Nato Military Policy On Public Affairs
Nato Military Policy On Public Affairs
Nato Military Policy On Public Affairs
MC 0457/1
ON
PUBLIC AFFAIRS
NATO UNCLASSIFIED
NATO UNCLASSIFIED
TABLE OF CONTENTS
GENERAL ..................................................................... 3
MISSION ......................................................................... 4
RESPONSIBILITIES ........................................................ 5
ORGANISATION ............................................................. 7
METHODOLOGIES .......................................................... 8
Annex
A. Lexicon of Terms
NATO UNCLASSIFIED
NATO UNCLASSIFIED
GENERAL
1. The post-ColdWar, post-9-11 era has been marked by NATO military operations
of unprecedentedscale, scope and complexityin locationsfar from the traditional Euro-
Atlantic geographicarea. In 1989, the Alliance counted 16 nations as membersand
none as partners; less than 20 years later, the number of member/partnershad
quadrupledto include almost one-thirdof the world's nations,with further expectationsof
growth. In that same period,we have been witnessto a burgeoningmarket for news in
an increasinglycompetitivemedia environmentcombinedwith new information
technologies includingthe Internet.The result ofthese developmentsis thatalmost any
aspect of NATO operations and issues can or will be reportedto global audiencesin
near-realtime. NATO adversariesalso have similar access to all these technologiesand
use them to imparttheir own informationand messagesto try and sway publics and
influenceAlliance policy.
2. National and international security issues now figure prominentlyon the domestic
political and media scenes in most NATO countries.Developmentsrespecting military
operations or military forces undergoing transformation often feature in coverage and
can even define or shape the national and international political discourse.Public
expectationsfor more open and transparentorganisationsincluding greater financial
accountabilityand proprietyof governmentspending, plus competition in the labour
marketwith the private sector for the same skilled,fit, intelligentrecruits are relatively
new phenomena.There is also recognitionand acknowledgementthatinforming our
own internal audiencesmakes for a more productiveworkforce and empowers our most
importantoutreach resource. All of these various factors regularlytest the depth, breadth
and flexibility of the military public affairs function in NATO HQs and member nations.
4. This policy establishes direction respecting NATO military Public Affairs (PA) for
all personnelworking under NATO command. It also serves as guidance for all those in
the NATO force structureor working in support of NATO military authorities.
NATO UNCLASSIFIED
NATO UNCLASSIFIED
MISSION
DEFINITION,FUNCTIONSAND PRINCIPLES
7. Functions. The three basic functionsof NATO military Public Affairs are:
4
NATO UNCLASSIFIED
NATO UNCLASSIFIED
RESPONSIBILITIES
10. Public affairs must be well coordinated within the Alliance's military arm vertically
through all levels of commandand horizontallywith national armed forces and other
organisationsworking in parallelwith NATO. Effective PA support to commanders
includingorganisationalspokesmanshiprequires that military PA be fully integrated into
the operational planning processat all NATO HQs.
5
NATO UNCLASSIFIED
NATO UNCLASSIFIED
11. Political Level. The North Atlantic Council providesoverall guidanceand direction
for NATO public diplomacyefforts, as well as mission-specificstrategic and political
guidancefor NATO military information activities. The Secretary-General,through the
NATO Spokesperson,also providesfurther detailed day-to-daymedia relations
guidanceto NATO military PA throughthe chain of command,either to SHAPEfor
operational matters or to ACT for transformationissues.
14. The Chief Public Affairs Officer (CPAO)for ACO directs, plans, and executes
strategic level military PA in support of NATO operationsor other activities under
SACEUR'sdirection and responsibility. The CPAO for ACT directs, plans and executes
strategic level military public affairs in supportof NATO transformationactivities under
SACT's direction and responsibility. The ACTCPAO is also responsiblefor NATO-
relatedtraining and doctrinal aspects of NATO military PA.
19. NATO Military PA. NATO military PA works on behalf of all membernations to
promote public awarenessof the Alliance, as well as to inform internal NATO audiences.
NATO also promotesjoint PA educationand training,and developsjoint PA doctrineand
lessons learned.
ORGANISATION
22. Resourcing.All NATO HQs are requiredto have a PA function, but personneland
financial requirementswill vary. The PA function needs to be sufficiently staffed with PA-
trained personneland resourcedto meet the operationaland policy issue tempo of the
headquartersand its activities. The minimum capability requirementincludes PA plans
and policies, media operations,media monitoringand analysis,and production(writing,
imagery,and web services).
