Transcript You can see the power point presentation of the lecture.

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
Getting the right message, through the
media to the right audience at the right time.
right

Effectively reaching and communicating clearly to
targeted audience with specific constrains.
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"It is obvious that the media war in this
century is one of the strongest methods, in
fact it's ratio may reach 90% of the total
preparation for the battles“
Osama bin Laden
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Characteristics of Multiplatform Strategic
Communication
It’s dynamic process
It avoids slogans, quick fixes, mind sets of winners and losers
It searches out credible messengers and create messengers
authority
It sets out presentation cycles in weeks/months
Its inter-active and not stale as PSYOPS/pub diplomacy. It is often
more targeted and intimate
Its not very well structured but decentralized for execution
Battle of ideas
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" More than half of this battle is taking place in
the battlefield of the media. We are in a media
battle in a race for the hearts and mind of the
Muslims."
Abu Musab al-Zarqawi
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Communication planning
Environment/Analysis
MADE
Concept
Motivation
Audience
Description
Effective
Application
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Plan: 5Ws
What is the
message we want
to communicate
Where
dothe
we
Why
dois
want
When
iswe
Who
my
best
reach
the
to
reach
best
time the
to
audience
target
target audience
audience
communicate
5Ws
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The Planning Cycle
Short/Immediate Term
Mid Term
Long Term
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The Development Sequence
A higher/ideological theme is set i.e. clash of civilization.
The theme of the message conceptualized.
The target audience is selected.
The message is modified to the specifics.
The delivery platform/means are selected.
Organization/Individuals are tasked for the implementation
of the delivery.
Continued
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The Development Sequence
The message delivery/information campaign is executed .
Message is modified again, if required and campaign
continues.
Impact assessment is carried out using a variety of
methods.
If assessment is linked to an immediate operation, it is
reported back to leaders.
Message campaign is sustained, if required or new
campaign started.
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Types of Strategic
Communication Platform
 Print - Newspapers, books, Pamphlets, Leaflets
 Electronic- TV, Radio
 Video Cassettes, CD ; Audio Cassettes, CD
 Internet - Websites, Blogs, Podasting, Mass e- mails,
chats/special chat groups, Social networks etc
 Large/small Journal; Informal Group Communication
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Continued
Types of Strategic
Communication Platform
 “Human Chain” Communication
 Silent Communication
 Movies/Documentaries
 Academic Communication
 Cultural Communication (Songs/Drama)
 Religious Communication
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Legitimating
Propagating
Intimidating
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Group/Categories of
Audience
Key
Influences
Mass
Audience
Vulnerable
People
Youth
Women/Girls
Minorities
Oppressed/ Disadvantaged
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Understanding the
Audience
Insiders
Outsiders
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Adapting the Message and
Medium
" Jihad radio stations operating in Yemen and
Somalia will have a more powerful effect on
them than nuclear bombs“
Hassan al- Tajiki
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Tools of the Trade
Disinformation Operations
Coordination with Operations
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Extremist and the New Media
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“ Extremists are technically savvy and
intend on pushing the battle into the
sphere of the new media"
" The marriage of the extremists with
new media represents a dangerous
development".
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Extremist and the New Media
Use of
Satellite
The cyber
Jihad
Identity
manipulation
Internet as
preferred platform
Information
Warfare (IW)
Medium of
Instruction
Database
and Data mining
Financial
operation
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Use of
Satellite
Anyone can use simplest form of Google Earth tool
for viewing , mapping and planning
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Internet as
preferred platform
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