The recent change in social media policy by US DoD is a sign of the times and in fact may represent a real paradigm shift in management culture surrounding the relationship between military personnel and the outside world. Whilst CB3 welcomes this move, appreciating that it won’t come without its pitfalls and problems, the deeper societal, psychological, cultural, relational, management and organisational ramifications of this move are as yet unknown. This may be only the start of the shifting of institutionally inert techtonic plates – watch this space.
In the meantime, below see David Meerman Scott interview Roxie Merritt, Director of New Media Operations at Office of Assistant Secretary of Defence for Public Affairs, talking about this bold move.
Renowned and prolific blogger Mountainrunner recently posted on ‘The False Hope of the President’s Public Diplomacy’ and it’s well worthwhile a perusal.
CB3 largely concurs with Mountainrunner’s sentiments. The points are well made and for the most part entirely valid, although the comment ‘Public diplomacy must be re-framed as direct or indirect engagement of foreign audiences to further America’s national security’ seems to back up a DoD-centric view. This may be mere semantics but security can be a loaded word and PD operates across a policy spectrum – albeit all contributing to security.
The phenomena of ultimately leaving much foreign policy communicative effort to the military, who at least have the resources (but not necessarily the expertise), appears to be common, not only in the US but also, maybe to a slightly lesser degree, in the UK. NATO and the EU (within ESDP civ-mil operations) are also not immune to this.
Further, the narrowing of the word-deed gap is critical to the success of PD, which requires it to be deeply ingrained in policy-making (as Murrow appreciated). The corporate world has taken this on board but political institutions, even in the most developed nations on the planet, still don’t fully appreciate this fact, despite the recognition of the monumental societal changes being braought about by the information age. The Obama administration is good on the word but still has to follow upon the deed (good intentions lead the way to hell etc).
The US is now in a good position to make good on the Obama effect and take PD seriously, but I fear that political infighting is taking its toll. State needs to take a stand if the US is to capitalise on this window of opportunity.