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strategic communicationsin national security@bobcraw

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importance - perspectives - components - trends

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definition

an ongoing narrative to win support for policy from chosen groups

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the great war

Prime Minister Joseph Lyons1932 - 1939

department of information1939 1950

definition

an ongoing narrative to win support for policy from chosen groups

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1998200120022011

action-driven inform, influence, persuade

define & craft

coordinate & de-conflict

act & speak

talk and listen

4 Cs in strategic communications

experience

political roleslead and speak

articulate & outline vision

reassure and simplify

manage major relations

strategic direction

bureaucratic rolescraft and deliver communications

project manage

maintain communications

hostiles are capable

national security is complex & protracted

costly in dollars, hours & people

speed vice policy making

shattered audiences & media

trust looms large

trends

stewardship - critical issues - expense - communications as success Why care?

channelscoordinationconstituencies content