chancom stratcom workshop - shape, july 16 th , 2012
DESCRIPTION
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 - PowerPoint PPT PresentationTRANSCRIPT
CHANCOM StratCom Workshop - SHAPE, July 16th, 2012
Cpt (N) Enrico PACIONI Head Public Information Office
ITN General Staff
ITN Public Information:Challenges, Strategy and Way Ahead for a new Sea Vision
CHANCOM StratCom Workshop 2012
Agenda
• Background: national peculiarities• National MoD PI Structure• PI Policy• Challenges & Shortfalls• PI Strategy• Success stories • Way Ahead
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• Sea-blind despite: maritime heritage huge coastline maritime cluster
Background: national peculiarities
Naval Bases
Naval Dockyards
ITN Air Stations
ITN concentration (fleet/personnel)
Main/National Media
Navy HQ
Taranto
Augusta
Catania
La Spezia
MilanTurin
Florence Bologna
BrindisiRome
Coastline:8.000 km
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I TA LY
• 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
• Different perception of ITN in the southern/ northern parts of the country:• South: 2 out of 3 hubs, most enlisted from the south,
positive perception/interest;• North: 1 minor hub, neutral (negative) perception/ low
interest by public, main media concentration
• More interest in (bad) news rather than daily efforts/successful routine tasks
National Defence PI Organization
P.I.
P.I.
SINGLE SERVICEOPS
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P.I.
M E D I A P R E S S O F F I C E SE UU N N AT O
DEFENCE-LEDOPS
PI Policy: Defence Focus Topics
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• 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
Challenges & Shortfalls
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SEA BLINDNESSNATION-BLINDNESS
CRITICISM OF EXPENDITURE NEED OF NEW ASSETS/TECHNOLOGY
& MAINTENANCE
N a v y N a ti o n / P u b l i c
LIMITED TERRITORIAL PRESENCEWEAK INTERACTION WITH PUBLIC
OPERATING O.T.H.
OUT-OF-AREA COMMITMENTS
SCARCE AWARENESS OF CONSTABULARY TASKS
SCARCE UNDERSTANDING OF INT’L COMMITMENTS
NEGATIVE PERCEPTION OF HIERARCHIC/MILITARY STRUCTURES SUSPICION/MISTRUST FROM LACK/ SLOWNESS OF COMMUNICATION
HIERARCHIC STRUCTURE
LOW INTEREST BY MEDIA
O.T.H. MINDSET /SELF-REFERENCIALITY
CENTRALIZED CONTROL OF COMMUNICATION (STRATCOM)
VS
ITN PI Strategy
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NAVY AS AN EFFICIENT/ COST-EFFECTIVE /SERVICE
White CraneHAITI 2010
Detailed messagesMaster messages News/themes
SEA-BASING
Disaster reliefHumanitarian
assistanceUpholding national interests
NAVY COMMITTED TO PEACE/SECURITY/PREVENTION
NAVY BENEFICIAL TO COMMUNITY
OUP/Libya Emerg.LIBYA 2011
MISSIONS/DUTIES
CONSTABULARYTASKS
Out of Area Commitments
Maritime Security Ops
Illegal Immigration flows control
Fishery patrol
OOS/OA MFO
International Cooperation
UNIFILISAF
DUAL USE
OUTWARDS COMMUNICATION:
Maritime Surveillance
Anti-pollution
SLOC’s protection
DUAL USENational MSOsFire-fighting
Civil Protection support
Peace Keeping/Enforcing Crisys management
ITN PI Strategy
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INWARDS COMMUNICATION:
INTERNAL AUDIENCE ADVOCACY
EFFECTIVENESS
MINDSET CHANGEAWARENESS/UNDERSTANDINGEXPLAINING DOWNSIZING/
RESTRUCTURING PROCESS
• CRITICISM•
DISSATISFACTION
Economic Crunch
COUNTERING SEA-BLINDNESS
EXPLOIT VISIBILITY OPPORTUNITIES (NEWS)
HIGHLIGHT NAVY’S ROLE
EXPLAIN NAVY MISSIONS/DOCTRINE
EMPHASIZE LINK SEA-WEALTH-NAVYNEW MEDIA
OUTWARDS COMMUNICATION:
Way Ahead
Appear as “one Navy”, Show unity of effort, Support each other Explain mission, Simplify doctrine to public, Tailor message to different
audiences Enhance national/interagency cooperation at P.I. Level Exploit International Cooperation Initiatives as opportunities to enhance
cooperation also at P.I. Level Exploit all communication tools to give all-round visibility to maritime
operations/activities Exploit/involve Maritime Community as advocate/sponsor React to media’s needs/Involve media in daily routine Create new opportunities to be closer/interact with public ….
What can Navies do to build a more effective image..?
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… COOPERATE not only to accomplish missions at sea, but also to SHOW and EXPLAIN what they have always been doing
Contacts
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ITN Public Information Office
Cpt (N) Enrico PACIONIHead Public Information Office
ph. (+39) 06 3680 6434mob. (+39) 335 749 [email protected]
Cdr Massimiliano GIACHINOMedia Relations Desk
ph. (+39) 06 3680 5656mob. (+39) 335 754 [email protected]
LtCdr Michele CAROSELLAMedia Analysis Desk
ph. (+39) 06 3680 6592mob. (+39) 335 753 [email protected]
ITN Press Room
ph. (+39) 06 3680 [email protected]@gmail.com
