1. Overview
The 24th Press Camp Headquarters and 16th MPAD Communication Plan (COMMPLAN) identifies
objectives and provides a roadmap for maximizing communication and marketing efforts across
the organization in order to engage key audiences while achieving outcomes consistent with
the 24th PCH and 16th MPAD missions.
This COMMPLAN provides guidance for effectively communicating messages to key internal and
external audiences with particular focus on the American public, Fort Bliss Soldiers and their
families. The plan focuses our communication efforts to ensure we are reaching key audiences
and stakeholders while promoting the 24th PCH and the 16th MPAD as the premiere public
affairs units in the Army.

2. Goal
The goal of this COMMPLAN is the synchronization of production, marketing and community
relations in order to maximize communication efforts and promote the 24th Press Camp
Headquarters and 16th MPAD as the premier public affairs units in the Army. We do this by:
 producing relevant, timely, compelling and professional products that tell the Army’s
story;
 developing engaging relationships with the Fort Bliss and El Paso community;
 promoting the capabilities, professionalismand expertise of the 24th Press Camp
Headquarters and 16th MPAD.
Objectives
OBJECTIVE #1: Produce relevant, timely, compelling andprofessional products
that tell the Army’s story.
The Army story is the story of its Soldiers, units, DA civilians and families. Its themes and
messages are varied but should be nested with the Army’s, 1AD’s and DIVARTY’s themes and
messages.
Audience:
It is important for the production teams (journalists) to work with the marketing team to
identify audiences. The goal is to ensure that our stories are marketed to as broad and diverse
an audience as possible. Identifying those audiences early on will allow targeted marketing
efforts as well as ensure that the stories are produced with that audience in mind.
OBJECTIVE #2: Developengaging relationships withthe Fort Bliss andEl Paso
community
Building strong and engaging relationships with key members, organizations, businesses and
media outlets within the Fort Bliss and greater El Paso communities is integral to marketing the
Army Story and promoting the 24th PCH and 16th MPAD. Effectively communicating with these
audiences helps generate broad understanding, advocacy, and support for our unit, Fort Bliss
and the United States Army. Community relations is mutually beneficial, therefore, our efforts
should include outreach and volunteerism within the community.

3. Audience:
Although community relations is focused on organizations, leaders and businesses outside the
Army, the importance of building relationships with key leaders, units and organizations within
Fort Bliss is also integral to success.
OBJECTIVE #3: Promote the capabilities, professionalismandexpertise of the
24th
Press CampHeadquarters and16th
MPAD
The 24th Press Camp Headquarters and 16th MPAD are the premiere public affairs units in the
United States Army. Our capabilities allow us to perform multiple functions across the public
affairs spectrum. Modular team formations make us versatile organizations that can be utilized
across the wide spectrum of public affairs missions both at Fort Bliss and across the United
States Army. Because of this it is important to promote ourselves not only within Fort Bliss but
across the generating force.
Audience:
The primary audience for this objective is FORCSCOMand 1AD to include subordinate units on
Fort Bliss. Secondary to this is the media. When these audiences see the name 24th Press
Camp Headquarters or 16th MPAD on any video, photo or print product they should think of
capable, professional and expert organizations that provide the best stories to the most
appropriate audiences in order to gain the greatest exposure in the shortest amount of time.
Key Messages
The nature of our mission means that our stories support multiple themes and messages.
However, there are some that are universal to the Army to include but not limited to:
 Army values
 Current missions (operational and training)
 CPA Sends key messages (varies)
 Army programs such as SHARP and Suicide Awareness
 1AD Key Themes and Messages
Themes:
 Capabilities
 Professionalism
 Expertise
Message 1: The PCH and MPAD are the most capable public affairs units in the Army with the
ability to conduct all facets of public affairs missions. Our capabilities include but are not limited
to print journalism, photography, videography, broadcast journalism, press briefings, media
relations, media planning, public affairs planning and guidance and marketing.

4. Message 2: Everything begins and ends with the mission. Our number one priority is keeping
the American people and the Army informed. We provide a professional service to Fort Bliss
and the United States Army by applying expert knowledge and practice within the public affairs
field.
Message 3: Our Soldiers are experts in their fields but can quickly adapt to fill any public affairs
role that is required. Our unit has the expertise within its ranks to create the best products,
develop the best public affairs campaigns and provide some of the most highly trained Soldiers
to any unit within Fort Bliss and across the entire United States Army.
Message 4: Our modular task organization allows us to accomplish missions ranging in
requirements from small 4-6 man teams all the way to MPAD or Press Camp Headquarters
strength. Because of this we are able to accomplish multiple missions simultaneously and at the
highest standard expected of Army public affairs.

5. Measures of Effectiveness
Audience: Internal – Military Leadership, DOD civilians, Fort Bliss Organizations
 Increased awareness of what the 24th PCH and 16th MPAD does and what it can do as
measured by the number of times we are requested for public affairs missions either
across Fort Bliss or around the world.
 Increased emphasis and understanding by leaders at all levels regarding the importance
of public affairs and the need to be personally involved in telling the Army story as
measured by increased leader and Soldier involvement in the communication actions
and processes.
Audience: Media
 Increased number of quality news stories, which proactively and effectively
communicate key messages or promote a specific communications objective. Stories
should be measured in terms of air time, column/article length and placement.
 Closer personal and professional relationships with select media sources and reporters
as measured by our outreach efforts but also by the number of times the media reaches
out to us for stories or information.
Audience: El Paso Community Leaders, Organizations and Businesses
 A greater consistency of relaying 24th PCH and 16th MPAD messages during interactions,
speaking engagements, and partnerships with external audiences as measured by
feedback from the respective audiences.
 Increased involvement with targeted professional associations as measured by the
targeted audiences’ increased interest and efforts to partner and provide opportunities
to support community efforts.

6. Story Sync Matrix
The story sync matrix highlights the importance of synching our efforts so that we get the best story to the
most appropriate audience in order to gain the greatest exposure in the shortest amount of time.
The story idea is assigned to or generated by one of the teams. It is submitted to marketing immediately
upon approval. Marketing works with the team to identify key audiences. Simultaneously Social Media
explores ways to further promote or tease the story. Within a day audiences will be identified so the
production of the story can be completed. During this time period marketing efforts will start targeting the
appropriate audiences. Once the story is produced it is provided to the Marketing and Social Media teams
for promotion. Feedback and measurement will begin immediately and is ongoing.
Story Idea and
approval
ID potential
Markets/Audience
Story Production
Market Story
Social Media
Social Media
CommunityRelations
Feedback/
Measurement Production Teams
Production and Marketing
Marketing Team