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This workshop teaches you proven techniques for developing an effective communication strategy designed to address real audiences and accomplish real goals. This model is effective for all strategic communication tasks -- from a one-time communication between a boss and subordinate to communicating a large-scale business change across the organization.
Strategic communication is a vital activity for supporting our military operations and national interest.
Communication can be a strategic weapon of mass influence to assure allies and dissuade and deter adversaries.
There are many unknowns about the future, but we know our adversaries will challenge us in the realm of ideas and information. Currently, OSD, DOS, USAID, the Joint Staff, and Combatant Commands are developing strategic communication plans across a range of functional issues and regional areas because of the importance of the "contest of ideas" in many of the battles we face today. These efforts are proceeding, despite continuing debate over what strategic communication is.
To effectively support our policy goals, we must recognize that communication takes place in four domains. DoD competes with numerous actors -- from other governments to the entertainment industry -- for space in all domains. In the information domain, for audiences to listen, we must use the communication channels that they trust. In the cognitive domain, we must understand the frames of reference others use to interpret the messages they receive, and ultimately try to alter them.
In the social domain, to be effective, we must anticipate and shape how concepts -- not simply words (like democracy and freedom) -- are translated.
First, because we are the most powerful state in the world, we have many diverse interests.
The most prosperous corporations understand that public relations challenges change as their firm grows. Third, effective strategic communication requires both language skills and cultural understanding. Fourth, our government is composed of large bureaucracies, which are slow to respond and difficult to coordinate. Finally, we suffer from a credibility problem and are continually playing public relations catch-up. Despite these challenges, strategic communication is a cost-effective tool for supporting our military objectives. To execute strategic communication requires a planning methodology, based on an understanding of the four domains. Next, we need to identify the target audiences and conduct an audience analysis that assesses current perceptions and the desired effect on perceptions we would like to achieve.
When we deliver our messages, we should be aware of which communication models, mediums and time frames will be most effective in reaching our target audience and achieving our goals. Strategic communication also requires that we exploit all available mediums to reach different audiences. Strategic communication requires purposeful operation across time to shape the environment and react to it.
Finally, strategic communication can be effective across a range of issues; to act, not just react. We are living in an entirely new information environment and are engaged in the first war of the information age. Emily Goldman is a Strategic Communication Advisor in the Office of the Coordinator for Counterterrorism, U.S. On the contrary, I think that the "concepts" of information dominance or superiority are rightfully excluded from what is one of the most noteworthy discussions of Strategic Communication I have ever read. Further, the idea that these concepts would be "central" to information operations is not anything I have ever seen actually applied in practice--mostly because, I suspect, no one has any idea what either concept is supposed to mean, or otherwise intuits that neither is achievable.
One thing that seems to be missing here is the concept of information dominance or information superiority - a concept central to information operations, which seems to be equally applicable to strategic communications. Small Wars Journal is published by and ©2005-2016, Small Wars Foundation, a 501(c)(3) non-profit corporation. Companies that continue to take a tactical, short-term approach to communicating with key constituencies will find it increasingly difficult to compete. Many companies take a tactical, short-term approach to communicating with key constituencies, which is not only nonstrategic but may be inconsistent with the corporate strategy or even impede it.
We define strategic communication as communication aligned with the company’s overall strategy, to enhance its strategic positioning.
The authors would like to thank the National Investor Relations Institute’s Center for Strategic Communication for support of our research. How Boards Botch CEO SuccessionResearch finds three key reasons boards fail at CEO succession planning. Digital Health Care: The Patient Will See You NowDigital technology is empowering patients to participate in developing their own treatment plans. Which SOI Innovation Is Right for You?Sustainability-Oriented Innovation is no longer a one-trick pony. The CIO Council makes the case that greater collaboration among top executives is required if companies are to reap technology’s benefits. On an individual level, strategic communication helps an executive or manager get things done--whether it’s getting a colleague to collaborate, a subordinate to execute a task, or a boss to agree to an idea.
At the heart of our method is a thorough strategic communication model that culminates in a well-thought out communication plan.


