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Changing communication map Changing communication map
Implications for national securityImplications for national security
PremisePremise
national security rests on community support
community support rests on strategic communications
strategic communications rests on integration
communication changes will affect your policy
Strategic communications Strategic communications
a two way process that provides your audiences with truthful, timely and ongoing information to earn their support for what you do
complexity of issues
new communications environment
information tsunami
communications professional
New-look strategic communications is New-look strategic communications is differentdifferent
separate from media, electoral and funding cycles
anchored in integrity
continuity
interactive
beyond VOA (voice of the agency)
how does your agency rate on how does your agency rate on
strategic communications? strategic communications?
Internal communications environmentInternal communications environment
politics end run policy
pronouncements trump programs
daily headlines crunch
our community wants conversations
tight timeframes & tough budgets
greybeards and filing cabinets
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
Multi-speed & multi-platform news economy
Online commentary
New mediaNew media
466 000 + videos
250 000 videos
2900 + videos
Blogs
The adaptive web
Data mining: new resources boom
Impact on national securityImpact on national security
Implications: citizens Implications: citizens All of us can….
publish professionally
comment anytime anywhere become experts
bypass government channels
technological right of assembly
are never going back
Implications: media Implications: media
traditional media is a multi-platform operation
new media links to traditional media
media relies on social for first response
new platforms compete with traditional media
old business model is busted
caution is risk
crowd source sentiment
invest in capability
influencer strategy
early involvement
empower first responders
Implications: governmentImplications: government
Test what others offerTest what others offer Objectives
Environmental scanning
Audiences
Intelligence and influence
Persuasive messaging
Multi channel delivery
Resourcing
Track, measure and evaluate
It is not whether the person in the street can get the message
In this fragmented comms can we gain
enough support for our message