![Page 1: What is…? Strategic communication is a planned series of sustained and coherent activities that develop and promote ideas and opinions with the objective](https://reader035.vdocument.in/reader035/viewer/2022070403/56649f2a5503460f94c44fee/html5/thumbnails/1.jpg)
![Page 2: What is…? Strategic communication is a planned series of sustained and coherent activities that develop and promote ideas and opinions with the objective](https://reader035.vdocument.in/reader035/viewer/2022070403/56649f2a5503460f94c44fee/html5/thumbnails/2.jpg)
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
2
![Page 3: What is…? Strategic communication is a planned series of sustained and coherent activities that develop and promote ideas and opinions with the objective](https://reader035.vdocument.in/reader035/viewer/2022070403/56649f2a5503460f94c44fee/html5/thumbnails/3.jpg)
How can Strategic Communication contribute to Counterterrorism?
ViolenceRadicalisation
3
![Page 4: What is…? Strategic communication is a planned series of sustained and coherent activities that develop and promote ideas and opinions with the objective](https://reader035.vdocument.in/reader035/viewer/2022070403/56649f2a5503460f94c44fee/html5/thumbnails/4.jpg)
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?
?
4
![Page 5: What is…? Strategic communication is a planned series of sustained and coherent activities that develop and promote ideas and opinions with the objective](https://reader035.vdocument.in/reader035/viewer/2022070403/56649f2a5503460f94c44fee/html5/thumbnails/5.jpg)
5
The Belief-Behaviour Gap
Adapted from: Leuprecht et al, 2010
![Page 6: What is…? Strategic communication is a planned series of sustained and coherent activities that develop and promote ideas and opinions with the objective](https://reader035.vdocument.in/reader035/viewer/2022070403/56649f2a5503460f94c44fee/html5/thumbnails/6.jpg)
6
Intervention Process
Adapted from: A. Darnton, 2008
![Page 7: What is…? Strategic communication is a planned series of sustained and coherent activities that develop and promote ideas and opinions with the objective](https://reader035.vdocument.in/reader035/viewer/2022070403/56649f2a5503460f94c44fee/html5/thumbnails/7.jpg)
Western Use of Strategic Communication
7
![Page 8: What is…? Strategic communication is a planned series of sustained and coherent activities that develop and promote ideas and opinions with the objective](https://reader035.vdocument.in/reader035/viewer/2022070403/56649f2a5503460f94c44fee/html5/thumbnails/8.jpg)
Intercultural Intelligence Gap
Source: S.A. Tatham, Dec 2008
It’s not hard to see why the West has difficulty
communicating
8
![Page 9: What is…? Strategic communication is a planned series of sustained and coherent activities that develop and promote ideas and opinions with the objective](https://reader035.vdocument.in/reader035/viewer/2022070403/56649f2a5503460f94c44fee/html5/thumbnails/9.jpg)
Terrorist Use of Strategic Communication
9
![Page 10: What is…? Strategic communication is a planned series of sustained and coherent activities that develop and promote ideas and opinions with the objective](https://reader035.vdocument.in/reader035/viewer/2022070403/56649f2a5503460f94c44fee/html5/thumbnails/10.jpg)
Audience Segmentation
10
Insiders
Existing Backers and Supporters
Muslims who could support
Troublemakers, Apostates, Jews,
Unbelievers
Outsiders
![Page 11: What is…? Strategic communication is a planned series of sustained and coherent activities that develop and promote ideas and opinions with the objective](https://reader035.vdocument.in/reader035/viewer/2022070403/56649f2a5503460f94c44fee/html5/thumbnails/11.jpg)
“How-to” Guide for web-Jihadists
11Source: J. Brachman, 2010
![Page 12: What is…? Strategic communication is a planned series of sustained and coherent activities that develop and promote ideas and opinions with the objective](https://reader035.vdocument.in/reader035/viewer/2022070403/56649f2a5503460f94c44fee/html5/thumbnails/12.jpg)
Global Jihadi Meta Narrative
12
![Page 13: What is…? Strategic communication is a planned series of sustained and coherent activities that develop and promote ideas and opinions with the objective](https://reader035.vdocument.in/reader035/viewer/2022070403/56649f2a5503460f94c44fee/html5/thumbnails/13.jpg)
Objectives of the Global Jihadi Narrative
13
![Page 14: What is…? Strategic communication is a planned series of sustained and coherent activities that develop and promote ideas and opinions with the objective](https://reader035.vdocument.in/reader035/viewer/2022070403/56649f2a5503460f94c44fee/html5/thumbnails/14.jpg)
Counter-narratives or Countering Narratives?
14
![Page 15: What is…? Strategic communication is a planned series of sustained and coherent activities that develop and promote ideas and opinions with the objective](https://reader035.vdocument.in/reader035/viewer/2022070403/56649f2a5503460f94c44fee/html5/thumbnails/15.jpg)
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
15