
Creation / Submission
Production
Distribution
Consumption
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
CORE
(Content Online Resource Enterprise)
Downrange
To back home
What is it?
-CORE is our tool to reach internal and external
audiences via the web

Background:
-ESC was operating two old websites
-no contract or G6 web support in-house
-Online and web content needs to be updated
regularly and tailored to selected audiences to be a
valid channel
-The ESCs web presence needed to be
expeditionary, simple to update, controlled in house

What CORE did for us:
-Simplified our life 3 to 2 websites, NO COST
-Appearance and branding consistency
-Allowed us distro to Army leadership (Sec Army
Trip, G4)
-Easily deployable can link new units and receive
their products via AKO server not e-mail
-Gets us in-line with Armys messaging and web
priorities
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
JUNE 09 ESC Product Interest
Unique Media Pulls








Potential Audience:
430,423,304


1. Sustainer Strong
3SCE (Balad) | 25 pulls
2. Alaska's Sherpas sustain Coalition
forces across Iraq
3SCE (Balad) | 24 pulls
3. Leopard Strong Team Competition
3SCE (Balad) | 18 pulls
4. Loyalty 2.0
3SCE (Balad) | 18 pulls
5. Sustainer leadership sustaining
momentum
3SCE (Balad) | 17 pulls
1 Dot = A hometown with
interest in 1 or more
products
Total products accessed: 480
International: 10
National: 30
Specialty: 5
Army/DoD: 5
Hometown: 78
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
JUNE 09 ESC Media Engagements
Unit/Interviews

Type/Interviews

x8
x6
1 Dot = Hometown where 1 or
more interviews took place
ESC 11
10 SB 14
16 SB 1
287 SB 1
304 SB 11
321 SB 0
Total 38
x4
x3
Radio 34
Print 1
TV 3
Total 38
x2
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
Community Relations Example
-Operation Sustainer Strong Effects-
TV interview
Radio interview
TV story
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
Iraq-wide..Army-wide..world-wide
Hometownyon messagepredictablesimple
Message..audience..effect..channel..deliver
Successes - June 2008 Present
Routine.recognizedestablished distribution
Safety.Warrior Care.voting.diversity.retention
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
UNCLASSIFIED
15-Month Lessons Learned
SUSTAIN:
Partnerships work (CORE,OCPA, Radio, TV, Sports)
Put in-place enduring systems and partnerships
Establish effects vs products driven strategy
Focus on priority 4 themes (LOOs)
UPAR programs
Working with press desk (booking, tracking)
Archive everything
IMPROVE:
Timeliness of coverage
Embed process
Accurate SITREP
Sharing information between command teams and their PAO
Forecasting events leads to fully enabling desired effects
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
Way Ahead
Focus on hometown pitch where you can win
Integrate two new BCTs
Low tech, creativity and hard work wins
Build partnerships 13
th
SC(E) can use
No new initiatives improve existing ones
Codify systems in place
Weekly goals become monthly successes


3RD ESC PA CENTER - Balad, Iraq
MAJ Paul Hayes PAO
DSN 433-2412 / SV 241-1225 paul.r.hayes@iraq.centcom.mil
SFC David McClain NCOIC
DSN 433-2157/483-4608/ SV 241-1224 david.mcclain@iraq.centcom.mil
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
Backups
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
Manning
Equipment
Reporting
Producing
Generate Leads
DVIDS Access
UPARs
COMREL
Media Relations
Marketing
WEB
Functional Status
Current Messaging Priorities
Priority 4
MNC-I Daily SITREP
MNC-I Weekly NKE Report
CG Daily Media Update
Weekly Newspaper
Weekly Hooah Call
Weekly WQXE Call
Bi-weekly KIRO Interview
7 Releases per week
4 Radio and TV engagements per week
Bi-Weekly Newsreel
End of Tour Journal
Weekly Sustainer Minute
Weekly DVIDS/ CORE postings
1. Highlight how 3
rd
ESC is helping to build Iraqi
Security Forces logistics capabilities.
2. Highlight how the 3
rd
ESC assists in building
Iraqi civil capacity
3. Highlight security progress and how we are
securing the population
4. Highlight programs, missions, and initiatives
within the 3rd ESC that enable the
Warfighter on point.
Command Info
ESC PA Strategy Execution
Iraqi
Security Forces
Logistics
Securing the
population
Iraqi civil
capacity
Community Relations Media Relations Command Information
#1 Hometown placement
Hometown radio
Releases (Arabic & Western)
Websites (DVIDS, ESC)
Embeds / media event
Pentagon press briefing
DVIDS interview, video

