Albany Blog

When does data become information, information become power, and power become wisdom? Communications technology today allows for such a quick exchange of data that our own traditional understanding of this process finds hard to grasp. Albany Associates aims to make sense of this new, seemingly chaotic, environment by demonstrating the benefits of a strategic approach to communication.

Strategic communications is about creating benign enabling environments for the effective implementation of policy, programs, development and reform in supporting security and military operations. It is about attitude, opinion and behaviour and how these can be encouraged, shaped or changed to support and contribute to achieving desired outcomes. It encompasses not just providing information but countering disinformation. It is a comprehensive and holistic process fundamental to an overall strategic plan filtering down to operational and tactical levels. Albany recognises that every contact with any target audience is a conduit and every action has a positive or negative communications impact. It includes the broader concepts of public education, media development and the fostering of freedom of expression as a mechanism for informed open discussion. Albany’s approach has been developed by working with some of the world’s leading academics and professional communications specialists. Albany has developed methodologies to establish dynamic, strategic communications plans that keep pace with a fast moving media environment.  Albany also has considerable experience working in environments, where, due to government control of mass media, technological limitations, or security concerns, communications strategies have required particularly innovative approaches. 

Albany’s practical ability to operate in some of the world’s more difficult environments has helped clients design, implement and maintain appropriate communications conditions. Albany possesses the requisite knowledge of how government and international organisations function and has accumulated unrivalled experience working with civil society and grass roots organisations. With Albany’s assistance, media activity becomes measurable, and clients are able to prioritise important messages, manage their effect and assess their impact. Albany can provide clients with a short-term, targeted consultancy or a large communications team over a number of years. Its global network of experienced associates, and its ability to identify and work with key stakeholders, delivers sustainable and long-term solutions.