Communicating the New Maritime Strategy


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“A Cooperative Strategy for 21st Century Seapower” recognized the economic links of the global system and how any disruption due to regional crises – manmade or natural – can adversely impact the U.S. economy and quality of life. This new strategy charts a course for the Navy, Coast Guard and Marine Corps to work collectively with each other and international partners to prevent these crises from occurring or reacting quickly should one occur to avoid negative impacts to the U.S.

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  • Good Morning/Day/Evening, Today I would like to discuss the new Maritime Strategy with you, giving a short overview of what it is, and then allow time for some discussions. The new Maritime Strategy was signed this past October by the three Maritime Service Chiefs, Admiral Roughead, USN, Admiral Allen, USCG, and General Conway, USMC, who together presented the strategy at the International SeaPower Symposium in Newport 17 October 2007. This significant and strategic milestone, was the culmination of over a year-long effort of academic rigor, in-depth analysis, open and inclusive dialogue, wide ranging competitions of ideas, and an involved leadership that ensured that all aspects of maritime and national interests and guidance were incorporated and included. This strategy reflects all of those inputs, analysis and guidance that we received, discussed and then agreed upon – which has now set the rudder and course for our Sea Services; there is no classified supplement, this is the new Maritime Strategy.
  • What we know: This slide presents some basic data points that we, as maritime nations, know very well as significant facts that influence our daily lives, the economics of each of our nations, and the global community as a whole. With these facts in mind, among many others related to the importance of the maritime commons, we were challenged by ADM Mullen, then Chief of Naval Operations and now Chairman of the Joint Chiefs of Staff, in June 2006 to rethink the Navy’s Strategy -- a strategy that had not been thoroughly revised in a rigorous and academic fashion since the Cold War days of the 1980’s. There have been significant changes across the global spectrum since the, but the data on this slide reinforces the global importance of the maritime domain.
  • As we developed the foundation for the new maritime strategy, we took an in-depth look at the strategic environment for the next 15 to 20 years. With the Naval War College as the lead for many of our studies, numerous war games and seminars were conducted, many of them open to the public, to look at what were many of the driving influences that would affect our nation, the global commons, and world stability that would help us with the strategy development. What was fairly evident was that within the context of the Strategic Environment, there clearly exists a New Era, an evolved era of global interconnectedness, comprised of an ever-changing set of world military and economic players, shifts in economic centers of gravity, increased competition for resources across the globe, new challenges and dangers to commerce, stability, and peace; with uncertain global climate changes that have the possibility of affecting all of our lives . Tensions of varying levels exists in many nations and across national boundaries with regards to freedom of expression, tolerance, economic growth, and extremism, all with the potential to generate internal conflicts, leading to much larger regional conflicts, ultimately affecting the global system of trade and interconnectedness. We continue to see how governments, non-governmental organizations, international organizations, and public and private sectors are forming interconnected partnerships to address many of these challenges. All of these findings, discussions, and strategic thinking, led us to the conclusion, that there is a global system that is in transition, one that is unsettled, unbalanced, and potentially dangerous, not just to the United States, but to the global community. Our strategy goal, therefore, is to seek a balanced a stable world, one where we can be best postured, trained, and able to promote that stability.
  • The new Maritime Strategy was agreed upon and signed in October by General Conway, Admiral Allen, and Admiral Roughead and presented at the International SeaPower Symposium – So, what is new with this strategy: We clearly believe that preventing war is as important as winning wars – this does not mean that we have diminished the need for strong military power capable of fighting and winning our Nation’s wars, but that we also believe that it is just as important to prevent those wars from happening as well. The Sea Services also raised the importance of cooperative relationships as the basis for global maritime security – a common goal of all maritime nations regardless of political differences. Maritime nations have always shared common interests on the sea, but all nations rely on the safety of those seas to maintain and enhance their ways of life. We also raise the importance of those missions related to Humanitarian Assistance & Disaster Relief to a core element of maritime power – we have always done these missions, and will always do it, just now we will plan and train to do these on a more regular basis. We also see a greater degree of connectedness at all levels of our national power, not just the Sea Services, and not simply Joint, but also at the interagency level across the range of missions that we currently do and will do. Our challenge is therefore to apply SeaPower in a manner that protects U.S. vital and domestic interests, even as it promotes greater collective security, stability, and trust across the globe.
