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Strategic Communications

Strategic Communications. RDML Cindy Dullea. What is it?. Strategic Communication is a management process.. With a specific business purpose and disciplined methods of development, implementation, and measurements.

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Strategic Communications

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  1. Strategic Communications RDML Cindy Dullea

  2. What is it? Strategic Communication is a management process.. • With a specific business purpose and disciplined methods of development, implementation, and measurements. • The purpose of communication is not just to convey information, but to influence behavior. • It influences behavior by persuading people to take action toward the organization's objectives.

  3. Strategic Planning • Before committing resources: • Why are you communicating? • How does the communication relate to the organizational strategy and the organization’s brand? • Who needs to get the message? • What attitude/behavior do you want to create/change?

  4. What is a Brand? • The experience a person has when he/she interacts with or hears about your organization. • Everything you do or don’t do sends a message about what your brand represents. • How is the service delivered? • How do the people delivering your services reflect your organization? • How do you communicate with your patients and customers? • What image are you portraying from the physical locations, web site, promotion campaigns? • How consistent are the experiences from one event/location to the next?

  5. Navy Medicine Strategic GoalsThe essence of our brand…. • Agile Force • Deployment Readiness • Patient and Family Centered Care • Performance Based Budget • Quality of Care • Research & Development and Clinical Investigation Programs • Total Force

  6. Message Delivery • Right vehicle • for right message • for right audience = Internal and External The response is more important than the message

  7. Today’s Objectives • Develop key messages from our discussion • Develop appropriate vehicles for messages • Integrate strategic communications into our business process and strategy

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