2012 post from Mediakult

Mediakult

Recently I attended the joint Australian Government and Australian National University workshop focused on ‘Strategic Communications and National Security’ at the National Security College, ANU 13-14 June 2012. The workshop participants came from a broad range of government agencies that work with matters of national security.

There was a solid introduction into the definition of strategic communications (strat comms), which stressed the following principles:

  • Integrity and Truth
  • Persistent and consistent
  • Independent of media and electoral cycles

From here, participants were walked through the key components of strategic communications. These included:

  • Determine communication objectives
  • Environment Scan
  • Audience and Influencers
  • Emotional intelligence
  • Key messages
  • Delivery
  • Timetable
  • Evaluation

What was very interesting to note from this presentation, was the strong preference for using an environment scan rather than a SWOT analysis (Strengths, Weaknesses/Limitations, Opportunities, and Threats). The argument for using this approach was that often a SWOT analysis is too ‘mechanical’ in nature and…

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