Objectives

• Shape attitudes and beliefs
• Undermine enemy morale and cohesion
• Manipulate perceptions through deception
• Enable friendly objectives

Audiences

• Reach leaders and decision makers
• Target opposing forces
• Influence the general population
• Address allies, neutrals, adversaries

Channels

• Broadcast via radio, TV, loudspeakers
• Push through social media and apps
• Distribute leaflets, posters, infographics
• Spread word of mouth and rumor

The Mindset

• Research the enemy and audience
• Understand their fears and desires
• Craft narratives that resonate
• Adapt with feedback and environment

Message Framework

• Define the behavior to change
• Analyze audience values and pain points
• Craft simple, credible, compelling messages
• Deliver through trusted channels, repeat

Triggers

• Highlight threats to provoke fear
• Build credibility to earn trust
• Strengthen identity and belonging
• Expose unfairness to invoke justice