national security college presentation
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Strategic communications Strategic communications
and national securityand national security
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The PremiseThe Premise
national security rests on community support
community support rests on communications
communications needs your involvement
communication changes affect your policy
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Strategic communications Strategic communications
a two way process where you provide truthful, timely and ongoing
information to earn and keep community support
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complexity of issues
new communications environment
information tsunami
communications professional
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Strategic communications is differentStrategic communications is different
more than media, election and funding cycles
continuity
interactive
more than you
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how does your agency rate on how does your agency rate on
strategic communications? strategic communications?
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Internal environmentInternal environment
politics trumps policy
headlines/deadlines dominate
tight timeframes & budgets
corporate memory
campaigns too short
communicator/decision maker gap
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External environment
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Traditional media
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“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
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Online commentary
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466 000 + videos
250 000 videos
2900 + videos
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Blogs
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Data mining
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Multi-speed & multi-platform communications economy
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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
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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?
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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
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It is not whether Australians get the message
It’s whether we can converse with them effectively and secure their support