STRATEGIC COMMUNICATION (ING).doc

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1 Rza GLER

The Role and Place of Strategic Communicationin Countering Terrorism

Rza Gler1

Abstract

The concept of Strategic Communication, which is nown to !e implemente" !# competiti$einstitutions in tra"e an" econom# to grow reputation an" to reach customers !# anal#zing targetau"ience, has !ecome wi"esprea" recentl# an" applica!ilit# thereof has !een "iscusse" in fiel"s ofnational%international securit#, policies an" countering terrorism& 'sing the term (StrategicCommunication) in lieu of other "ifferent "efinition an" concepts has o!scure" the nature an" thescope of the term an" ga$e rise to confusion& This confusion cause" this concept to !e "irectl#percei$e" as soft power, pu!lic "iplomac#, propagan"a, information warfare an" ps#chologicaloperations& The purpose of this stu"# is to "efine Strategic Communication, in the light of the stu"iesan" practices that are con"ucte" at international le$el* to anal#ze fun"amentals as to how this conceptcan !e applie" incountering terrorism& +n this contet, the application oriente" main i"ea of the stu"#is to suggest placing the Strategic Communication "iscipline to the focus of countering terrorismplanning an" eecution stages an" utilizing con$entional inetic components an" capa!ilities -such asmilitar# power or police. as an auiliar# part of planning& This stu"# is important in the sense ofanal#zing the concept of Strategic Communication, which is not sufficientl# nown althoughfre/uentl# "iscusse", in the scope of countering terrorism to she" light to future practices an" stu"iesan" to pre$ent am!iguit#, an" that it offers suggestions as to how this concept can !e applie"&

Key words: Strategic Communication, Terror, Terrorism, 0olitical Terrorism, Countering Terrorism&

Terrizmle !cadelede Strate"i# $leti%imin Rol! &e 'eri(z

zellile eonomi $e ticaret alann"a rea!et e"en urumlar tarafn"an he"ef itleleri analiz e"ere,iti!ar sa2lama $e m3teri#e ula3a!ilme i4in u#gulan"2 !ilinen Strate5i 6leti3im a$ram* son#llar"a ol"u4a #a#gnla3m3, ulusal%uluslararas g$enli, politia, ter7rizmle mca"ele alanlarn"a"a u#gulana!ilirli2i tart3lma#a !a3lam3tr& 8nca, strate5i ileti3imin !u #eni alanlar"a farl tanm$e a$ramlar #erine ullanlmas#la "o2as $e apsamnn anla3lmas zorla3m3, ar3llara ne"enolmu3tur& 9u ar3l, !u a$ramn 4o2u zaman "o2ru"an #umu3a g4, amu "iplomasisi,propagan"a, !ilgi har!i $e psiolo5i hare:t olara alglanmasna ne"en olmu3tur& 9u 4al3mannamac* strate5i ileti3im a$ramn, uluslararas "ze#"e #aplan 4al3malar $e u#gulamalar 32n"atanmlama, ter7rizmle mca"ele"e nasl u#gulana!ilece2ine "air esaslar analiz etmetir& 9uapsam"a 4al3mann u#gulama#a #7neli ana firi* ter7rizmle mca"ele"e planlama $e icra

safhalarnn o"a notasna strate5i ileti3im "isiplininin onulmasn, a#rca on$ansi#onel ineti#etenelerin "e -aseri g4 $e polis gi!i. planlamann #ar"mc unsuru olara ullanlmasn7nermetir& ;al3ma, son #llar"a s4a tart3lmasna ar3n h:l: pe fazla !ilinme#en strate5iileti3im a$ramnn, ter7rizmle mca"ele apsamn"a, gelece u#gulama $e 4al3malara 3 tutaca3eil"e analiz e"ilmesi $e a$ram arma3asnn engellenmesine #7neli olmas, a#rca naslu#gulana!ilece2ine "air 7nerme getirmesi !amn"an 7nem ta3mata"r&

