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