3

d
ESC PAO
Strategy Brief
Purpose: To facilitate understanding
of overall ESC public affairs strategy.
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:
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
Key tasks
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?
Dont take days off
The answer and our philosophy
Methods and Tactics
Shadow
Coalition Partners
Local TCN
Neighbors
Bloggers / Media
ACF / Propagandists

Other:
Unit Hometowns
VSOs
Professional Organizations
Educational Institutions
Audience Analysis By Size
Family
members
Size = 47500
Size = Millions
Local partners:
KBR
MWR
Red Cross
USO
Size = 10000
Tenant Units:
555th EN JCC
332d AEW
USACE JCMTC
CJSOTF
AMC TF 34
TF 586 USAREF
Size = 6300
Units
HQ, 3
d
ESC
1st SB
16
th
SB
7th SB
55th SB
371
st
SB
330th TRANS
Size = 16000
MNC-I
Size = 300
Size = 100K+
Targeted by design
Reached by Default
Channel Analysis and Impact
DVIDS Interviews
Town Hall meetings
Hometown radio phoners
Radio talk show appearance
Special Hometown Event
Broadcast embeds
Sustainer Minute
Feature Broadcast Package
Shouts Out
Pentagon Press Briefing
B-Roll
Newsreel
PSAs
Hooah Videos
Special Project Videos
Print embeds
Unit hometown news story
Marketed photo releases
Marketed feature releases
Op-Ed
Response to query
Professional submission
Expeditionary Times
SIR Press releases
Operational releases
Sustainer Magazine
Speeches
Yearbook
Broadcast Channels
Unit website
Blog writing / monitoring
DVIDS Website
Webcasts / podcasts
vFRG website

Print Channels
Web Channels
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. Hometowns
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. Hometowns
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 as for 1
st
Sustainment Brigade
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

ESC PA Strategy
Highlight Iraqi
Security Forces
and how we
partner to build
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
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

#1 Press releases
CORE web distro
E-times
Magazine
Websites (vFRG, ESC, MNFI, Sharepoint)
Broadcast packages / newsreel
Golden Nugget
#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

(All other external audiences) (Internal audiences)
#1 E-Times e-mail distro
Donation partnership
R&R speakers bureau
School engagement
Town halls
Local letter to the editor
Special DVIDS engagement

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
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
Quarterly Magazine
Weekly Sustainer Minute
Weekly DVIDS 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

1
st
SB - Taji
2 - 46Q
16
th
SB - Q-west
2 - 46Q
7
th
SB - Tallil
2-UPAR, 2 - 46Q
55
th
SB - Balad
1 - UPAR
371
st
SB - AL Asad
1 - UPAR
Deliverables
Manning
Equipment
Reporting
Producing
Generate Leads
DVIDS Access
UPARs
COMREL
Media Relations
Marketing
WEB
Functional Status
Current Messaging Priorities
Priority 4
ESC Daily SITREP
Bi-weekly NKE Report
Monthly UPAR report
2 hometown radio interviews per month
Post 2 articles and 10 photos / week on DVIDS
Hometown radio partner
Article / month on each LTAT partnership
2 articles per week on priority 4
4 stand-alone photos per week
1. Highlight how 3
rd
ESC is helping to build Iraqi
Security Forces logistics capabilities.
2. Highlight programs, missions, and initiatives
within the 3rd ESC that enable the
Warfighter on point.
3. Highlight how the 3
rd
ESC assists in building
Iraqi civil capacity
4. Highlight security progress and how we are
securing the population
Command Info
1
st
SB 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

1
st
SB - Taji
2 - 46Q
1-152 CAV
1 - UPAR
1 STB
1- UPAR
165 CSSB
1 - UPAR
553 CSSB
1 - UPAR
Article / month on each special ISF partnership
Appoint UPARs in writing
398 CSSB
1 - UPAR
Personnel
Deliverables
Manning
Equipment
Reporting
Producing
Generate Leads
DVIDS Access
UPARs
COMREL
Media Relations
Marketing
WEB
Functional Status
Current Messaging Priorities
Priority 4
ESC Daily SITREP
Bi-weekly NKE Report
Monthly UPAR report
2 hometown radio interviews per month
Post 2 articles and 10 photos / week on DVIDS
Hometown radio partner
Article / month on each LTAT partnership
2 articles per week on priority 4
4 stand-alone photos per week
1. Highlight programs, missions, and initiatives
within the 3rd ESC that enable the
Warfighter on point.
2. Highlight how the 3
rd
ESC assists in building
Iraqi civil capacity
3. Highlight how 3
rd
ESC is helping to build Iraqi
Security Forces logistics capabilities.
4. Highlight security progress and how we are
securing the population
Command Info
16
th
SB 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