Anahtar Kelimeler:Strate5i 6leti3im, Ter7r, Ter7rizm, Si#asal Ter7rizm, Ter7rizmle &,9aanllar, 8nara, rizagulerBwin"owsli$e&com&


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F Rza GLER

terrorism& +n this contet, the application oriente" main i"ea of the stu"# isto suggest placing the Strategic Communication "iscipline to the focus ofcountering terrorism planning an" eecution stages an" utilizingcon$entional inetic components an" capa!ilities -such as militar# power or

police. as an auiliar# part of planning& This stu"# is important in the senseof anal#zing the concept of Strategic Communication, which is notsufficientl# nown although fre/uentl# "iscusse", in the scope of counteringterrorism to she" light to future practices an" stu"ies an" to pre$entam!iguit#, an" that it offers suggestions as to how this concept can !eapplie"&

This stu"# is compose" of three sections& The first section "efinesthe Strategic Communication concept an" eamines stu"ies con"ucte" atinternational le$el so that the purpose, metho" an" nature of this conceptcan !e !etter apprehen"e" an" that future aca"emic stu"ies are gui"e"& +nthis scope* institutional structuring, s#mposiums an" worshops con"ucte"

!# the 'S8 since DN an" !# O8TA since DK in the scope of securit#relate" Strategic Communication planning an" eecution as well as reports,"irecti$es, fiel" manuals an" other "ocuments are eamine"& Eplaining the"ifferences !etween the con$entional communication mo"els an" themo"els that shoul" !e use" in Strategic Communication, the section puts

forth how the Strategic Communication mo"el shoul" !e& 8n eemplar#planning process is presente" in the first section& The secon" section of thestu"# "efines political terrorism an" eplains the "etermining issues ofactions in the form of terrorism along with the s#m!olicalness of terrorismacts* an" puts forth wh# Strategic Communication shoul" !e use" incountering terrorism in this contet& The conclu"ing section of the stu"# is"e$ote" to an o$erall e$aluation, maing certain suggestions to she" light tothe future stu"ies towar"s using Strategic Communication in counteringterrorism&

Strategic Communication

Strategic Communication is a s#stematic series of sustaine" an"coherent acti$ities, con"ucte" across strategic, operational an" tacticalle$els, that ena!les the un"erstan"ing of target au"iences, i"entifies effecti$econ"uits, an" "e$elops an" promotes i"eas an" opinions through thosecon"uits to promote an" sustain particular forms of !eha$ior -TathamD1=1P.& Tatham an" (Comman"erQs @an"!oo for StrategicCommunication an" Communication Strateg# -er& F&.) use an orchestramo"el as an eample to grasp Strategic Communication& 8ccor"ingl#,


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Savunma Bilimleri Dergisi,epen"ing on the effect #ou see to achie$e,"ifferent sections of the orchestra will !e use" at "ifferent times, or with"ifferent emphasis& The tempo of the music will also $ar#, "epen"ing onwhat effect the con"uctor "esires& The influence of the concert o$er theau"ience is epresse" !# positi$e or negati$e reactions such as applause,sleep or lea$ing the concert& These reactions recei$e" as fee"!ac help the

con"uctor an" musicians correct their faults* in case of positi$e reactions,the# continue the concert with zest& Strategic Communication planning an"woring group, in accor"ance with the orchestra mo"el, collects en"ea$orsfrom such components an" "isciplines as pu!lic "iplomac#, pu!lic relations,information operations, ps#chological operations, militar# operations etc&un"er the control of the go$ernment an" in line with the intentionpurposeof the go$ernment an" reflects towar"s the target au"ience in conformit#with the plan* e$aluates the results, measuring the reaction of the au"iencean" pro$i"es fee"!ac& The go$ernment maes use of the StrategicCommunication as an um!rella "iscipline in so as to use the a!o$e

mentione" components an" "isciplines effecti$el#&8ccor"ing to Lait# -D1=PK., Strategic Communication re/uires

proper use of information !# wa# of unif#ing the result oriente" en"ea$orsan" s#nchronization !etween rele$ant institutions* sociocultural structure,histor# an" customs of the target au"ience as well as technologic factorsshoul" !e taen into account in use an" transfer of information& StrategicCommunication "oes not mean pro"ucing policies an" maing "ecisionsfollowe" !# "eclaring these "ecisions taen or acti$ities performe" an"legitimization thereof !efore the pu!lic& Strategic Communication is