Work with us to identify your key messages and communication goals in line with your business objectives.2. Strategic communication can be a cost-effective way to operate along the continuum from persuasion to coercion. A definition of strategic communication is offered in QDR 2005 and Joint Pub 3-13: Focused United States Government (USG) efforts to understand and engage key audiences in order to create, strengthen or preserve conditions favorable for the advancement of USG interests, policies, and objectives through the use of coordinated programs, plans, themes, messages and products synchronized with the actions of all elements of national power.
It is the massing of information, ideas and actions to align the perceptions of key audiences with our policy objectives. One problem in the GWOT is the misdirected efforts that have gone to improving the US image abroad. The interpretation of our words and deeds can result in changes in attitudes or behavior, ideally in support of our policy goals. Effective strategic communication requires that we are successful in operating in all domains. These channels may not be those we believe are the most credible to us, or that we are accustomed to using. When information was hard to obtain and disseminate, strategic communication depended on controlling its transmission.
As an example of communicating with Middle Eastern cultures, the most effective communications are processed in an emotional framework. All people rely on cognitive frames and decision-making short-cuts to ease the demands of information processing and to eliminate cognitive dissonance. This creates a large number of audiences that we need to reach on a number of topics ranging from economic policy to combating terrorism. Similarly, strategic communication problems for States change as they grow more powerful and prosperous. Our adversaries have the luxury of flatter organizational structures, which increases agility, speed, and coordination. During the Cold War, the Soviet Union was seen by Eastern Europeans as the oppressor and we were viewed favorably, as the liberator.
It has a role to play in assuring our friends, dissuading potential competitors, and deterring and defeating our adversaries.
Just as our domestic audience abhors negative campaign ads, there are advantages to focusing on positive campaign messages, on the goods and goals to be achieved that will appeal to a broad constituency. We must capitalize on the tension between the constituency and adversary, to invoke the adversary as a threat to constituency interests.
Even what we say to each other -- in Congressional debates -- is overheard in world of global communications and is manipulated and distorted by adversaries to serve their agendas. Dialogue involves an open exchange of ideas, which happens at our Regional Centers and other educational institutions. We are working to communicate success stories, like the counterinsurgency successes we have had in the Philippines. We are fighting our first networked enemy and that enemy has a highly professional and sophisticated propaganda machine that exploits electronic media, most notably the Internet, to disseminate messages globally, to recruit adherents, and to provide pre-recorded videotapes and audiotapes to sympathizers. Developing an integrated, strategic approach to communications will be critical to success. Top consulting companies have employed countless MBAs to develop strategy for their clients. Argenti is professor of corporate communication at the Tuck School of Business, Dartmouth College.Robert A. It is one of the most important tools we have to shape the battlefield months and years in advance. It is achieved through the synchronized promulgation of information, ideas and actions over time with means and content that are tailored for multiple and diverse audiences.
Now that information is available in difficult to penetrate areas that are under adversary control, strategic communication will depend on the credibility of the messenger.
Those cognitive frames are reinforced by history, by personal experiences, upbringing and education, and by culture and collective beliefs. Our adversaries, all weaker actors, can focus their efforts and resources on fewer audiences and fewer objectives.
For example, recent Congressional debates on sanctions against Pakistan harmed our image in that country, even though that resolution failed. The ability of DoD to provide support in the former arena can be stopped cold by a legal ruling regarding conflict with The Economy Act -- even in a specific case when the original concept of support came from a Combatant Command headquarters. In the Middle East, the United States is cast as the oppressor, and now as the occupier, giving the adversary a clear credibility advantage over us. Effective strategic communication requires clear, consistent core messages that flow from policy goals. Our core constituency includes those who accept US core goals -- like freedom, individual rights, tolerance, rule of law, pluralism, and responsible governance -- as desirable. We already have creative examples of how the global war on terror can be framed to appeal to a broad diverse audience. An indirect communication model is more appropriate for environments where trust and credibility are low. It also includes more traditional ways that information travels, like tribal councils and oral tradition. In some cases, there are advantages to developing campaigns over a 12-18 month period to shape the environment on a particular policy issue.
We need to work to preserve the pro-US image that exists in places like Sri Lanka, and to curtail radical influences early on, in places like Bangladesh.


