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Presentation for AFP's Communication and Lobbying Plan for the US Congress

Presentation for AFP's Communication and Lobbying Plan for the US Congress

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Published by Gene Gregorio
Presented to Defense Sec. Angelo Reyes in 2002, the communication and lobbying plan was approved and implemented successfully. As a result, the US Congress approved $93-M in military assistance to the Armed Forces of the Philippines.
Presented to Defense Sec. Angelo Reyes in 2002, the communication and lobbying plan was approved and implemented successfully. As a result, the US Congress approved $93-M in military assistance to the Armed Forces of the Philippines.

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Published by: Gene Gregorio on Mar 28, 2011
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03/28/2011

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PROPOSED INTEGRATED COMMUNICATIONS STRATEGY

In support of the Defense Resource Mobilization Plan

•Agenda
• Introduction • Rationale / Problem Areas / Proposed Solution • End State, Objectives and Strategies • Target Audience • Operational Activities • Conclusion

Introduction
• The country is currently facing multidimensional national security threats • There is an evolving public awareness of the DND mandate to protect the people and the state against internal and external threats and assist in socioeconomic development

Introduction
• However, DND-AFP capabilities to handle these threats are hampered by a stringent law: The AFP Modernization Act (RA 7898) • There is a need to create and implement an integrated communications plan for the DND-AFP to achieve its resource requirements

Rationale
• Realization and perception that DNDAFP needs drastic modernization immediately • Peace is a pre-condition to development. Thus, the need to neutralize the threats posed by terrorist and insurgent groups.

Rationale
• The anti-terrorist campaign and the Balikatan 02-1 brought the DND-AFP at the forefront of news: - the warming of RP-US relations - the increase in exchange visits of RPUS civilian/defense officials

Rationale
- Poverty, injustice, diseases, and ignorance are the spawning ground of terrorism and insurgency resulting in peace and order problems and instability - The AFP Modernization Act (RA 7898) hampers the DND vision to be a modern, technology-driven National Defense Force in the 21st century

Rationale
- The clamor for the restoration of peace and order and stability as the foundation for national development

Problem Areas
• Numerous allegations against the DNDAFP – perceived corruption – perceived lack of credibility – perceived lack of competence

Factors
Factors and developments that justify modernization funds: • The CPP-NPA as main threat to National Security • New US focus on Asia with role of RP as strong partner and as regional leader in the war against global terrorism • Policy-making & legislative concerns

Factors
• Transnational threats 1. Transnational terrorism 2. Environmental degradation and terrorism 3. Biological terrorism and medical threats

Factors

4. 5. 6. 7.

Cyber terrorism Insurgency Narcotics proliferation Natural and man-made disasters

Rationale / Problem Areas

Proposed Solution
An integrated communications plan that will effectively improve the DNDAFP image and highlight their role in the country’s progress through : 1. Leveraging challenges to create opportunities resulting in a positive image for the organization

Proposed Solution
2. Maximize these situations and

issues to project/amplify positive news and to recast negative news. 3. Develop a series of reports/features/ messages that would be based on strong research

End State

For the US Congress to appropriate an aid package to modernize the DND-AFP

Objectives
Objective 1 For Rhoads Weber Shandwick (RWS) and Weber Shandwick Worldwide (WSW), in cooperation with BSMG, to execute effectively a government relations services/public affairs support program in the United States.

Objectives
Objective 2 BSMG to implement effectively in the Philippines the following services: • Integrated communications plan through research data, media relations and monitoring and provide strategic editorial needs to the AFP based on their requirements

Objectives

• Government relations services • Public affairs support program

Objectives

Integrated Communications Plan
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Strategies
• To establish relationship between a nation’s economic progress and peace and order and stability • To highlight importance of a modern armed forces as an investment in progress and development

Strategies
• To reinforce the perception that DND-AFP is a professional institution that needs modernization • For the Filipino people to duly recognize the courage and professionalism of the Filipino soldier

Strategies
• To make the public and the media recognize and appreciate the heroism of the Filipino soldier • To reinforce the DND vision to be a modern, technology-driven national defense force in the 21st century

Strategies
• Highlight DND-AFP role in nationbuilding, as a partner in economic development through disaster-relief and civil works and the delivery of basic services • Focus on urgency for legislative agenda to modernize the AFP

Strategies
• Reinforce the role of the Philippines as a strong, leading partner of the US in the war against global terrorism in the Asia-Pacific region • Build a coalition of supporters that will mobilize support from stakeholders such as NGO/POs, the church, business, academe and media sectors, and other key institutions

Strategies
• Forge strategic partnerships and foster positive relations with such stakeholders • Sustain information campaign and psyops capabilities for DND-AFP in times of peace, crisis and conflict

Target
• Filipino public • All 3 Branches of Government • Multi-sectoral supporters of the AFP modernization plan • Philippine media / opinion makers • NGO’s & the Business/Academe Sectors

Target
• Diplomatic corps • Local Government Units (LGU’s) • Other stakeholders

Operational Activities
1. Produce a state-of-the AFP report Research and data gathering for a comprehensive multimedia report on the current status of the AFP which will be used as an information advocacy tool in the achievement of editorial and legislative agenda

Operational Activities
2. Initiate public affairs support programs for the DND-AFP in coordination with LGU’s and NGO’s E.g. Medical missions, disaster assistance, infrastructure support, programs aligned with AFP foundations’ goals

Operational Activities
3. BSMG will be responsible for crafting messages to help the DND-AFP achieve the following perception objectives: a. The DND-AFP - its officers and soldiers - is a professional institution

Operational Activities
b. The DND-AFP is a significant pillar of national security c. The DND-AFP is an organization the people can trust

Operational Activities
4. Form a rapid response system to achieve precise and consistent statements from DND-AFP and US military. Requiring a system of coordination between RP Embassy in Washington and the US Embassy in Manila.

Operational Activities
5. To generate a stronger support in the expansion of Alliance in the war against terrorism and poverty through: • Regular peace and security summits for regional defense leaders • Increased sharing of information on security threats

Operational Activities
• Re-orientation of disaster preparedness due to terrorism and non-military threats

Conclusion
• The integrated communications plan is more than just giving the AFP a face-lift. It is geared toward one goal: to reposition the AFP as a professional, self-motivated and highly- trained force, thus, it is a key player in national development

Conclusion
• To show the US Congress that while the AFP lacks hardware, its men have good potential, when adequately supported by resources.

Conclusion
• The DND-AFP has gone to the extent of considering a paradigm shift that includes addressing transnational and non-military threats, disasters and socio-civic projects and services as central to its mandate. It should take up the slack from where the government and the private sector leaves off. This should result in raising the quality of life of Filipinos and in improving the DND-AFP’s image and reputation.

Conclusion
• When the US Congress sees public opinion on the side of the DND-AFP and the RP government sees the importance of having a helpful military partner, then providing the DND-AFP with vital resources and logistics will be unquestioned.

THANK YOU

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