1. GEORGE C. MARSHALL CENTER
College of International Security Studies
Garmisch – Partenkirchen, Germany
LTC ULRICH M. JANSSEN
Email: ulrich.janssen@marshallcenter.org
LinkedIn: Ulrich Janßen
Twitter: @UliJanOgau
Phone: +49-8821-750-2658

2. Lieutenant Colonel Ulrich (“Uli”) M. JANSSEN (DEU Army)
18-Mar-22 2
Operating Environment
 53 winters
 1 daughter (23)
 Engaged
 Rhineland  Oberammergau
Education
 Hamburg University, Masters in Economics
 Graduate of George C. Marshall European
Center for Security Studies, PASS 08-7
 Information Operations Post-Graduate
Course in GBR
 Strategic Communications Master Class,
University of Cambridge
> 32 years of military service
 Command functions
 Staff functions
 Training & Education
Next to Military
 Sports
 Reading
 Good food, red wine
Last appointments:
 5 years Arms Control & Verification
 CFE-Treaty, Vienna Document, Dayton Peace
Agreement
 4 years JFC Brunssum
 J5/9 Joint Plans - Force Planning
 J2/CI - INFOSEC
 2 years structure / PE review
 4 years Joint Info Ops Branch
 Concept Development, Plans, Requirements,
Education, Training & Exercise
 1993-2007 supporting speaker
 various courses
 2008-2013 Course Director / Instructor
 CD EW, INFO OPS, PSYOPS, STRATCOM
 Instructor OPC, EW, PAO, CIMIC, CM, Orientation
Courses
 Lecturer BDCOL, DEU General Staff College, UK NDA
/ Cranfield University, AUT NDA, SWE NDC, BGR
NDA, George C. Marshall Center
 International conferences
 June 2013  George C. Marshall Center

3. Applied Strategic Communications and Military
Information Operations
Introduction to Senior NCO Orientation Course M5-33-C
Oberammergau, 1-5 Jul 2013
TURNING VISION INTO IMPACT

4. Turning Vision Into Impact
What Vision?
Challenges in Behavioural Conflict
Strategic Communications – the proposed solution
NATO’s StratCom Framework
The desired effect … impact
Conclusion
18-Mar-22 4

5. NATO’s Vision
The Washington Treaty
“Keep the Germans down, the Americans in, and the Russians
out.” (Lord Ismay, 4 Apr 1949)
 Collective Defence
 Shared responsibility for security
 Burden sharing
 Strengthen the transatlantic link
Strategic Concept 2010
 Active Engagement, Modern Defence
NATO Summit, Chicago, May 2012
5 declarations
 Partnership
 Smart Defence & Defence Capabilities
 Countering Terrorism
 Commitment in AFG post 2014
Mission specific
18-Mar-22 5

6. C2W
“Military Facts”
Peace Crisis/Conflict War Transition Post War Peace
“War is merely the continuation of politics by other means.”
Center of Gravity: enemy / enemy capabilities
Human Assistance
Civil Engagement
Reconstruction
(Marshall Plan)
IW(1970)
IO(1990)
Military Intervention in the Clausewitz’ian sense
18-Mar-22 6

7. The Problem
18-Mar-22 7

8. Revolution in Technology and Enhanced Connectivity
18-Mar-22 8
"The extent, depth, and
speed of the new global
media have created a
new species of effects...
The military must understand, anticipate, and
plan for this new dynamic."
(Margaret H. Belknap, 2001)

9. The challenge with new dynamics
18-Mar-22 9

10. “Military Facts”
Media
Social structures
Political / Civil
structures
Key Players/
Actors
Economy
Transportation
Finance
Culture
Communication
Grids
Peace Crisis/Conflict War Transition Post War Peace
People Tradition
Religion
Law
Emotions
Education
“War is merely the failure of communications by other means.” (Clausewitz adapted by UJ)
Center of Gravity: people’s perception
Info Ops(2000)
StratCom(2009)
Military Intervention in Operations other than War
18-Mar-22 10

11. People in the Focus
18-Mar-22 11
"An endless struggle will be
pursued between violence and
friendly persuasion...
And henceforth, the only
honourable course will be to stake
everything on a formidable
gamble - that WORDS are more
powerful than MUNITIONS."
Albert Camus (1913-1960)

12. 18-Mar-22 12
Alvin Toffler
US Author and Futurologist

13. 18-Mar-22 13
Nature of Conflict
18-Mar-22 13

14. The Challenge
18-Mar-22 14
Deterrence in the
Social Age
Deterrence in the
Information Age
Deterrence in the
Nuclear Age

15. Deterrence in the Social Age
18-Mar-22 15
UNCLASSIFIED
“For to win one hundred
victories in one hundred
battles is not the acme of
skill. To subdue the
enemy without fighting is
the acme of skill.”

