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CHANCOM StratCom Workshop - SHAPE, July 16 th , 2012

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

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CHANCOM StratCom Workshop - SHAPE, July 16 th , 2012

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  1. ITN Public Information: Challenges, Strategy and Way Ahead for a newSea Vision CHANCOM StratCom Workshop - SHAPE, July 16th, 2012 Cpt (N) Enrico PACIONI Head Public Information Office ITN General Staff

  2. Agenda • Background: national peculiarities • National MoD PI Structure • PI Policy • Challenges & Shortfalls • PI Strategy • Success stories • Way Ahead CHANCOM StratCom Workshop 2012 ITN Public Information 2/12

  3. Background: nationalpeculiarities • 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 CHANCOM StratCom Workshop 2012 Milan ITALY Turin Bologna La Spezia Florence • More interest in (bad) newsratherthandailyefforts/successful routine tasks • Sea-blinddespite: • maritimeheritage • hugecoastline • maritime cluster Coastline: 8.000 km Rome Brindisi Taranto • Differentperceptionof ITN in the southern/ northernpartsof the country: • South: 2 out of 3 hubs, mostenlistedfrom the south, positive perception/interest; • North: 1 minor hub, neutral (negative) perception/ low interest by public, main media concentration Navy HQ Naval Bases Catania Naval Dockyards Augusta ITN Air Stations ITN concentration (fleet/personnel) ITN Public Information 3/12 Main/National Media

  4. National Defence PI Organization CHANCOM StratCom Workshop 2012 P.I. P.I. P.I. DEFENCE-LED OPS SINGLE SERVICE OPS PRESS OFFICES M E D I A UN NATO EU ITN Public Information 4/12

  5. PI Policy: Defence Focus Topics • 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 CHANCOM StratCom Workshop 2012 ITN Public Information 5/12

  6. Challenges & Shortfalls Navy Nation/Public NATION-BLINDNESS SEA BLINDNESS VS O.T.H. MINDSET /SELF-REFERENCIALITY SCARCE AWARENESS OF CONSTABULARY TASKS OPERATING O.T.H. SCARCE UNDERSTANDING OF INT’L COMMITMENTS OUT-OF-AREA COMMITMENTS NEED OF NEW ASSETS/TECHNOLOGY & MAINTENANCE CRITICISM OF EXPENDITURE LIMITED TERRITORIAL PRESENCE WEAK INTERACTION WITH PUBLIC LOW INTEREST BY MEDIA NEGATIVE PERCEPTION OF HIERARCHIC/MILITARY STRUCTURES HIERARCHIC STRUCTURE SUSPICION/MISTRUST FROM LACK/ SLOWNESS OF COMMUNICATION CENTRALIZED CONTROL OF COMMUNICATION (STRATCOM) ITN Public Information CHANCOM StratCom Workshop 2012 6/12

  7. ITN PI Strategy • OUTWARDS COMMUNICATION: News/themes Master messages Detailedmessages Disasterrelief DUAL USE White Crane HAITI 2010 NAVY AS AN EFFICIENT/ COST-EFFECTIVE /SERVICE Humanitarianassistance SEA-BASING Upholdingnationalinterests OUP/LibyaEmerg. LIBYA 2011 Out of Area Commitments MISSIONS/ DUTIES NAVY COMMITTED TO PEACE/SECURITY/PREVENTION OOS/OA ISAF UNIFIL MFO Maritime Security Ops MaritimeSurveillance PeaceKeeping/Enforcing Crisys management International Cooperation CONSTABULARY TASKS SLOC’s protection IllegalImmigrationflowscontrol NAVY BENEFICIAL TO COMMUNITY National MSOs Fisherypatrol DUAL USE Anti-pollution Fire-fighting CivilProtectionsupport ITN Public Information CHANCOM StratCom Workshop 2012 7/12

  8. ITN PI Strategy • OUTWARDS COMMUNICATION: COUNTERING SEA-BLINDNESS EXPLAIN NAVY MISSIONS/DOCTRINE HIGHLIGHT NAVY’S ROLE EMPHASIZE LINK SEA-WEALTH-NAVY EXPLOIT VISIBILITY OPPORTUNITIES (NEWS) • INWARDS COMMUNICATION: • CRITICISM • DISSATISFACTION EconomicCrunch NEW MEDIA EFFECTIVENESS EXPLAININGDOWNSIZING/ RESTRUCTURING PROCESS AWARENESS/UNDERSTANDING MINDSET CHANGE INTERNAL AUDIENCE ADVOCACY ITN Public Information CHANCOM StratCom Workshop 2012 8/12

  9. Way Ahead What can Navies do tobuild a more effectiveimage..? • Appearas “oneNavy”, Show unityofeffort, Supporteachother • Explainmission, Simplifydoctrineto public, Tailormessagetodifferentaudiences • Enhancenational/interagencycooperation at P.I. Level • Exploit International CooperationInitiativesasopportunitiestoenhancecooperationalso at P.I. Level • Exploit allcommunicationtoolstogiveall-roundvisibilitytomaritimeoperations/activities • Exploit/involve Maritime Community asadvocate/sponsor • Reactto media’s needs/Involve media in daily routine • Create newopportunitiestobecloser/interactwith public …. … COOPERATE notonlytoaccomplishmissions at sea, butalso to SHOW and EXPLAIN whattheyhavealwaysbeendoing ITN Public Information CHANCOM StratCom Workshop 2012 9/12

  10. Contacts ITN Public Information Office Cpt (N) Enrico PACIONI Head Public Information Office ph. (+39) 06 3680 6434 mob. (+39) 335 749 8970 enrico.pacioni@marina.difesa.it Cdr Massimiliano GIACHINO Media Relations Desk ph. (+39) 06 3680 5656 mob. (+39) 335 754 1120 massimiliano.giachino@marina.difesa.it LtCdr Michele CAROSELLA Media Analysis Desk ph. (+39) 06 3680 6592 mob. (+39) 335 753 6169 michele.carosella@marina.difesa.it ITN Press Room ph. (+39) 06 3680 3870 ufficio.stampa@marina.difesa.it press.navy@gmail.com ITN Public Information CHANCOM StratCom Workshop 2012 10/12

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