What is SC?
Strategic communication involves essentially two different concepts – one that is used primarily in a national security context, and the other in marketing. The two, however, are closely related; we will refer to this hybrid concept as SC.
NATIONAL SECURITY component
The White House Strategic Communications Report to Congress released March 17, 2010, states:
“Over the last few years, the term ‘strategic communication’ has become increasingly popular. However, different uses of the term ‘strategic communication’ have led to significant confusion. …. By strategic communication(s)’ we refer to: (a) the synchronization of words and deeds and how they will be perceived by selected audiences, as well as (b) programs and activities deliberately aimed at communicating and engaging with intended audiences, including those implemented by public affairs, public diplomacy, and information operations professionals.”
In Joint Force Quarterly’s Interagency Dialogue series (Issue 39, 2005), another definition was coined by the late Jeff Jones, former Director for SC and Information at the National Security Council, who refers to SC as “the synchronized coordination of statecraft, public affairs, public diplomacy, military information operations, and other activities, reinforced by political, economic, military, and other actions, to advance U.S. foreign policy objectives.”
The standard national security definition, used throughout the Defense Department, is found in the DOD Dictionary of Military and Associated Terms, JP 1-02:
“Focused United States Government efforts to understand and engage key audiences to create, strengthen, or preserve conditions favorable for the advancement of United States Government interests, policies, and objectives through the use of coordinated programs, plans, themes, messages, and products synchronized with the actions of all instruments of national power. Also called SC.”
BUSINESS and MARKETING-RELATED componentThe business-related definition is more closely related to marketing and public affairs. The Strategic Communications Group, for example, claims that ”by applying our public relations expertise, sales-focused philosophy, and deep knowledge of the technology, telecom, and healthcare markets, we’ve proven the value of social media repeatedly—for some of the world’s biggest and fastest-growing companies.” The mission of the University of Southern California’s Annenberg School for Communication and Journalism is “to advance the study, practice and value of the Public Relations profession by conducting practical, applied research in partnership with other visionary organizations.” And here is how the International Association of Business Communicators (IABC) understands it: ”Strategic communication has never been more important. New media, social integration, changing demographics, shifting corporate cultures, global challenges, the constant need to stay ahead and on top—all of these factors are driving a massive shift in how organizations communicate to each and every audience – from employees to communities to the world at large.” The IABC thus promises that its one-day workshop, to be held at theJohnsHopkinsUniversity in October 2010, “is capable of providing nothing less than ”all of the tools you need to be a leader in strategic communication. Walk away with a big picture plan, the how-to tactics and tangible take-aways you need.”
THE HYBRID CONCEPT
According to a RAND report released in 2007, Enlisting Madison Avenue: The Marketing Approach to Earning Popular Support in Theaters of Operation, however, there are good reasons to use at least some marketing tools in a national security context:
“Adversaries’ shaping tools include intimidation, publicity for anti-U.S. attacks, disinformation, and the provision of basic humanitarian assistance in an effort to undermineU.S.assistance efforts, to name but a few… [I]n today’s global media environment, messages are spread to audiences broader than originally intended, with potentially negative consequences. Culturally based perceptions can compound these negative effects as audiences perceive messages and actions in ways not intended.”
The RAND study therefore recommends applying such marketing concepts as Branding, Instilling Consumer Satisfaction, Customer-informed decision-making, along with Harnessing the power of influencers, in a variety of national security contexts – indeed, even in war zones. In the same vein, the IWP Strategic Communication website seeks to explore both aspects of strategic communication.