The enemy's center of gravity lies in the information domain and it is there that we must engage it. Previously, she served in the Office of the Secretary of Defense (Policy), Support to Public Diplomacy. Academics at top business schools have spent their careers developing frameworks explaining how to develop better strategies for top companies.
To research the concept that strategic communication is inextricably linked to corporate strategy, we asked these executives about their communications strategies and tactics. A recent study by the Brookings Institution showed that in 1978, 20% of corporate value was attributable to intangible assets, whereas in 1998 that had increased to 80%. Howell is a distinguished visiting professor of business administration at the Tuck School of Business.Karen A. It is indispensable now for fighting adversaries who employ non-traditional and asymmetric means. It conflates the "what" with the "how." Despite attempts to get broad buy-in, there has been considerable push back on this definition and the term continues to be used differently by different people inside government. This is a more succinct definition that allows us to begin developing a framework and doctrine for effective strategic communication. In the social domain, information is interpreted through historical, cultural, political and social experiences. This means that better and more accurate information will not change attitudes and behavior if senders and receivers do not share underlying cognitive frames and social values. Challengers, on the other hand, are usually the ones that employ offensive, active strategic communication to establish credibility with constituents, and to discredit their adversaries. Excerpts from C-SPAN coverage of Congressional debates have appeared within 24 hours on Jihadi websites. A broader constituency that we must try to reach includes those who may not identify with our core goals but who desire related goals -- like improved health, education, opportunity, family and personal betterment, personal dignity. However, imprecisely targeting the adversary may alienate other audiences by making them feel targeted too. This may work within the USG where there is a shared organizational culture and power hierarchy.
Strategic communication is also about long-term engagement over decades and generations to win the hearts and minds of diverse audiences, and to influence future generations. It is also important to mobilize to reverse the tide on long-simmering issues, like detainee affairs.
However, only a handful of academics and a cadre of tactical consultants, primarily at public relations companies, have struggled with strategy implementation in the area where it matters most: its communication to a set of varied constituents. However, the dearth of both academic and practitioner emphasis on the strategic nature of communications, coupled with recent legal and regulatory responses to corporate scandals (such as enactment of Regulation Fair Disclosure and the Sarbanes-Oxley Act of 2002), has created a strategic communication imperative — an increasingly urgent need for executives to ensure that their communications practices contribute directly to corporate strategy implementation. The research not only indicates the drivers, best practices and lessons of strategic communication, but it also suggests that when companies take a strategic approach to communication, communication becomes integral to the formulation and implementation of strategy.
At the time we thought she'd make a positive contribution and that it would be for a limited period. Not only do our words and deeds have a strategic communication impact, but so does their absence.
It is likely to depend on cognitive and social beliefs as much as the truth of a message's content. If we consistently work to break down stereotypes by engaging in disarming, and unexpected, behaviors, our words and deeds can create cognitive dissonance among fence sitters. The result is that US leaders often find themselves on the defensive, and tend to use strategic communication reactively. A Senator's comments regarding dividing Iraq into three parts have been cited as proof that the USG plans on changing Iraq and the Middle East.
It sends the message that you don't have to be a US ally to be part of global combating terrorism network. For example, identifying the threat as "Islamic extremism" alienates many in the Muslim world because "Islamic" denotes a religion. This article represents her personal views and does not represent official department or USG policy.
US leaders can and should employ offensive strategic communication as well as defensive strategic communication. What it says is that "Those who are not with the terrorists are with us." This is a much more palatable concept for other nations to accept and allows them cooperate with us in counter-terror activities without associating them with other USG policies that their domestic audiences might reject.
But ultimately, it may be more advantageous to delete all reference to "Islam" and focus on violent extremism in order to avoid the "us versus them" or "Islam versus the West" narrative that Al Qaeda uses. Language is immensely important and we must be effective "strategic listeners" if we are to be effective strategic communicators. It is a process of coordinating messages across our government and with our allies, and of synchronizing and integrating information with other instruments of national power.
An important start for DoD was to contract for an organization that finds and reports adversaries' information that is found in public domain, open source media with the goals of speed, accuracy, and an unclassified format that is readily useable.



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