Communicating a Deployment

Strategic Communications: All of the cells considered effective strategic communications - defined as the sum of all actions and messages (intentional and unintentional) influencing target audiences - as an integral part of any successful U.S. strategy. An important corollary was that the Navy had to develop and disseminate coordinated and consistent strategic communications. Thus, to be successful, the Navy must establish the ability to design and implement a standardized process at the Navy component commander level for effectively coordinating maritime actions and messages so as to convey consistent U.S. government purposes and objectives.

Findings from the executive summary Global 08, Title X Wargame, "Implimenting the Maritime Strategy," August 4-8, 2008

For whatever reason, following Global 08 at the Naval War College, this lesson from the wargame fell through the cracks and never went anywhere - at least no where I can find today. The intent was to develop information as an extension of naval activity and link that activity to a public diplomacy effort. More than 2 years later the Navy information model is still about communicating how and what the Navy does, and it still lacks the declaration of why and therefore is not 'strategic' at all.

Building on some thoughts from yesterday regarding how to add strategic communication into Navy News Service coverage of a major deployment, we have a perfect example of how to do it right. It is quite brilliant actually, and was written before my post went online suggesting this is being done...

By the Coast Guard:

Boston-based cutter deploys to haiti for the holidays

The Coast Guard Cutter Escanaba, home ported in Boston, deployed south to conduct operations near Haiti Nov. 30, 2010.

The crew of the Escanaba will augment Coast Guard forces currently deployed in the region by bring its command, control and communications capability, as well as a patrolling resource.

Windward Pass operations, which include counterdrug and illegal migrant interdictions off the coast of Haiti, focus primarily on deterrence and interdiction of illicit traffickers. The Coast Guard's strength in search and rescue is often exercised during illegal migrant interdictions. Migrant smugglers often force their human cargo to live in cramped, unsanitary spaces, well beyond the safe loading capacity of the smuggling vessel.

"This deployment will be a challenging blend that reflects the military, multi-mission and maritime nature that has characterized the Coast Guard since its inception", said Cmdr. Ed Westfall, commanding officer of the Escanaba. "Protecting persons from the perils of the sea is a fundamental responsibility shared by all mariners, military and civilian. Protecting our nation from illegal acts on the water is rooted in the foundations of our service and highlights our cooperative and complementary relationship with our sister agencies within the Department (of Homeland Security). The unfortunate reality is that illicit traffickers, whether they be moving drugs, weapons, or, in this case, people, will stop at nothing to profit from the sometimes desperate misfortune of others. The crowded living conditions aboard vessels found smuggling persons from Haiti are often beyond the pale. Our forward presence offshore of that nation is intended to deter these illegal voyages before they begin and, if necessary, stop them before there is injury or loss of life."

This deployment does mean Escanaba's crew will be away from their families and friends for the holidays.

"Of course it is tough being away, especially during this time of year, but being able to counter the threat from ruthless smugglers and to be prepared to support humanitarian operations off Haiti is truly rewarding," said Petty Officer Scarberry, a crewman aboard the Escanaba.

The Escanaba is prepared to execute any of the Coast Guard's eleven statutory missions, should the Escanaba be called upon to do so. This readiness has been evidenced by numerous Coast Guard units in 2010, as the deployed cutters Forward, Mohawk, Tahoma, and Valiant were the first US assets on-scene in the initial hours after the devastating January earthquake as well as the cutter Forward's preparatory response when Hurricane Tomas impacted Haiti in November.

Escanaba is the seventh of 13 Famous Class medium endurance cutters in the United States Coast Guard's inventory. Escanaba has patrolled from the waters off New England enforcing federal and international fishing regulations to deep in the Caribbean on drug and migrant interdiction patrols.

I love this press release. It covers every single point of strategic communication discussed yesterday, and comes together perfectly in context with the balance of people, material, readiness, and mission. It touches multiple audiences while sharing a narrative that relates to every audience. Cmdr. Ed Westfall is the CO_WHO_UNDERSTANDS_STRATCOMM by communicating strength, purpose, and intent.

Note how Petty Officer Scarberry's contribution makes him a STRATCOM_SAILOR who gets it, addressing both the hardships of being away from family while touching on the specific operations that will be conducted. He is communicating commitment, capabilities, and readiness.

