ARRC JOURNAL
Conclusion
Objectives
A StratCom mindset has to:
• Start with a desired endstate not an
activity;
• Understand that communication is a
Review and refresh
the approach after
each phase of the
campaign
Audience Insight
key objective to all activity, and that all
activity communicates;
• Be able to view our activities (both
words and deeds) through
audiences’ eyes, ears and brain.
Strategy/Idea
the
• Understand that sound tactical action
may have adverse strategic effects; we
may win the battle but lose the war!
ABOUT THE AUTHOR
Implementation
Feedback
to optimise
implementation
Scoring/Evaluation
So What?
It is vital that all personnel in an
organisation understandand are aligned
to a StratCom mindset, thereby ensuring
that finite resources are focussed on
the desired end state and its supporting
objectives. If they do not, energy and
effort will be wasted on non-essential
activities, and well-meaning tactical
activity could undermine the strategic
intent. But what does this mean for the
NATO Military structure?
Objectives: NATO’s ‘raison d’etre’ is
the deterrence of potential adversaries,
and reassurance of alliance members
and their populations. Both of these are
communication effects – so NATO’s key
output is communications. Consequently.
Commanders at all levels need to ensure
that measurable effects for all activities
conducted by their organisation include
the delivery of one or both of these
effects; and communications form part of
all initial scoping and planning.
Audiences: NATO has 29 Allies,
numerous
partners,
and
several
potential adversaries. Those audiences
span a huge range of cultural, linguistic
and ethnic diversity; each with a deeply
ingrained narrative. Understanding each,
communicating with each, and ensuring
that those communications are mutually
supporting and do not contradict each
other is a huge task that can only be
done if Alliance and National capabilities
are brigaded and aligned; a role ideal for
the NFS.
14
Wg Cdr Peter Clarke is currently Chief
PAO in the Joint Fires and Influence
Branch at HQ Allied Rapid Corps.
ALLIED RAPID REACTION CORPS
Strategy: While nationally, politicians
have no concerns messaging their
populations to achieve a desired
effect, the same is not true of external
organisations, however friendly. This
gives the NFS a key role in enabling,
coordinating and supporting bi-lateral
NATO/National communications to their
home audiences.
Implementation: To be effective, NATO
communications need to be conducted
at all levels; making clear direction and
delegation essential. NATO StratCom
Frameworks, correctly used, enable
NCS/NFS personnel to effectively direct
their organisations communications
outputs; and to understand when and
how to get direction if they are unsure.
Deterrence of potential adversaries is a
fundamental role for NATO