#1 Press releases
CORE web distro
E-times
Magazine
Websites (vFRG, ESC, MNFI, Sharepoint)
Broadcast packages / newsreel
Golden Nugget
(Unit hometowns)
#1 Donation Partnerships
E-Times e-mail distro
R&R speakers bureau
School engagement
Town halls
Local letter to the editor
Special DVIDS engagement

#1 E-Times e-mail distro
R&R speakers bureau
School engagement
Town halls
Local letter to the editor
Special DVIDS engagement

(All other external audiences) (Internal audiences)
ISF KLE, Training exercises, conferences, facility openings
Share the road, CMO drops, HA partnerships, KLEs, IED reductions on routes
IBIZ, MEDCAP, ENCAP, Water missions, banking, national distribution, KLE
#1 Press releases
CORE web distro
E-times
Magazine
Websites (vFRG, ESC, MNFI, Sharepoint)
Broadcast packages / newsreel
Golden Nugget
#1 Hometown placement
Hometown radio
Releases (Arabic & Western)
Websites (DVIDS, ESC)
Embeds / media event
Pentagon press briefing
DVIDS interview, video

#1 Hometown placement
Hometown radio
Releases (Arabic & Western)
Websites (DVIDS, ESC)
Embeds / media event
Pentagon press briefing
DVIDS interview, video

#1 Press releases
CORE web distro
E-times
Magazine
Websites (vFRG, ESC, MNFI, Sharepoint)
Broadcast packages / newsreel
Golden Nugget
#1 E-Times e-mail distro
R&R speakers bureau
School engagement
Town halls
Local letter to the editor
Special DVIDS engagement

Deliverables
10
th
SB Taji
1 46Z40
1 46Q20
16
th
SB - Q-west
1 46Z40
1 46Q20
287
th
SB - Adder
1 46Z50
1 46Q20
304
th
SB - Balad
1 O-5
1 E-6
321
st
SB - AL Asad
1 - UPAR
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
Typical ESC PAO Week
Command Information:
1 ea unit 24-page newspaper
2 ea subordinate broadcast updates
40-50 subordinate unit contributions cleared
for release
4-6 internal print submissions
3-5 internal broadcast packages
7 ea daily media roundups
Media relations
2-3 x releases to MNC-I
1 x embed within the command
1 x 90-second taped radio update
10-13 radio / TV interviews
40-50 postings to DVIDS
5-6 direct pitches to media
1-2 x Arabic releases
12 minutes guaranteed radio air time
10 minutes guaranteed TV air time
Community relations
Participation in 1 hometown event
Other
7 x sitreps to MNC-I
1 x PAO update to command via BUA
1 x PAO update to MNC-I via breeze
1 x team on the road
4-5 x command photo events
2-4 x DVIDS support requests
1 x media analysis book for CG / CSM
1 x coordination call with DVIDS
8 x command directed meetings
14 x shift changes
2 x breeze sessions
1 x internal coordination meeting
Sorry - what we dont do:
Walk ins
Requests for coverage of non-ESC units
Requests for coverage not in-line with Priority 4
TAS-C requests
Advertising
JBB MWR, entertainment, recreation, sports
DVIDS support that impacts mission or is outside
appropriate command information
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
H2
22
9
6
1
SYRIA
1
1
2
2
5
12
1
1 10
10
Babil Babil
Diyala Diyala
Salah ad Din Salah ad Din
Ninawa Ninawa
At Tamim At Tamim
Dahuk
H1
Karbala
Hadithah
Dam
Kirkuk
Tikrit
Baqubah
Samarra
Bayji
Mosul
Irbil
Tall Afar
Habur Gate
Ar Ramadi
Ar Rutbah
Husyabah
Fallujah
Baghdad
Al Asad
Tanif
29
8
KUWAIT
KUWAIT
Tallil
Al Kut
Arar
Umm Qasr
Karbala Karbala
Dhi Qar Dhi Qar
Wasit Wasit
Al Qadisiyah Al Qadisiyah
Al Anbar Al Anbar
An Najaf An Najaf


