Presentation by Robert Hastings at 2013 National Summitt on Strategic Communications, Washington, DC.

1. STRATEGIC
COMMUNICATION
A Business Perspective
Robert T. Hastings
Senior Vice President
Communications & Gov’t Affairs
Chief of Staff
Bell Helicopter
Assistant Secretary of Defense
for Public Affairs (acting)
2008-2009

4. The Birth of
Human Communication
4000 BC
The Evolution of the
Strategic Communicator

5. The Golden Age of
Advertising
1930’s – 1970’s
The Evolution of the
Strategic Communicator

6. The Age of
Public Relations
1990’s-2000’s
The Evolution of the
Strategic Communicator

7. The Dawn of
Information
Operations
2001+
The Evolution of the
Strategic Communicator

8. The Evolution of the
Strategic Communicator
Today - The Age of Strategic Communications

9. Strategic Communication
The Information Environment is Changing…… Every Day
• News has become hyper-competitive
• Perceptions drive customer behavior
• Everyone is trying to influence everyone
• All information reporting is biased
• There is a journalist on every corner and a camera in every pocket
• Consumers choice their source and give it credibility
• Institutional trust is down – whistleblower trust is up
• There is no longer a news cycle – speed is paramount
• Tactical actions can have immediate strategic consequences
• “Reporting” is faster than operational reporting
• We are competing with many voices
• Technology equalizes big and small voices

11. Strategic Communication
“Strategic Communication
is the synchronization of
actions, images, and words
to achieve a desired effect.”

12. The strategic communication process is designed to
synchronize - and thus maximize the impact of - efforts
to achieve one or more of the following:
• Improve U.S. credibility and legitimacy;
• Weaken an adversary's credibility and legitimacy;
• Convince selected audiences to take specific actions
that support U.S. or international objectives;
• Cause a competitor or adversary to take (or refrain
from taking) specific actions.
Strategic Communication Joint Integrating Concept; 2009
Strategic Communication

13. Gentle/Indirect Forceful/Direct
Inform Educate Influence/Advocate Induce/Coerce
PSYOPS
The Information Operations Spectrum
MIL
DEC
Info Operations
PSYOPS
Public Diplomacy
Public Diplomacy
Public Affairs
Public Affairs Strategic Communication

14. Effective strategic communications are……
• Leadership driven: leadership provides clear
intent, direction, and engagement.
• Business focused: derived from the business’ goals and
objectives and short and long-range strategic plans.
• Strategic: focused on understanding and shaping the
environment through sound research, analysis, planning and
assessment.
• Credible: honest, timely, and as transparent as possible.
Hastings Principles of
Strategic Communication

15. Effective strategic communications are……
• Thoughtful: engaging the right audience with the right
message at the right time.
• Results oriented: undertaken to achieve specific outcomes.
• Dynamic: persistent, continuous, adaptable and agile
• Employee centric: well informed and engaged employees are
a competitive advantage.
• Coordinated: synchronized and coordinated across the
business, horizontally and vertically.
Hastings Principles of
Strategic Communication

16. Lessons Learned………
• Strategic Communication is a leadership function
• It must be embedded in business strategy
• Influence is name of the game
• Think bigger than media, but don’t forget about it
• Use every tool, every channel, every opportunity
• Listen, understand, know audiences
• Act first and communicate first - Imagery and speed win
• Credibility and legitimacy are paramount
• Research, assess and measure
• Be prepared for “casualties”
Strategic Communication

17. Robert T. Hastings
robert.t.hastings@gmail.com
817-528-2790