National Security College Presentation
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National Security College Presentation

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  • Strategic comms is effective because it addresses the concerns of the audience first. It works because of the effort that it put into it. It is an essential quality of leadership.

National Security College Presentation National Security College Presentation Presentation Transcript

  • Strategic communications and national security
  • The Premisenational security rests on community supportcommunity support rests on communicationscommunications needs your involvementcommunication changes affect your policy
  • Strategic communications a two way process where you providetruthful, timely and ongoing information to earn and keep community support
  • complexity of issuesnew communications environmentinformation tsunamicommunications professional
  • Strategic communications is differentmore than media, election and funding cyclescontinuityinteractivemore than you
  • how does your agency rate on strategic communications?
  • Internal environmentpolitics trumps policyheadlines/deadlines dominatetight timeframes & budgetscorporate memorycampaigns too shortcommunicator/decision maker gap
  • External environment
  • Traditional media
  • Newspapers “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
  • Online commentary
  • 250 000 videos466 000 + videos 2900 + videos
  • Blogs
  • Data mining
  • Multi-speed & multi-platform communications economy
  • Implications for citizensnow we can….publishcomment anytime anywherebecome expertsbypass channelstechnological right of assembly…and we are never going back
  • Implications for mediamedia is a multi-platform businesssocial driving and yet relying on traditional mediaold business model is bustedSpeed v quality?
  • Implications for governmentis the policy model broken?is caution the best response?invest in capability including first responderscrowd source sentimentinfluencer strategy
  • It is not whether Australians get the message It’s whether we can converse with them effectively and secure their support