Strategic Communication

Authored by:
Paul Lieber
Published on 3/1/2020
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The Joint Special Operations University (JSOU) Quick Look series is a research initiative intended to provide an overview of key topics and issues of interest to members of the USSOCOM enterprise. In this Quick Look on strategic communication by JSOU Resident Senior Fellow Dr. Paul Lieber, the author explains what strategic communication is, why it is useful, how it can be used to change behavior, and how organizations can develop existing communication into strategic communication. The author begins with two examples of China's strategic communication initiatives regarding their territorial claims in the South China Sea: one medium used was a recently produced children's movie while the other was U.S. broadcaster ESPN's television coverage of the National Basketball Association's exhibition games played in China in early 2020. Dr. Lieber concludes with eight steps required to reorient existing communication into true strategic communication.