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Rza GLER

inten"e" for integrating the information to each an" e$er# element of polic#,planning an" eecution* since the information is not a tri$ial concept to !erelease" to the pu!lic after "ecisions are taen&

8ccor"ing to Tatham -D1=DDDF., ci$ilian aca"emics erroneousl#"escri!e Strategic Communication concept as soft power, pu!lic "iplomac#or pu!lic relations while militar# en$ironment ma# "efine it as informationwarfare an" ps#chological operations& Sciolists an" c#nics might name theStrategic Communication as ("istortion) or (propagan"a)& Since suchapproaches are unhelpful an" mire un"erstan"ing of a comple an"important issue, inaccurate terms such as pu!lic "iplomac#%informationwarfare or negati$e terms such as "istortion%propagan"a ma# cause theconcept to lose its core meaning& Strategic Communication is not a no$elconcept use" as means for propagan"a, me"ia interaction,mareting%a"$ertisement an" information operations* such thining actuall#limits the influence of Strategic Communication !# o$ersimplif#ing itsrange an" acti$ities&

Strategic Communication shoul" !e !ase" on listening to theau"ience, !eing relia!le an" coherence !etween (wor"s an" "ee"s)&urthermore* proacti$e measures as well as practical themes that willun"ermine narrati$es of terrorist organizations or illwille" in"i$i"uals an"

groups, which will mislea" mass people, shoul" !e taen& Tatham puts forththat Strategic Communication, !esi"es !eing transparent, is !oth reacti$e, inother wor"s instantl# sol$ing the emerging pro!lems%negati$e !eha$iors ofthe target au"ience, an" proacti$e i&e& pre"icting an" sol$ing the pro!lems

!efore the# emerge& Strategic Communication is not a stringent processha$ing a secret agen"a which "ictates what the target au"ience must thin inor"er to change the eisting perception of the target au"ience* on thecontrar#, Strategic Communication is a transparent an" sustaine" persuasion

process which, in or"er to shape the eisting perception in a positi$emanner, shows the target au"ience what the# can a""itionall# thin, offeringalternati$es& Strategic Communication "iffers from propagan"a with thesecharacteristics an" "oes not tr# to recei$e "irect reaction !# mislea"ing the

pu!lic as propagan"a or "istortion "oes -Tatham, D1=DDDF.&

Strategic Communication in this scope can !e "efine" as(un"erstan"ing an" anal#zing the target au"ience for attaining long termstrategic o!5ecti$es* sharing specifie" messages -wor"s an" "ee"s pacage.with the rele$ant pu!lic in a sustaine" an" transparent course at the mostappropriate time, location an" con"itions $ia the most appropriate con"uitso as to create the strongest influence on the specifie" target au"iences !#


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+n her speechD, "eli$ere" in the Senate on ul# 1, DP, @illar#Clinton, Secretar# of State, put forwar" that the a!sence of lea"ership of the'S8 was "eepl# felt worl"wi"e an" that the# woul" use the mostappropriate one or a com!ination of the most appropriate ones from the"iplomatic, economic, militar#, political, legal an" cultural instruments inor"er to fill the a!sence -84a"a2, D1a=F.& Thus, Clinton regar"e""iplomatic, economic, militar#, political, legal an" cultural $alues as smart

power instruments an" emphasize" that appropriate instrument%instrumentsshoul" !e selecte" an" s#nchronize" for each situation& 8s can !e graspe"from the ClintonMs speech, in or"er to attain strategic o!5ecti$es, along with

the smart power concept, "e$eloping an integrate" strateg# forme" !# !othhar" an" soft power has !ecome prominent&

