Strategic Communication

WORKSHOP @ SHAPE

16 July 2012

NAVTRACK

• What is Strat Com for us ?

• Who would we like to target ?

• What themes/ messages ?

Strat Com ?

Focused efforts to engage key audiences to create, strengthen, or preserve conditions for the advancement of the NC interests, policies,

and objectives through actions (being NC & including operational output), themes and

messages.

Communication (MOD/CHOD level) through DG COM

Communication Plan (yearly)Communication Plan (yearly)

BELNA SC

For BEL NC, Strategic Communication is

•focused communication

in order to:

•change perception, behavior

Communication Plan (unchanged !)Communication Plan (unchanged !)

Target Groups

• Own organisation– In and outside Naval Comp !

• Society• Opinion makers• Policy makers• Labour market• National partners• Int'l partners

Analysis of impact ?

Themes ?

• Int'l (binational) cooperation– Benefits, P&S

• Escort• NMCM• Coast Guard contribution• Personel

– "The Navy must grow"

Way ahead

• Develop themes– In a more structured manner

• Need to structure our SC– Identifying moments (cyclic review)– Select targets

• Disseminate through the structure– Intranet, Navy News,

• Reach out– Difficult to assess impact

Strategic Communication

WORKSHOP @ SHAPE

16 July 2012