7
NATO UNCLASSIFIED
NATO UNCLASSIFIED
METHODOLOGIES
NATO UNCLASSIFIED
NATO UNCLASSIFIED
30. Organisationsthat belong to the NATO Force Structureare not in the NATO
CommandStructure. Unlessinvolved in a NATOoperation, personnel belongingto the
NATO Force Structureshould not be identifiedas NATO spokespersons.Rather, they
speak only for their own organisation, although they are welcome to explain the nature
of the affiliation with NATO.
PROCESSAND MECHANICS
higher echelon, and taken intoaccount for future actions or possibly to adapt future
plans and strategies.
37. Ground rules for all media interviews regardlessof the setting will be agreed and
explained in advance to the news media by the PAO, and unless otherwise agreed by a
CPAO, all interviewswill be on the record. Personsshould speak only about those
matterswithin their professionalknowledgeand responsibilities. They should avoid
speculationabout events, incidents, issues or future policy decisions; should not
comment on political matters; and must "stay in their lane", avoiding commentson
issues and activities that they or their unit are not involved in. Where, for good reason
prior approval for an interviewwas not possible (for instance, a member is involved in an
incident and a journalist comes on scene and obtains a quote from the member), the
organization'sPAO must be informed as soon as possible.
38. PA Products. There are many and varied PA products in different forms and
formats to tell and show the NATO story, whether they be in anticipationor in reactionto
an issue, or to promotea NATO event or activity. Appendedto this policy is a lexicon of
terms for productsthatform the core of NATO military PA efforts. NATO military PA
10
NATO UNCLASSIFIED
NATO UNCLASSIFIED
40. Internet. The Internetis arguablythe most powerful public affairs and information
tool available to NATO military PA, and all HQs shall budget accordinglyto remain
competitiveas quality informationproviders. Internetsites inform a wide range of
audiencesand therefore need to be current, easily navigable,visually appealing,
interactive,and in accordancewith NATO visual guidelines. PAOs are responsiblefor
content managementand the appearanceof their respectiveNATO Internetwebsites.
Local directives respecting PA involvementin Command/HQIntranetsites may be
issued.
NATO UNCLASSIFIED
NATO UNCLASSIFIED
44. NATO members are entitled to communicatewith friends, family and colleagues,
and may share experienceswith the broader public, providedthey adhere to the
provisionsof security and propriety. NATO personnel are to consult with their chain of
command before publishing NATO-related informationand imagery to the Internet.The
chain of command has expert advisors, such as public affairsand intelligencestaffs,
who will ensurethat such publishedinformationis not ultimately prejudicialto NATO
operationsand personnel.
46. Both the NATO military HQ thatis schedulingthe NATO exercise and the office
conductingthe exercise need to give early considerationto the public affairs value
and/or the necessity of informing publics about it. Often, media will be aware of the fact
thatan exerciseis being plannedwell before any formal acknowledgementof it by
NATO. Given the long lead time to prepare logisticssupport and in some cases a need
to conductcommunity relationsactivities to sensitize populationsto the fact thatNATO
forces will be exercisingin the area, PA engagementand support from the outset is
required.
47. The scope of PA support and whetheran Initial Exercise News Release(IENR) is
needed to publicly and formally announce the exercise needsto be assessed by a PA
practitioner.Major exercises in particular are an importantelement of the organisation's
overall informationeffort. In contrast,a small CPX or a training event on a highly
technical subject is not usually likely to warrant a very active PA strategy.
NATO UNCLASSIFIED
NATO UNCLASSIFIED
release classified information can be an unwieldyand lengthy process, even though all
or partof the informationmay already be publicly available.The unduly restrictive
classificationof informationcan also limit the institution'sability to quickly but accurately
respond to queries or to proactivelyengage audiencesin the interests of managing
issues and thus the organization'sreputation. As such, NATO military PAOs need to be
thoroughlyfamiliar with NATO policies respecting the classificationand managementof
informationso as to make informedand consideredjudgements respecting releasability.
If in doubt, Command and higher functional PA guidanceshould be sought.
54. The demand for news about a particularNATO activity is not necessarilydirectly
relatedto the size of the deployedforce. A small deploymentcan generate sustained
internationalattention,whereas a large force that has been operating without incident
may attract very little interest. As such, the numberof PA staff and other resources
assigned must be regularlyassessedand task-tailored.
