Naval History and Heritage Command

Naval History and Heritage Command

Battle of Midway

79th Anniversary Commemoration

Communication Plan

How to Use This Communication Plan:

This plan streamlines and aligns Navy communication efforts commemorating the 79th anniversary of the Battle of Midway. It is designed to support Navy staffs as they share stories in speeches, in social media and written materials, and in discussions with media, colleagues, Sailors, partners and other key stakeholders.

Overview:

June 2021 will mark the 79th anniversary of America’s most historically significant naval victory: the Battle of Midway, a multi-day engagement fought June 3-7, 1942. Widely considered the turning point in World War II’s Pacific theater, the U.S. victory at the Battle of Midway significantly curbed Imperial Japanese offensive capabilities and shifted the balance of sea power in favor of the Allies.

Timing of Communication Campaign:

June 1-7, 2021

Communication Goals:

  • Inform and remind Sailors of the legacy of service and sacrifice to which they are heir
  • Help Sailors understand the level of heroism during the Battle of Midway resides within them and may one day be called upon
  • Build esprit de corps and pride among Sailors and Navy civilians for the history and heritage of the organization
  • Inform U.S. military veterans/retirees, military historians and the American public of the importance of the Battle of Midway in turning the tide of WWII to the allies’ favor and its significance in Navy history (veterans of all services know the seminal moment in Marine Corps History is Iwo Jima, all veterans should know Navy’s is Midway)

Audiences:

  • Internal: Navy Sailors, Navy families
  • Secondary Internal: Senior Navy and DoD leadership
  • External: U.S. military veterans/retirees, military historians, American 

Messaging Framework:

Key Message

Supporting Talking Points

At the heart of every Navy victory is the sacrifice and valor of American Sailors

● Sailors significantly contributed to a legacy of heroism today’s force may be called upon to demonstrate.

●  A lethal and ready force helped the Navy seize victory at Midway, which was courageously fought by Sailors performing their duty and in many cases more.  

The Battle of Midway was a decisive moment in history

● The Navy achieved decision superiority in combat and established itself as a dominant naval force that can outthink and outfight any adversary.

● Superior intelligence set the stage for victory at the Battle of Midway and shifted the naval power dynamic.

● Navy actions disabled enemy capability, deterred aggression, and derailed adversarial takeover plans of Pacific territories.

The Battle of Midway demonstrated the Navy’s ability to  flexibly adjust to compete in new ways

● The Battle of Midway marked the culmination of a technical revolution in which carrier airpower displaced gunnery as the primary means of delivering naval ordnance.

● Midway was a contest of air power; there were no contacts of surface vessels in the entire action.

● The seminal efforts of the U.S. Navy’s codebreakers – predecessors of today’s Information Dominance Corps – were key to Admiral Chester W. Nimitz’s decision, as U.S. Pacific Fleet commander, to engage Imperial Japanese forces at Midway.

Communication Resources and Channels:

Measurements of Effectiveness:

 

Objectives

Tactics/Key Performance Indicator

1

Use key messages and talking points to connect Sailors’ sacrifice and heroism during the Battle of Midway to the readiness and resiliency of today’s Sailors.

● NHHC: reach no fewer than 500,000 people digitally across Navy social platforms; monitor and track 1) unique website visitors to Navy.mil and working group member webpages featuring Midway-related content; and 2) reach of Facebook, Twitter, YouTube and Instagram channels.

● Navy commands/units: Set local KPIs for online platform reach and provide metrics with feedback to NHHC on command events.

2

Use live-action tweeting of commemoration events or other Twitter engagements to highlight stories of sacrifice and heroism during the Battle of Midway.

● NHHC: Achieve an average Twitter engagement rate of at least 4%; monitor and track engagement on NHHC Twitter from June 1-8.

● Navy commands/units: Set local KPIs for online platform reach and provide those metrics with their feedback to NHHC on command events.

3

Use Battle of Midway content from NHHC’s web presence and commemoration online toolkit to share with today’s Sailors the Battle of Midway legacy of service, sacrifice and esprit de corps.  

● NHHC: Share content with the Fleet and track use of content provided for a pickup rate of 60% of commands reporting a commemoration event; monitor and track NHHC content on fellow Navy webpages and social media accounts.

● Navy commands/units: Include NHHC content usage in feedback to NHHC on command events.

4

Coordinate with local/regional media on coverage that explores the historical significance of the Battle of Midway in contributing to the allies’ victory in WWII.

