ITN Public Information:
Challenges, Strategy and Way Ahead
for a new Sea Vision
Cpt (N) Enrico PACIONI
Head Public Information Office
ITN General Staff
CHANCOM StratCom Workshop - SHAPE, July 16th, 2012
Agenda
• Background: national peculiarities
• National MoD PI Structure
• PI Policy
• Challenges & Shortfalls
• PI Strategy
• Success stories
• Way Ahead
ITN Public Information
CHANCOM StratCom Workshop 2012
2/12
Background: national peculiarities
• 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
Milan
I TA LY
Turin
Bologna
La Spezia Florence
• Sea-blind despite:
 maritime heritage
 huge coastline
 maritime cluster
• More interest in
(bad) news rather than
• 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;
• North: 1 minor hub, neutral (negative) perception/
low interest by public, main media concentration
ITN Public Information
Rome
daily efforts/successful
routine tasks
Brindisi
Coastline:
8.000 km
Taranto
Navy HQ
Naval Bases
Naval Dockyards
ITN Air Stations
Catania
Augusta
ITN concentration (fleet/personnel)
Main/National Media
CHANCOM StratCom Workshop 2012
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National Defence PI Organization
P.I.
P.I.
P.I.
SINGLE SERVICE
OPS
MEDIA
ITN Public Information
DEFENCE-LED
OPS
PRESS OFFICES
UN
N AT O
EU
CHANCOM StratCom Workshop 2012
4/12
PI Policy: Defence Focus Topics
• 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
ITN Public Information
CHANCOM StratCom Workshop 2012
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Challenges & Shortfalls
Navy
Nation/Public
NATION-BLINDNESS
SEA BLINDNESS
O.T.H. MINDSET /SELF-REFERENCIALITY
SCARCE AWARENESS OF
CONSTABULARY TASKS
OPERATING O.T.H.
SCARCE UNDERSTANDING OF
INT’L COMMITMENTS
OUT-OF-AREA COMMITMENTS
NEED OF NEW ASSETS/TECHNOLOGY
& MAINTENANCE
LIMITED TERRITORIAL PRESENCE
WEAK INTERACTION WITH PUBLIC
HIERARCHIC STRUCTURE
CENTRALIZED CONTROL OF
COMMUNICATION (STRATCOM)
ITN Public Information
VS
CRITICISM OF EXPENDITURE
LOW INTEREST BY MEDIA
NEGATIVE PERCEPTION OF
HIERARCHIC/MILITARY STRUCTURES
SUSPICION/MISTRUST FROM LACK/
SLOWNESS OF COMMUNICATION
CHANCOM StratCom Workshop 2012
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ITN PI Strategy
OUTWARDS COMMUNICATION:
Master messages
NAVY AS AN EFFICIENT/
COST-EFFECTIVE /SERVICE
News/themes
Detailed messages
DUAL USE
White Crane
HAITI 2010
SEA-BASING
OUP/Libya Emerg.
LIBYA 2011
Disaster relief
Humanitarian
assistance
Upholding
national interests
Out of Area Commitments
NAVY COMMITTED TO
PEACE/SECURITY/PREVENTION
MISSIONS/
DUTIES
OOS/OA
Maritime
Surveillance
NAVY
BENEFICIAL TO COMMUNITY
CONSTABULARY
TASKS
DUAL USE
ISAF
UNIFIL
MFO
Maritime Security Ops
Peace Keeping/Enforcing
Crisys management
International Cooperation
SLOC’s
Illegal Immigration
protection
flows control
Fishery patrol
National MSOs
Anti-pollution
Fire-fighting
Civil Protection support
ITN Public Information
CHANCOM StratCom Workshop 2012
7/12
ITN PI Strategy
OUTWARDS COMMUNICATION:
COUNTERING SEA-BLINDNESS
EXPLAIN NAVY MISSIONS/DOCTRINE
HIGHLIGHT
NAVY’S ROLE
EMPHASIZE LINK SEA-WEALTH-NAVY
EXPLOIT VISIBILITY OPPORTUNITIES (NEWS)
NEW MEDIA
INWARDS COMMUNICATION:
Economic
Crunch
• CRITICISM
• DISSATISFACTION
EXPLAINING DOWNSIZING/
AWARENESS/UNDERSTANDING
RESTRUCTURING PROCESS
MINDSET CHANGE
ITN Public Information
CHANCOM StratCom Workshop 2012
EFFECTIVENESS
INTERNAL AUDIENCE
ADVOCACY
8/12
Way Ahead
What can Navies do to build a more effective image..?
 Appear as “one Navy”, Show unity of effort, Support each other
 Explain mission, Simplify doctrine to public, Tailor message to different
audiences
 Enhance national/interagency cooperation 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/involve Maritime Community as advocate/sponsor
 React to media’s needs/Involve media in daily routine
 Create new opportunities to be closer/interact with public ….
… COOPERATE not only to accomplish
missions at sea, but also to SHOW and
EXPLAIN what they have always been doing
ITN Public Information
CHANCOM StratCom Workshop 2012
9/12
Contacts
ITN Public Information Office
Cpt (N) Enrico PACIONI
Head Public Information Office
Cdr Massimiliano GIACHINO
Media Relations Desk
ph. (+39) 06 3680 6434
mob. (+39) 335 749 8970
enrico.pacioni@marina.difesa.it
ph. (+39) 06 3680 5656
mob. (+39) 335 754 1120
massimiliano.giachino@marina.difesa.it
LtCdr Michele CAROSELLA
Media Analysis Desk
ITN Press Room
ph. (+39) 06 3680 6592
mob. (+39) 335 753 6169
michele.carosella@marina.difesa.it
ITN Public Information
ph. (+39) 06 3680 3870
ufficio.stampa@marina.difesa.it
press.navy@gmail.com
CHANCOM StratCom Workshop 2012
10/12