NATO UNCLASSIFIED
NATO UNCLASSIFIED
and/or the policies establishedby the ACO HQ. Nationsthat individuallyestablish media
embedding programsare encouragedto see that media areoffered opportunity to meet
with and be briefed by senior NATO officersor officials prior to being embedded. Ground
rules respecting operationalsecurity and privacy are operation-or activity-specificand
are the responsibilityof ACO. Media representativeshosted by NATO will sign a waiver
of liability exempting the nation and organisationfrom anyclaims thatmight arise as a
result of any injuries, harm or damage.
56. Media Travel and Life Support. Media representativesat all levels need to
understand the challenges the militaryfaces in working in fluid environments,and accept
that blanketprotectionof media personnel will not be possible.Accordingly,journalists
who expect to work in these typesof environmentshould be trained in risk evaluation
and the fundamentalsof working alongside the military. The responsibilityrests with the
individualor the individual's employerto ensurethatthey areappropriately preparedand
trained for the assignment.
NATO UNCLASSIFIED
NATO UNCLASSIFIED
62. The NATO CPAO in theatre will ensure close coordinationwith respectivesenior
in-theatrenational military representatives. The Public DiplomacyDivision at NATO HQ
has the means and mechanismsto communicatewith troop contributingnations'
delegationsand PA authoritiesin national capitals.
15
NATO UNCLASSIFIED
NATO UNCLASSIFIED
Annex A to
MC 0457/1
LEXICONOF TERMS
This lexicon groups togetherthe most frequentlyused terms pertainingto public affairs
work in NATO. Public affairs productsare listed separatelyfor easeof use. The terms
used here are in the process of being submittedto the MC Terminology Committeeto be
consideredfor inclusionin AAP-6 NATO Glossary of Terms and Definitions.
ACCREDITATION
The formal recognitionofa journalist or other media representativeby an official national
entity or international organisation; can also refer to the accreditationcard or other
documentissued to the media representative.
AUDIENCE
A specifiedgroup or personsto whom NATO public affairs efforts are directed.
BLOG
First-personInternet-basedjournal of personalviews and opinions. Some achieve mass
appeal or commercial status and competewith establishedand recognisednews
organisations.
CITIZENJOURNALIST
A person who independentlygathersand reports news, views or opinions using means
other than through a media organisation.
COMMUNITYRELATIONS (COMREL)
One of the three pillars of NATO military PA. Refers to the relationship between military
and civilian communitiesin proximityto NATO installationsin the Alliance's member
nations, includingthe general public,business,service organisations,and other non-
media entities.
EMBARGO
An agreementwith one or more media representativesor organisations not to publish
defined information before a specified date and time. This is usually appliedto protect
time-sensitive information.
A-1
NATO UNCLASSIFIED
NATO UNCLASSIFIED
FACILITIES
Transport,briefings,shelter, communications, power, etc., which enable media to gather
(witness,hear) information,record (type, visual, audio) it, and transmit it via commercial
or military means.
FREELANCE(R)
An independentjournalist not employed continuouslyon a full-time basis with anyone
mediaorganisation. They usuallysell their work to one or more media organisation(s)
on a piece by piece basis during temporary assignments.
GROUNDRULES
Conditionsmutuallyagreed in advance with a media representativethat govern the
terms of an interviewor other activityand the use of that information.
INFORMATIONACTIVITIES
Actions designedto affect information and/or informationsystems, performedby any
actor.
INFORMATIONOPERATIONS(INFO OPS)
A militaryfunction to provide advice and coordination of military information activities in
order to create desired effects on the will, understandingand capability of adversaries,
potential adversariesand other NAC approvedparties in supportofAlliance mission
objectives.See MC 422.
INTERNAL INFORMATION
One of the three pillars of NATO PA. Organisationalcommunicationwith NATO
members, civilian employeesand family membersof those serving with or affiliatedto
NATO. It does not include activities of officers or managersfor the purpose of informing
their staffs of unit or section developmentsor communicationsthat provide
administrativedirection.Also referredto as Command Information.
JOURNALIST
A person employedby a media organisation to gather and reportnews.
JOURNALISTS IN AREAS OF ARMED CONFLICT
Contrary to war correspondents,the Geneva Conventionrecognises"journalists
engaged in dangerous professional missionsin areas of armed conflict" (Article 79,
Protocol I, 1977). These are journalists not accompanyingthe armed forces of oneof
the belligerents. Such journalists are guaranteedthe same protectionsaccorded
civilians under the GenevaConvention.
A-2
NATO UNCLASSIFIED
NATO UNCLASSIFIED
MEDIA
Those organisationsor personswhogather and disseminatenews; also refers to the
mediumsby which news is transmitted(newspapers,TV, radio, Internet, etc).
