3

d
ESC Communication Guide
Public Affairs Office



1
Make them AWARE.
Help them UNDERSTAND
Inspire them to ACT

The five key components of any communication plan within the 3
d
ESC are:
Objective (1)
Theme (1)
Messages (3)
Talking Points (4-5)
Qs and As (10+)
These components are essential when communicating with any audience to gain awareness, process
understanding, and build partnerships.
1. Objectives: Based on Higher Headquarters Public Affairs Guidance, all 3
d
ESC and subordinate unit
communication efforts should be synchronized to contribute to these four objectives.
(No more than one objective per interview of engagement)
Gain and maintain the trust, confidence and active support of our Iraqi and Coalition partners
Gain and maintain the trust, confidence, and active support of all the 3
d
ESCs hometown
communities
Gain and maintain a well-informed community of 3
d
ESC Soldiers, Army Civilians, and Family
Members
Attract, retain, and sustain a quality All-Volunteer 3
d
ESC Team (Soldiers, Army Civilians, and
Family Members)
2. Themes: Are overall unifying topics that link messages. Current 3
d
ESC themes are based on MNC-
I, MNFI, Department of the Army and DoD themes. Subordinate units themes must echo the following:
within which we must nest our themes are:
(No more than one theme per interview of engagement)
The 3
d
ESC and Coalition Forces serve Iraqi interests.
The 3
d
ESC and Coalition Forces are building an irreversible momentum of progress across Iraq
The 3
d
ESC and its team are the strength of the Nation and their hometown communities
The expeditionary environment in which we operate is one of uncertainty and persistent conflict
Servicemembers are the centerpiece of our 3
d
ESC formation
3
d
ESC Family Members are key to our readiness; they deserve information, recognition and
support
3. Messages: Messages articulate the position of the command. They are worked into responses and
products, where appropriate or relevant. Messages are the most important tool in achieving the
commands communication objectives. Current 3
d
ESC messages into which subordinate units must nest
their own messages are:
(No more than two messages per interview or engagement)
3
d
ESC provides single headquarters command and control for operational level sustainment and
distribution management in support of Multi-national Corps-Iraq
3
d
ESC is a valuable asset in the mission to achieve irreversible momentum towards sustainable
security and progress in Iraq.
Three PA
effects from
FM 3.0
3
d
ESC Communication Guide
Public Affairs Office



2
Make them AWARE.
Help them UNDERSTAND
Inspire them to ACT

3
d
ESC works with Coalition Forces to generate an environment in which the Iraqi people feel
safer; have greater access to opportunities; feel more empowered; and increasingly come to rely
on Iraqi institutions and infrastructure to fulfill their basic needs.
3
d
ESC is dedicated to supporting, informing, and recognizing its Servicemembers and their
Families
The 3
d
ESC is filled with highly experienced, multi-skilled senior leaders and Servicemenbers
from all services, branches and components.
3
d
ESC and its subordinate units are proud members of their hometown communities
4. Talking Points: Talking points are facts or information that support key 3
d
ESC messages. They
consist of one or two sentences that contain some hard number or statistic.
Talking Points: (No more than 4-5 talking points per message)

Message: The 3
d
ESC provides single headquarters command and control for operational level
sustainment and distribution of supplies in support of Multi-national Corps-Iraq

o Command and control over:
5 sustainment brigades positioned across the country
1 brigade combat teams
A transportation battalion
11 combat service support battalions
o Over 20,000 soldiers
o From Active, Reserve, National Guard
o No supplies, trucks, bottle of water or MRE without us tracking it.
o We are prepared to deploy at a moments notice
o Efficient delivery and distribution of supplies is critical to the success of the
servicemember in the fight. That means everything from fuel, water, food, ammunition.
o Our Soldiers are prepared to answer the call worldwide and have in the past with
deployments to Iraq, Afghanistan, and Germany.
o When we say logistics, we mean supplies, transportation, maintenance, field services,
distribution, and contracting.
o When we provide personnel services, we mean human resources, financial management,
legal support, and religious support.

Message: The 3d ESC is a valuable asset in the mission to achieve irreversible momentum
towards sustainable security and progress in Iraq.

o Efficient delivery of supplies enables combat units all over Iraq to execute the mission of
defeating the anti-coalition forces and creating lasting security in Iraq.
o Iraq is determining its own future; growing in capacity each day and taking its place in the
world as a proud and sovereign nation.
o We will work in partnership with the Iraqi Security forces and Iraqi government to ensure
a secure Iraq where all citizens are treated with dignity and respect, are guaranteed
equal rights and freedoms and are represented by a democratic government.
o By supporting the ISF as they maintain security, stability and unity, Iraq will continue to
enjoy economic growth through the domestic efforts of its people and through external
investment of the international business community.


