This document discusses psychological operations (PSYOPS) in military operations and some of the challenges involved. It notes that measuring the effects of PSYOPS on changing attitudes and behavior takes longer than typical military missions. It also stresses the importance of identifying target audiences, developing a strategy with continuity, and communicating subtly rather than preaching in order to change perceptions and behavior. The document provides brief examples of PSYOPS efforts in Bosnia, Kosovo, and Afghanistan.

1. Disclaimer: The views expressed during the following presentation DOES NOT IN ANY WAY reflect the views of the: United Kingdom United Nations any National Governments NATO (SFOR, KFOR, ISAF) etc (the list is not exhaustive).

2. PSYOPS in Operations Effects on changing peoples attitudes and Behaviour

3. PSYOPS in Operations How can we plot or track behavioral change if we don’t focus on Measures of Effect (MoE)

4. PSYOPS in Operations The Eternal Conflict Measures of Performance vs Measures of Effect

5. PSYOPS in Operations Behavioral change and changing perceptions takes longer to achieve than a Mission will last perhaps. BUT Kinetic commanders want results NOW!

6. PSYOPS in Operations To effect any change we need to identify a Target Audience. Key Leaders? The new generation? The uncommitted? Who?

7. PSYOPS in Operations Key Leaders? Why? The new generation? Can you communicate with them? The uncommitted? Everyone has a view right?

8. PSYOPS in Operations The unseen issue is: “Do we select the Target Audience or does the Target Audience select us?” Who is really shaping the environment?

9. PSYOPS in Operations Like any successful marketing campaign we need a strategy and continuity. We DONT DO continuity

10. PSYOPS in Operations A brief look at: Bosnia Kosovo Afghanistan

11. PSYOPS in Operations No Lesson Learned Continual reinvention of the wheel

12. PSYOPS in Operations Kosovo Attitudes and Perceptions towards the Force (KFOR) Albanian Serbian

13. PSYOPS in Operations Afghanistan. The jury is out Why? It's too big a challenge culturally, as we have too many restrictions placed on us.

14. PSYOPS in Operations Bosnia

15. PSYOPS in Operations NATO's main active role in Bosnia ended 2005ish EUFOR only comforts certain elements of the country EUFOR presents no frustration to the various Bosnian institutions.

16. PSYOPS in Operations PSYOP in NW Bosnia Observations from 7 years in an environment UK/CA/NL asset Built in continuity Planned, controlled but “Light Touch” at the delivery piece

17. PSYOPS in Operations Highlights (and Low-lights?) : Mostovi Magazine for a rural audience Karadžić Papier-mâché Smoking Dope @ Woodstock Football Leagues The Latino Bar

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19. PSYOPS in Operations To change behaviour and attitudes, to manage perceptions you have to TALK to the Target Audience NOT Preach You need Subtlety NOT a hammer

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21. PSYOPS in Operations Questions?