Ad Diwaniyah
Al Kufa
Al Hillah
An Najaf
Sulaymaniyah
An Nukhayb
An Nasiriyah
Safwan
Qurnah
Basrah
Al Amarah
As Samawah
1 SB HQ
1 CSSB
1 CS BN

1 SB HQ
1 STB
1 CSSB
2 CSC
1 SB HQ
1 STB
2 CSSB
1 CS BN

1 ESC HQ
1 SB HQ
1 CSSB
1 CSSB (-)
1 CS BN
1 MCB HQ

1 SB HQ
3 CSC
1 CSSB
1 STB
JBB
ADDER
AL ASAD
Q-WEST
1 CSSB
2 CSC
2 CSC
2 CSSB
2 CSC
TAJI
VBC
West (Al Asad, TQ)
North (Q-West, Marez, Speicher) South (Adder)
Baghdad (Taji, VBC)
Coverage Areas
1 CSSB
1 CS BN (-)
MAREZ
Air Travel:
Direct: Taji, Q-West, Al Asad, VBC, Adder, TQ, Marez, Spiecher
Indirect: Basra (through AAS or BIAP)
Ground Tavel:
Direct: Taji, Speicher, KMTB
Indirect: Q-West, Marez
Al
TAQQADUM
SPEICHER
Where we go:
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
Coalition Partners
Local TCN
Neighbors
Bloggers / Media
ACF / Propagandists
JBB units
Audience Analysis By Size
Family
members
Size = 50K+
Other:
Unit Hometowns
VSOs
Professional Organizations
Educational Institutions
Size = Millions
Army Partners:

NGB, USARC
AMC ASC
Depots, CASCOM
DLA

Size = 10K+
Units
HQ, 3
d
ESC
1st SB
16
th
SB
287th SB
304th SB
321
st
SB
330th TRANS
Size = 16000
MNC-I
Size = 800
Size = 100K+
Reached by Default
Targeted by design
3
d
SUSTAINMENT COMMAND (EXPEDITIONARY)
UNCLASSIFIED
What we are looking for:
Highlight Iraqi Security Forces and how we are building
their capabilities.
Highlight how we are securing the population and how
the country has become more secure
Highlight how Iraqi civil capacity is growing and how we
assist in that
Highlight programs, missions, and initiatives within the 3rd
ESC that enable the Warfighter on point.

Deliverables:
2 print stories a week hitting Priority 4 suitable for distribution to media.
2 hometown radio interviews per month
1 hometown radio partnership
1 print story per month about LTAT partnership
1 print story per month about KLE, special Iraqi partnership, or CMO
4 stand-alone photos per week highlighting above
Suggestions:
Events that involve ESC Soldiers working with Iraqi Soldiers.
Events where you are cutting a ribbon
Events or training that show Iraqi logistics capabilities.
Events that involve ESC Soldiers working with Iraqi citizens.
Initiatives or programs that increase Iraqi logistics, civil, or security capacity
Any unit humanitarian or civil capacity projects with local Iraqis

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