16
th
SB Q-West
2 - 46Q
1-151 IN
? - UPAR
16 STB
?- UPAR
30 CSSB
? - UPAR
18 CSSB
? - UPAR
Article / month on each special ISF partnership
Appoint UPARs in writing
391 CSSB
? - UPAR
Personnel
Deliverables
Manning
Equipment
Reporting
Producing
Generate Leads
DVIDS Access
UPARs
COMREL
Media Relations
Marketing
WEB
Functional Status
Current Messaging Priorities
Priority 4
Deliverables
ESC Daily SITREP
Bi-weekly NKE Report
Monthly UPAR report
2 hometown radio interviews per month
Post 2 articles and 10 photos / week on DVIDS
Hometown radio partner
Article / month on each LTAT partnership
2 articles per week on priority 4
4 stand-alone photos per week
1. Highlight how the 3
rd
ESC assists in building
Iraqi civil capacity
2. Highlight programs, missions, and initiatives
within the 3rd ESC that enable the
Warfighter on point.
3. Highlight security progress and how we are
securing the population
4. Highlight how 3
rd
ESC is helping to build Iraqi
Security Forces logistics capabilities.
Command Info
7
th
SB 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

7
th
SB Adder
2 - 46Q
1-151 CAV
? - UPAR
7 STB
?- UPAR
157 CSSB
? - UPAR
142 CSSB
? - UPAR
Article / month on each special ISF partnership
Appoint UPARs in writing
Personnel
Manning
Equipment
Reporting
Producing
Generate Leads
DVIDS Access
UPARs
COMREL
Media Relations
Marketing
WEB
Functional Status
Current Messaging Priorities
Priority 4
ESC Daily SITREP
Bi-weekly NKE Report
Monthly UPAR report
2 hometown radio interviews per month
Post 2 articles and 10 photos / week on DVIDS
Hometown radio partner
Article / month on each LTAT partnership
2 articles per week on priority 4
4 stand-alone photos per week
1. Highlight programs, missions, and initiatives
within the 3rd ESC that enable the
Warfighter on point.
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 how 3
rd
ESC is helping to build Iraqi
Security Forces logistics capabilities.
Command Info
371
st
SB 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

371
st
SB Al Asad
1 - UPAR
548 CSSB
? - UPAR
2-153 IN
?- UPAR
129 CSSB
? - UPAR
Article / month on each special ISF partnership
Appoint UPARs in writing
Personnel
Deliverables
Manning
Equipment
Reporting
Producing
Generate Leads
DVIDS Access
UPARs
COMREL
Media Relations
Marketing
WEB
Functional Status
Current Messaging Priorities
Priority 4
Requirements Status
ESC Daily SITREP
Bi-weekly NKE Report
Monthly UPAR report
2 hometown radio interviews per month
Post 2 articles and 10 photos / week on DVIDS
Hometown radio partner
Article / month on each LTAT partnership
2 articles per week on priority 4
4 stand-alone photos per week
1. Highlight programs, missions, and initiatives
within the 3rd ESC that enable the
Warfighter on point.
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 how 3
rd
ESC is helping to build Iraqi
Security Forces logistics capabilities.
Command Info
55
th
SB 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

55
th
SB JBB
1 - UPAR
259 CSSB
? - UPAR
1-293 IN
?- UPAR
Article / month on each special ISF partnership
Appoint UPARs in writing
Personnel
SEP 08 AUG 08 SEP 08 OCT 08 NOV 08 DEC 08 JAN 09 FEB 09 MAR 09 APR 09 MAY 09 JUN 09 JUL 09 AUG 09
Priority of Effort / Support
1
st
SB
16
th
SB
7th SB
371
st
SB
55
th
SB
Main Effort
S. E.
S.E.
S. E.
S. E.
Main Effort
S.E.
S. E.
S. E.
S. E.
S.E.
MPAD TOA #1 MPAD TOA #2 3x SB TOA ESC TOA
287th SB
10
th
SB
321
st
SB
304
th
SB
Priority of Support:

