Applying the PRIMO Framework to Research

Provide an overview of unit policies and procedures relevant to the topic. These factors could include:

• Organizational standard operating procedures
• Commander policy statements (e.g., executive orders, substance abuse, etc.)
• Letters of instruction or LOIs
• Position papers from peers and industry experts on the problem or opportunity

Policy Analysis:

Summarize the unit policy and describe, from a communication perspective, why the identified policy factors are relevant to the problem/opportunity.

Example:

A unit policy constrains what visual information you can release during a deployment.

• Strength(s): Visual information will be vetted before release, protecting the organization from leakage or spillage.
• Weakness(es): Visual information cannot be released as timely as competitors and adversaries.
• Note: Weaknesses derived from organizational or command policy constraints and restraints are not intended to assign blame or indict the command. These weaknesses should be crafted tactfully and constructed in a solution-oriented manner.
• Question(s): Can or should this policy be changed? What is the origin of this policy? 

Provide an overview of organization/unit capabilities with a particular emphasis on public affairs capabilities, financial and human resources, and equipment. This could include:

• Statistics about unit resources, equipment, readiness and budgets
• Budget for public affairs and communication strategy section (e.g., travel budget, equipment budget and costs) 
• Lists and inventories of types of organizational media for communicating within your unit (e.g., visual information equipment, electronic media, cameras) 
• Unit readiness statistics (e.g., medical, dental, training and equipment readiness) 
• Official documents (e.g., Time-Phased Force Deployment Plans and Concepts of Employment)
• Existing communication platforms and channels (e.g., social media, website, media relationships)
• Combat camera and public affairs team staffing, training and capabilities (e.g., formal education and training from DINFOS, personnel qualifications and abilities to develop graphics or capture imagery, billets that are or are not staffed)

Resources Analysis:

Summarize organization/unit capabilities, financial and human resources, and equipment. Describe how these resources, equipment or staffing can help or hinder communication efforts.

Example:

A public affairs unit includes two members with no formal PA training. 

• Strength(s): A training plan exists for untrained personnel.
• Weakness(es): There is a limited number of personnel in the office to conduct training.
• Question(s): Can the untrained personnel access or receive formal training? How can the training plan be adjusted or timed in conjunction with the problem or opportunity? 

Identify individuals or groups of people inside the organization who are affected by – or are in a position to impact – the organization/unit, operations, the success or failure of the mission, and/or the problem/opportunity. Identify three specific individuals/groups of people who meet these criteria. Include the information below for each:

• Connection to your organization/unit, operations, the success or failure of your mission, and/or your problem/opportunity
• Segment groups based on demographic and psychographic information (e.g., rank, occupational field or MOS, officer, junior enlisted, senior enlisted)
• Stakeholders’ preferred communication channels

Note: Internal stakeholders (e.g., sergeant major, first sergeant, master chief petty officer, commanding officer, operations officer, chief of staff, executive officer) will never include the commander or command group; they are not stakeholders. 

Information sources that may help identify internal stakeholders include:

• Lists, biographies and statements from key officers, leaders and unit members
• Demographics of the organization/unit (e.g., age, rank, sex, occupational specialty)
• Results of surveys and public opinion polls from within the unit or similar organizations
• Unit directories, contact lists and recall rosters
• Subordinate and supporting organizations (e.g., Child Development Centers, Morale, Welfare & Recreation, Military Police, NCO Clubs, Spouses Clubs, Chapel Services)

Example:

Junior enlisted troops in an Army unit average 18-21 years of age and primarily receive their information through TikTok and Instagram.

• Strength(s): The public affairs section already maintains an Instagram account.
• Weakness(es): The public affairs section has not actively used the account in one year, and there are only 2,000 followers. 
• Question(s): Can the account be rebranded to be more attractive to that age demographic? Do the troops prefer Instagram or TikTok?

Identify and research the commander’s vision, command group (e.g., deputy commanding general, chief of staff, executive officer, senior enlisted leader, etc.) and organizational priorities regarding the current mission. An important part of any communication plan is understanding the commander's intent and why the commander has prioritized this problem/situation/opportunity. These factors could include:

• Commander’s approved mission statement, vision, values and priorities
• Commander’s lines of effort  

Mission Analysis:

Analyze the information listed in the mission section and identify why it matters from a communication perspective.

Example:

The commander’s current priority and line of effort is medical and dental readiness in preparation for deployment, which departs in three months. 

• Strength(s): Unit medical readiness is currently at 88%.
• Weakness(es): Medical facilities are not accessible to unit members on the installation. 
• Question(s): Where is the nearest medical facility that troops can access? Do troops know this location is available to them? 

Identify and describe how the organization historically or currently approaches the same or similar situation(s), problem(s) or opportunity(ies). This can be the organization at large or just public affairs. These factors could include:

• Lines of operation and effort
• Operations Orders, Annexes, Fragmentary Orders, Warning Orders
• Operations schedules
• Program and project milestones
• After action reports from the organization’s previous operations
• Concept of Operations documents 
• Operations executive summaries
• Communication strategies and/or tactics historically or currently implemented
• Social media audit/DVIDS audit (i.e., to see how other social media/visual information products have performed historically)

Note: Be as creative as possible with the description/summary of the operations factor. This is critical to understanding how to approach the problem, how the problem has been approached in the past and how to move forward during the planning phase.

Operations Analysis:

Analyze the information listed in the operations section and identify why it matters from a communication perspective. 

Example: 

The command is holding an air show in six months and hasn't conducted one in 10 years. 

• Strength(s): You have six months to plan, and a public affairs officer from another base shared its air show AAR with you. 
• Weakness(es): There are no AARs archived from the base’s past air shows. 
• Question(s): What similarities or differences are there between this air show and other military installations? Is anyone on the staff or in the public affairs section experienced in planning air shows?