● NHHC: Coordinate with seven trade, seven historical, and seven local Pacific (West Coast / Hawaiian) outlets for coverage that highlights Battle of Midway themes and messages; monitor and track news stories online June 1-7.

● Navy commands/units: Report media engagements conducted relating to Battle of Midway from June 1-7 and provide clips to NHHC no later than June 10



Suggested Tactics for Command/Unit PAOs and MCs:

**NOTE: Employ available resources in the NHHC Battle of Midway Toolkit

Tactics

Objective Met

Use hashtags #Midway79 and #WWIITurningPoint in all shared social content Navy-wide

1, 2, 3

Actively share Battle of Midway content and stories on Navy and local command web sites and/or social properties June 1-7, 2021

1, 2, 3

Use socially optimized graphics to share content across online platforms

2, 3

Live-tweet key events of the Battle of Midway, using relevant images and links to encourage engagement, or live-tweet local events

1, 2

Conduct Navy leadership speeches to crew/public providing historical context and link events to the missions and capabilities of today’s Sailors

1, 3 

Amplify stories shared from Navy-owned social platforms about Sailors who persevered during the Battle of Midway in spite of extreme challenges and changing battle conditions

1, 2, 3

Solicit and share stories from surviving veterans of Midway to share on Navy-owned digital platforms

1, 2, 3

Distribute press releases and media kit/pitches to outlets that may be interested in telling a story related to Battle of Midway

3, 4

 

Required Fleet Public Affairs Support:

NHHC:

● Establish a Working Group (WG) of key stakeholders to oversee planning and program development for the Battle of Midway (BOM) commemoration.

  • NHHC will serve as chairman of the BOM WG.
  • Track Navy-wide commemoration plans as they develop, and coordinate with BOM WG members to identify and share available resources for global execution.

● Develop a commemoration toolkit for use by Commander, U.S. Fleet Forces Command (COMUSFLTFORCOM), Commander, U.S. Pacific Fleet (COMPACFLT), Commander, Navy Installations (CNIC), Regional Commanders, Commanding Officers, and Officers in Charge.

  •  Provide and make available a body of lessons learned at the tactical, operational and strategic levels from previous BOM commemorations.

● Develop a BOM 79th Anniversary Communication Plan, including public affairs guidance, and provide to Chief of Naval Information for dissemination to the Fleet by 17 May 2021.

● Draft BOM Navy Execute Order for release as NAVADMIN by DNS. Message to be released NLT 27 May 2021.

● Compile Midway lessons learned and after action from other stakeholders and provide this to DNS NLT 13 July 2021.

CHIEF OF NAVAL INFORMATION (CHINFO):

● Provide representatives to the BOM WG.

● Disseminate the BOM 79th Anniversary Communication Plan to ashore and afloat commands by 20 May 2021. This plan should include the Navy's strategic messaging and talking points for the commemoration.

● IAW NAVADMIN 096/21 and Battle of Midway working group lead, provide BOM lessons learned to NHHC NLT 22 June 2021.

COMUSFLTFORCOM; COMPACFLT; CNIC; CNRFC; NETC; and CNRC:

● Provide representatives as necessary to support the BOM WG.

● Ensure COs and OICs plan for and commemorate the 79th anniversary of the BOM.

● Execute the BOM 79th Anniversary Communication Plan, disseminated by CHINFO, and participate in planned community outreach activities as operationally feasible.

● IAW NAVADMIN 096/21 and Battle of Midway working group lead, provide BOM lessons learned to NHHC NLT 22 June 2021.

● Report all commemorative events to NHHC NLT 15 June 2021.

Battle of Midway 79th Anniversary Commemoration Requests and Resources

We are now in the final preparations for the 79th BOM commemoration execution (3 June to 7 June), and as such, we are asking that all commands:

a. Ensure Commanding Officers, Officers in Charge, and other delegated authorities plan for and commemorate the 79th anniversary of the BOM to the best of their ability.

  • For the TYCOMS, SYSCOMS, numbered fleets, and any other “parent” or higher level command that can push out information to ships, installations, and other field activities, we would greatly appreciate your help in doing so.

b. Execute the BOM 79th Anniversary Communication Plan (history.navy.mil/midway) and participate in planned virtual (or physical, where practical and allowable) outreach as operationally feasible.

c. Report all commemorative events to Naval History and Heritage Command (NHHC) Communication and Outreach Division NLT 15 June 2021. Commands are requested to include metrics on communication objectives, as outlined in the BOM 79th Anniversary Communication Plan. (See sample reporting spreadsheet attached)

d. Provide any BOM lessons learned or takeaways to NHHC NLT 22 June 2021. (i.e., type of content, time of day posted, etc., performed better/worse than other posts)

