In Search of the Art and Science of Strategic Communication

Abstract

Abstract : Strategic communication in the Department of Defense clearly has moved forward under the tutelage of Secretary Robert Gates. In a far-ranging speech at the University of Kansas in November 2007, Dr. Gates bemoaned the inability of the United States to communicate to the rest of the world what we are about as a society and a culture. Had the discussion ended there, a legitimate impression may have been conveyed that senior officials in the national security and foreign affairs sectors of the US government still were sorting out how to apply the principles of strategic communication. But on 17 September 2008, Dr. Gates announced a new policy of apologizing for Afghan civilian casualties and offering compensation to survivors even before all the facts were known. There were obvious downfalls to this decision, not the least of which is that the wrong people might be compensated. But perhaps Dr. Gates is demonstrating that he understands the value of a rapid, compassionate response. The policy aim had much less to do with compensation and everything to do with sending a message that the United States cares about the Afghan people. So the Secretary's action closed a proverbial say-do gap and made inroads in the elusive battle of ideas. It was a first but important step in this ongoing and generational ideological struggle. Secretary Gates then changed commanders and strategy in Afghanistan, recognizing the importance, in large part, of the perceptions of the Afghan people regarding American military actions and presence.