55
th
SB
371
st
SB
7
th
SB
16
th
SB
1
st
SB
Manning Equipment Reporting Producing
Generate
Leads
DVIDS
Access UPARs COMREL
Media
Relations Marketing WEB
Back Ups
Key Tasks:

1. Identify and catalogue key media outlets and journalists
2. Monitor and assess the perceptions of external audiences through access
to civilian commercial news sources.
3. Engage and build rapport with selected media outlets using low-
investment engagements to build awareness and understanding
4. Target key large reach events for high and low-investment engagements.
5. Target and engage select media outlets for recurring partnerships

JUN 08
JUL 08
AUG 08
SEP 08
OCT 08
NOV 08
DEC 08
JAN 09
FEB 09
MAR 09
APR 09
MAY 09
JUN 09
JUL 09
AUG 09
Media Relations Timeline
TOA
4
th
of July
TOA
Sustainer Strong
Thanksgiving
Holidays
Mid-tour Update
Derby
Graduations
4
th
of July
1-Year Update
Initial Community Update
Multiple TOA
Methods and Tactics
Embeds
Partnerships
Objective:
Support news media efforts by providing accurate, timely, balanced, credible
coverage of the 3
rd
ESC and its operations, while minimizing the possibility that
media activities will disrupt the operation.
1
2
3
4
Initial Targeted Media
-Seattle
-Louisville
-Unit hometown print
-Unit hometown radio
-Installation media (print and broadcast)
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
Presidential Elections
Provincial Elections
Inauguration
Womens Equality Day
Return the Open Road
Return Ceremony
5
Key Tasks:

1. Identify key stakeholder
communities and develop
contacts list
2. Engage and build rapport
with selected communities
3. Target key community
engagement opportunities
4. Execute targeted community
engagements using all
available technologies
JUN 08
JUL 08
AUG 08
SEP 08
OCT 08
NOV 08
DEC 08
JAN 09
FEB 09
MAR 09
APR 09
MAY 09
JUN 09
JUL 09
AUG 09
Community Relations Timeline
TOA
4
th
of July
TOA
Keeneland Family Day
Sustainer Strong
Thanksgiving
Holidays
Super Bowl
Mid-tour Update
Hooray for Heroes
Derby
Graduations
4
th
of July
1-Year Update
Initial Community Update
Multiple TOA
Methods and Tactics
Hometown phoners
Hometown releases
Unit Website
Town Halls
Op-Ed
Embeds
DVIDS Interviews
Speakers Bureau
Shouts Out
Educational programs
Objective:
Gain and maintain the trust, confidence, and active support of all the 3
rd

ESCs communities
1
2
3
4
Initial Targeted Communities:
-Fort Knox (locational)
-Seattle (locational)
-DoD Logistics (professional)
-UofL, USMA, USAWC (educational)
-UPS (business)
Conference
Participation
Partnerships
Key Tasks:

1. Task organize to conduct team-based coverage
2. Emplace system to communicate to higher and lower HQs (pre/post TOA)
3. Emplace system to perform predictable mission planning
4. Emplace system for reliable distribution / marketing of products to internal
and external audiences in compliance with PAG and OPSEC
5. Develop print, broadcast, and media engagement tracking systems
6. Develop PA file sharing / archival system
7. Build professional broadcast studio
8. Develop town hall capability
9. Build capability to host visiting media
10. Procure DVIDS, photo / video acquisition systems
11. Develop system to conduct routine media analysis
12. Build and maintain unit website
13. Build PAO continuity books / CONPLANS
JUN 08
JUL 08
AUG 08
SEP 08
OCT 08
NOV 08
DEC 08
JAN 09
FEB 09
MAR 09
APR 09
MAY 09
JUN 09
JUL 09
AUG 09
Systems and Infrastructure
TOA
Systems and infrastructure projects
File sharing / archives
Distribution / marketing
Media analysis
Town Hall
setup
Tracking systems
Websites
Construction / building upgrades
CONPLANS
Procurement
Task organize
Mission planning
Objective:
Emplace key systems and PA infrastructure that enable accomplishment of
community relations, media relations, and command information programs
1
2
3
4
TOA
MPAD TOA
MPAD TOA
5
6
7
8 9 10
11 12
13
Continuity books
Communication