Chancom stratcom workshop shape july 16 th 2012
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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

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CHANCOM StratCom Workshop - SHAPE, July 16 th , 2012

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Chancom stratcom workshop shape july 16 th 2012

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


Chancom stratcom workshop 2012

Agenda

  • Background: national peculiarities

  • National MoD PI Structure

  • PI Policy

  • Challenges & Shortfalls

  • PI Strategy

  • Success stories

  • Way Ahead

CHANCOM StratCom Workshop 2012

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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)

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Main/National Media


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National Defence PI Organization

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P.I.

P.I.

P.I.

DEFENCE-LED

OPS

SINGLE SERVICE

OPS

PRESS OFFICES

M E D I A

UN

NATO

EU

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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

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Chancom stratcom workshop shape july 16 th 2012

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)

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Chancom stratcom workshop shape july 16 th 2012

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

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Chancom stratcom workshop shape july 16 th 2012

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

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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

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Chancom stratcom workshop shape july 16 th 2012

Contacts

ITN Public Information Office

Cpt (N) Enrico PACIONI

Head Public Information Office

ph. (+39) 06 3680 6434

mob. (+39) 335 749 8970

[email protected]

Cdr Massimiliano GIACHINO

Media Relations Desk

ph. (+39) 06 3680 5656

mob. (+39) 335 754 1120

[email protected]

LtCdr Michele CAROSELLA

Media Analysis Desk

ph. (+39) 06 3680 6592

mob. (+39) 335 753 6169

[email protected]

ITN Press Room

ph. (+39) 06 3680 3870

[email protected]

[email protected]

ITN Public Information

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