Toward a New Global Agenda: Strategic Communications in the Department of Defense

• Why winning the global competition for ideas requires waging a more effective strategic communications effort
• How the U.S. Department of Defense listens, engages and communicates globally
• Enabling leaders to make informed decisions on strategy, messages, tactics
• The consequences of social media and new information technologies

Price B. Floyd
Principal Deputy Assistant Secretary of Defense for Public Affairs
U.S. DEPARTMENT OF DEFENSE

Engaging America's Leadership:
Obtaining Buy-in, Support, and Participation

• The enabling (and limiting) role of public policy in strategic communications
• Building effective advocacy and PA/GR
• Integrating public diplomacy into strategic communications
• Strengthening interagency teams working in "a fog of national strategies"

William Nixon
Chairman & CEO
POLICY IMPACT COMMUNICATIONS

Corporate Responsibility as a Competitive Advantage

• Acquiring in-depth knowledge of stakeholder groups
• Motivating receptive consumer and stakeholder behaviors
• Maintaining effective global networks
• Developing market-driven, locally agile strategic communications programs

Russ Yarrow
General Manager,
Corporate Affairs
CHEVRON

Government-Private Sector Best Communications Practices

• Implementing bold, proactive and effective communications enterprise-wide
• Building a strategic framework and defining measurable objectives
• Overcoming operational complexities of strategic communications
• Sharing military/private sector best practices

MODERATOR:
Stephanie Danes Smith
CENTRAL INTELLIGENCE AGENCY

PANELISTS:
Tony Cervone
Senior Vice President and Chief Communications Officer
UNITED AIRLINES

Admiral Mark Handley
Commander, First Naval Construction Division, “The Seabees”
UNITED STATES NAVY

Communicating Brand and Identity: Strategies that Work

• Setting strategic vision by defining aspirations for your brand and identity
• Reflecting your organizational culture (accurately)
• Engaging core constituencies globally
• Brand communities: creative cultural connections

Gary Sheffer
Executive Director Communications and Public Affairs
GENERAL ELECTRIC

Engaging Stakeholders Globally:
The Challenge for Strategic Communications

• Creating organizational cultures that value communications
• Using ‘business diplomacy‘ to achieve strategic communications objectives
• Building partnerships with multiple stakeholders in diverse cultures.

Karen Hughes
Global Vice Chair
BURSON-MARSTELLER