Cmdr. Ed Westfall was on Midrats back on October 3, 2024. It might be the best episode of Midrats in the archive, and if you have listened to that episode and then read this press release, it will be difficult to miss how this Coast Guard press release is a reflection of USCGC Escanaba (WMEC 907), crew, and CO. Every ship has a unique personality, and anytime a news article writes about a ship that personality should be reflected.

The differences between this press release and the NNS press release yesterday from the Navy regarding the Carl Vinson deployment are striking. The Navy talked routine schedules and the generic business of the Navy, while the Coast Guard is talking about the readiness of the ship and crew, and the business of the ship and crew.

The Carl Vinson deployment release was actually one of the better releases about the Navy. For example, what is the emotion and message being sent with this NNS release of today's deployment of the USS Paul Hamilton (DDG 60)?

PEARL HARBOR (NNS) -- Families and friends said goodbye as the Arleigh Burke class guided-missile destroyer USS Paul Hamilton (DDG 60) departed from Joint Base Pearl Harbor-Hickam on Nov. 30 for an independent deployment to the Middle East and Western Pacific.

"We should be okay," said Naomi Pawelczyk, a spouse of one of the Sailors aboard the ship who was at the pier with her two-year-old son as the ship sailed away. "I'm just worried about my husband. We will continue to stay in contact with each other. I know he's going to be worried about our son. I'm sure he is going to have a hard time being apart from him. We will wait for his safe return."

Georgia Pahl, another spouse at the pier, said that it was her first time seeing her husband deploying aboard Paul Hamilton.

"I'm going to hold on to positive thoughts and hope that they'll be back soon," said Pahl. "We're newly-wed. It's tough, but we have so much to look forward to when he comes back."

Commanded by Cmdr. Edward J. Eder, Paul Hamilton has a crew of about 30 officers and 223 enlisted Sailors. Paul Hamilton is deploying under the Middle Pacific Surface Combatant (MPSC) deployment concept, in which Hawaii-based ships deploy in support of operations in the Fifth and Seventh Fleet operating areas.

Guided-missile destroyers are multi-mission surface combatants, capable of Anti-Air Warfare (AAW), Anti-Submarine Warfare (ASW), and Anti-Surface Warfare (ASUW) missions.

First, someone needs to check the latest chatter on the jihad forums, because when I looked yesterday the Navy was being discussed again. You PAOs need to review this and this, and remember we are at war.

Second, the Navy News Service folks should never, ever write about a deployment of any major warship we are trying to buy for over $2 billion on Capitol Hill with tissue throwing nonsense like this article. The communication of this article suggests the Navy is about tearful goodbyes when leaving port and operational concepts like MPSC. A US taxpayer, many of whom have never been on the ocean, might ask why a ship isn't doing something important enough to mention, then follow that thought with a question why we even need the ship at all?

The sin here is that the article says what a ship like Paul Hamilton can do, but doesn't tell anyone what USS Paul Hamilton (DDG 60) will be doing. Every ship is unique, and the personality of the leadership, crew, and ship should be reflected in every article. Two hundred and fifty three of the Navy's best men and women have been working hard for months preparing for this deployment. USS Paul Hamilton (DDG 60) is one of the US Navy's prized Ballistic Missile Defense Arleigh Burke Destroyers, and that ship and crew is about to go play goalkeeper on the front lawns of Mahmoud Ahmadinejad and Kim Jong-il. USS Paul Hamilton (DDG 60) may, on this deployment, be engaged directly with Al Qaeda on the Arabian Peninsula - and Navy News Service is interviewing the wives by full name for comment.

The nation is currently one miscalculation by the ever so stable Kim Jong-il from being engaged in a major conventional war with a potential nuclear power where casualties to civilians in Seoul alone could run 50,000+ in the first day alone. The Navy has deployed 5 of the most advanced naval vessels in the world in the Pacific this week, nearly 7000 sailors who have been training for months only to deploy during very high tensions in their AOR. Meanwhile, Navy News Service finds itself unable to clearly articulate even a basic strategic message to Asia like... STRENGTH, giving us 5 boatloads of Bambi instead.

Can I request a Coast Guard PAO to PACOM please? I'll take someone from First District Public Affairs if they are available.