Communicating the Minister’s Vision Dr Laura Cleary.

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Presentation transcript:

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.” DGMC Corporate Communications Strategy

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.

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

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

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) 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 Figures in brackets show percentage point difference with wave 1 where significant

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

Communications Strategy  Speed  Accuracy  Truth  Credibility  Sensitivity  Balance  Security  Clear and Consistent Approach

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).