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.
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