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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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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 beused as an information advocacy tool in
the achievement of editorial and
legislative agenda
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Operational Activities
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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Operational Activities
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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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.
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Operational Activities
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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Operational Activities
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