National Security College Presentation

Strategic communications Strategic communications

and national securityand national security

The PremiseThe Premise

national security rests on community support

community support rests on communications

communications needs your involvement

communication changes affect your policy

Strategic communications Strategic communications

a two way process where you provide truthful, timely and ongoing

information to earn and keep community support

complexity of issues

new communications environment

information tsunami

communications professional

Strategic communications is differentStrategic communications is different

more than media, election and funding cycles

continuity

interactive

more than you

how does your agency rate on how does your agency rate on

strategic communications? strategic communications?

Internal environmentInternal environment

politics trumps policy

headlines/deadlines dominate

tight timeframes & budgets

corporate memory

campaigns too short

communicator/decision maker gap

External environment

Traditional media

“We have the opportunity to move from setting the agenda

each morning....to actually owning the agenda. All day. Every day.”John Hartigan, Chairman & Chief Executive, News Limited

Opening Address, PANPA Future Forum August 2010

NewspapersNewspapers

Online commentary

466 000 + videos

250 000 videos

2900 + videos

Blogs

Data mining

Multi-speed & multi-platform communications economy

Implications for citizens Implications for citizens

now we can….

publish

comment anytime anywhere become experts

bypass channels

technological right of assembly

…and we are never going back

Implications for media Implications for media

media is a multi-platform business

social driving and yet relying on traditional media

old business model is busted

Speed v quality?

is the policy model broken?

is caution the best response?

invest in capability including first

responders

crowd source sentiment

influencer strategy

Implications for governmentImplications for government

It is not whether Australians get the message

It’s whether we can converse with them effectively and secure their support