NATO Military Audio Visual Working Group Stockholm, Sweden

1

NATO Military Audio Visual Working GroupStockholm, Sweden

6 October 2008

Michael StopfordNATO Deputy Assistant Secretary GeneralStrategic Communications ServicesPublic Diplomacy Division

2

ScopeScope

IntroductionIntroductionOpinion Data GatheringOpinion Data GatheringWhere are we today with NATO TVWhere are we today with NATO TVChallenges and OpportunitiesChallenges and OpportunitiesConclusions & QuestionsConclusions & Questions

3

Yes, I’m the “Coke Guy”

When It's Hard To Get Started, Start With NATOWhen It's Hard To Get Started, Start With NATO

When It's Hard To Get Started, Start With NATOWhen It's Hard To Get Started, Start With NATO

All Trails Lead To NATOAll Trails Lead To NATO

NATO Goes AlongNATO Goes Along

Time Out For NATOTime Out For NATO

Good Food And NATO Just Naturally Go TogetherGood Food And NATO Just Naturally Go Together

NATO Follows Thirst EverywhereNATO Follows Thirst Everywhere

For People On The GoFor People On The Go

It's The Real ThingIt's The Real Thing

I'd Like To Buy The World A NATOI'd Like To Buy The World A NATO

NATO Adds LifeNATO Adds Life

NATO Is It!NATO Is It!

Can't Beat The Real ThingCan't Beat The Real Thing

Always NATOAlways NATOAll the world loves a NATOAll the world loves a NATO

Welcome to the NATO Side of LifeWelcome to the NATO Side of Life

NATO Revives and Sustains NATO Revives and Sustains

4

ScopeScope


5

NATO support on the rise

76

6464

5253 52

44

35

38

74

73

70

61

5655

62

61

5657 58

59

65

6264

68

47 48 4651

30

35

40

45

50

55

60

65

70

75

80

2002 2003 2004 2005 2006 2007 2008

Perc

ent

Germany

France

United Kingdom

Poland

United States

Turkey

Source: Transatlantic Trends 2008

6

Source: IHT/FT/Harris 2008

NATO still regarded as necessary

a majority regards NATO as still necessary

a third not sure, high potential for us to strengthen our support

public diplomacy challenge to convince the undecided

7

Source: IHT/FT/Harris 2008

Knowledge about NATO is low

A vast majority is not very knowledgeable about NATO

Public diplomacy challenge: target broad audience or focus on elite opinion leaders?

8

Europeans support combat mission in Afghanistan much less than

Americans

What should NATO do in Afghanistan?

7976

68

43

7370

76 76

0

10

20

30

40

50

60

70

80

90

Providing security foreconomic recontruction

Combating narcoticsproduction

Assisting with training ofAfghan forces

Conducting combat againstthe Taliban

Perc

ent

Europe

United States

No “one size fits all” communication approach: need to communicate differently in Europe, the US

9

39%53%55%55%

60%

35%36%37%

45%50%

GOVERNMENT

BUSINESSRELIGIOUS

37%55%

62%64%

68%

GOVERNMENT

BUSINESS

RELIGIOUS

38%42%

52%53%57%

GOVERNMENT

BUSINESSRELIGIOUS

North America

Latin America

MEDIA

NGOs

NGOs

NGOs

MEDIA

GOVERNMENT

BUSINESS

RELIGIOUSNGOs

MEDIA

MEDIA

E.U. Asia

I’m going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use a 9-point scale where 1 means that you do not trust them at all and 9 means that you trust them a great deal. (Top 4 boxes shown)

Relative Trust in Institutions

Source: Edelman Annual Trust Barometer, Jan 06

2007 Global Trust in Institutions:Government lowest level of trust in

North America, Europe

10

First NATO study on public perception

Focus study on the “younger generation” 25Focus study on the “younger generation” 25--4040Pilot study with 10 volunteer nations (Bulgaria, Canada, Pilot study with 10 volunteer nations (Bulgaria, Canada,

Czech Republic, Denmark, Germany, Italy, Netherlands, Czech Republic, Denmark, Germany, Italy, Netherlands, Romania, Spain, US)Romania, Spain, US)

Questionnaire will focus on five clusters: Questionnaire will focus on five clusters: • General knowledge of NATO

• Channels/media tools used to obtain information on security issues

• Knowledge of/attitudes towards international security and defence issues

• Attitudes towards security institutions (UN, EU, NATO)

• NATO’s image

11

Implications for NATO’s communication strategy

Polling is key to targeting audiences more effectively

Focus on attitudes towards security institutions amongst younger generation and their preferred information channels

Aim to be actionable:Assess drivers of reputation

Assess key vehicles (interactive, traditional, social media, blogs, video etc)

Assess stakeholders, audiences: no ‘one size fits all’ strategy?

Test messages:Fighting terrorism, reconstruction work, transatlantic cooperation

Peace and/or security

Love or fear…

12

NATO’s reputation

Do we need to rethink NATO’s reputation?Do we need to rethink NATO’s reputation?

