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Strategic Communication Origins Concepts and Current Debates
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Strategic Communication
Recent Titles in
Contemporary Military, Strategic, and Security Issues
Christopher Paul
This book is intended primarily as a reference resource but can also be used
as a primer. The topic of discussion is U.S. government strategic communica-
tion, an enterprise of critical importance burdened by a lexicon that is both
vague and contested, and facing a host of additional challenges. This book
makes clear what is contested, presents the competing perspectives, puts
them in historical context, and presents the consequences and implications
of adhering to each of the disparate views.
The original working title for this book was The Promise and Peril of Stra-
tegic Communication. While that is now only the title of the first chapter, the
theme remains prominent. This work offers a clear (and hopefully compel-
ling) vision of what strategic communication could be and the benefits that
will accrue if that promise is realized, as well as making clear the dire conse-
quences for failing to improve U.S. government strategic communication and
some of the shapes such failures could take.
In addition to laying out key areas of contention and ongoing debates in
strategic communication, this book makes several suggestions or observations
that will help to move some of the debates forward and offers practical advice
for those who are asked to do strategic communication while these debates
rage on. No matter how deeply ensconced you are in the theory or practice of
strategic communication, from complete novice to seasoned veteran, there is
something here for you.
The manuscript for this book was completed in fall of 2010. I have been
doing research on, related to, or relevant for strategic communication since
roughly 2004. While all of that research was conducted while working for
the RAND corporation and much of it was RAND project work, the views
expressed here are solely mine and do not reflect the views or opinions of
RAND or its sponsors. Where RAND research is foundational to thinking
here, I have so indicated in the citations. I am indebted to several RAND
x Preface and Acknowledgments
colleagues for their contributions to this effort: I thank Mike Lostumbo and
Jim Dobbins for their support of and encouragement for research in this
area, to include the present work. I thank Maria Falvo for her meticulous
recording-keeping and for helping me to work more efficiently, protecting
my time outside of work for projects such as this. I thank friend, colleague,
and coauthor Todd Helmus for long hours of discussion and collaborative
thinking that remains foundational in my views of and about strategic com-
munication. I offer special thanks to Colin Clarke, not only as a collaborator
and coauthor on research in this area, but also for serving as a sounding board
and discussion partner, and for reading and providing valuable feedback on
an early manuscript of this book.
My debts extend beyond RAND. My thinking in this area could not have
matured and developed as it did without discussions with Austin Branch,
Scott Riggs, Larry “Bingo” Vincent, Larry Chinnery, Matt Armstrong, and
many other officers, defense civilians, interested academics, or other profes-
sionals who have shared ideas with me through conferences, papers, reports,
correspondence, or conversations. My gratitude to both Bruce Gregory and
Dennis Murphy is particularly strong. Not only are their intellectual con-
tributions foundational in this work (as the repeated citation of the work
of both herein attests), but also their detailed comments on an early draft
inspired me to make significant improvements on its way to becoming what
you now hold in your hands.
I also need to thank the very professional ABC-CLIO publishing and
editorial staff. I truly appreciate the encouragement from and flexibility of
Nicole Azze, project manager at ABC-CLIO, and Steve Catalano, Senior
Editor, Praeger Security International. I must acknowledge the contribution
of the team at Apex CoVantage; without their efforts, many more embar-
rassing typos, incorrect capitalization, and other crimes against the English
language would remain.
Finally, I would be remiss if I failed to thank my family for their patience
with my occasional distant stare as I mulled through the concepts presented
here, and the weekends and evenings I disappeared into my office to pound
away at the computer. Thank you all.
Errors and omissions remain my responsibility alone.
CHAPTER 1
What you do speaks so loudly that I cannot hear what you say.
—Ralph Waldo Emerson
A Working Definition
For me, strategic communication is coordinating the things you do and
say in support of your objectives. More formally, I define strategic communi-
cation as coordinated actions, messages, images, and other forms of signaling or
engagement intended to inform, influence, or persuade selected audiences in support
of national objectives. I can and will deconstruct each element of that defini-
tion in chapter 2, along with a discussion of the elements of many other
offered definitions of strategic communication. For now, let it suffice to have
a working definition laid out so it is at least a little bit clearer what we are
talking about.
