Dr Zia Ul Haque
The significance of strategic communication cannot be overstated; however, the subject is as old as humanity, even if the phrase or terminology is relatively new. The famous quotations by legendary figures across cultures were a form of strategic communication. Sun Tzu’s dicta that ‘all wars are based on deception’ or ‘win a war without fighting’ were nothing but strategic communication. Lord Palmerston’s ‘no permanent friends and foes, but the interests’ or Clausewitz’s ‘war is a continuation of politics by other means’ also fall in the domain of strategic communication.
There are millions of such examples from antiquity to the present; however, the methodology may have changed over time due to the information revolution and technological developments. Yet the purpose has not changed: to convey a meaningful message to those most concerned effectively.
However, it is necessary to highlight the significance of strategic communication through the lens of Holy Books. Juda’s saying that Joseph (AS) may have assigned Prophethood, but the religion will be under my name, hence Judaism became the oldest Abrahamic religion. Likewise, the phrase “for you it is your religion, and for me it is mine,” or “You have your way, and I have my way,” (109:6) is perhaps the most succinct form of strategic communication.
The Creator’s directives to Adam (AS) were that he should not eat from the forbidden tree, or Satan’s persuasion to do so, were all forms of strategic communication. The Creator sent the Holy Messages through His Messengers, and the Messages were conveyed most effectively; however, people at the time were reluctant to accept them for various reasons. Likewise, Prophet Ibrahim’s (AS) conversation with his father and the people of his tribe, or the Prophet Nooh’s (AS) warning to his people before the high tide, could drown them, were also forms of strategic communication.
From the above examples, one can imagine at least four things of great significance. One: the content; two: the audience; three: the methodology; four: the communicator. Perhaps the most important factor is the communicator’s communicability with the communicants.
Further simplifying it through the famous 5Ws and a H. Clarity of Purpose: what do you want to achieve? Timings: when should we do it? Location: where should it be performed? Selection of audience: whom do you want to impress? Crafting the narrative: why is it necessary to do it? And the strategic communication: how should it be done?
There is little doubt that, no matter how strong the narrative is, if the timing, location, methodology, and communicability are not considered, it may fail to achieve the desired objectives. In contemporary times, long speeches are not needed to communicate on strategic issues; a tweet on ‘X’ can accomplish what an hour-long speech could in earlier times.
For instance, President Trump does not wait for his next speech to communicate his intent, regardless of the subject’s significance. Refusal to accept the rule-based international order to the acquisition of Greenland, even by force, is all done on X, and it remains perhaps more effective than his speech at the UN or at the World Economic Forum in Davos.
Interviews with electronic media may also lose their appeal for strategic communication, as the same can be achieved through short reels on social media. What is important is how to employ it to maximise the effectiveness of a single communication. Since information is processed and disseminated rapidly, it also vanishes quickly if it fails to impress the audience. To avoid losing space on social media, it is necessary to keep the 5Ws and H in mind before each strategic communication. Timing is as important as the message, and methodology is as significant as audience selection. Likewise, never lose sight of the purpose and the desired objectives.
Remember, strategic communication is not confined to only peace and conflict, strategic studies, or international relations. It is equally important in planning, marketing, public relations, technical and political communication. Likewise, it is extremely important in social interaction, media management, show business, and the economy.
It is evident that communicators seek to impress their audiences through strategic communication, and in modern times, the most effective tool available is social media. Therefore, social media literacy must be given due importance in our curriculum to train our future, not only leaders, but the generation.
I maintain that my students must be better than I am so that society can grow; otherwise, it will remain stagnant, and we will be unable to compete in a rapidly evolving international system. The writer of this article has authored four international books: Nuclear Deterrence and Conflict Management Between India and Pakistan, South Asia Needs Hybrid Peace, Understanding Sun Tzu and the Art of Hybrid War, and Diplomacy and Deterrence.”
