1 / 11

CHANCOM StratCom Workshop - SHAPE, July 16 th , 2012

ITN Public Information: Challenges , Strategy and Way Ahead for a new Sea Vision. CHANCOM StratCom Workshop - SHAPE, July 16 th , 2012. Cpt (N) Enrico PACIONI Head Public Information Office ITN General Staff. Agenda. Background: national peculiarities

nituna
Télécharger la présentation

CHANCOM StratCom Workshop - SHAPE, July 16 th , 2012

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. ITN Public Information: Challenges, Strategy and Way Ahead for a newSea Vision CHANCOM StratCom Workshop - SHAPE, July 16th, 2012 Cpt (N) Enrico PACIONI Head Public Information Office ITN General Staff

  2. Agenda • Background: national peculiarities • National MoD PI Structure • PI Policy • Challenges & Shortfalls • PI Strategy • Success stories • Way Ahead CHANCOM StratCom Workshop 2012 ITN Public Information 2/12

  3. Background: nationalpeculiarities • Each nation/region has its own peculiarities • Challenges may be different but there is common ground • Solutions must be tailored with regard to these peculiarities to be more effective CHANCOM StratCom Workshop 2012 Milan ITALY Turin Bologna La Spezia Florence • More interest in (bad) newsratherthandailyefforts/successful routine tasks • Sea-blinddespite: • maritimeheritage • hugecoastline • maritime cluster Coastline: 8.000 km Rome Brindisi Taranto • Differentperceptionof ITN in the southern/ northernpartsof the country: • South: 2 out of 3 hubs, mostenlistedfrom the south, positive perception/interest; • North: 1 minor hub, neutral (negative) perception/ low interest by public, main media concentration Navy HQ Naval Bases Catania Naval Dockyards Augusta ITN Air Stations ITN concentration (fleet/personnel) ITN Public Information 3/12 Main/National Media

  4. National Defence PI Organization CHANCOM StratCom Workshop 2012 P.I. P.I. P.I. DEFENCE-LED OPS SINGLE SERVICE OPS PRESS OFFICES M E D I A UN NATO EU ITN Public Information 4/12

  5. PI Policy: Defence Focus Topics • Defence Culture • Armed Forces’ role • Security and Defence policy • Peace and Stability commitments • Institutional image • Benefits for community • Media’s needs • Renovation & cost-effectiveness • Cohesion within Defence • Defence as a resource • Military = Professional • Youth/Enrollment • Inwards Communication CHANCOM StratCom Workshop 2012 ITN Public Information 5/12

  6. Challenges & Shortfalls Navy Nation/Public NATION-BLINDNESS SEA BLINDNESS VS O.T.H. MINDSET /SELF-REFERENCIALITY SCARCE AWARENESS OF CONSTABULARY TASKS OPERATING O.T.H. SCARCE UNDERSTANDING OF INT’L COMMITMENTS OUT-OF-AREA COMMITMENTS NEED OF NEW ASSETS/TECHNOLOGY & MAINTENANCE CRITICISM OF EXPENDITURE LIMITED TERRITORIAL PRESENCE WEAK INTERACTION WITH PUBLIC LOW INTEREST BY MEDIA NEGATIVE PERCEPTION OF HIERARCHIC/MILITARY STRUCTURES HIERARCHIC STRUCTURE SUSPICION/MISTRUST FROM LACK/ SLOWNESS OF COMMUNICATION CENTRALIZED CONTROL OF COMMUNICATION (STRATCOM) ITN Public Information CHANCOM StratCom Workshop 2012 6/12

  7. ITN PI Strategy • OUTWARDS COMMUNICATION: News/themes Master messages Detailedmessages Disasterrelief DUAL USE White Crane HAITI 2010 NAVY AS AN EFFICIENT/ COST-EFFECTIVE /SERVICE Humanitarianassistance SEA-BASING Upholdingnationalinterests OUP/LibyaEmerg. LIBYA 2011 Out of Area Commitments MISSIONS/ DUTIES NAVY COMMITTED TO PEACE/SECURITY/PREVENTION OOS/OA ISAF UNIFIL MFO Maritime Security Ops MaritimeSurveillance PeaceKeeping/Enforcing Crisys management International Cooperation CONSTABULARY TASKS SLOC’s protection IllegalImmigrationflowscontrol NAVY BENEFICIAL TO COMMUNITY National MSOs Fisherypatrol DUAL USE Anti-pollution Fire-fighting CivilProtectionsupport ITN Public Information CHANCOM StratCom Workshop 2012 7/12

  8. ITN PI Strategy • OUTWARDS COMMUNICATION: COUNTERING SEA-BLINDNESS EXPLAIN NAVY MISSIONS/DOCTRINE HIGHLIGHT NAVY’S ROLE EMPHASIZE LINK SEA-WEALTH-NAVY EXPLOIT VISIBILITY OPPORTUNITIES (NEWS) • INWARDS COMMUNICATION: • CRITICISM • DISSATISFACTION EconomicCrunch NEW MEDIA EFFECTIVENESS EXPLAININGDOWNSIZING/ RESTRUCTURING PROCESS AWARENESS/UNDERSTANDING MINDSET CHANGE INTERNAL AUDIENCE ADVOCACY ITN Public Information CHANCOM StratCom Workshop 2012 8/12

  9. Way Ahead What can Navies do tobuild a more effectiveimage..? • Appearas “oneNavy”, Show unityofeffort, Supporteachother • Explainmission, Simplifydoctrineto public, Tailormessagetodifferentaudiences • Enhancenational/interagencycooperation at P.I. Level • Exploit International CooperationInitiativesasopportunitiestoenhancecooperationalso at P.I. Level • Exploit allcommunicationtoolstogiveall-roundvisibilitytomaritimeoperations/activities • Exploit/involve Maritime Community asadvocate/sponsor • Reactto media’s needs/Involve media in daily routine • Create newopportunitiestobecloser/interactwith public …. … COOPERATE notonlytoaccomplishmissions at sea, butalso to SHOW and EXPLAIN whattheyhavealwaysbeendoing ITN Public Information CHANCOM StratCom Workshop 2012 9/12

  10. Contacts ITN Public Information Office Cpt (N) Enrico PACIONI Head Public Information Office ph. (+39) 06 3680 6434 mob. (+39) 335 749 8970 enrico.pacioni@marina.difesa.it Cdr Massimiliano GIACHINO Media Relations Desk ph. (+39) 06 3680 5656 mob. (+39) 335 754 1120 massimiliano.giachino@marina.difesa.it LtCdr Michele CAROSELLA Media Analysis Desk ph. (+39) 06 3680 6592 mob. (+39) 335 753 6169 michele.carosella@marina.difesa.it ITN Press Room ph. (+39) 06 3680 3870 ufficio.stampa@marina.difesa.it press.navy@gmail.com ITN Public Information CHANCOM StratCom Workshop 2012 10/12

More Related