3
d
ESC Communication Guide
Public Affairs Office



3
Make them AWARE.
Help them UNDERSTAND
Inspire them to ACT

Message: 3
d
ESC works with Coalition Forces to generate an environment in which the Iraqi
people feel safer; have greater access to opportunities; feel more empowered; and increasingly
come to rely on Iraqi institutions and infrastructure to fulfill their basic needs.

o By working with Iraqi Security Forces and reconstruction teams as they maintain security,
stability and unity, Iraq will continue to enjoy economic growth through the domestic
efforts of its people and through external investment of the international business
community.
o We are working on rail and transportation projects to get the logistics infrastructure re-
built
o Iraqis are feeling safer as a result of the outstanding efforts of all Coalition Forces
regardless of the patch on their shoulder.

Message: 3
d
ESC is dedicated to supporting, informing, and recognizing its Servicemembers
and their Families

o We are committed to providing quality of life for Soldiers and their Families, recognizing
their service and sacrifice.
o Our virtual Family Readiness Group website and the 3d ESC website harness the
internet to keep Families updated on issues.
o Video Teleconferencing allows Soldiers to see their Families as they speak to them.
o We are responsible for producing the Anaconda Times and Newsreel Anaconda which
are available to Servicemembers here on Joint Base Balad and to anyone with an
internet connection through the DVIDS website.
o Our training and equipment for the deployment are world-class.

Message: The 3
d
ESC is filled with highly experienced, multi-skilled senior leaders and
Servicemenbers from all services, branches and components.

o 20,000 Soldiers, Sailors, Airmen, Marines and proud civilians and growing.
o Logistics Soldiers make up the bulk of the command
o We have a diverse team of specialists from any military occupational specialty you could
imagine.
o Our subordinate brigades include highly experienced active, guard, and reserve
component soldiers from who act as a cohesive team of dedicated professionals.

Message: 3
d
ESC and its subordinate units are proud members of their hometown communities

o Our Families and Soldiers live all over the United States in large communities and small.
o Our Soldiers and Families are integrated into the community as coaches, volunteers, and
friendly neighbors
o The expertise these Soldiers are demonstrating here in Iraq will return to your community
and make it better.
o Each 3
d
ESC family makes not only a financial investment in their community, but an
emotional one as well (churches, schools, clubs etc)
o We are proud of our thousands of hometowns across America. We want to hear from
you and stay in touch.
5. Possible Qs and As: The final component of the communication plan is the possible questions that
might arise during the interview and their suggested answers. Normally, communications plans will
include the five questions most expected, the 5 questions least expected, and the five questions we dont
3
d
ESC Communication Guide
Public Affairs Office



4
Make them AWARE.
Help them UNDERSTAND
Inspire them to ACT

want asked. For each question, there is a suggested answer that forms an effective response. An
effective response is normally 9-14 seconds in length and comprised of:
Command Message
Key piece of information or fact

Q: When are you deploying?
A. Part of our mission is to deploy at anytime. So what I can tell you is that our Departure Ceremony is
29 May. We can anticipate departing soon after that.

Q. Where are you deploying?
A. Part of our mission is to deploy anywhere. This time we are deploying to Iraq. For security reasons I
cannot be more specific than that.

Q. What will your mission be?
A. 3
rd
ESCs mission entails theater logistics management at every level from the individually-assigned
Soldier to the highest level unit. 3
rd
ESC ensures the efficient delivery and distribution of supplies which
is critical to the success of the every servicemember. That means everything from fuel, water, food,
ammunition, and every thing else that allows our Army to fight and win our Nations wars.

Q. Are you deploying with all of the equipment necessary?
A. We are dedicated to supporting our soldiers with the best equipment. The Army often keeps
equipment in the theater of operations so we dont have to keep shipping vehicles back and forth. We will
take some equipment with us, and draw other equipment there. Thats normal procedure, and has been
for some time.

Q. When will you return?
A. We are a valuable asset in the mission in Iraq and so we are planning on a 15 month deployment. We
are prepared to stay there as long as it takes to get the mission done. The recent announcement to
curtail deployments to 12 months does not affect us as we will deploy prior to 1 August.

Q. Who will you be aligned under when you are deployed? What headquarters will you be assigned to?
A. Right now all I can tell you is that we are adaptable and prepared to do our mission anywhere,
anytime, and in any environment. Whoever we work for or with will get a group of highly experienced
Soldiers and leaders. Efficient delivery of supplies and services is what we do and we are trained and
ready to do that for anyone.

Q. What happens to all the families who are left behind?
A. Well, were dedicated to taking care of our families they are our strength. We have a great support
network for them here consisting of a rear-detachment and hundreds of on and off-post programs geared
towards helping them through this difficult time.

Q. Do you think the Army is stretched too thin? What about back-to-back deployments isnt that creating
low morale in the Army?
A. Our ranks are filled with highly experienced senior leaders and soldiers who are proud of what they do.
Our morale is great and we know there are a lot of people counting on us. We are a valuable asset in the
mission to return Iraq to a state of security and self sufficiency