Are we clear on our core values and mission?Are we clear on our core values and mission?Democracy, liberty, free markets, rule of law, human Democracy, liberty, free markets, rule of law, human

rightsrights(US Ambassador Volker Brussels 29 September 2008)(US Ambassador Volker Brussels 29 September 2008)

Does NATO need a reputation “campaign”?Does NATO need a reputation “campaign”?Not about “selling” NATO like a commercial Not about “selling” NATO like a commercial

productproductBut we have a “brand”: everyone does…integral tool of But we have a “brand”: everyone does…integral tool of

public diplomacypublic diplomacy

Aim to find key message, key value to convey to a Aim to find key message, key value to convey to a broader audiencebroader audience

First step: campaign for NATO’s 60First step: campaign for NATO’s 60thth anniversaryanniversaryBut is it cool to be 60….??But is it cool to be 60….??

13

ScopeScope


14

15

16

Objectives of NATO WebTV ChannelObjectives of NATO WebTV Channel

““To reach the widest audience with the appropriate To reach the widest audience with the appropriate tools to disseminate NATO information and news.”tools to disseminate NATO information and news.”

Content that is:Content that is:AppropriateAppropriateTimelyTimelyAccurateAccurateResponsiveResponsive

Content that highlights the common will and Content that highlights the common will and commitment of contributing nations.commitment of contributing nations.

17

NATO WebTV Channel

18

NATO WebTV Channel

19

Future organizationFuture organization

Structure of new Production HubStructure of new Production HubEditorial boardEditorial board

Key messages & themesKey messages & themesPolicies and processesPolicies and processesDrive future developmentDrive future developmentReview and evaluate performance Review and evaluate performance

Transition process with DenmarkTransition process with Denmark

20

Potential New StructurePotential New StructureNATO Strategic Communications NATO Strategic Communications

ServicesServices

21

ScopeScope


22

NATO Website Statistics

Unique visitors

23

NATO TV Channel Statistics

Unique visitors

MayJune

JulyAugust

September

0

5,000

10,000

15,000

20,000

25,000

24

Challenges

Initially - Live TechnologyKnow our audienceKnow our clientsTypes of storiesAre we journalists?Are we educators?Are we entertainers?Success Factors - Number of Users or YouTube

“Success or failure lies in conforming with the times.” – Niccolò Machiavelli

25

Live from Afghanistan

Live from Afghanistan

26

Challenges

Initially - Live TechnologyKnow our audienceKnow our clientsTypes of storiesAre we journalists?Are we educators?Are we entertainers?Success Factors - Number of Users or YouTube

“Success or failure lies in conforming with the times.” – Niccolò Machiavelli

27

Myriad stakeholders

GOVERNMENTcivilian

INTERESTGROUPS

PUBLIC

GOVERNMENTmilitary

Defense Dept

Joint Chiefs

Legislators

Defense Policy, Think-tanks

Media

NGOs/activists

Communities

Soccer moms

Post Cold War Generation

International command

Executive branch

Faith groups

Schools/ universities/ academics

Spokespeople

Military staff

Other multilateral agencies

Voters

Scientists

MFA

28

Challenges

Lessons Being Learned from DenmarkTransition TimelineTechnical Issues

29

Opportunities

60th AnniversaryPlatform for the nationsA Strategic Network?New positions?

30

60 Years NATO History

Fall of the Berlin Wall

Signing of North Atlantic

TreatyISAF Operations in

Afghanistan start

1949 1989 2001 2006

60th Anniversary

Istanbul Summit

2004

NATO moves to Belgium

1967

Three Wise Men

1958

31

NATO’s 60 Anniversary Campaign

6060thth anniversary as a window of opportunity to anniversary as a window of opportunity to create awareness and raise NATO’s profile viscreate awareness and raise NATO’s profile vis--àà--vis vis larger audienceslarger audiences

particular target group: young generation (25particular target group: young generation (25--40)40)

first “pilot”, chance for NATO to try out new tools of first “pilot”, chance for NATO to try out new tools of communicationcommunication

limited timelimited time--frame, major efforts in the runframe, major efforts in the run--up up phase of the summitphase of the summit

32

NATO’s 60 Anniversary CampaignOutline

Conceptual phase in cooperation with an external companyConceptual phase in cooperation with an external company

Brand/image assessment: what are the strengths & weaknesses, opportunities & threats?

Creative vision: what image/core value/message do we want to convey?

Target audience definition: who is the target audience, how do we reach them best?

Market research and analysis: which are the most efficient and cost-effective ways to reach the target audience?

Image building campaign plan/implementation guidelines for the call for offers for implementation phase

33

NATO and reputation buildingNext steps

Currently assessing results of conceptual phase, decision Currently assessing results of conceptual phase, decision on implementation for runon implementation for run--up of summit up of summit

60A campaign as a “pilot project” 60A campaign as a “pilot project” Next steps: assess more inNext steps: assess more in--depth results of polling data depth results of polling data

and adapt communication strategyand adapt communication strategyLessons learnt from 60A campaignLessons learnt from 60A campaignTowards a larger scale reputation drive?Towards a larger scale reputation drive?

34

ScopeScope


35

Conclusions

High degree of public focus on NATO (Georgia…)e.g. have the awareness foundation

Security in newly uncertain times Financial crisis, Russia, unemployment

Consensus on post cold war generation

Consensus on interactive, video, social mediae.g. NATO TV

Consensus on need to collaborateRestructuring at PDD

36

Thank you

Documents

NATO Military Audio Visual Working Group Stockholm, Sweden