PAUL CORNISH, JULIAN LINDLEY-FRENCH and CLAIRE YORKE of the Chatham House raise awareness of the role and potential of strategic communications as a means of delivering policy and seek to clarify how strategic communications could help governments manage and respond to current and future security challenges.
In a Chatham House report, "Strategic Communications and National Strategy", they argue that strategic communications should not be understood to be merely a messaging activity, but as the core of a comprehensive strategic engagement effort – integrating multi-media, multi-outlet, community outreach and face-to-face efforts in a single campaign designed for adaptation to a complex and changing environment.
They also state that strategic communications could challenge governments to explain themselves more clearly and convincingly in order to gain and maintain public support for policy and in order to ensure that messages and actions do not conflict with one another and undermine the competence and reputation of government.
In a Chatham House report, "Strategic Communications and National Strategy", they argue that strategic communications should not be understood to be merely a messaging activity, but as the core of a comprehensive strategic engagement effort – integrating multi-media, multi-outlet, community outreach and face-to-face efforts in a single campaign designed for adaptation to a complex and changing environment.
They also state that strategic communications could challenge governments to explain themselves more clearly and convincingly in order to gain and maintain public support for policy and in order to ensure that messages and actions do not conflict with one another and undermine the competence and reputation of government.
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