Draft

1. strategic
communications
in national security@bobcraw

2. importance - perspectives - components - trends

3. definition
an ongoing narrative to win
support for policy from
chosen groups

4. the great war

5. Prime Minister Joseph Lyons
1932 - 1939

6. department of information
1939 – 1950

7. definition
an ongoing narrative to win
support for policy from
chosen groups

8. 1998
2001
2002
2011

10. action-driven
inform, influence, persuade
define & craft
coordinate & de-conflict
act & speak
talk and listen

11. 4 ‘Cs’ in strategic communications
constituencies content
channels coordination

12. experience

13. political roles
lead and speak
articulate & outline vision
reassure and simplify
manage major relations
strategic direction

15. bureaucratic roles
craft and deliver communications
project manage
maintain communications

16. hostiles are capable
national security is complex & protracted
costly in dollars, hours & people
speed vice policy making
‘shattered’ audiences & media
trust looms large
trends

17. stewardship - critical issues - expense - communications as success
Why care?

18. channels coordination
constituencies content