  • As mentioned earlier, the fact that this document was signed by the heads of the three Sea Services was unique and a precedent setting decision; this acknowledges our strong maritime bond and the need to continue to work more closely together. Writing a single service strategy in itself is a difficult undertaking, but we felt that it was worth the effort to make this strategy more than just a single service view, but a more enduring and comprehensive vision the role and use of the Sea Services. Part of our strategy development was also done with the American Public through our Conversations with the Country and Senior Executive Seminars. This involvement was a great window for us to canvas the nation and look into what the public wants their military to do – first and foremost was the desire for us to protect the homeland and defend their way of life. The strategy also acknowledges that there is a global system of connected economies which depends on the freedom of movement across the maritime commons; undeniably the principal means for the majority of the world’s commerce. With such a global interconnection of economies, shocks to the system caused by conflicts, disasters, and war, affect all of our lives in one way or another. Our vital interests are therefore best served by being around the globe, postured in a way to prevent, deter, limit, and localize conflicts, wars, and disruptions to the system we all rely upon.
  • Although the Sea Services conduct many missions, the following six capabilities comprise the core of U.S. maritime power and reflect an increase in emphasis on those activities that prevent war and build partnerships : Forward Presence Deterrence Sea Control Power Projection Maritime Security Humanitarian Assistance & Disaster Response The first four core elements listed have always been fundamental to our modern Navy, and were essential elements to our Nation in winning the Cold War...and are just as important and essential today. The last two of this list, Maritime Security and Humanitarian Assistance & Disaster Response, have now been elevated to core elements by the new maritime strategy – we have always done them, but we will now be more proactive and purposeful in our training, missions, and resourcing of those capabilities associated with them.
  • There have been, and continue to be, a number of Theater Security Cooperation (TSC) and Humanitarian & Civil Assistance (HCA) missions involving deployments by Navy ships. The Orange and Red dots represent actual locations of TSCs and HCAs planned by Navy Component Commanders utilizing the ships noted on the slide. Current deployments : BOXER is conducting 2-month deployment to SOUTHCOM for HCA missions in Central & South America under Operation Continuing Promise. BOXER has completed HCA missions to Guatemala and El Salvador and will stop in Colombia enroute the final Continuing Promise HCA missions in Peru later this month. While FORT McHENRY & SWIFT completed their role in the Africa Partnership Station TSC to Gulf of Guinea and West Coast of Africa nations, NMCB 74’s Det is still in Monrovia, Liberia. GEORGE WASHINGTON, FARRAGUT & KAUFFMAN conducted Partnership of the Americas TSC events, including UNITAS LANT, as WASHINGTON circumnavigated South America. FARRAGUT & KAUFFMAN are currently participating in UNITAS PAC. ASHLAND’s TSC visits included Madagascar, Mauritius, Comoros, Seychelles, and Kenya. ESSEX ESG (with HARPERS FERRY, JUNEAU & MUSTIN) deployed off Burma for potential HA/DR missions (Operation Caring Response) after the devastation of Tropical Cyclone Nargis. MERCY is currently deployed to the Philippines for Pacific Partnership 08 HCA missions; follow-on HCA stops are scheduled for Vietnam, Singapore, and Papua New Guinea. TORTUGA, JARRETT & FORD are conducting CARAT TSC events in the Philippines, followed by CARAT TSC events in Thailand, Malaysia, Singapore and Brunei. Future deployments : KEARSARGE will conduct a future HCA deployment to SOUTHCOM later in FY08 called Operation New Horizons. Other Recent Examples of TSC and HCA (or HA/DR) missions : Global Fleet Station/African Partnership Station, US-led response to African nation requests for maritime training. KEARSARGE Tropical Cyclone Sidr Relief Operations in Bangladesh (DEC 07) WASP Hurricane Felix Humanitarian Support to Nicaragua (SEP 07) PELELIU Pacific Partnership 07 (MAY-SEP 07) Partnership of the Americas 07, involving UNITAS LANT, UNITAS PAC and PANAMAX 07 (MAR-SEP 07) COMFORT’s 2007 deployment to SOUTHCOM involving 386,217 Patients Encounters & 98,658 Patients Seen Humanitarian & Civic Assistance (HCA) projects differ from Humanitarian Assistance/Disaster Relief (HA/DR) ops: Medical, dental, veterinary and preventative medicine care provided in rural areas of country (may involve NGOs). Construction of rudimentary surface transportation systems. Well drilling and construction of basic sanitation facilities. Rudimentary construction and repair of public facilities. Theater Security Cooperation (TSC) involves: Assistance that fulfills unit-level training requirements, which incidentally create humanitarian benefit to local populace. Theater Security Cooperation (TSC): All DoD interactions with foreign defense establishments are used to build relationships that promote specific US security interests, develop allied and friendly military capabilities for self-defense and multinational operations, and provide US forces with peacetime and contingency access to a host nation. Theater Security Cooperation (TSC) activity: Military activity that involves other nations and is intended to shape the operational environment in peacetime. Activities include programs and exercises that the US military conducts with other nations to improve mutual understanding and improve interoperability with treaty partners or potential coalition partners. They are designed to support a Combatant Commander’s theater strategy in the Theater Security Cooperation (TSC) plan.
