The basics of psychological operations (PsyOps)

What?

Psychological operations (PsyOps) are designed to alter emotions and beliefs that may influence the behaviour of governments, organizations and individuals.

PsyOps are all about information that influences behaviour.

\(\Psi : (Information \rightarrow Belief \rightarrow Emotion) \rightarrow Behaviour\)

How?

The objective is to compromise enemy information systems while defending our own. A PsyOp influences a target’s will to fight, obey and support, which is designed to shape behaviour that supports policy or the commander’s intention.

Who?

Foreign entities utilize PsyOps as part of Intelligence Operations to support field agents and organizations. Teams are led by trained intelligence officers and consist of a team of analysts and culture experts. Detachment units have graphic designers, media and photography skills as support.

When?

PsyOps are one of the oldest methods of war.

They’re used to:

1. Maintain, restore and disrupt civil order.

2. Telegraph diplomatic intent.

3. Counter enemy PsyOps.

Definitions

Disinformation — Intentionally false information used to deceive public opinion.

Misinformation — Unintentionally false information used to illicit interest or response.

Malinformation — Information derived from the truth, but exaggerated to mislead.

Propaganda — Intentionally false and disruptive information that is propagated throughout a population.

Opposing Information — Truth-based information from an opposing source.

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Steps

Below are 10 steps that describe the planning, development and execution of a PsyOps campaign. These steps are summarized from The ULTIMATE Guide to PSYOPS by Ben Stark, February 19, 2021.

Step 1 — Planning and the Intelligence Preparation of the Battlespace (IPB)

Inputs: IPB — This is a detailed study of the environment and enemy.

1. Terrain Analysis.

2. Weather Analysis.

3. Key Stakeholders.

4. Threat Evaluation.

This helps to understand the history, culture, natural environment, ideology, economy, etc. of the target. See Figure 1 for an ASCOPE/PMESII analysis template.

Figure 1 — ASCOPE/PMESII Analysis

Output: Understand PsyOps Audience.

Step 2 — Determine PsyOps Objectives

Inputs: PsyOps Audience.

Possible objectives:

1. Reduce violence against ally.

2. Ease tensions between groups.

3. Influence enemy to surrender.

4. Increase local reporting of enemy information.

Output: Clear Objective of PsyOps Campaign.

Step 3 — Target Vulnerabilities

Inputs: PsyOps Audience, PsyOps Objective.

1. Determine where a target is susceptible to influence.

2. A vulnerability is an unfulfilled or perceived ‘need.’

3. The desire to fulfill, alleviate or eliminate a need will motivate behaviour.

Two basic categories of need: biological and social.

Use Maslow's hierarchy of needs for brainstorming.

Figure 2 — Maslow's hierarchy of needs

Needs can be organized by time frame, which determines the value of the need to the target.

1. Critical — sustain life, e.g., food, water, air, shelter, etc.

2. Short Term — support of critical needs, e.g., money, medicine, etc.

3. Long Term — freedom, e.g., self expression, creativity, etc.

Output: Target Vulnerabilities.

Step 4 — Access Target

Inputs: PsyOps Audience, PsyOps Objective, Target Vulnerabilities.

1. Access is required to gain awareness and attention of an audience.

2. Determine target audience access medium, e.g., email, forum, newspaper, social media, etc.

Outputs: Identify where audience is located and gain access.

Step 5 — Determine PsyOps Product

Inputs: PsyOps Audience, PsyOps Objective, Target Vulnerabilities, Target Location.

The goal of a PsyOp is to maximize target’s exposure to the message.

Visual products are recommended:

1. Messages can be read in private.

2. Can be re-read for reinforcement.

3. Higher degree of credibility and acceptance.

4. Prints can be passed from person to person.

5. Message can not be easily changed.

6. Messages can be printed on any surface or encoded through digital technology.

Visual product examples:

1. Posters.

2. Flyers.

3. Leaflets.

4. Newspapers.

5. Magazines.

6. Memes.

7. Videos.

Audio products can encode multiple messages, which can be included in news, entertainment or music. Audio benefits are:

1. Speed.

2. Coverage (access to product).

3. Versatile.

4. Most can hear if they can’t read.

Audio product examples:

1. Radio.

2. Scripted interviews.

3. Podcasts.

4. Music.

Entertainment is the most effective method of capturing and holding the target’s attention. Entertainment can include:

1. Movies.

2. Television shows.

3. Advertisements.

4. Music videos.

5. Posters.

6. Graffiti.

7. Photos.

8. T-shirts.

9. Key-rings.

10. Novelty items.

Digital methods include:

1. Email.

2. Forum posts.

3. Websites.

4. Social media.

Output: PsyOps Product.

Step 6 — Risks and Constraints

Inputs: PsyOps Objective, Target Location, PsyOps Product.