The "ocument name" (The New Caucus for StrategicCommunication and Pulic Di!lomac") "rawn up on


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Savunma Bilimleri Dergisi,irecti$e there rea"s*

8CA con"ucts operations to succee" at an age at whichinformation an" me"ia ha$e a crucial glo!al importance,

Jhile glo!al information en$ironment pa$es the wa# for changesthat offer uni/ue opportunities in fa$or of the opponents* as long as


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structural, mental an" metho"ical changes are not encourage", con$entionalinstitutions will tr# to o$ercome these challenges,

Such is the importance of information in mission success that, onoccasion, policies an" actions will e$en nee" to !e a"apte" in answer to theimperati$es of Strategic Communications&

O8TA puts the "efinition an" purpose of the StrategicCommunication in the >irecti$e* stating that Strategic Communication isnot the con$entional press an" pu!lic relations which is carrie" out in theframewor of (esta!lishing communication onl# !# the press an" con$e#ing

one si"e" information to the target au"ience) !ut (an a"ministrati$ementalit#) !e#on" the nown communication acti$ities, which nee"s newinstitutional structuring an" interinstitutional coherence& The >irecti$e a""sthat Strategic Communication has a (central role) at all stages of the pu!lic

perception management an" the operation an" that great importance isplace" on Strategic Communication in the fight against the challenges of thenew information age& +t is also un"erline" that institutions an" /uarterswhich are to !e a"apte" in accor"ance with the re/uirements an"imperati$es of Strategic Communication shoul" !e flei!le enough to meetthe nee" for change an" restructuring on account of emerging "e$elopments&

(&loal Terrorism and 'nternational Coo!eration S"m!osium) washel" at Centre of Ecellence>efense against Terrorism on


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11 Rza GLER

the culture, values, !erce!tion and !riorities of the audience that theresource will address to-Strategic Listening.&

The 0ragmatic Compleit# Communication


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-inetic. an" ci$il -noninetic. components an" capa!ilities as well asnational power components are "e$elope"&

This is the stage where (what !eha$iors nee" to !e change") in thesociet# is "etermine", which o!tains measura!le results to attain strategico!5ecti$es& escription an" anal#sis of thetarget au"ience at this stage is crucial with regar" to strategiccommunication&

)dentification of the Target Audience

>omestic pu!lic support is nee"e" for attaining long term strategico!5ecti$es of "omestic an" foreign polic#& +t is a fact that glo!al pu!licopinion, go$ernments, international institutions an" organizations has aninfluence on a""ressing man# internal affairs, especiall# on com!atingterrorism& or this purpose, the groun" for attaining an# strategic o!5ecti$eshoul" !e prepare" at the international arena in a"$ance& Rise of weanessin reaching strategic o!5ecti$es "ue to eternal manipulation of the pu!licshoul" !e pre$ente"& The perception an" epectation of "omestic pu!licshoul" !e well anal#ze" in this contet* the# shoul" !e fe" with information,their eposure to wrong or "istorte" information shoul" !e pre$ente"&

8s the e# target au"ience from a range of components in a specifie"societ#* the easil# accessi!le ones which are open an" epose" to influence,ha$ing the closest relationship with the en$isage" "omestic%foreign policiesan" with the continuit# of the pro!lematic !eha$ior that is inten"e" to !echange" -$iolence, etremism etc&. are selecte"& Strategic Communicationacti$ities are "irecte" to this target au"ience& This target au"iencein"i$i"uals an" groups ha$e particular effect on attaining the final outcome&These ma# !e e# influencers -Lea"ers, Apinion lea"ers, etc&.,refera!le%$ulnera!le communities an" $ast au"ience in !oth foreign an"