  • Key Takeaways The Maritime Strategy calls for both high-end investments to meet emerging threats, and low-end investments to build cooperative partnerships; Our current investment portfolio is somewhere in between these two areas. Exacerbated by a fiscally challenged environment, we have difficult choices to make for POM-10 … Our challenge in executing the Maritime Strategy via the PPBE process is to place equal emphasis on preventing wars as we do winning wars, without forfeiting our ability to do the latter.
  • Communicating the New Maritime Strategy

    1. 1. Communicating the New Maritime Strategy CDR Cappy Surette Navy Office of Information (CHINFO) 9 July 08
    2. 2. Importance of the Sea Today <ul><li>Nearly three quarters of the planet is covered by water </li></ul><ul><li>The vast majority of the world’s population (80%) lives within a few hundred miles of the oceans </li></ul><ul><li>90% of the world’s commerce travels by sea </li></ul>
    3. 3. New Era <ul><li>New Global System Emerging </li></ul><ul><ul><li>New Players </li></ul></ul><ul><ul><li>New Competition – Especially for Resources </li></ul></ul><ul><ul><li>New Rules of the Game </li></ul></ul><ul><ul><li>New Challenges and Dangers </li></ul></ul><ul><ul><li>New Organizing Principles </li></ul></ul><ul><ul><li>New Climate </li></ul></ul><ul><ul><li>New Goal: Multi-polarity and Stability </li></ul></ul>Global System in Transition – Unsettled, Potentially Dangerous
    4. 4. October 17, 2007 Announcement of the new Maritime Strategy October 17, 2007
    5. 5. What’s New in this Strategy? <ul><li>We believe that Preventing War is as important as Winning Wars </li></ul><ul><li>Raises the importance of cooperative maritime relationships as the basis for global maritime security. </li></ul><ul><li>Elevates Humanitarian Assistance & Disaster Relief to core elements of maritime power. </li></ul><ul><ul><li>We’ve always done this, but now we’ll plan to do it </li></ul></ul><ul><li>Greater synergy of all elements of national power- Diplomatic, Informational, Military, Economic; Joint, Interagency and NGO cooperation. </li></ul>Our challenge is to apply seapower in a manner that protects U.S. vital interests even as it promotes greater collective security, stability, and trust.
    6. 6. <ul><li>All three Sea Services were involved, with the final document signed by the three Service Chiefs </li></ul><ul><li>Developed in an open and inclusive manner, a true competition of ideas that cast a wide net. </li></ul><ul><ul><li>The American Public was engaged through a series of Conversations with the Country and Executive Seminars </li></ul></ul><ul><li>A Global Systems view </li></ul><ul><ul><li>US vital interests are best served by forward deployed maritime forces capable of preventing, deterring, limiting, localizing and mitigating disruptions in the global system. </li></ul></ul><ul><ul><li>This global system consists of the interrelated and interdependent subsystems of trade, finance, law, information and immigration </li></ul></ul>What’s New in this Strategy? Major power war, regional conflict, terrorism, lawlessness and natural disasters—all have the potential to threaten U.S. national security and world prosperity.
