Keynote, Sevilla Room, InterContinental Miami

In a crisis, such as Russia’s invasion of Ukraine, analysis of communications must go beyond vanity metrics. After 24 February 2022, new audiences sought out information about NATO and there was a surge in malign information activities towards the Alliance. NATO’s live-streaming and video-on-demand capabilities were pushed to their limit. NATO’s analysis and evaluation methodology has had to adapt, as has NATO’s audience-led approach. The goal is to use communications protect the future.

Key takeaways include:

• Protect the Future campaign;
• Communicating across countries to build trust in your organisation and its own comms;
• New audiences. Who are they? What are they saying about NATO? What are we saying to them?
• Methods to identify, monitor and evaluate malign information activities;
• Other new tactics and techniques.