"omestic pu!lic&

Target Audience Analysis

Target au"ience anal#sis is the in"epth anal#sis of the specifie"target au"ience& The target au"ience an" its characteristics shoul" !e well"escri!e" an" un"erstoo"& 8ccor"ing to Tatham an" Rowlan" -D1=DF.,the following four goals must !e o!taine" for success*


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Savunma Bilimleri Dergisi,escri!ing the !est accession process to the target au"ience,

>escri!ing an" utilizing triggers that can cause impressi$e,significant an" tangi!le changes in the !eha$ior of the target au"ience&

+n the scope of anal#zing an" comprehen"ing the mass au"iences,which constitute an integral part of Strategic Communication, (StrategicListening) pla#s an important role& This listening can !e realize" !#

un"erstan"ing an" anal#zing the target au"ience through taing the pulse ofthe au"ience* "etermining epectations, attitu"e an" !eha$ior of them*anal#zing characteristics, culture an" relations thereof& Strategic listeningensures that the language, culture, s#m!olic $alues of the wor"s, !o"#language, !eliefs an" epectations of the target au"ience are wellun"erstoo"& Therefore, target au"iences shoul" !e well listene" to an" themost suita!le metho"s that will perform the anal#sis of the e# targetau"ience shoul" !e i"entifie"&

The priorit# shoul" !e gi$en to o!taining information which willincrease (Situation 8wareness), the perception of en$ironmental elements

within a $olume of time an" space an" the capa!ilit# of "iscerning what theongoing inci"ences mean an" what the in"icators ma# !ring a!out in thenear future& The intelligence an" news channels shoul" not !e the onl# toolsto follow the me"ia* sources of information such as the ten"enc# of !logs insocial networing sites an" comments ma"e in news portals shoul" also !etaen into account in the communication process& Such /uestions whichma# affect the pro!lems "epen"ing on the nature of the pro!lems in aspecifie" area as*

Jho are in control of communicationV

Jhich group thins whatV

Jhich group is open to communicationV Jhich group is on goo" terms with the otherV)

@ow "oes the communication strateg# to !e applie" to a groupaffect anotherV an"

Jhat are the !est communication channels for the groupV etc& willhelp o!taining the information which is to increase the situation awareness&


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1 Rza GLER

Planning and 80ecution of Communication Strategy

This step in$ol$es "esigning an" preparing the wor"s an" "ee"spacage that constitute the (message)& The harmon#, coherence an"relia!ilit# of the wor"s an" "ee"s are crucial for preser$ing the institutionalcorporate reputation an" effecti$e eecution of strategic communication&The suita!le "raft plan for resource, con"uit an" message is "e$ise" at thisstage* the scope an" range of the communication plan an" process are set-Tatham= D1=F1.&


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9eterminants of Terrorism Acts and Symbolicalness of Terror

+n or"er to "efine terrorism an" put the changing characteristics ofterrorism, 9a3eren -DN=KP* DK=DH. clarifies ("eterminants) ofterrorism acts -igure D. an" (s#m!olicalness) of these acts, maing use ofreason /motive0, intention an"!ur!ose, which are foun" in the principles of

penal law&

.igure3: The 9etermining )ssues of Terrorism Acts ;a%eren2 3445


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Savunma Bilimleri Dergisi,epen"ing on the $iolence an" terror acts committe" !# terroristorganizations, which set up social tensions, an" !# go$ernments supportingthese organizations against all fractions of the societ# with political,religious an" i"eological moti$es un"er the climate of terror the# create*the# not onl# commit crime against the target countr# !ut also against theforeign multinational corporations, !ans, tourists an" the# e$en illforeign "iplomats&) -Ca3n, DK=1.&

+t is clear that the important point for terrorists is to (gi$e messages!# creating an en$ironment of fear an" tension among wi"e masses) ratherthan the i"entities of the target or the $ictims& Jhile aiming at theiro!5ecti$es important for pu!lic opinion, the# wish to o!tain !enefits !e#on"the result of the terror act* therefore, $iolence an" propagan"a are emplo#e"in or"er to (influence) masses& (