    7. 8. Theater Security Cooperation/Humanitarian Civil Assistance Missions BOXER FT McHENRY SWIFT SWIFT MERCY KEARSARGE Partnership of the Americas Humanitarian and Civic Assistance (HCA) missions Theater Security Cooperation (TSC) missions New Horizons Africa Partnership Station Continuing Promise Pacific Partnership GEORGE WASHINGTON FARRAGUT KAUFFMAN FORREST SHERMAN ASHLAND
    8. 9. Implementing the Strategy Power Projection Sea Control Forward Presence Emerging threats Maritime Security HA/DR Build the future force Maintain operational readiness Develop our people Deterrence Partnership building Our challenge in executing the strategy is we must place equal emphasis on preventing wars as we do winning wars, but never forfeit our ability to do the latter Prevent Win Achieving the right balance
    9. 10. Communicating the Maritime Strategy
    10. 11. Communication Challenges <ul><li>Complex – Doesn’t fit 10 second “sound bite” </li></ul><ul><li>Critics: “This is nothing new” </li></ul><ul><li>Media Apathy: “Not interested” </li></ul><ul><li>Compressed timeframe in communication strategy development </li></ul><ul><li>Competition in information environment </li></ul>
    11. 12. Communication Strategy Framework Research Planning Implement Evaluate
    12. 13. Primary Research Research <ul><li>Interactive polling as part of 1 st round of the “ Conversations with the Country ” measured knowledge and attitudes about national security and the role of U.S. seapower in helping maintain global stability. </li></ul><ul><li>The results identified three dominant themes . Participants wanted their maritime forces to: </li></ul><ul><ul><li>Remain strong </li></ul></ul><ul><ul><li>Protect them and the U.S. homeland </li></ul></ul><ul><ul><li>Work with partners around the world to prevent war </li></ul></ul><ul><li>Informal audit of the media climate prior to the rollout date found notable apathy about the new strategy and questions about its relevance while two major ground wars were ongoing in the Middle East. This helped shape and refine the communication campaign and messaging. </li></ul>
    13. 14. Communication Objectives <ul><ul><li>Increase awareness of the new maritime strategy with identified publics during the first 12 months. </li></ul></ul><ul><ul><li>Improve understanding of the value of U.S. seapower in providing global security. </li></ul></ul><ul><ul><li>Increase awareness of the role of the U.S. maritime forces play in defending the homeland. </li></ul></ul><ul><ul><li>Convey the Maritime Strategy’s concept that international cooperation is vital for stability and prosperity. </li></ul></ul>Planning
    14. 15. Phased Strategy Planning
    15. 16. Planning Phase Messaging Products
    16. 17. Navy PA Calendar Planning
    17. 18. Rhumb Lines Implement
    18. 19. Implementation Engaging Key Publics Interagency/Congressional Education Media Direct-to-Public (US ,Int’l) Thought & Business Leaders Internal Military
    19. 20. Interagency/Congressional Education Implementation Engaging Key Publics
    20. 21. Thought & Business Leaders Implementation Engaging Key Publics
    21. 22. Media Implementation Engaging Key Publics
    22. 23. Engaging Key Publics Media
    23. 24. Direct to Public <ul><li>Official Navy Website </li></ul><ul><li>Social Media </li></ul><ul><li>Public Outreach </li></ul><ul><ul><li>Conversations with the Country </li></ul></ul><ul><ul><li>Sea Air Space Expo </li></ul></ul><ul><ul><li>Fleet Weeks </li></ul></ul><ul><ul><li>Navy Weeks </li></ul></ul>Implementation Engaging Key Publics
    24. 25. Implementation Official Websites
    25. 26. Engaging Key Publics BLOGGERS
    26. 27. Engaging Key Publics SOCIAL MEDIA
    27. 28. Implementation Trade Shows
    28. 29. Conversation with the Country Implementation Engaging Key Publics Raleigh/Durham Seattle Portland San Francisco Phoenix Los Angeles Denver Chicago New York City Atlanta Miami Houston
    29. 30. Internal Military Publics Key Publics Internal Military
    30. 31. Static Displays Internal Military Pentagon Navy War College
    31. 32. Evaluation More than 1200 news clips: Coverage of the Maritime Strategy received wide coverage in multiple mediums covering both mainstream media and new media. Word of the Maritime Strategy reached many locations throughout the nation. It was a measure of success that the discussion reached beyond Washington DC beltway May 2008 Defense Trend Poll found that 24.7 % of Americans had an awareness of the new maritime strategy
    32. 33. “… The title of the report aptly describes its essence: A Cooperative Strategy for 21st Century Seapower is all about cooperation between the three maritime services and, more significantly, between the United States and allied nations.” … The U.S. military unveiled a new maritime strategy today -- its first created jointly by the Navy, Marine Corps and Coast Guard -- shifting from a narrow focus on sea combat toward one that also emphasizes the use of &quot;soft power&quot; to counter terrorism and deliver humanitarian assistance . …“ Roughead was backed by Marine Commandant Gen. James T. Conway and Adm. Thad Allen, commandant of the Coast Guard. &quot; Preventing wars is as important as winning wars ,&quot; Conway said.” …” The strategy reflects a broader Defense Department effort to use aid, training and other cooperative efforts to encourage stability in fledgling democracies and create relationships around the globe that can be leveraged if a crisis does break out in a region.” Evaluation Notable quotes … “ The Pentagon is moving to change its naval strategy to focus more on preventing conflicts by promoting stability in fledgling democracies and developing potential allies in case of crisis. The plan emphasizes humanitarian missions and improving international cooperation ...” -- Chuck Roberts, CNN Headline News
    33. 34. By leveraging existing communication tools and creatively developing and executing a detailed communication plan, CHINFO executed a successful integrated communications strategy. Summary