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Understanding Strategic Communication

  • Admin
  • 3 days ago
  • 5 min read

Updated: 3 days ago

🎉 Welcome to the first edition of the GDG Inspire’s newsletter, The StratComm Insights!


In this first Insight Edition, we invite our readers to reflect on the concept of Strategic Communication, exploring its definitions through the lenses of Military and Civil use of StratComm and its impact on national security and defence. 


Strategic Communication 

Strategic communication is a field that transcends traditional boundaries, probably one of the reasons why there is not a univocal definition in academia or in the business world.



It is a policy field: simply said, hardly implemented.


As obvious as it may sound, strategic communication differs from "mere" communication because it is "strategic". Being STRATEGIC means first and foremost having a comprehensive understanding of the information environment - in macro and micro terms.


Not only it requires a fully-fledged knowledge of the specificities of the ecosystem where communications intervene, which means: what are the actors that are mostly influential and credible in a given context?; what channels of communications are mainly used by public authorities, considering the digital age's proliferation of a diversification of media channels? It shall also rely on a dedicated audience analysis.


Who are the audiences we care about? Why? How do they get their information? What are their grievances and fears?

Being STRATEGIC also entails having SMART objectives (Specific; Measurable; Attainable; Relevant; Time-bound).


But while all this is not new for most readers, i.e. you need a strategy to be strategic, what drives more confusion pertains to what we mean by "communication".


Communication may be tangible or intangible: silence is also communication and can be strategic.

For example, in crisis communications in the aftermath of a terrorist attack, deciding to publicly omit the name of the perpetrator(s) is a strategic communication choice, with the objective of non indirectly glorifying someone that is likely looking for media attention an public exposure. The best example of this kind of choice is Jacinda Arden's messaging after Chirstchurch attack (min 1:24 onwards). 


At its core, StratComm is about impacting on or promoting behavioural and attitudinal change in target audiences. 

Whether in civilian or military contexts, the application of StratComm involves a blend of messaging and deeds across all levels of engagement, customised to the strategic objectives of organizations or nations. 


Strategic communication is a public policy area that can, in fact should, apply to all range of government policies. 

Ideally, teams shall be multi-disciplinary: psychologists, behavioural scientists; media experts; community organisers; inter-institutional relations and network managers.

As such, they need independent budget and dedicated resources to integrate their practices across government.


Civil Applications of StratComm


In the civil sphere, StratComm is fundamental in policy advocacy, public campaigns, and fostering democratic engagement, including by addressing polarisation and promoting social cohesion. In our first edition, we emphasized the need of engaging multiple stakeholders to avoid echo chambers and ensure a broader, more inclusive conversation. This involves the necessity of a planned, methodical approach to communications, aiming for long-term influence and behavioral change. 


By prioritizing ethical standards and informed public discourse, StratComm highlights the importance of communication in shaping public policy and social norms.

At the EU level, strategic communication is often referred to as the scope of activities implemented by the EU Strategic Communications Task Force (EUvsDisinfo), run by the European External Action Service. A report produced for the European Parliament by the EU Institute for Security Studies defines StratComm as “communications activities with an agenda or a plan”. However, the report seems to define StratComm in an optic of countering someone's narratives - an external actor in the specific case. 


We would maintain that stratcomm is equally a practice of promoting narratives, regardless of a specific (internal or external) threat. 

In fact, oftentimes, strategic communications ends up being reactive rather than proactive, and thus it loses the long-term strategic aspect.


Military Applications of StratComm


In the military sphere, StratComm plays a crucial role in supporting operations, policy implementation, and international collaboration by employing a systematic and coherent strategy across strategic, operational, and tactical levels. 


NATO defines strategic communication as “the coordinated and appropriate use of NATO communications activities and capabilities – Public Diplomacy, Public Affairs, Military Public Affairs, Information Operations (IO) and Psychological Operations (PsyOps) – as appropriate in support of Alliance policies, operations and activities, and in order to advance NATO’s aims”. This approach is aimed at supporting alliance policies, operations, and military activities.


StratComm applied in a military context may fall within the definition of hybrid cognitive warfare - as a non-kinetic and asymmetrical weapon to wedge audiences towards a defines geopolitical objective. 

Military vs. Civil StratComm


The distinction between military and civil applications of StratComm highlights the field's diverse scope and ethical complexity.


Compared to the civil applications, #stratcomm in the military context:


  • Is subject to less internal public scrutiny, as it affects third countries;

  • Has less ethical constraints when it comes to audience research & target methods.


Historically, however, the shadow of PsyOps operations has reverbarated into the "reputation" of stratcomm, raising ethical concerns over its use - also in a civil environment.


While in the military context, StratComm involves PsyOps as an integral part of its operations, to disseminate selective information, influence the emotions, motives, objective reasoning, and the behaviour of foreign governments, organizations, groups, and individuals, this approach raises significant ethical debates concerning the manipulation of information and its potential impact on public opinion and democratic values.

On the contrary, in the civil use of StratComm, transparency, accountability, and the promotion of democratic principles hold a key role. 


From a methodological standpoint, the underpinning principles of the StratComm discipline are comparably identic, be it used in civil or military context.


Conclusion 


StratComm is a dynamic and multifaceted field that includes a range of activities aimed at understanding and influencing target audiences, applicable in business and government matters. 

The dichotomy between its application in military and civil contexts reflects the diverse ruleframe and ethical considerations inherent in each approach. Understanding these differences is crucial for navigating the complexities of StratComm, ensuring that whether for national security or public policy, communication strategies are employed with ethical consideration and strategic foresight. 


Ignite Your Inspiration 


Join Our Community

We are always searching for contributions to the field of strategic communication. If you are involved in or know of relevant events, projects, or initiatives, we encourage you to share these with us: info@gdginspire.com


Feedback and ideas are welcome and encouraged! Share your thoughts, insights, or suggestions.

 
 
 

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