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to horrif# masses, an" to terrorize people !# !iasing them rather than ineticactions such as illing, annihilating, ra$aging an" !om!ing& @owe$er, the

people must !e eplicitl# informe" a!out what the# will fear for terrorizingthem& Terrorists therefore use mass communication tools an" me"ia as ascene where the# ehi!it their acti$ities& The# put such "isciplines asstrategic communication an" pu!lic "iplomac# to the focus of theiracti$ities an" plan terror acts as (s#m!olic acts) for the realization of theirgoals& Counterinsurgenc# epert >a$i" ?ilcullen summarizes this fact*

(Je t#picall# "esign ph#sical operations first, an" then craft supportinginformation operations to eplain our actions& This is the re$erse of al

Yai"aMs approach& or all our professionalism, compare" to the enem#Ms,our pu!lic information is an afterthought& +n militar# terms, for alYai"a theZmain effortM is information* for us, information is a Zsupporting effort&M-?ilcullen, DI=HH.&

The "istinction !etween the terrorism an" con$entional !attles is thatthe priorit# of the actions taen in con$entional !attles is resultoriente"whereas the actions an" acts !# terrorism, in$ol$ing $iolence, are s#m!olic&This s#m!olicalness of terror ma# restrain terrorists from taing action at a

place an" time the# "o not "esire& +f the terror act is not newsworth# atnational or international le$el, the# ma# usuall# refrain from staging suchacts e$en if the# ha$e a chance to "o so&

)nstead of Conclusion: The Role and Place of Strategic Communicationin Countering Terrorism

The most important component in com!ating terrorism is the set ofmilitar# metho"s an" measures -z"a2, DK=DPN.& Lea$ing theresponsi!ilit# solel# to law enforcement an"%or arme" forces is seriousmistae that can !e ma"e !# the ones ignoring the "eterminants of terrorisman" the s#m!olicalness of terror acts, as the remars of 9a3eren, Lait# an"?ilcullen refer to& Such a com!ating terrorism will turn into com!at againstterrorists, an" the chances of success will "rop& +n other wor"s, if the

go$ernments an" international organizations put inetic operation at thefocus of the countering terrorism an" use "isciplines such as strategiccommunication, perception management an" pu!lic "iplomac# ascomponents to support or legitimate their operations, their lielihoo" ofsuccess will "ecrease& The go$ernments an" international organizationsfollowing the a!o$e wa# might tae measures against terror inci"ents*howe$er, the# lielihoo" of failure to pre$ent terrorist organizations,

participation in such organizations, attitu"e an" !eha$iors of masses ha$ing


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strateg# tr# to recei$e fee"!ac through strategic listening to the targetau"ience an" to "isco$er what in" of !eha$ioral change the# themsel$esnee" to mae&

The crucial suggestion !rought !# this stu"# is to esta!lish apermanent Strategic Communication >epartment which manages its ownfun"s, ha$ing the authorit# to re$iew strategic o!5ecti$es, a""ressing to $asttarget au"iences inclu"ing frien"l# an" enem# states, peoples of these states,e$en the mem!ers an" s#mpathizers of terror organizations& +t is consi"ere"that Strategic Communication shoul" !e implemente" not onl# in counteringterrorism !ut also in "etermining an# t#pe of strategic o!5ecti$es, inimplementing national policies, in preparing for perio"s of crisis, inmanaging the crisis process* in short, in an# fiel" where the go$ernmentsuse national power components, particularl# in foreign polic#& Strategiccommunication, which is to !e implemente" so as to neutralize

ps#chological warfare mechanisms con"ucte"%to !e con"ucte" !# othergo$ernments an" terror organizations against a countr# or internationalcommunit#, will !e carrie" out so as not to represent an# political $iew inthe countr#* to show a coe/ual approach towar"s the go$ernments at theinternational le$el an" to ha$e influence o$er all components, particularl#ci$il%militar# an" !ureaucrac#&