To help with content for your commemoration:

a. BOM toolkit can be found at history.navy.mil/browse-by-topic/commemorations-toolkits/wwii-75/battle-of-midway. The online toolkit features a wide variety of historical and communication resources to aid in the development of local commemorative activities, including documents, articles, downloadable photos and art, logos, graphics, Plan of the Day notes, videos, blog posts, ceremony scripts, ceremony program templates, speeches from previous commemorations, and guidance including previous NAVADMINs directing the commemoration.

b. NHHC BOM content matrix (see attachment)

c. Below are just some additional resources for use and sharing as prepared by NHHC and other commands:

 i. NHHC Live tweets of the Battle as it unfolded starting June 3 – NHHC Twitter @USNHistory

 ii. NAVCO Ship2Shore interview with Laura Orr, Battle of Midway subject matter expert, to air June 4  – NAVCO Facebook @NavyOutreach

iii. Battle of Midway Commemoration at Navy Memorial in Washington, D.C., June 4, 1000 EST – livestream link: https://navymemorial.swoogo.com/21Midway

iv. All Hands Magazine article – “Decoding Midway” - https://media.defense.gov/2021/Jun/01/2002732448/-1/-1/1/UNE%202021.PDF  

Thank you in advance for your participation in this event as we honor the courage and sacrifices made!

79th Battle of Midway Content Package

Download 79th Battle of Midway Content Package (17 KB Word document)

Additional Content

Overview

Link

Channel(s)

Source

Infographic and announcement of live-tweeting of Midway events; scene-setter video

https://www.history.navy.mil/news-and-events/multimedia-gallery/infographics/history/battle-of-midway.html; https://www.dvidshub.net/video/526532/midway-75

NHHC Facebook

COD-generated content; DMA-generated content

Scale of the Battle of Midway

https://www.history.navy.mil/news-and-events/multimedia-gallery/infographics/history/scale-battle-of-midway.html

 

NHHC Facebook

COD-generated content

Midway H-Gram

https://www.history.navy.mil/about-us/leadership/director/directors-corner/h-grams/h-gram-006.html

NHHC Facebook

COD-generated content

“Battle of Midway” video to be pinned through the week

https://www.youtube.com/watch?v=Sdib6HGMetk

NHHC Facebook

COD-generated content

NHHC Midway Commemoration Landing Page

https://www.history.navy.mil/browse-by-topic/commemorations-toolkits/wwii-75/battle-of-midway.html

NHHC Facebook

COD-generated content

Faux live-tweeting of Battle of Midway: Preliminary Patrols and First Attack

Twitter @USNHistory

NHHC Twitter

COD-generated content

Navy livestream of Battle of Midway Commemoration Ceremony

https://navymemorial.swoogo.com/21Midway

 

Navy Memorial, Washington, DC

Video: NHHC Newsreel, Battle of Midway

https://www.youtube.com/watch?v=kz5vPO_iZMM&index=1&list=PL14njPbzneObM7iXjV541C8KQHai1oy71

NHHC Facebook

COD-generated content

Faux live-tweeting of Battle of Midway

Twitter @USNHistory

NHHC Twitter

COD-generated content

RADM Paul Becker blog

http://usnhistory.navylive.dodlive.mil/2017/06/02/the-battle-of-midway-still-teaches-the-value-of-intelligence-decisive-action/

NHHC Sextant Blog

COD-generated content

Navy Cryptology and the Battle of Midway: Our Finest Hour

http://usnhistory.navylive.dodlive.mil/2013/06/04/navy-cryptology-and-the-battle-of-midway-our-finest-hour/

NHHC Sextant Blog

COD-generated content

Faux live-tweeting of Battle of Midway

Twitter @USNHistory

NHHC Twitter

COD-generated content

Faux live-tweeting of Battle of Midway

Twitter @USNHistory

NHHC Twitter

COD-generated content

Midway Strategic Lessons

http://usnhistory.navylive.dodlive.mil/2013/06/07/midway-strategic-lessons/

NHHC Sextant Blog

COD-generated content

Announcement of the Conclusion of Midway commemoration / A Cruise through “The Battle of Midway”

http://usnhistory.navylive.dodlive.mil/2016/06/03/a-cruise-through-the-battle-of-midway-2/

 

NHHC Sextant Blog

COD-generated content

Faux live-tweeting of Battle of Midway

Twitter @USNHistory

NHHC Twitter

COD-generated content

 

Published: Thu Jun 03 16:06:56 EDT 2021