MEDIA ESCORT
A person assigned to accompanyjournalists and other media representatives.
MEDIA INFORMATIONCENTRE(MIC)
One or more centres subordinateto an NMIC that are operating in forward locations.
MEDIA OPERATIONS
All activities pertaining to managingthe interactionwith the news media; can refer to the
function responsiblefor such activities, such as the "media operationssection."
MEDIA POOL
News media who mutuallyagree to gather and share material with a larger group when
access to an activity or event is limited, typicallywhen news media support resources
cannot accommodatea large number. Some ground rules may be agreed in advance to
ensure that different types of media are granted access. In general, the PAO should
indicate the availability of the breakdownof seats available and leave selection of who is
in the pool to the media representatives.
MEDIA REPRESENTATIVE
All personsaccredited as journalists, including those who directly support the gathering
and reporting of news, such as producers,researchersand photographers,excluding
drivers, interpreters,or others not directly involved in the news process.
A-3
NATO UNCLASSIFIED
NATO UNCLASSIFIED
PSYCHOLOGICALOPERATIONS(PSYOPS)
Planned psychologicalactivities using methodsofcommunicationand other means
directed to approvedaudiencesin order to influence perceptions, attitudes and
behaviour,affecting the achievementof political and military objectives. See MC 402.
PUBLIC DIPLOMACY
The totality of measuresand means to inform,communicateand cooperate with a broad
range of target audiencesworld-wide,with the aim to raise the level of awareness and
understandingabout NATO, promotingits policies and activities, thereby fostering
support for the Alliance and developingtrust and confidencein it. See
SG(2003)0876(INV).
PUBLIC DIPLOMACYDIVISION
The Division locatedat NATO HQ Brussels,and headed by an Assistant Secretary-
General, responsibleto explain the NATO organisation'spolicies and objectives to the
public. See NATO Handbook,2006.
REGISTRATION
The processof confirming the credentialsof a journalist or other media representative.
The media representativemay be required to fill out a registrationform and provide
proof of identity and affiliation with a news organisation. NATO may issue a photo-
registrationcard to facilitate access.
WAR CORRESPONDENT
A journalist who reports,or has reported,firsthand on war or armed conflict. Under the
Geneva Convention,( Article 4, Protocol 1111949) a war correspondentis a journalist or
other media representativeaccompanyingthe armed forces of a belligerent;ifcaptured
while accompanyingarmed forces, a war correspondentis to be accorded the status of
a prisoner of war.
A-4
NATO UNCLASSIFIED
NATO UNCLASSIFIED
PA PRODUCTS:
BACKGROUNDERS
An explanation of an issue, activityor program,usually to provide context and
perspectivefor the useofjournalists. Can refer to a product, generallya written piece, or
to a verbal briefing and/or presentation by a spokesperson.
FACT SHEET
An overview of data and information on a specific topic. Generally is a collection of
factual informationas referencematerial,and shorton the effort to impartexplanations.
IMAGERY
All materialsthat identify NATO personnel,equipmentor activities through the use of
visual images.
INTERNETPOSTING
The process of loading a presentationor productonto a publicly accessible server,and
creatingthe links required to make the item publicly"live."
MEDIA ADVISORY
An alert to inform media agenciesof an upcoming newsworthyevent or activity.
MEDIA LINES
Also called Talking Points and/or Messages. Organizationallyapproved responsesto an
issue for use by spokespersonswhen dealingwith media.
MEDIA OPPORTUNITY
Also called Press Point, Newser,Presser,Media Availability.A chance for media to
meet with an organisationalspokesperson, usually on camera and often before or after a
notable meetingor activity. Is distinguishedfrom a newsconference in that the setting in
a media opportunity is regardedas more impromptuand less formal, with quite limited
time with the spokespersonand not necessarily with a view to imparting "new news."
NEWS RELEASE
Information designedto notify audiences,particularlymedia, of an event, issue or
activity that is newsworthy, and generally, somethingthathasjust happenedor is just
about to happen. Usually provides an organizationalposition,viewand/or statement.
NEWS CONFERENCE
A group oftwo or more media purposefullygatheredto obtain informationfrom an
organisationalspokesperson.Implies there is something new or newsworthyto impart;
otherwise,use a media opportunity.
A-5
NATO UNCLASSIFIED
NATO UNCLASSIFIED
QUESTIONSAND ANSWERS
A documentthatprovides spokespersonswith organizationallyapproved lines to a
series of questions expectedfrom media.
STATEMENT
Remarksby the speaker at the event, usually to public audiences.
A-6
NATO UNCLASSIFIED