STRATEGIC

COMMUNICATION

A Business Perspective

Robert T. HastingsSenior Vice President

Communications & Gov’t AffairsChief of Staff

Bell Helicopter

Assistant US Secretary of Defensefor Public Affairs (acting)

2008-2009

Strategic Communication

The Information Environment is Changing…… Every Day•News has become hyper-competitive•Perceptions drive customer behavior•Everyone is trying to influence everyone•All information reporting is biased•There is a journalist on every corner and a camera in every pocket•Consumers choice their source and give it credibility•Institutional trust is down – whistleblower trust is up•There is no longer a news cycle – speed is paramount•Tactical actions can have immediate strategic consequences•“Reporting” is faster than operational reporting•We are competing with many voices•Technology equalizes big and small voices

Strategic Communication

“Strategic Communication is the synchronization of actions, images, and words to achieve a desired effect.”

The strategic communication process is designed to synchronize - and thus maximize the impact of - efforts to achieve one or more of the following:

• Improve U.S. credibility and legitimacy;• Weaken an adversary's credibility and legitimacy;• Convince selected audiences to take specific actions that

support U.S. or international objectives;• Cause a competitor or adversary to take (or refrain from

taking) specific actions.

Strategic Communication Joint Integrating Concept; 2009

Strategic Communication

Gentle/Indirect Forceful/Direct

Inform Educate Influence/Advocate Induce/Coerce

PSYOPSThe Information Operations Spectrum

MILDEC

Info OperationsPSYOPS

Public Diplomacy Public DiplomacyPublic Affairs

Public Affairs Strategic Communication

Effective strategic communications are……

• Leadership driven: leadership provides clear intent, direction, and engagement.

• Business focused: derived from the business’ goals and objectives and short and long-range strategic plans.

• Strategic: focused on understanding and shaping the environment through sound research, analysis, planning and assessment.

• Credible: honest, timely, and as transparent as possible.

Hastings Principles ofStrategic Communication

Effective strategic communications are……

• Thoughtful: engaging the right audience with the right message at the right time.

• Results oriented: undertaken to achieve specific outcomes.

• Dynamic: persistent, continuous, adaptable and agile

• Employee centric: well informed and engaged employees are a competitive advantage.

• Coordinated: synchronized and coordinated across the business, horizontally and vertically.

Hastings Principles ofStrategic Communication

Lessons Learned………•Strategic Communication is a leadership function•It must be embedded in business strategy•Influence is name of the game•Think bigger than media, but don’t forget about it•Use every tool, every channel, every opportunity•Listen, understand, know audiences•Act first and communicate first - Imagery and speed win•Credibility and legitimacy are paramount•Research, assess and measure•Be prepared for “casualties”

Strategic Communication