Note that this is my definition and mine alone. It aligns more or less well
with some of the definitions offered by others. If you do not agree with my
definition in whole or in part, that is OK. The exact definitional details do
not really matter to me, nor even does the overarching label “strategic com-
munication.” The underlying concepts do matter, and I would be happy with
any term of art and any effective definition that captures the essence of the
construct and helps, rather than hinders, in actually doing what is referred to
here as strategic communication.
The attitudes and perceptions of foreign publics created in this new envi-
ronment are often as important as reality, and sometimes can even trump
reality. These attitudes affect the ability of the United States to form and
maintain alliances in pursuit of common policy objectives; impact the cost
and the effectiveness of military operations; influence local populations to
either cooperate, support or be hostile as the United States pursues foreign
policy and/or military objectives in that country; affect the ability to secure
support on issues of particular concern in multilateral fora; and dampen
foreign publics’ enthusiasm for U.S. business services and products.9
This applies doubly with regard to military operations. In fact, a 2008 sym-
posium on information and cyberspace conducted at the U.S. Army Combined
Arms Center at Fort Leavenworth acknowledges that “success or failure of land
operations is susceptible to the perceptions of the diverse, but relevant, groups
and individuals among whom the operations take place [emphasis in original].”10
General Peter Chiarelli echoes this conclusion in an article in Military Review:
Once the decision to employ the military has been made, those of us in uni-
form must accept that in most modern conflicts, the decisive elements of
power required to prevail may, more often than not, be non-kinetic. While
we must maintain our core competency to defeat enemies with traditional
combat power, we must also be able to offer the populations of countries
affected by war the hope that life will be better for them and their children
because of our presence, not in spite of it. In other words, in contrast to the
idea that force always wins out in the end, we must understand that not all
problems in modern conflict can be solved with the barrel of a rifle.11
fratricide. “Since each USG agency has its own mission, each habitually
targets different audiences, with different messages, through different chan-
nels. By communicating different messages to multiple audiences at home
and abroad, the USG risks the perception of being seen as disingenuous.”14
Getting every possible source of messages and signals in an enterprise as
sprawling as the U.S. government (or even just the U.S. military) to avoid
contradicting each other is nontrivial. Nonetheless, integration, coordina-
tion, and deconfliction are central to strategic communication.
Actions Communicate
Actions speak louder than words. This truism is absolutely central to an ef-
fective strategic communication construct. Any implementation of strategic
communication that includes only traditional communication, such as mes-
saging, press releases, media relations, and so forth, is all but doomed to fail.
This holds true even if it includes nontraditional media, such as Web or other
technology, new media/now media (discussed further in chapter 5), and indi-
vidual engagement. To be successful, strategic communication must include
the communicative content and signals of actions, images, and policies.
“Actions” include not just policy actions but a much broader set of be-
haviors, deeds, and undertakings by members and representatives of the gov-
ernment. This goes double for the kinetic actions (maneuver and fires) of
military forces. If a picture can be worth a thousand words, then a bomb can
be worth ten thousand.
The smart thinkers in this area realize that actions communicate, and I
echo their call. Whether you think of it as minimizing the “say-do gap,”15
or wish to discuss the “diplomacy of deeds,”16 what you do matters at least
as much (if not more) than what you say, especially for deployed military
forces. Every action, utterance, message, depiction, and movement of a na-
tion’s military forces influence the perceptions and opinions of populations
that witness them, both in the area of operations (first hand), and in the
broader world (second or third hand).17 The 2010 White House National
Framework for Strategic Communication gets it exactly right: “Every action
that the United States Government takes sends a message.”18
The 2010 Marine Corps Functional Concept for Strategic Communication
also correctly notes that strategic communication “is affected significantly
more by actions than by words or images.”19 Major Cliff Gilmore echoes the
point: “Every action communicates something to somebody somewhere.”20
Despite this obvious point, too often influence efforts or implementations of
strategic communication include only media-based communications. An of-
ficer I spoke with who was involved in the strategic-communication efforts of
Multi-National Forces, Iraq (MNF-I) in 2008 described those efforts as “public
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