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

8/7/2019 Presentation for AFP's Communication and Lobbying Plan for the US Congress

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PROPOSED INTEGRATED

COMMUNICATIONS STRATEGYIn support of the Defense Resource Mobilization

Plan


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Agenda

Introduction

Rationale / Problem Areas / ProposedSolution

En tate, ect ves an trateg es Target Audience

Operational Activities

Conclusion


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Introduction

The country is currently facing multi-dimensional national security threats

the DND mandate to protect the people

and the state against internal and external

threats and assist in socioeconomicdevelopment


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Introduction

However, DND-AFP capabilities to handle

these threats are hampered by a stringentlaw: The AFP Modernization Act (RA

There is a need to create and implement

an integrated communications plan for the

DND-AFP to achieve its resource

requirements


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Rationale

Realization and perception that DND-

AFP needs drastic modernization

immediately

Peace is a pre-condition to development.Thus, the need to neutralize the threats

posed by terrorist and insurgentgroups.


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Rationale

- The clamor for the restoration of peaceand order and stability as the foundation


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Problem Areas

Numerous allegations against the DND-

AFP

erceived corru tion

perceived lack of credibility

perceived lack of competence


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Factors and developments that justify

modernization funds: The CPP-NPA as main threat to National

Factors

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


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Transnational threats

1. Transnational terrorism

2. Environmental de radation and

Factors

terrorism

3. Biological terrorism and medical

threats


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4. Cyber terrorism

5. Insur enc

Factors

6. Narcotics proliferation

7. Natural and man-made disasters


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Rationale / Problem Areas


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Proposed Solution

An integrated communications plan

that will effectively improve the DND-AFP image and highlight their role in

1. Leveraging challenges to create

opportunities resulting in a positive

image for the organization


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Proposed Solution

2. Maximize these situations andissues to project/amplify positive

news an o recas nega ve news.3. Develop a series of reports/features/

messages that would be based onstrong research


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End State

package to modernize the DND-AFP


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ObjectivesObjective 2

BSMG to implement effectively in thePhilippines the following services:

ntegrate commun cat ons p an t rougresearch data, media relations and

monitoring and provide strategic editorial

needs to the AFP based on their

requirements


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Objectives

Government relations services

u c a a rs suppor program


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Objectives


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Integrated Communications PlanThe linked image cannot be displayed. The file may have been moved, renamed, or deleted. Verify that the link points to the correct file and location.The linked image cannot be displayed. The file may have been moved, renamed, or deleted. Verify that the link points to the correct file and location.The linked image cannot be displayed. The file may have been moved, renamed, or deleted. Verify that the link points to the correct file and location.


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Strategies

To establish relationship between a nationseconomic progress and peace and order and

To highlight importance of a modern armed

forces as an investment in progress and

development


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Strategies

To reinforce the perception that DND-AFPis a professional institution that needs

For the Filipino people to duly recognize

the courage and professionalism of the

Filipino soldier


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Strategies

To make the public and the mediarecognize and appreciate the heroism of

To reinforce the DND vision to be a

modern, technology-driven national

defense force in the 21st century


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Strategies

Highlight DND-AFP role in nation-building, as a partner in economic

civil works and the delivery of basic

services

Focus on urgency for legislative agenda tomodernize the AFP


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Strategies Reinforce the role of the Philippines as a

strong, leading partner of the US in the waragainst global terrorism in the Asia-Pacific

re ion

Build a coalition of supporters that will

mobilize support from stakeholders such as

NGO/POs, the church, business, academeand media sectors, and other key institutions


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Strategies

Forge strategic partnerships and foster

positive relations with such stakeholders

Sustain information campaign and psy-ops capabilities for DND-AFP in times of

peace, crisis and conflict


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Target

Filipino public

All 3 Branches of Government

-

modernization plan

Philippine media / opinion makers

NGOs & the Business/Academe Sectors


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Target

Diplomatic corps

Local Government Units (LGUs)


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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 beused as an information advocacy tool in

the achievement of editorial and

legislative agenda


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2. Initiate public affairs support programs

for the DND-AFP in coordination withLGUs and NGOs

E.g. Medical missions, disasterassistance, infrastructure support,

programs aligned with AFP foundations

goals


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b. The DND-AFP is a significant pillar

of national security

c. The DND-AFP is an or anization

the people can trust


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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.


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5. To generate a stronger support in the

expansion of Alliance in the war against

terrorism and overt throu h:

Regular peace and security summits for

regional defense leaders

Increased sharing of information onsecurity threats


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Re-orientation of disaster preparedness

due to terrorism and non-military threats


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Conclusion

The integrated communications plan is morethan just giving the AFP a face-lift. It is

AFP as a professional, self-motivated and

highly- trained force, thus, it is a key player

in national development


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Conclusion

To show the US Congress that while the AFPlacks hardware, its men have good potential,

.


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Conclusion

When the US Congress sees public opinion on

the side of the DND-AFP and the RP governmentsees the importance of having a helpful military

-,

resources and logistics will be unquestioned.


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THANK YOU

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

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