This Strategic Communication >epartment shoul" !e assigne" tople$el authorit# an" consultanc# tas far from an# "omestic political $iew& +fthe mentione" >epartment comes un"er the gui"ance of the 0rime


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or the planning, eecution an" coor"ination !asics of Strategic Communication see* 8CA 8> PDStrategic Communication >irecti$e& http=%%wiegol"&focus&"e%files%PPFa"PDstrategiccommunications[up"ateH&p"f&

N or general planning phases see* (Strategic Communication Science 8n" Technolog# 0lan),Current 8cti$ities, Capa!ilit# Gaps 8n" 8reas or urther +n$estment, >irector >efense Research8n" Engineering, Rapi" Reaction Technolog# Affice&

References

8> PD -DP.& Strategic communication directive& +t is taen fromhttp=%%icswww&lee"s&ac&u%papers%pmt%ehi!its%F1P%O8TAstratcom

[1sep[DK&p"f on ecem!er, F1, D1&

84a"a2, E& -D1!.&D6n"a4da ve T6r$i"e4de $amu di!lomasisi& +t is taenfrom http=%%www&amu"iplomasisi&org%p"f%emineaca"ag&p"f on>ecem!er, F1, D1&

84a"a2, E& -D1c.& 8umu9a$ g67 a!on"a4n5n sert g67 ara"59lar5& BilgeStratei, ;-F.& +t is taen from http=%%www&!ilgestrate5i&com%store%"ergiF%aca"ag&p"f on anuar#, K, D11&

8arsu, 8& -D1.& Med"a4n5n !oliti$a"a et$isi& -'npu!lishe"


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&overnment in Lison& +t is taen from http=%%www&nato&int%cps%en%natoli$e%official[tets[NKK&htm on anuar#, K, D11&

z"a2, & -DK.&P33 tera2& E2t&>an&Arg&San&Tic&Lt"&^ti&

Report on Strategic Communication& -D1.& +t is taen fromhttp=%%www&fas&org%man%eprint%pu!"ip&p"f on anuar#, 1, D11&

Shannon C&E& -1PHK.& 8 mathematical theor# of communication& BellS"stem Technical ournal& +t is taen from http=%%cm&!ellla!s&com%cm%ms%what%shannon"a#%shannon1PHK&p"f on anuar#, D, D11&

Shere#, [Caucus[ 8nnouncmement&p"f on anuar#, D, D11&

Strategic communication science an" technolog# plan -DP.& +t is taenfrom http=%%www&"o"&go$%""re%"oc%SC[ST[0lan[+O8L[pu!lic& p"fon anuar#, D, D11&

Tatham, S& -DK.& Strategic communication: A !rimer +t is taen fromhttp=%%"a&aca"emia&e"u%Ste$eT8T@8


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DI Rza GLER

communication as a one si"e", linear process an" that the mo"el ignores thefee"!ac aspect of communication -8arsu, D1=FI* >emira#, DK=1D.&

+n the


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Savunma Bilimleri Dergisi,emira# -DK=1F1H.* the `noise) in the a$i" 9erlo is !ase" on the !asic elements of thecommunication process such as a source ha$ing communication sill an"attitu"e* message compose" !# the source* channels lie image, soun", feeletc& through which the message is con$e#e"* a recei$er ha$ing the same

Source Transmitter Channel Recei$er >estination

SourceTransmitter Channel Recei$er>estination

Ooise

Reflection


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DP Rza GLER

characteristics with the source& ee"!ac element is not inclu"e" in thismo"el&

The message is co"e" !# a range of factors name" communicationsills such as thining, taling, writing an" monitoring, all of which"etermine the !eha$iors of the source in the communication process->emira#, DK=1.& The sills, attitu"es or !eha$iors an" nowle"ge of thesource on communication an" the communit# structure in which the sourceeists are regar"e" as the main factors "etermining its communicationfunctions ->emira#, DK=11N* Corman, D1=1D.& 8nother recei$er

ha$ing the same characteristics with the source eists at the other si"e& Therecei$ing element which is the target of the sent messages is consi"ere" to

