JP 3-0, page 69

Joint Functions III-17 m. Key Leader Engagement. Most operations require commanders and other leaders to engage key local and regional leaders in order to affect their attitudes and gain their support. Building relationships to the point of effective engagement and influence usually takes time. Commanders can be challenged to identify key leaders, develop appropriate messages, establish meaningful dialogue, and determine other effective ways and means of delivery, especially in societies where interpersonal relationships are paramount. Interaction opportunities with friendly and neutral leaders could include face-to-face meetings, town meetings, and community events. Understanding cultural context, cognitive orientation patterns, and communication methods is essential. The J-2’s joint intelligence preparation of the operational environment (JIPOE) should include identification of key enemy and neutral leaders, and well as key friendly leaders who are not in the commander’s usual sphere of influence. However, the entire staff should identify leaders relative to their functional areas as part of JIPOE. n. Public Affairs. PA are the public information, command information, and community engagement activities directed toward both the external and internal publics with interest in DOD. Joint PA plans, coordinates, and synchronizes US military public information activities and resources in order to support the commander’s communications strategy and operational objectives through the distribution of truthful, timely, and factual information about joint military activities. PA contributes to the achievement of military objectives, by countering adversary misinformation and disinformation through the publication of accurate information. PA also assists OPSEC by educating the media on the implications of premature release of information or the inadvertent release of classified or sensitive information. PA advises the JFCs on the possible impact of military operations and activities within the public information realm. (1) The speed and methods with which people and organizations can collect and convey information to the public makes it possible for the world populace to quickly become aware of an incident. Internet sites, social media, text messages, and cellular telephones are some of the means through which potential adversaries engage audiences worldwide in the information environment. This instantaneous, unfiltered and often incomplete, intentionally biased, or factually incorrect information provided via satellite and the Internet makes planning and effective execution of PA essential. (2) The JFC should develop a PA plan relevant to the mission that addresses both current and future operations. This plan should minimize adverse effects upon the joint operation from inaccurate media reporting/analysis, violations of OPSEC, and promulgation of disinformation and misinformation. Well-planned PA support is important in every phase of operations. PA plans should provide for open, independent reporting and anticipate and respond to media queries. These plans should provide the maximum disclosure allowed with minimum delay and create an environment between the JFC and reporters that encourages balanced coverage of operations. An effective plan provides proactive ways to communicate information about an operation and fulfills the US military’s obligation to keep the American public informed while maintaining requisite OPSEC. (3) Communication Coordination. Commanders and their staffs should integrate communication activities throughout planning and execution to establish consistency in