Statement of Intent - U.S. Department of Defense



Statement of Intent[ A short statement describing what is to be accomplished, the desired end state, and why this plan is being developed. ]Communication Strategy[ Summarize the specific data-driven approach explaining how the organization will achieve the communication desired state to reach the command’s desired state.]Background/Research[ Scan the information environment for human, informational, and physical elements. Environmental scanning tracks, monitors, and analyzes critical parts of the information environment and is critical to research. Use either a PESTLE (political, economic social, technological, legal, environmental) or PMESII-PT (political, military, economy, social, infrastructure, information - physical environment, time) with ASCOPE (areas, structures, capabilities, organization, people, events) analysis on a specific topic to organize the information. Each PESTLE/PMESII-PT/ASCOPE category may be further researched using a SWOT (strengths, weaknesses, opportunities, threats) analysis. NOTE: Use PESTLE for contextual analysis and thinking; use PMESII-PT and ASCOPE for joint planning on service-specific, operational mission analysis. ]Primary Audiences/Stakeholders[ List groups or individuals with vested interest in the situation. Identify a primary stakeholder and list additional relevant stakeholders, including short descriptions of each. Focus the remaining elements on the primary stakeholder. Consider: Who is impacted by or may impact operations? Who are the key influencers? Be specific (e.g., demographics, region, etc.).NOTE: Consider how to manage stakeholders; grow relationships and advocates. ]Objectives/measures of effectiveness (MOE)[ Identify desired change(s) in knowledge, attitude, or behavior among the key stakeholders necessary to achieve the communication desired state tied to the command desired state? Include specific, measurable, achievable, realistic and time-based (SMART) qualitative or quantitative criteria.MOEs help answer questions such as: Are we doing the right things? Are our actions contributing to the conditions necessary to achieve the objective? Are alternative actions required? Consider what observable knowledge, attitudes, and/or behaviors the key stakeholder is displaying prior to (and following) the operation, and by how much the command needs to change (did the command change) the key stakeholder’s knowledge, attitude, or behavior. NOTE: Be specific; think key performance indicators, trends, and benchmarks.]Main themes & Messages[ Support strategic priorities, desired state, and commander’s intent. Draft concise points that impact the key stakeholder and support the narrative. Address a desired change in knowledge, attitude, and/or behaviors; tie to key stakeholder. Overarching ideas and supporting statements should be used in every engagement or conversation applicable to the audience. ]Communication Engagement[ Identify communication resources accessible to the stakeholder. How does the key stakeholder receive information using which communication forum? Who does the stakeholder trust to share accurate information via this forum? To what communication infrastructure does the key stakeholder have access? ]Tactics[ Identify actions that impact knowledge, attitude, or behavior. Design activities that impact the key stakeholder’s will or capability; maintain a focus on the desired state. Use multiple tactics to achieve effects and/or objectives. Ensure the execution of a task results in an effect. ]MEASURES OF PERFORMANCE[ Measures of Performance: Define a measurement for every activity (tactic) listed below. Identify how many events, products, or platforms will/did the command use to engage the key stakeholder. ]WILLExpected outcome (likely costs/benefits):[ Design an activity that harms or limits the key stakeholder’s interests in the situation, and an activity that prevents harm or advances the key stakeholder’s interests in the situation. ]Interpersonal (how one feels):[ Design an activity that drives passive acceptance of the situation (permissive), an activity that encourages or discourages an action related to the situation (pressuring), and an activity that results in the absence of communication about a situation (neutral). ]Routinization (repeated patterns of behavior):[ Design an activity that creates repeated participation (direct), an activity that results in repeated participation in another activity related to the first activity (indirect), and an activity that results in repeated observations of others’ routines (observational). ]Justification (statements, events, or other indicators that an activity was/is acceptable):[ Design an activity that provides physical records that act as reminders of justification (institution), an activity that provides verbal records that indicate justification (ideology), and an activity that provides discourse of justification (peer and power relationships). ]CAPABILITY[ Does the stakeholder have the ability to do something? ]Information:[ Provide when, where, or under what conditions an activity can be executed. ]Expertise:[ Provide training, education, and/or experience. ]Resources:[ Provide economic, material, natural (substances/materials), infrastructure, and/or personnel. ]Location: [ Provide physical or logistical support. ]POCsPA Contact info: Lead__________________________Alternate__________________________Unit POC info: _________________________________________________________________Roles and ResponsibilitiesCOMPLAN oversight. (ofc sym: __________________________________________________)Implement the COMPLAN(ofc sym:_______________________________________________)Advise on communication effectiveness. (90 MW/PA) ................
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