Report of the Defense Science Board Task Force on Strategic CommunicationDIANE Publishing, 2004 - 111 pages The Defense Science Board Summer Study on the Transition to and from Hostilities was formed in early 2004 (the terms of reference are contained in Appendix A) and culminated in the production of a final report and summary briefing in August of 2004. The DSB Task Force on Strategic Communication conducted its deliberations within the overall Summer Study schedule and revisited a topic that was addressed in October 2001.1 Task Force members and Government advisors are identified in Appendix B. The current Strategic Communication Task Force re-examined the purposes of strategic communication and the salience of recommendations in the earlier study. It then considered the following questions: (1) What are the consequences of changes in the strategic communication environment? (2) What Presidential direction and strategic communication means are required? (3) What should be done about public diplomacy and open military information operations? The Task Force met with representatives from the National Security Council (NSC), White House Office of Global Communications, Department of State (DOS), Department of Defense (DOD), Broadcasting Board of Governors (BBG), and the private sector (the schedule of meetings, briefings and discussions is contained in Appendix C). Based on extensive interaction with a broad range of sectors in the government, commercial, and academic worlds, as well as a series of highly interactive internal debates, we have reached the following conclusions and recommendations. |
From inside the book
Page 38
... audiences we wish to influence. But how to craft a message when our target audience is unwilling even to listen to us? What message can generate the desired impact on the targeted audience? We must begin by listening to that audience ...
... audiences we wish to influence. But how to craft a message when our target audience is unwilling even to listen to us? What message can generate the desired impact on the targeted audience? We must begin by listening to that audience ...
Page 41
... target audience itself. Target Demographics and Values. The official take on the target audience has been gloriously simple. If the enemy is a relatively small group of crazies and criminals — “Bad Muslims” — then the rest must be “Good ...
... target audience itself. Target Demographics and Values. The official take on the target audience has been gloriously simple. If the enemy is a relatively small group of crazies and criminals — “Bad Muslims” — then the rest must be “Good ...
Page 50
... audiences. All these constituents must understand what success means for them in personal terms. And a carefully defined ... target those constituents who can be moved—pragmatically and strategically picking our target audience. We must ...
... audiences. All these constituents must understand what success means for them in personal terms. And a carefully defined ... target those constituents who can be moved—pragmatically and strategically picking our target audience. We must ...
Page 54
... audience? Relevance: How will the U.S. define the role of its “brand” in terms of the needs and wants of key target audiences? Differentiation: How will the U.S. distinguish its “brand?” While the U.S. Government clearly shares respect ...
... audience? Relevance: How will the U.S. define the role of its “brand” in terms of the needs and wants of key target audiences? Differentiation: How will the U.S. distinguish its “brand?” While the U.S. Government clearly shares respect ...
Page 57
... target audience. Such products should be developed – or better – identified so that their broader distribution to the target audience can be underwritten. Use Interactive and Mediated Channels: Pervasive telecommunications technology ...
... target audience. Such products should be developed – or better – identified so that their broader distribution to the target audience can be underwritten. Use Interactive and Mediated Channels: Pervasive telecommunications technology ...
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Common terms and phrases
Advisor for Strategic agencies Al Hurra Al Jazeera American Arab Assistant Secretary Board of Governors Broadcasting Board budget Bureau Center for Strategic Cold Cold War combatant commands credible culture Defense Science Board Department’s Deputy National Security develop Diplomacy and Public diplomatic Director funding Global Communications hard support implementation influence insurgent interagency Internet Iraq Islam Islamists leaders Managed Information Dissemination military information operations Muslim World National Security Advisor networks Office of Global opinion and media Policy Coordinating Committee political campaigns President Presidential direction private sector PSYOP public affairs public diplomacy office radio Radio Sawa regimes responsibilities Secretary of Defense soft support Strategic Communication Committee strategic communication effort structures tactical target audience Task Force recommends television terrorism terrorists themes and messages U.S. Government U.S. Government’s U.S. international broadcasting U.S. national security U.S. Public Diplomacy U.S. strategic communication war on terrorism White House Zogby International
Popular passages
Page 93 - Office of the Assistant Secretary of Defense for Special Operations and Low Intensity Conflict (OASD/SO/LIC) and the Office of the Under Secretary of State for Public Diplomacy and Public Affairs (DOS/R).
Page 71 - US international broadcasting services including the Voice of America, Radio Free Europe/Radio Liberty, Radio Free Asia, and Radio/TV Marti were placed under an independent federal entity, the Broadcasting Board of Governors (BBG).
Page 21 - ... and gave high priority to strategic communications planning. White House officials, Cabinet secretaries, and military leaders appeared regularly on Al Jazeera and other global media outlets. Shaping message personally became part of the daily routine of America's top political and military leaders.13 The promise of these early efforts did not lead to transformation of instruments and institutions. Three positive developments, however, deserve comment. Tactical communication. The President, the...
Page 61 - The Joint Chiefs of Staff are the principal military advisers to the President, the National Security Council, and the Secretary of Defense.
Page 101 - Testimony Before the Subcommittee on National Security, Emerging Threats, and International Relations, Committee on Government Reform, House of Representatives...
Page 40 - hate our freedom,' but rather they hate our policies... when American public diplomacy talks about bringing democracy to Islamic societies, this is seen as no more than self-serving hypocrisy....
Page 6 - THE ASSISTANT TO THE PRESIDENT FOR NATIONAL SECURITY AFFAIRS THE DIRECTOR OF CENTRAL INTELLIGENCE THE CHAIRMAN OF THE JOINT CHIEFS OF STAFF THE DIRECTOR...
Page 21 - The terrorist attacks of September 11 underscored the urgency of implementing an effective public diplomacy campaign. Those who abet terror by spreading distortion and hate and inciting others, take full advantage of the global news cycle. We must also use that cycle.
Page 39 - Yet the paradox today is that our enemy is thriving in an environment of free and open information flows. Thus our challenge is to transcend Cold War cliches, to seek out new and creative responses — especially in the realm of strategic communication — and to do so most urgently, because at this moment it is the enemy that has the advantage. 2.3 What is the Problem? Who Are We Dealing With? The information campaign — or as some still would have it, "the war of ideas," or the struggle for "hearts...
Page 96 - Report of the Defense Science Board Task Force on The Creation and Dissemination of All Forms of Information in Support of Psychological Operations (PSYOP) in Time of Military Conflict, Office of the Under Secretary of Defense for Acquisition, Technology and Logistics, Washington, DC, May 2000.
Bibliographic information
| Title | Report of the Defense Science Board Task Force on Strategic Communication AD-a428 770 |
| Publisher | DIANE Publishing, 2004 |
| ISBN | 1428980253, 9781428980259 |
| Length | 111 pages |
| Export Citation | BiBTeX EndNote RefMan |