The document outlines the communications and marketing plan for the 'security demographic' report, launched in December 2003, aimed at increasing awareness of the relationship between population and civil conflict. Key objectives include outreach to military, intelligence, and diplomatic communities, as well as the media, through strategic partnerships and event tie-ins. Amid ongoing controversies, particularly surrounding the Iraq war, the plan emphasizes the importance of timely engagement with relevant news events to maintain visibility and influence.

1. The Security Demographic: Population and Civil Conflict After the Cold War
Communications and Marketing Plan II – Summer/Fall 2004
Overview
PAI successfully increased its visibility within the military, intelligence and diplomatic communities
with, and since, the launch of the Security Demographic on December 17, 2003. A broad distribution
strategy, co-author presentations at numerous briefings and meetings, word-of-mouth buzz and strategic
media placements are to be credited for this success.
Current Landscape
The war in Iraq has escalated to a level that has much of the country, even media, on edge. The highly
publicized prison scandal, involving the abuse of Iraqi detainees by members of the U.S. military, has
rocked the world and refocused media attention to the war. Because the proposed day of sovereignty in
Iraq, June 30, is also encircled by substantial controversy, expect the nonstop stream of media coverage of
the war to continue through the summer. Keeping abreast of trends will be key to successfully navigating
the rough landscape that will be in place for the foreseeable future.
Other items competing for news coverage this summer will include:
• Presidential election (Democratic V.P. choice, conventions)
• Any domestic terrorism threats
• U.S. gas prices (expected to reach unprecedented levels)
• Olympics (readiness of Athens to host event, security factors, performance of U.S.
athletes, doping controversy)
• Ongoing Israeli and Palestinian conflict
• Kobe Bryant trial (coverage not expected to match that of the O.J. Simpson trial, but will
be constant)
Goals
• To educate members of the military, intelligence and diplomatic communities, policymakers, the
news media and general public about the critical connections between conflict and population.
• To make PAI a resource for target groups.
• To establish connections between military/security officials and PAI.
Media Objectives
• To obtain coverage for PAI in key media outlets.
• To establish PAI as an expert on ways to predict and prevent civil conflict.
• To increase the report’s profile by working to have report findings cited in editorials, op eds and
news stories being written about ICPD @10, the International AIDS Conference and the day of
Iraqi sovereignty.
Marketing Objectives

2. Security Demographic Communications and Marketing Plan II/Page 2
• To reach members of military, intelligence and diplomatic communities, policymakers and
general public with the ideas contained in this report.
• To increase recognition of the PAI brand by forming strategic partnerships with other
organizations to sponsor briefings and special events.
Press Outreach
Six months after the release of the Security Demographic, the likelihood of placing stories and op
eds or securing interviews based solely on the report and its findings is almost nil. The most
effective placement strategy would be to attach the report and its findings to a relevant event with
the help of a highly credible spokesperson or PAI VIP.
The communications manager on the project will continue to conduct daily reviews of media to
look for opportunities to apply the messages of the report to world events by way of distributing a
timely press release, submitting a letter to the editor, offering a commentary idea to a broadcast
news program or other effective medium. Project team members, along with other PAI staff, are
encouraged to read the newspaper and listen to newscasts and share any interesting possibilities.
Work in the pipeline: article for Foreign Affairs (written by report co-authors) to be submitted
this summer and Crossette op ed (ICPD@10 and Security Demographic)
Media activities could be planned around the following events:
 International AIDS Conference in Bangkok
 ICPD@10
 Day of sovereignty in Iraq (June 30)
 World Population Day (July 11)
PAI VIPs: Amy, Claudia Kennedy, Gen. Nash, Fred Sai and op ed list below
Op Eds – Utilize PAI Board of Directors and Council, along with other VIPs to secure placement
for at least three op eds in national print publications. Desired bylines include:
 Barbara Crossette: ICPD@10 and Security Demographic connection
(in progress) for late-June/July placement
 General Nash: Military angle on predicting and preventing future civil
conflicts/humanitarian angle for late-June placement – talks underway
 Ken Bacon: Refugees/humanitarian angle for summer placement
 Barbara Roberts: Humanitarian angle (West Coast media only) for July/August
placement
 Claudia Kennedy: Military angle on predicting and preventing future civil
conflicts/humanitarian angle (July placement)
 Isabel Sawhill: ICPD@10/women angle (July/August placement)
 Jonathan Lash: Environmental/humanitarian angle
 Robert McNamara: Public policy angle
Target placement list includes:
 The New York Times
 The Washington Post
 Chicago Tribune
By Tawana Jacobs 5/28/04

