Pubic Affairs: A Strategic Communication Force Multiplier

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INTRODUCTION

As the 10th anniversary of the September 11 attacks approaches, it is surprising and somewhat disconcerting that the United States is still struggling with how to employ strategic communication (SC). Many believe the main reason the US is losing the global war of ideas and the war on terror itself is directly related to its inability to effectively communicate and XX. Making gains in the war on terror will not come from kinetic actions alone. “In order to be successful, it’s important for our messages to be coordinated – quick and credible. They must speak to the conscience of people around the world.” Unfortunately, the U.S. military hasn’t been overly successful in this arena. There is much work to be done to improve SC efforts within the Department of Defense (DoD).

Operational leaders appreciate that SC is a critical element to achieving victory in current and future conflicts, but continue to struggle with how to employ SC given the lack of doctrine. A view across the combatant commands illustrates that “many different approaches to SC are being utilized, with uneven results. Processes are often quite different and integration into the planning process is not consistent.” Operational planners recognize SC is a necessary element of planning but are unsure how to plan for it.

Defense Department senior officials have determined that the employment of strategic communication is a means to achieving strategic ends. The most effective way to achieve noted strategic ends is through the utilization of Public Affairs (PA) as a strategic communication force multiplier. This paper examines the evolving nature of SC, reviews current joint doctrine to identify gaps in guidance, analyzes the efforts in execu...

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