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CHANCOM StratCom Workshop - SHAPE, July 16 th, 2012 Cpt (N) Enrico PACIONI Head Public Information Office ITN General Staff ITN Public Information: Challenges,

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Presentation on theme: "CHANCOM StratCom Workshop - SHAPE, July 16 th, 2012 Cpt (N) Enrico PACIONI Head Public Information Office ITN General Staff ITN Public Information: Challenges,"— Presentation transcript:

1 CHANCOM StratCom Workshop - SHAPE, July 16 th, 2012 Cpt (N) Enrico PACIONI Head Public Information Office ITN General Staff ITN Public Information: Challenges, Strategy and Way Ahead for a new Sea Vision

2 CHANCOM StratCom Workshop 2012 Agenda Background: national peculiarities National MoD PI Structure PI Policy Challenges & Shortfalls PI Strategy Success stories Way Ahead ITN Public Information 2/12

3 Sea-blind despite: Sea-blind despite: maritime heritage maritime heritage huge coastline huge coastline maritime cluster maritime cluster Sea-blind despite: Sea-blind despite: maritime heritage maritime heritage huge coastline huge coastline maritime cluster maritime cluster Background: national peculiarities Naval Bases Naval Dockyards ITN Air Stations ITN concentration (fleet/personnel) Main/National Media Navy HQ Taranto Augusta Catania La Spezia Milan Turin Florence Bologna Brindisi Rome Coastline: km CHANCOM StratCom Workshop 2012 ITN Public Information 3/12 ITALYITALY Each nation/region has its own peculiarities Challenges may be different but there is common ground Solutions must be tailored with regard to these peculiarities to be more effective Different perception of ITN in the southern/ northern parts of the country: Different perception of ITN in the southern/ northern parts of the country: South: 2 out of 3 hubs, most enlisted from the south, positive perception/interest; South: 2 out of 3 hubs, most enlisted from the south, positive perception/interest; North: 1 minor hub, neutral (negative) perception/ low interest by public, main media concentration North: 1 minor hub, neutral (negative) perception/ low interest by public, main media concentration Different perception of ITN in the southern/ northern parts of the country: Different perception of ITN in the southern/ northern parts of the country: South: 2 out of 3 hubs, most enlisted from the south, positive perception/interest; South: 2 out of 3 hubs, most enlisted from the south, positive perception/interest; North: 1 minor hub, neutral (negative) perception/ low interest by public, main media concentration North: 1 minor hub, neutral (negative) perception/ low interest by public, main media concentration More interest in (bad) news rather than daily efforts/successful routine tasks More interest in (bad) news rather than daily efforts/successful routine tasks

4 National Defence PI Organization P.I. P.I. SINGLE SERVICE OPS CHANCOM StratCom Workshop 2012 ITN Public Information 4/12 P.I. M E D I A PRESS OFFICES EUEUUNUNNATONATO DEFENCE-LEDOPS

5 PI Policy: Defence Focus Topics CHANCOM StratCom Workshop 2012 ITN Public Information 5/12 Defence Culture Armed Forces’ role Security and Defence policy Peace and Stability commitments Institutional image Benefits for community Media’s needs Renovation & cost-effectiveness Cohesion within Defence Defence as a resource Military = Professional Youth/Enrollment Inwards Communication

6 Challenges & Shortfalls CHANCOM StratCom Workshop 2012 ITN Public Information 6/12 SEA BLINDNESS NATION-BLINDNESSNATION-BLINDNESS CRITICISM OF EXPENDITURE NEED OF NEW ASSETS/TECHNOLOGY & MAINTENANCE NavyNation/Public LIMITED TERRITORIAL PRESENCE WEAK INTERACTION WITH PUBLIC LIMITED TERRITORIAL PRESENCE WEAK INTERACTION WITH PUBLIC OPERATING O.T.H. OUT-OF-AREA COMMITMENTS SCARCE AWARENESS OF CONSTABULARY TASKS SCARCE UNDERSTANDING OF INT’L COMMITMENTS SCARCE UNDERSTANDING OF INT’L COMMITMENTS NEGATIVE PERCEPTION OF HIERARCHIC/MILITARY STRUCTURES SUSPICION/MISTRUST FROM LACK/ SLOWNESS OF COMMUNICATION HIERARCHIC STRUCTURE LOW INTEREST BY MEDIA O.T.H. MINDSET /SELF-REFERENCIALITY CENTRALIZED CONTROL OF COMMUNICATION (STRATCOM) VS