Risks need to be assessed so an operation does not have a negative effect counter to the PsyOps Objective.

Consider:

1. Violations of established rules or law.

2. Financial and resource limitations, e.g., time, skills, money, etc.

3. Target access restriction and frequency.

4. Logistics of people and equipment.

5. Timing.

Output: Risks and impacts of poorly executed campaign.

Step 7 — Develop PsyOps Product

Inputs: Target Vulnerabilities, Target Location, PsyOps Product.

Design:

1. Layout — Balance and how it draws the eye throughout a visual.

2. Colour:

   1. May be culturally significant.

   2. Natural set of human emotions related to colour.

   3. May reference idea, e.g., national flag, religion, etc.

3. Shape — May have religious, symbolic or patriotic meaning.

Principles:

1. Applicability.

2. Brevity.

3. Simplicity.

4. Repetition.

5. Authoritative tone.

6. Instructive call to action.

Checklist:

1. Is this line of persuasion valid?

2. Are symbols meaningful to target?

3. Are colours offensive?

4. Is the correct target addressed?

5. Is the medium the most effective form of presentation?

6. Does each product in series complement each other?

Tips:

1. Intense emotionally appealing words.

2. Appeal to emotions, e.g., love of country or ideology.

3. Transfer emotion to an object, entity or person.

4. Culturally sensitive terms.

5. Familiar language.

6. Easily recognizable symbols.

Outputs: Completed PsyOps Product.

Step 8 — Distribution

Inputs: Target Location, Completed PsyOps Product.

Gain access to where the target is located and deliver the completed PsyOps product:

1. Internet — Blogs, Websites, Forums, etc.

2. Email.

3. Social media.

4. Postal mail.

5. Radio air time.

6. Television air time.

7. Paid advertisements.

8. Government services.

9. Community notice boards.

10. Face-to-face.

Output: Completed PsyOps Product Distributed to Target.

Step 9 — Measure Effectivness

Inputs: Completed PsyOps Product Distributed to Target.

1. Every operation should have success and fail criteria.

2. Indicators are required to assess the overall effectiveness of the operation.

3. Gauging the atmosphere of the audience may describe the sentiment of the target.

Effectiveness can be quantified through:

1. Surveys.

2. Questionnaires.

3. Interviews.

4. Focus groups.

Impact indicators:

1. Positive in relation to desired objective:

   1. Actions.

   2. Events.

   3. Behaviours.

2. Negative change in relation to desired objective.

Output: PsyOps Evaluation.

Step 10 — Monitor, Review and Update

Inputs: Completed PsyOps Product.

1. If the operation is successful based on impact indicators, then create additional products to increase desired effect.

2. In the event of negative impacts, revise and modify the product to alter the outcome.

Output: Operational Execution and Update of PsyOps Campaign.

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Current Examples

Below are several curated examples with a simple analysis of key elements.

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Example 1

1. Ukraine colour scheme.

2. Photo of unkempt white male with traditional ‘high’ face.

   1. Eyes closed — can’t see what’s going on.

   2. Juvenile careless smile — irresponsible.

3. “Baked brownies” — got high, “instead of vaccinated” — implies irresponsible.

4. “Don’t be like” — negative self-image association.

5. “Let’s” — group/collective effort, “crush” — assertive victory.

The White Rabbit @AllBiteNoBark88

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Example 2

1. Wide range activity association.

2. Variety and frequency causes confusion.

3. Provides numerous excuses for vaccine adverse side-effects.

James Melville @JamesMelville

They are gaslighting us.

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Example 3

1. Substance association.

2. Appeal to authority.

3. Pollution and environment association.

Meghan Maureen @Keggs719

It's not the 💉causing heart issues! It's clearly young people using an excessive amount of herbal supplements while smoking weed &then covering up the smell of weed w/ their mouthwash &then going into the polluted air&extreme weather conditions &then not being able to sleep.

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Example 4

1. Young — primitive protective instinct.

2. Expression is apathetic and depressed — empathetic experience.

3. Dark clothes — subconscious despair.

4. Face is dirty, hair wet and clothes torn — uncivil and inhumane conditions.

5. Associated with war to stimulate anger.

Tammy AbiKhalil @abikhalil_t

@JamesMelville @4LeafHAMMER Newest one. Ukrainian MP uses a child’s photo for war propaganda, but it’s actually a photo of a child from a book published in 2013.

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Example 5

Same headline and phrasing with subject replaced.

Adam @Adam34951570

@JamesMelville They do it for whatever agenda they choose for that week mate😂🤷🏼

Conclusion

This document provides the basics of psychological operations using concepts and resources from The ULTIMATE Guide to PSYOPS by Ben Stark, February 19, 2021.

Information and steps are for entertainment and creative purposes only. Individuals reading documentation should abide by local laws and regulations.