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What is…?
Strategic communication is a planned series of sustained and coherent activities that develop
and promote ideas and opinions with the objective of
changing or sustaining particular types of behaviour
Strategic communication is NOT simple media interaction,
Information Operations, advertising, marketing,
propaganda or spin
Counterterrorism is the collective term for measures
intended to combat or reduce terrorism, and is primarily pre-
emptive in nature
Terrorism is the calculated use, or threat of use, of violence for
political purposes against civilians
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Key Questions
Do we understand the
behaviour? Where are the trigger points and barriers?
Can we design interventions
that can change this behaviour?
Can we model the behaviour?
How does communication support these interventions?
What influences this behaviour?
How do we measure any
changes?
?
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Intercultural Intelligence Gap
Source: S.A. Tatham, Dec 2008
It’s not hard to see why the West has difficulty communicating
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Audience Segmentation
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Insiders
Existing Backers and Supporters
Muslims who could support
Troublemakers, Apostates, Jews,
Unbelievers
Outsiders
Conclusion• Strategic communication can be utilised to counter
terrorist narratives and to support interventions aimed at preventing or reducing the incidence of violent radicalisation
• A far more sophisticated understanding of the complex systems nature of the communication space is required
• Western governments’ credibility is too compromised and their ability to control the delivery of a common counternarrative is too fragmented to consider investment in such an initiative at this stage
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