3. Security Demographic Communications and Marketing Plan II/Page 3
 Los Angeles Times
 San Francisco Chronicle
 Christian Science Monitor
Broadcast Media – Attempt to arrange timely interviews with outlets (TV and radio) during the
summer/fall months. Ideally, a PAI VIP (CEO, Board or Council member) would be paired with
a report co-author for each opportunity.
As with the op eds, pitching a specific angle of the report (HIV/AIDS, youth, environment) and
attaching it to another timely issue would be most effective.
Target list includes:
 NPR (All Things Considered, Diane Rehm Show, The Kojo Nnamdi
Show, Talk of the Nation, The World)
 CNN
 PBS
 MSNBC
 AP Television
 Canadian Broadcasting Corporation
 BBC
News stories/articles – At this point, strategic placement of an op ed and/or an appearance on a
television or radio program is most likely to spur requests for interviews from print publications.
Target list includes:
 Foreign Affairs – Article nearing completion; if article is submitted this
summer and accepted (building in standard 3-6 month lead time), should
appear in a Fall/Winter 2004-05 issue.
 The Economist
 Newsweek
 Time
 US News & World Report
 Christian Science Monitor
 Salon.com
Marketing
Wide distribution of the report has been completed. Efforts continue to reach policymakers,
members of the military and the diplomatic and intelligence communities with the report by way
of briefings, meetings and utilizing the personal contacts of the PAI Board, Council and staff.
Advertising – The paid advertising cycle was completed with the month long (May-June)
advertisement at the Pentagon Metro station in Arlington, VA.
Potential Opportunities
 Population Resource Center to co-sponsor June 14 briefing for Congressional staffers
 German Foundation for World Population (DSW) to sponsor a briefing in Brussels on
Oct. 19 (proposed date)
 Possible NATO briefing also in mid-October
By Tawana Jacobs 5/28/04

4. Security Demographic Communications and Marketing Plan II/Page 4
 Distribution of Foreign Affairs article to media; could also include an audio press
briefing with Gen. Nash or Claudia Kennedy
Public Policy/Strategic Initiatives staff is working to gain support for a hearing on Capitol Hill.
No date has been set.
Outreach to VIPs — At PAI’s most recent Board meeting, members were urged to send copies
of the report to personal contacts. Several reports have been sent along with personal notes and
more will be distributed within the next couple of months.
List of most influential Board members include: Bill Draper, Jack Gibbons and Vicki Sant
Additional efforts are also underway to engage members of PAI’s Council in outreach activities.
Jack Gibbons and Bill Draper will be asked to make contact with members and discuss the report.
Outreach to International Audiences – The March 2, 2004 op ed published in the
International Herald Tribune significantly raised the profile of the report overseas.
Unfortunately, world events snuffed out momentum before it really got started. Connecting the
report to other global events such as ICPD @10 or the International AIDS Conference or
international scourges such as the effects of the Global Gag Rule should help to reignite interest
overseas.
Focus on Africa: Because the continent is so heavily represented in the Security Demographic,
more work needs to be done to reach out to organizations and media working on the continent.
Efforts are underway to enlist the services of PAI Board member Fred Sai in reaching out to
organizations and journalists working on the continent (Ghana and other select opportunities).
Web Outreach – At last count, links to and stories about the report (and in many cases the report
cover) were posted on more than 100 Web sites. This list includes:
 MSNBC
 John Snow International (U.K.)
 Pennsylvania State Univ.’s Population Research Institute
 Counterpunch (an online magazine)
 Action Canada for Population and Development
 University of Barcelona (Spain) Library
 Emerging Environmental Security Issues
Fall 2004 and Beyond
With current state of affairs in the world, it is impossible to predict what will happen after
Summer 2004. This plan was designed to carry PAI through the presidential election and
continued fallout from Iraq, with the expectation that a new plan would be developed by the
communications manager should the landscape change.
By Tawana Jacobs 5/28/04