Communicate with Impact: Techniques to Increase Influence with Intelligence Assessments

One of the changes to emerge from ‘Taking the Pulse of the CI Discipline, How Have We Evolved from 2010’, communication was identified as important as analytical rigour and investigative skills.  It is clear practitioners need to master excellent communication techniques if intelligence is to influence and drive evidence based decision making. This networking session brings two techniques to the floor: (1) Words of Estimative Probability (WEPs) and the Uncertainty Yardstick as applied from the Defence and National Intelligence perspective to communicate probability and uncertainty within intelligence assessments with Redweb’s Paul Brelsford and (2) the power of synthesis and storytelling to create communications that not only resonate with different stakeholders, but also drive the audience to proactively seek out further evidence.  Using a clear framework Insight Narrator’s Caroline Florence will demonstrate how attendees can create intelligence based stories that have true impact. 

Key take outs will include:

• Insight into how the Defence and National Intelligence community applies the nuance of language within intelligence assessments
• The capability to better apply weighting to key judgements/assessments using WEPs and the Uncertainty Yardstick
• An understanding of the value of push and pull communication techniques to drive evidence throughout the business
• Access to a practical and proven storytelling framework that gives them confidence to operate outside their existing comfort zone

As ever, there will be the opportunity for light refreshment and to engage with peers and practitioners warmly.

Presenters

Caroline Florence has been working in research, intelligence and related roles for the last 15 years, on both agency and client side.  There are not many types of projects she hasn’t been involved in over her time in the industry, but the one thing she always found herself coming back to is the importance of communication to ensure evidence is acted upon.  In 2012 Caroline established Insight Narrator and now focuses on training, coaching and consultancy services relating to insight communication.  Caroline is an experienced trainer and workshop facilitator, having conducted numerous training sessions in-house and through organisations such as the Market Research Society (MRS) and Strategic and Competitive Intelligence Professionals (SCIP).

Paul Brelsford held a position as a senior Intelligence Manager and Intelligence Information Broker in Defence & Military Intelligence during a 23 year career. He is currently the Digital Scientist & Insight Strategist for Redweb, the largest digital agency in the South West. He has extensive experience in Intelligence Organisational Management, Competitive Intelligence and is a specialist in the delivery of Intelligence Information Services and Requirements Management. He is currently applying his skills within the digital domain at Redweb, where he is responsible for developing and merging digital analytics and competitive intelligence to provide insight and understanding for clients in the digital space. Paul holds a MA in Intelligence and Security studies and is a Fellow of the Chartered Management Institute.