7 ITN PI Strategy CHANCOM StratCom Workshop 2012 ITN Public Information 7/12 NAVY AS AN EFFICIENT/ COST-EFFECTIVE /SERVICE NAVY AS AN EFFICIENT/ COST-EFFECTIVE /SERVICE White Crane HAITI 2010 Detailed messages Master messages News/themes SEA-BASING Disaster relief Humanitarian assistance Upholding national interests NAVY COMMITTED TO PEACE/SECURITY/PREVENTION NAVY BENEFICIAL TO COMMUNITY NAVY OUP/Libya Emerg. LIBYA 2011 MISSIONS/DUTIES CONSTABULARYTASKS Out of Area Commitments Maritime Security Ops Illegal Immigration flows control Fishery patrol OOS/OAMFO International Cooperation UNIFILISAF DUAL USE OUTWARDS COMMUNICATION: OUTWARDS COMMUNICATION: Maritime Surveillance Anti-pollution SLOC’s protection DUAL USE National MSOs Fire-fighting Civil Protection support Peace Keeping/Enforcing Crisys management

8 ITN PI Strategy CHANCOM StratCom Workshop 2012 ITN Public Information 8/12 INWARDS COMMUNICATION: INWARDS COMMUNICATION: INTERNAL AUDIENCE ADVOCACY EFFECTIVENESSEFFECTIVENESS MINDSET CHANGE AWARENESS/UNDERSTANDINGAWARENESS/UNDERSTANDING EXPLAINING DOWNSIZING/ RESTRUCTURING PROCESS CRITICISM CRITICISM DISSATISFACTION DISSATISFACTION CRITICISM CRITICISM DISSATISFACTION DISSATISFACTION Economic Crunch COUNTERING SEA-BLINDNESS EXPLOIT VISIBILITY OPPORTUNITIES (NEWS) HIGHLIGHT NAVY’S ROLE EXPLAIN NAVY MISSIONS/DOCTRINE EMPHASIZE LINK SEA-WEALTH-NAVY NEW MEDIA OUTWARDS COMMUNICATION: OUTWARDS COMMUNICATION:

9 Way Ahead Appear as “one Navy”, Show unity of effort, Support each other Appear as “one Navy”, Show unity of effort, Support each other Explain mission, Simplify doctrine to public, Tailor message to different audiences Explain mission, Simplify doctrine to public, Tailor message to different audiences Enhance national/interagency cooperation at P.I. Level Enhance national/interagency cooperation at P.I. Level Exploit International Cooperation Initiatives as opportunities to enhance cooperation also at P.I. Level Exploit International Cooperation Initiatives as opportunities to enhance cooperation also at P.I. Level Exploit all communication tools to give all-round visibility to maritime operations/activities Exploit all communication tools to give all-round visibility to maritime operations/activities Exploit/involve Maritime Community as advocate/sponsor Exploit/involve Maritime Community as advocate/sponsor React to media’s needs/Involve media in daily routine React to media’s needs/Involve media in daily routine Create new opportunities to be closer/interact with public …. Create new opportunities to be closer/interact with public …. What can Navies do to build a more effective image..? CHANCOM StratCom Workshop 2012 ITN Public Information 9/12 … COOPERATE not only to accomplish missions at sea, but also to SHOW and EXPLAIN what they have always been doing

10 Contacts CHANCOM StratCom Workshop 2012 ITN Public Information 10/12 ITN Public Information Office Cpt (N) Enrico PACIONI Head Public Information Office ph. (+39) mob. (+39) Cpt (N) Enrico PACIONI Head Public Information Office ph. (+39) mob. (+39) Cdr Massimiliano GIACHINO Media Relations Desk ph. (+39) mob. (+39) Cdr Massimiliano GIACHINO Media Relations Desk ph. (+39) mob. (+39) LtCdr Michele CAROSELLA Media Analysis Desk ph. (+39) mob. (+39) LtCdr Michele CAROSELLA Media Analysis Desk ph. (+39) mob. (+39) ITN Press Room ph. (+39) ITN Press Room ph. (+39)

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