1. Strategic communications
and national security

2. The Premise
national security rests on community support
community support rests on communications
communications needs your involvement
communication changes affect your policy

3. Strategic communications
a two way process where you provide
truthful, timely and ongoing information to
earn and keep community support

4. complexity of issues
new communications environment
information tsunami
communications professional

5. Strategic communications is different
more than media, election and funding cycles
continuity
interactive
more than you

6. how does your agency rate on
strategic communications?

7. Internal environment
politics trumps policy
headlines/deadlines dominate
tight timeframes & budgets
corporate memory
campaigns too short
communicator/decision maker gap

8. External environment

10. Traditional media

11. 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

12. Online commentary

23. 250 000 videos
466 000 + videos
2900 + videos

25. Blogs

27. Data mining

30. Multi-speed & multi-platform
communications economy

31. Implications for citizens
now we can….
publish
comment anytime anywhere
become experts
bypass channels
technological right of assembly
…and we are never going back

32. 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?

33. Implications for government
is the policy model broken?
is caution the best response?
invest in capability including first responders
crowd source sentiment
influencer strategy

35. It is not whether Australians get the message
It’s whether we can converse with them
effectively and secure their support