The role of the contemporary strategic communications or chief communications officer has evolved to include a diverse array of skills and responsibilities. Today, expectations for the CCO demand new knowledge and enterprise-wide engagement. Robert Hastings, chief of staff at Bell Helicopter and former U.S. Asst. Secretary of Defense for Public affairs explains the evolution to strategic communications. Mr. Hastings will be a panelist at the Int'l Summit on Strategic Communications in London on Sept. 11-12, 2014 at the University of Greenwich. http://strategicsummit.co.uk

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

2. 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

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

4. Strategic Communication
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

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

6. Hastings Principles of
Strategic Communication
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.

7. Hastings Principles of
Strategic Communication
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.

8. Strategic Communication
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”