09.00 Chairman’s Welcome

Simon Bergman
Director
Information Options

09.10 Keynote Presentation : Operation Alising Influence

• Key learnings from Exercise ARRCADE Fusion
• Structural and procedural changes
• Conclusions for the development of NATO and UK national capability in the Information Activity arena

Brigadier General Iain Harrison
Branch Chief, Joint Fires and Influence Branch, HQ Allied Rapid Reaction Corps
NATO

09.50 Effects Based Media Engagement : The Creation Of Effects That Commanders Can Leverage With Kinetic And Non -Kinetic Options

• Just how effective are IO campaigns and what do they contribute to the Warfighter
• Targeting: Why most targeting being conducted by IO initiatives resides at the macro level, creates almost no tangible effects, and fails to provide manoeuvre force commanders with viable options
• Message Engagement: Why most messages fall short of creating desired effects
• Measures of Effectiveness: Where the IO community is missing the boat – the majority of effects are notional or reside within a persons psyche

Bob Bevelacqua
Vice President Strategic Communications
Leonie Industries

11.00 Employing Non-Military Analysis In Psychological Operations In Regional Command North , Afghanistan

• Processes and structures for analysing media usage in the Afghan population
• Ensuring credibility and interviewer training
• Test design
• Findings on confidence in the media

Dr. Helmut Hauptmeier
Institute for Media Research
Siegen University

11.40 Afghan Futures : A New Research Study In How Afghans See Their Futures

• Are Afghans pessimistic or optimistic about what the future holds for them?
• How do attitudes relate to material aspirations as well as basic needs?
• What can the research tell us about how to better engage and influence Afghans on important local, regional and national issues?
• Leveraging this information to encourage Afghans to fill the gaps between local level governance and national governance to become the active community citizens needed to take charge of their own futures

13.30 Lessons Learned From Information Operations And Psychological Operations In Regional Command South, Afghanistan

• What has been learned from recent IO and PsyOps on RC South?
• Analysing the Measures of Effectiveness and Measures of Performance
• Key recommendations for the Influence community

14.10 Positive vs Negative Messaging In Afghanistan

• Understanding the Afghan perspective: Three decades of war and Afghan perceptions
• Effect of negative imagery and language: Doing the enemy a favour?
• Institutional thinking at ISAF
• Use of positive messaging and imagery: Building a sense of hope

Eric Sutphin
Chief Target Audience Analyst, Combined Joint Psychological Operations Task Force, ISAF HQ
NATO

15.20 Afghanistan Hearts, Western Minds: Getting The Influence Battle Right

• Afghan identity concepts
• Issues that really matter
• How to do business with Afghans

Maryann Maguire
Independent Communications Consultant Specialised on Afghanistan Region

16.00 Nato Social Media Projects And Lessons Learned In The Canadian Psyops / Influence Activity Community

• An overview of NATO nation social media projects in support of Information Campaigns
• Some key IA lessons from the Canadian Forces’ deployment to Afghanistan
• Establishing the new NATO Community of Interest / Virtual Centre of Excellence and opportunities afforded by this effort
• Restructuring Psyops and CIMIC in Canada: Influence Activity

Major Simon Cote
Deputy Director PSYOPS, Information Activities Task Force
Canadian Forces

16.40 End Of Conference