AMPLIFYING THE PRESIDENT'S MESSAGE ON

UNCLAS STATE 122234


FROM UNDER SECRETARY JUDITH MCHALE TO CHIEFS OF MISSION,
PUBLIC AFFAIRS OFFICERS, AND REGIONAL MEDIA HUB
DIRECTORS

E.O. 12958: N/A
TAGS: PREL KPAO
SUBJECT: AMPLIFYING THE PRESIDENT'S MESSAGE ON
AFGHANISTAN


1. This is an action request. Please see paragraphs 2
and 4.


2. President Obama will announce a comprehensive
strategy on Afghanistan in an address at West Point, NY
at 8 pm EST on December 1. I ask your cooperation in
actively engaging with the media and publics at your
posts to amplify the President's message.


3. The White House's communications strategy for this
speech includes vigorous public diplomacy engagement by
overseas Mission leadership once the speech is
delivered. This announcement will have great importance
for our global foreign policy objectives. We will rely
on your judgment as to the content and level of public
diplomacy activity appropriate in your host country
communications and policy environment.


4. The White House requests two rounds of reporting from
every Mission Public Affairs Section worldwide. Country
PAOs should consolidate reports from constituent posts
in a unified submission:

- (1) By 12 noon EST Wednesday, December 2: A one-
paragraph report of immediate media reaction
(coverage/commentary) in your host country. Please
include the ratio of positive vs. negative reactions,
general tone, key themes, and if any medium has changed
its editorial position on the issue.

- (2) By 5 PM EST Monday, December 7: A one-paragraph
report on continuing reporting, commentary, statistics,
atmospherics, and changes in tone and position
(including weekend news talk programs, if appropriate).
Also, a second paragraph enumerating all post
amplification and engagement efforts on themes of the
speech. All posts are asked to report, even if to say
that you took no action. If no action was taken, please
indicate why.

Reports should be sent via email to your Regional PD
Office, with copies to your Regional Media Hub Director,
the Rapid Response Unit (rru@state.gov),and INR's Office
of Research and Media Reaction (rmrmail@state.gov).


5. Washington elements will provide a variety of PD
tools to help your engagement efforts:

Pre-speech:
- NSC-provided talking points and fact sheet. As soon
as possible, we will provide translations in Arabic,
French, Spanish, Russian, Chinese, Persian, Dari,
Pashto, Urdu, German, Hindi, Bangla, Korean, Japanese,
Czech, Croatian, Albanian, Finnish, Italian, Portuguese,
Slovenian, Estonian, Lithuanian, Polish, Romanian,
Latvian, Georgian, Armenian and Turkish. (Estimated
availability: several hours before speech.)
- Background article Tuesday on U.S. policy and presence
in Afghanistan in English, Arabic, Chinese, English,
French, Persian, Russian, and Spanish on America.gov.
- INFOCENTRAL updates on latest talking points and other
background as provided by the NSC.

Immediately after speech:
- Official as-delivered speech text in English will be
sent to COMs and PAOs and be posted to INFOCENTRAL.
- Official translations of speech in languages will be
provided to relevant posts as soon as available. See
list of languages above.

Wednesday and beyond:
- Additional statements and Congressional testimony on
INFOCENTRAL.
- Additional content on Afghanistan in English, Arabic,
Chinese, English, French, Persian, Russian, and Spanish
on America.gov.


6. Please contact Acting R/PPR Director Mark Davidson
(DavidsonMJ@state.gov) with any questions.


7. Thank you for your assistance at this crucial
juncture in our war in Afghanistan.


8. Minimize considered.


CLINTON