Strategic communication in the foreign policy, development and security arena – what’s that all about?
It’s about contributing to policy and guidance, providing strategic counsel, nurturing linkages and relationships between policy mechanisms, coordinating between national, international and non-governmental entities.
It’s about communicating in a highly charged, ethically challenging, fast moving, traditional and digital, multi-spectral, politically sensitive, conflict-ridden and culturally diverse environment.
It’s about employing media relations, advocacy, lobbying, grassroots activism, de-radicalisation, crisis management, new technologies and old.
It’s about the utility of forums, blogs, twitter, facebook, TV, radio, print, street chatter, posters, networks, crowdsourcing, mobile technology and academic discourse.
It’s about taking part in conversation, dialogue, consultation, education, monitoring, analysis, research, polling, cooperation and collective action.
It’s about understanding narrative, strategy, tactics, messages, identity, objectives, framing, behaviour, attitude, opinion and delivery.
It’s about appreciating sociology, anthropology, history, culture, group dynamics, behavioural ecomonics, organisational theory and psychology.
It’s about engaging with people, publics, stakeholders, governments, activists, opinion leaders, think tanks, NGOs and the military.
It’s about developing media industry, legal infrastructure, free press, media literacy, social activism, technology for development, institutional communications and public affairs.
It’s about managing media liaison, press releases, events, synchronisation, internal communications, spokespeople and social media.
But, simply put, what it’s really all about is bringing all of the above together.
That’s what it’s all about.