Challenges of Strategic Communication

• Author: Michael A. Brown
• Position: Rear Admiral, United States Navy
• Pages: 251-253

XV

Challenges of Strategic Communication

Michael A. Brown*

Successful strategic communication is vital to ensure the success of US policy

abroad and at home and to restore global credibility damaged by recent scan-

dals and our inability to compete in aglobal market for American ideals on atimely

and relevant basis. The United States is constantly under the international micro-

scope, and how we deal with issues like North Korea, Iran and the recent outbreak

of hostilities between Lebanon and Israel is debated, discussed, supported and vili-

fied in the international community on adaily basis. It is critical that we do not fall

into the realm of "Do as Isay, not as Ido" as we craft our strategic message to the

global community. Too often the actions we take speak louder than what we say

—

most especially when those actions are not consistent with our strategic message.

We need to consider many points of view when dealing with the issue of strate-

gic communication, with generational, ideological, religious, global and regional

impacts requiring aconsistent and coordinated theme or message. Strategic com-

munication is about shaping choices at many levels to avoid crisis or lessen crisis,

defeat propaganda, explain aposition (legally, morally or ethically) and shape the

future. The message is dynamic, continually requiring assessment and change, and

requires an agile and coordinated approach both horizontally and vertically

through all levels of government. We can no longer focus on single areas ofrespon-

sibility—every action or inaction has the potential to be global in nature. The wider

Rear Admiral, United States Navy.