!e important with regar" to communication sills, the communit# structurean" the sociocultural en$ironment in which the recei$ing element eists&Since no fee"!ac element is inclu"e" in this mo"el, it is impossi!le tonow whether or not the messages are recei$e" or to what etent the# arerecei$e"& The chief epectation of the mo"el is to successfull# realizecommunication without !eing epose" to noise such as interference& This isthe 8chillesM heel of 9erloMs


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.igure ;1: Strategic Communication Planning and ProcessTahtam2 3414:@16

Strategic Communication Process 80am*le Anne0C

Situation Analysis and Planning at Strategic 7e&el

ision an" mission& inal an" interme"iate o!5ects an" politics at strategic le$el&

esigning an" preparing the wor"s

an" "ee"s pacage that constitutethe (message)&

The most appropriate tools an"metho"s, through which themessages are to !e share"

-ut*uts Communication 0lan%Strateg#

S#nchronization an" eecutionmatrices to !e use" in eecutingstrategic communication coul" !eforme" in which (component%unit),(space) an" (time) aspects arereflecte"&

80ecution 9enefits from the pre$ious stages

an" in$ol$es con$e#ing the correctmessage at the right time usingappropriate sources, components,

resources an" metho"s through themost proper con"uit&-ut*uts

ragmentar# Ar"ers

Situation Reports -S+TRE0.

8&aluation and Audit >eci"ing whether strategic

communication plan hassuccee"e" or not*

>etermining the "egree ofsuccess if the plan hassuccee"e"*

Checing whether or not a"esire" an" consi"era!lechange in specifie" negati$e!eha$iors has occurre"&

Clarif#ing whether the o!5ectsan" "esire" effects ha$e !eenattaine" or not&

Checing the suita!ilit#,$ali"it# an" relia!ilit# of themetho"s an" criteria ofmeasurement an" "etects theerrors ma"e in the

measurement& Re$aluation of the plan an"

tass& >e$eloping the politics&

-ut*uts 0ostacti$it# reports -reports

operating results. to ensurefee"!ac

>ata which will la# thefoun"ation of the net

STRATC-

STRATC-


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1En"notes

or thefull tet ofthe report see* csis&org%files%me"ia%csis%pu!s%I11N[csissmart powerreport&p"f&

Dor thetet of the speech see* http=%%www&state&go$%secretar#%rm%DPa%5ul#%1DNI1&htm&

F8fter taing the0resi"enc#, 9arac A!amaMs primar# operation was to impro$etheimage of the'S8which ha" !een consi"era!l# tarnishe" an" to esta!lish strategic communication& +n the aftermath ofSeptem!er11, whereas lea"ership of the'S8in theinternational arena was supporte" !# theNH \ ofthe Europeans in DD, this figure "roppe" to F1 \ in DH& Thesupporters ofthe lea"ership ofthe 'S8are H1 \ in DK -84a"a2, D1a=D.&

Hor thefull tet of the report see* (Report on Strategic Communication, Oational ramewor orStrategic Communication), http=%%www&fas&org%man%eprint%pu!"ip&p"f&

or theplanning, eecution an" coor"ination !asics ofStrategic Communication see* 8CA8>PD Strategic Communication >irecti$e& http=%%wiegol"&focus&"e%files%PPFa"PDstrategiccommunications[up"ateH&p"f&

Nor general planning phases see* (Strategic Communication Science 8n" Technolog# 0lan), Current 8cti$ities, Capa!ilit# Gaps 8n" 8reas orurther +n$estment, >irector >efense Research 8n" Engineering, Rapi" Reaction Technolog# Affice& http=%%www&"o"& go$%""re%"oc%SC[ST[0lan[+O8L[pu!lic&p"f&

STRATEGIC COMMUNICATION (ING).doc

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