16. Messaging and understanding right
18-Mar-22 16
…is all about getting out right messages right,
listen carefully and learn … understand!
– What’s a message?
– What’s a right message?
– What’s getting them out (and in) right ?
• Exchange of information by any
format and means
• One cannot NOT communicate!
• Translation: Whatever you do, and
how you do sends out messages.
• Understanding  Perception of
your messages.
• Legality
• Legitimacy
• People’s perception of us
performing a legitimate mission.
• Right actor (sender / receiver)
• Right time
• Right place
• Right route / channel of
communication
• Right means to communicate
• Right purpose
Analysis
(Knowledge
Development)
Planning
Execution
Assessment
Comprehensive
Operations
Cycle

17. The Challenge
 Did you ever try to explain to your best friend
how to play chess on your behalf?
 We must replace the delusion of control by
reality of influence. (Mark Laity, CSC ACO)
 Commanders, Planners, Units crash too often.
18-Mar-22 17
UNCLASSIFIED

18. The brutal simplicity of thought
 Six fundamental principles for SUCCESs-ful
Communications
 Simple
 Unexpected
 Concrete
 Credible
 Emotional
 Stories
 Building a better NATO School,
not just a bigger one.
 Communication demands
18-Mar-22 18
 Fit the purpose (vision / end-state)
 Help … to crash less often
 By better considering people’s perceptions, motivations and behaviour
They’ve got the watches, we’ve got the time!
You’re out – we’re in!

19. 18-Mar-22 19

20. Perception
18-Mar-22 20

21. Managing Perception
18-Mar-22 21

22. Managing Perception
18-Mar-22 22
Influencing (deceiving) the perception of
information by all senses
…by better considering people’s perceptions, motivations
and behaviour in planning.

23. Communication by “other” means
SUCCESs
 f (getting out right messages right, listen carefully and learn)
 f(Ensuring Consistency and Credibility of Communications by ALL
means through Comprehensive Coordination)
 f(Ensuring C powered by 5)
Military Actions speak louder than words.
… by other - potentially lethal - arguments.
Greater impact on people’s
perceptions, attitudes, behaviour.
18-Mar-22 23
23
23
23
23

24. Talking to Audiences (and Listening?)
Enemy, Conflicting Parties
Own Population,
International Community
Population
Theatre of Operations
PSYOPS
Corporate
Communication
Public
Affairs
Information
&
Persuasion
Own Troops
New Media
New Media

25. Communications activities and
capabilities … by other means
18-Mar-22 25

26. Transformation of C2 … doing our homework
Command & Control
Consult & Correct
18-Mar-22 26

27. Transformation of C.. continuous improvement
18-Mar-22 27
Command &
Control
Command, Control &
Communications
Command, Control, Communications,
Computers & Intelligence Surveillance
and Reconnaissance
Consistency and
Credibility of
Communications by ALL means
through Comprehensive
Coordination

28. Redefine planning and decision-making
18-Mar-22 28

29. Instruments of Power
(Strategic Lines of Engagement)
18-Mar-22 29
P
Political
C
Civil
M
Military
E
Economic

30. NATO UNCLASSIFIED
The Product powered by the Power of Information
18-Mar-22 30
P
Political
C
Civil
M
Military
E
Economic
UNCLASSIFIED
i = 0  1 i = 1  MPEC i > 1  exponentially adding value

