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Communicating the Minister’s Vision

Communicating the Minister’s Vision. Dr Laura Cleary. Aim. To enhance the reputation of the Department and Armed Forces both internally and externally , through influencing the understanding, activity and perceptions of internal, domestic and international audiences.”

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Communicating the Minister’s Vision

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  1. Communicating the Minister’s Vision Dr Laura Cleary

  2. Aim To enhance the reputation of the Department and Armed Forces both internally and externally, through influencing the understanding, activity and perceptions of internal, domestic and international audiences.” DGMC Corporate Communications Strategy

  3. Audience Segmentation • A process of dividing people into more similar subgroups based on defined criteria. • Criteria could include demographics, psychographics, communication behaviours and media use. • The aim is to devise appropriate communications strategies for each subgroup.

  4. Who is your audience?

  5. Who Is Your Audience? Other Nations The People Civil Servants Parliament CSOs Uniformed Personnel NATO/EU OGDs

  6. Types of Communication • Informational: impart knowledge • Attitudinal: seeks to positively influence people’s opinion • Behavioural: seeks to induce a particular type of behaviour

  7. How do people get their information? Have you seen or heard anything recently about the UK Armed Forces or Ministry of Defence in any of these ways? (Prompted) Figures in brackets show percentage point difference with wave 1 where significant 78% of respondents had seen or heard something about the UK Armed Forces or MOD from the news, a programme or an article Base: All respondents 2,009

  8. Nothing in the universe travels faster than the speed of light… except bad news… Douglas Adams, The Hitch-Hiker’s Guide to the Galaxy

  9. Communications Strategy • Speed • Accuracy • Truth • Credibility • Sensitivity • Balance • Security • Clear and Consistent Approach

  10. Exercise • Three main issues facing the Government: • Enhancing Accountability (Group 1) • Transformation (Group 2) • NATO Integration (Group 3) • Each group should identify what needs to be communicated on the issue; to whom; how and when. • Think about this in terms of the types of communications required (informational, attitudinal, behavioural).

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