Strategic Communications RDML Cindy Dullea

What is it? Strategic Communication is a management process.. With a specific business purpose and disciplined methods of development, implementation, and measurements. The purpose of communication is not just to convey information, but to influence behavior. It influences behavior by persuading people to take action toward the organization's objectives.

Strategic Planning Before committing resources: Why are you communicating? How does the communication relate to the organizational strategy and the organization’s brand? Who needs to get the message? What attitude/behavior do you want to create/change?

What is a Brand? The experience a person has when he/she interacts with or hears about your organization. Everything you do or don’t do sends a message about what your brand represents. How is the service delivered? How do the people delivering your services reflect your organization? How do you communicate with your patients and customers? What image are you portraying from the physical locations, web site, promotion campaigns? How consistent are the experiences from one event/location to the next?

Navy Medicine Strategic Goals The essence of our brand…. Agile Force Deployment Readiness Patient and Family Centered Care Performance Based Budget Quality of Care Research & Development and Clinical Investigation Programs Total Force

Message Delivery Right vehicle for right message for right audience = Internal and External The response is more important than the message

Today’s Objectives Develop key messages from our discussion Develop appropriate vehicles for messages Integrate strategic communications into our business process and strategy