31. The Theory … and the Challenge
18-Mar-22 31

32. Strategic Communications
Reference Documentation
NATO Strategic Communications Policy (Sep 09)
Military Concept for Strategic Communications (Aug 10)
Military Capabilities Implementation Plan (Jun 11)
Directive 95-1 on Public Affairs (May 08)
Directive 95-2 on Strategic Communications (May 12)
Directive 95-3 on Social Media (Dec 09)
ACO Comprehensive Operations Planning Directive (Dec 10)
MC 133 NATO’s Operations Planning Policy (Jan 11)
MC 402 Military Policy on Psychological Operations (Sep 12)
 AJP 3.10.1 Joint Doctrine for Psychological Operations (under review)
MC 422 Military Policy on Information Operations (MD Jul 12)
 AJP 3.10 Joint Doctrine for Information Operations (under review)
MC 457 Military Policy on Public Affairs (Jan 11)
18-Mar-22 32

33. Strategic Communications
Definition
The coordinated and appropriate use of NATO
communications activities and capabilities
• Public Diplomacy,
• Public Affairs,
• Military Public Affairs,
• Information Operations and
• Psychological Operations, as appropriate
in support of Alliance policies, operations and activities, and
in order to advance NATO’s aims.
PO(2009)0141, dated 29 Sep ‘09
18-Mar-22 33

34. The Vision – the Challenge
18-Mar-22 34
Public Affairs
Media Ops
Consistency and Credibility of
Communications by ALL means
through Comprehensive
Coordination.

35. Military Public
Affairs
Political
Public Diplomacy
Public Affairs
PSYOPS
EW
Operation
Security
Military
Deception
CIMIC
Computer
Network
Operations
Military
Key Leader
Engagement
Military
Information
Operations
Other
military
activities
Coordinated and appropriate use of NATO‘s
communications activities and capabilities
18-Mar-22 35
Economic
Civil
StratCom
Framework
All communication (activities) affecting people‘s perceptions, motivations, behavior.
Physical
Destruction

36. Two names, same aim
Information Operations
A staff function to
 analyze,
 plan,
 assess and
 integrate
Information Activities to create
desired effects on will,
understanding and capability of
adversaries, potential adversaries
and NAC approved audiences in
support of Alliance mission
objectives.
MC 422/4 (MD, Jun 2012)
18-Mar-22 40
M P E C
Strategic Communications
The coordinated and appropriate
use of NATO communications
activities and capabilities
 Public Diplomacy,
 Public Affairs,
 Military Public Affairs,
 Information Operations and
 Psychological Operations, as
appropriate
in support of Alliance policies,
operations and activities, and in
order to advance NATO’s aims.
PO(2009)0141, dated 29 Sep ‘09

37. Strategic Communications
Aims
 Implementation as a process
 To ensure Consistency and Credibility of
Communications by ALL means through
Comprehensive Coordination
 Linking policy with action
 Avoid “Say-Do-Gap”
 Perception Management at its best!
18-Mar-22 41
.gnikniht fo yaw tnereffid A

38. Mission specific strategic political guidance on information activities
NATO’s Military Approach to C5
… in just 1 graph
18-Mar-22 42
StratCom
Guidance

39. Implementation and Integration
18-Mar-22 43
Analysis
(Knowledge
Development)
Planning
Execution
Assessment

40. Analysis of the Information Environment
18-Mar-22 44
US Army FM 3-13 Inform and Influence Operations, Jan 2013, Figure 2.2

41. Human Terrain Assessment
System Status, System Behavior, System Dynamics
18-Mar-22 45
NATO UNCLASSIFIED

42. Influence Diagrams
Examples from Public and Economic Sector
18-Mar-22 46

43. 18-Mar-22 47
Influence Diagrams
Civil and Economic Sector

44. Summary
C5 in all phases of comprehensive operations
 Analysis first … action last!
 Understanding the Environment is a MUST!
 Human Terrain Analysis and Assessment
 Language of engagement
 Planning for effects
 Speed up own planning and decision-making
 CoG is people’s perception of the legitimacy of our mission
 Synchronization of effects
 Execution - making the difference
 Greater impact of military communications by ALL means
 Target vulnerable relationships (+/-)
 Assessment – are we doing right things … right?
 Did actors change undesired behavior?
 … because we did right things right?
 Do we better understand unknown unknowns?
18-Mar-22 48

45. Applied Strategic Communications and Military
Information Operations
TURNING VISION INTO IMPACT