Strategic Communication is the "coordinated actions, messages, images, and other forms of signaling or engagement intended to inform, influence, or persuade selected audiences in support of national objectives."[1] There is often debate and discussion concerning what makes strategic communication. Regarding definition, psychological operations, public or civil affairs, information operations and public diplomacy are seemingly the least contested components of U.S. strategic communication.[2] With those components, the most important factor that separates strategic communication from other types of communication is the synchronization and coordination of U.S. efforts. For example, in the National Strategy for Public Diplomacy and Strategic Communication, all strategic communication efforts activities should:[3]
Strategic communication can be a major tool against adversaries that threaten values supported by the United States. U.S. strategic communication promotes democratization and good governance.[4] It proved vital in winning the Cold War. In the 21st Century, it is critical in countering the radical ideologies of the Islamic Republic of Iran, the Muslim Brotherhood, al- Qaeda and other extremist organizations.[5] [6] [7]
Academics and professionals alike have yet to find consensus on a universal definition. As explained by Professor Dennis Murphy of the U.S. Army War College, "strategic communication is an emergent concept with several definitions floating about, no doctrinal base and a lexicon that fails completely to convey the desired understanding."[8] The uncertainty among professionals however, has not prevented some official definitions from being released.
2006 Quadrennial Defense Review Executive Roadmap for Strategic Communication
"Focused United States Government processes and efforts to understand and engage key audiences to create, strengthen, or preserve conditions favorable to advance national interests and objectives through the use of coordinated information, themes, plans, programs, and actions synchronized with other elements of national power."[9]
Department of Defense Dictionary of Military and Associate Terms (12 August 2012)
"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 instrument of national power."[10]
White House 2010 National Framework for Strategic Communication
"Strategic communication(s) refers 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."[11]
Strategic communication has been utilized in the United States for most of the 20th century. History, however, indicates that the U.S. primarily engages in strategic communication during times of need, such as World War I, World War II, and the Cold War The first organization that engaged in strategic communication was the Committee on Public Information (1917-1919).[12] The CPI was tasked with not only encouraging domestic loyalty, but to build understanding and support of U.S. foreign policy abroad. This committee was the first of many U.S. organizations dedicated to strategic communication, i.e. promoting U.S. interests overseas. In 1942, President Franklin D. Roosevelt created the United States Office of War Information to promote patriotism, and warn against enemy subversion through photos, posters, press releases, radio programs and even movies.[13]
The United States Information Agency (1953-1999) was the premier strategic communication organization for the latter half of the 20th century.[14] The USIA mission was:
"Tools of persuasion and inspiration were indispensable to the outcome of the defining ideological struggle of the 20th century. I believe that they are just as indispensable in the 21st century—and maybe more so."—Former Defense Secretary Robert Gates[16]
The United States Department of Defense actively engages in strategic communication abroad. In the DOD, activities related to strategic communication are information operations, psychological operations, public affairs and civil affairs, defense support to public diplomacy (DSPD), military diplomacy, and Visual Information (VI).[17] Unified Combatant Command (COCOMs) are major regional commands headed by a four-star flag or general officer. Strategic communication within these commands is up to the Commanders. For example, Pacific Command has a Communication Integration Working Group, and European Command has a Strategic Communication Working Group. ."[18] COCOMs also provide support to the Department of State's public diplomacy efforts pending a direct request from an embassy within the appropriate geographic area. These activities include hospital-ship visits, community-service activities or Military Information Support Team (MIST) visits.[18]
Civil Military Support Elements (CMSE) are also used to provide support to the DOS along with Military Information Support Teams. They emphasize U.S. commitments to the region, as well as moderate political messages to combat radical ideologies. Sometimes CMSE and MIST will provide textbooks and other educational materials for schools to create support for the U.S.[19]
Military Information Support Operations (MISO) and Civil Affairs System division are responsible for developing, acquiring, fielding and sustaining the SOF Information Environment. This includes managing three programs, MISO-Broadcast, Next Generation Loudspeaker System, and MISO-Print.[20]
MISO-Broadcast provides tactical, mobile and deployable radio and television systems.
Next Generation Loudspeaker System develops, integrates, acquires and fields transportable audio broadcast systems to MISO forces so they can reach targeted audiences in any potential environment. Specific systems include:
MISO-Print acquires, fields and sustains MISO for creating, editing and producing printed material.
Public Diplomacy is utilized by the United States Department of State to "support the achievement of U.S. foreign policy goals and objectives, advance national interests, and enhance national security by informing and influencing foreign publics and by expanding and strengthening the relationship between the people and government of the United States and citizens of the rest of the world."[21] These efforts are managed by the Undersecretary for Public Diplomacy and Public Affairs. Tara Sonenshine is the current Undersecretary. Her responsibilities include "leading the U.S. governments overall public diplomacy effort, increasing the impact of educational and cultural exchange, and developing and utilizing new technologies to improve the efficiency of public diplomacy programs."[22] The primary bureaus within the Department of State that engage in public diplomacy abroad are.":[22]
Within the Department of State is the interagency organization, Global Strategic Engagement Center (GSEC).[24] GSEC includes personnel from the Department of State, Department of Defense, the National Counterterrorism Center, the intelligence community and other U.S. government entities involved with strategic communication. This organization serves as the day-to-day interagency coordination, research, analysis and planning on U.S. strategic communication issues. The GSEC operationalizes decisions made by the Interagency Policy Committee (IPC) for Global Engagement. The Chair of the IPC is the Director of Strategic Communication, National Security Council (NSC).[25]
The Department of State is the lead organization in United States Cyber-Diplomacy. This new venture combines the traditional tools of public diplomacy with "innovations in communication and information technology."[26] Some United States Cyber-Diplomacy programs include Dipnote, Opinion Space, Virtual Student Foreign Service and Virtual Presence Post.[27]
Broadcasting Board of Governors(BBG) was created with the dissolution of the United States Information Agency. It assumed responsibility for all nonmilitary, international broadcasting sponsored by the U.S. including the Voice of America, Radio Free Europe/Radio Liberty, Radio Free Asia, Radio and Tv Martí and the Middle East Broadcasting Networks.[28] When these programs were under USIA, they proved strategically important in reaching audiences with valuable information behind the Iron Curtain.
The United States Agency for International Development(USAID) provides nonmilitary foreign assistance to countries around the world. USAID supports disaster recovery and promotes long-term and equitable economic growth. This is done by supporting efforts that support agriculture and food security, economic growth and trade, education, global health and other efforts.[29]