1. Ro b e r t H a st i n g s
A c t i n g A s s i sta nt S e c reta r y o f D efe n s e ( P u b l i c A f fa i rs )
2 0 0 8 - 2 0 0 9
Principles of
STRATEGIC COMMUNICATION

5. Strategic Communication
The Information Environment is Changing…… Every Day
• Traditional channels are less trusted than new media
• Media coverage is a fact of life
• There is no longer a news cycle – reporting is instantaneous
• Thru news reporting, tactical actions can have immediate
strategic consequences
• We are competing with many voices
• Technology equalizes big and small voices
• New media and new journalism are here NOW
• Information operations are continuous – there is no end for
information engagements

6.  Report of the Defense Science Board Task Force on Strategic
Communication; 2004
 QDR Strategic Communication Execution Roadmap; 2006
 U.S. National Strategy for Public Diplomacy and Strategic
Communication; 2007
 DoD Principles of Strategic Communication; 2008
 DoD Strategic Communication Joint Integrating Concept; 2009
 DoD Report on Strategic Communication; 2009
 USG National Framework for Strategic Communication; 2010
US Strategic Communication Roadmap

7. Strategic Communication
“To succeed, we must understand the United States is engaged in
a generational and global struggle about ideas, not a war between
the West and Islam. It is more than a war against the tactics of
terrorism. We must think in terms of global networks, both
government and non-government. If we continue to concentrate
primarily on states ([i.e.,] 'getting it right' in Iraq, managing the next
state conflict better), we will fail.
Strategic communications require sophisticated methods that map
perceptions and influence networks, identify priorities, formulate
objectives, develop themes and messages, leverage new strategic
and tactical dynamics and, ultimately, monitor success.”
Dr. William Schneider
Chairman, Defense Science Board

8. US Government Definition
The synchronization of words and deeds
with active consideration of how they will be
perceived by selected audiences;
Programs and activities deliberately aimed
at communicating and engaging with
intended audiences, including those
implemented by public affairs, public
diplomacy, and information operations
professionals.
National Framework for Strategic Communication
March 2010
Strategic Communication

9. A key lesson from previous DoD efforts to conceptualize and
organize for effective strategic communication is that processes
intended to develop separate and distinct strategic
communication priorities, plans, or organizations are ineffective
when divorced from other planning processes.
Some in DoD are increasingly using the term "strategic
engagement and communication" instead of the term "strategic
communication," as the latter term is often misinterpreted to imply
a narrower concern with media, messaging, and traditional
"communications" activities.
Department of Defense
Report on Strategic Communication
December 2009
Strategic Communication

10. The strategic communication process is designed to
synchronize - and thus maximize the impact of -
efforts to achieve one or more of the following:
 Improve U.S. credibility and legitimacy;
 Weaken an adversary's credibility and legitimacy;
 Convince selected audiences to take specific actions
that support U.S. or international objectives;
 Cause a competitor or adversary to take (or refrain
from taking) specific actions.
Strategic Communication Joint Integrating Concept; 2009
Strategic Communication

11. Four instruments used to deliver Strategic Communication:
 Public diplomacy; activities that seek through the exchange of
people and ideas to build lasting relationships and receptivity to a
nation’s culture, values, and policies.
 Public affairs; communication activities intended primarily to
inform and influence audiences through news media and public
information.
 International broadcasting services: funded government
programs to transmit news, information, public affairs programs,
and entertainment to global audiences via a variety of means.
 Information operations; associated military activities which
include computer network operations, electronic warfare,
operational security, military deception, and PSYOP.5
Strategic Communication Joint Integrating Concept; 2009
Strategic Communication

12. Gentle/Indirect Forceful/Direct
Inform Educate Influence/Advocate Induce/Coerce
PSYOPS
The Information Spectrum
MIL
DEC
Info Operations
PSYOPS
Public Diplomacy
Public Diplomacy
Public Affairs

13. Strategic Communication
“Strategic communication should be an enabling function that
guides and informs our decisions and not an organization unto
itself. Rather than trying to capture all communication activity
underneath it, we should use it to describe the process by which we
integrate and coordinate.
To put it simply, we need to worry a lot less about how to
communicate our actions and much more about what our actions
communicate. I also hope we learn to be more humble, to listen
more. Because what we are after in the end—or should be after—
are actions that speak for themselves, that speak for us. What we
need more than anything is credibility.
And we can’t get that in a talking point.”
Admiral Mike Mullen
Chairman, Joint Chiefs of Staff

14. DoD Principles of
Strategic Communication
Principles of Strategic Communication

15. Strategic Communication….
The synchronization of
actions, images, and words
to achieve a desired effect.
Principles of Strategic Communication

16.  Leadership-Driven.
Leaders must decisively
engage and drive the
Strategic
Communication process.
 Credible. Perception of
truthfulness and respect
between all parties.
Principles of Strategic Communication

17.  Understanding. Deep
comprehension of
attitudes, cultures,
identities, behavior,
history, perspectives and
social systems.
 Dialogue. Multi-faceted
exchange of ideas to
promote understanding
and build relationships.
Principles of Strategic Communication

18.  Pervasive. Every action,
image, and word sends a
message.
 Unity of Effort. Integrated
and coordinated, vertically
and horizontally.
 Results-Based. Actions to
achieve specific outcomes
in pursuit of a well-
articulated endstate.
Principles of Strategic Communication

19.  Responsive. Right
audience, right message,
right time, and right
place.
 Continuous. Diligent
ongoing research,
analysis, planning,
execution, and
assessment that feeds
planning and action.
Principles of Strategic Communication

20. A New Breed of Communicator………must
• Exert influence at the front end
• Work every channel
• Listen, understand, know audiences
• Shape environment
• Act first and communicate first
• Research, assess and measure
• Work as part of the leadership team
• Embrace technology
• Ride the wave of change
• Be resilient, agile and fast
• Deliver results
Strategic Communication

21. Principles of Strategic Communication
Robert Hastings
Robert.T.Hastings@gmail.com.
“The newest computer can merely compound, at speed, the oldest problem in the relations between human beings,
and in the end the communicator will be confronted with the old problem, of what to say and how to say it.”
Edward R. Murrow