1. Strategic Communication WORKSHOP @ SHAPE 16 July 2012

2. NAVTRACK What is Strat Com for us ? Who would we like to target ? What themes/ messages ?

3. Strat Com ? Focused efforts to engage key audiences to create, strengthen, or preserve conditions for the advancement of the NC interests, policies, and objectives through actions (being NC & including operational output), themes and messages. Communication (MOD/CHOD level) through DG COM Communication Plan (yearly)

4. BELNA SC For BEL NC, Strategic Communication is focused communication in order to: change perception, behavior Communication Plan (unchanged !)

5. Target Groups Own organisation –In and outside Naval Comp ! Society Opinion makers Policy makers Labour market National partners Int'l partners Analysis of impact ?

6. Themes ? Int'l (binational) cooperation –Benefits, P&S Escort NMCM Coast Guard contribution Personel –"The Navy must grow"

7. Way ahead Develop themes –In a more structured manner Need to structure our SC –Identifying moments (cyclic review) –Select targets Disseminate through the structure –Intranet, Navy News, Reach out –Difficult to assess impact

8. Strategic Communication WORKSHOP @ SHAPE 16 July 2012