The Battle for Importance

 

The Battle for Importance

Strategic Communication and Public Diplomacy cannot exist alone. These two communication concepts are interdependent and must not be viewed through the lens of hierarchy. Christopher Paul defines strategic communication as coordinating what you do and say in support of your policy objectives.  He further describes strategic communication as coordinated actions, messages, images and other forms of engagement for the purpose of informing, influencing or persuading an audience in support of national objectives. Some schools of thought will argue that one concept is subordinate to the other. However, when we examine the aims of both concepts, we can benefit from understanding their value and importance equally. I do not advocate for using the terms interchangeably, however, I don’t suggest that there should be a battle for importance.

Defining both public diplomacy and strategic communication is a constantly evolving process.  The concepts will always be defined based on who creates the frame and how the term is conceptualized. The Department of Defense and The Department of State will define the term differently based on their resources and assets. Each entity may have similar measureable objectives; however they will define the term differently based on their individual frame.  It would be beneficial for academics, policy leaders, and diplomats to not classify these ideas by level of importance, but rather by their combined significance to the field. If we are to truly improve strategic communication and public diplomacy efforts, we must shift our energy from isolating the two terms, and instead figure out how they can be used simultaneously.  Informing, influencing and persuading are at the very heart of public diplomacy.  Framing a message in support of a foreign policy objective is what drives the work of public diplomacy. Public diplomacy thrives through the process of two- way messaging just like strategic communication.  Some will make the argument that strategic communication should operate in a broadcast like manner, however, listening is just as important to the communication exchange as it is with public diplomacy.  Public diplomacy and strategic communication equally reflect the values of the organization to influence their audience in some capacity. Understanding their combined importance is critical to advancing any communication effort.