The dictionary meaning of strategy is ‘the science and art of using political, economic, psychological, social, cultural and military forces together to support the policies adopted by a nation or a community of nations in peace and war.

In international relations, strategy refers to the totality of the methods used during the relations between the actors of international politics. The term strategic, which is usually used as an adjective, is used either to describe military and security-related issues or, in a broader sense, to describe terms and top management decisions of great, very important, national or global scale.

As it is used in the concept of strategic communication, although at first glance it creates the perception that the communication effort is an activity implemented at the strategic level, the word strategic here reveals the importance of the issue and the need for coordination from the top.

Communication is defined as ‘the process of transferring feelings, thoughts and information to others through any conceivable means’. In another definition, communication can be expressed as ‘the process of sharing information, feelings, attitudes and skills in order to bring about behavioural change’. In the second definition, which better meets the word communication in the concept of strategic communication, the behaviour changes desired to be brought about in the target audience expresses one of the main objectives of strategic communication.

Strategic communication can be defined as ‘the activity of engaging with a defined target audience through a set of coordinated programmes, plans, themes, messages and products with the aim of establishing and sustaining communicative conditions aligned with the officially declared policies and strategic objectives of the state.

In the domain of security, strategic communication is defined as ‘the ability to share messages coded as an action-discourse package with the relevant (or target) public at the appropriate time and place, through the appropriate means and in a synchronised, continuous and transparent process, in order to facilitate the achievement of long-term strategic goals and to influence public opinion’.

In the context of all these evaluations, strategic communication can be defined as the systematic and coordinated management and use of all communication skills in order to bring about changes in emotions, thoughts and behaviour in the target audience at the appropriate time and place, through the appropriate means, in order to support the achievement of the desired end state.

Principles of Strategic Communication

Strategic communication is a way of thinking and a continuous process. The effectiveness of strategic communication practices can be enhanced when a unified understanding is shared across all levels of the organisation, from senior leadership to operational personnel. Every event that takes place and every action taken gives a message.

With the contribution of today's fast communication environment, these messages spread very quickly; Minor incidents may generate significant strategic implications, particularly in highly interconnected communication environments. In other words, local events can have a strategic impact. Every event and action must be continuously monitored and rapid reaction must be shown to developing events, and detailed preparation is needed in advance in order to show timely, correct and appropriate reaction.

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A well-organised and dynamic plan is needed in order to be prepared for possible events that may develop suddenly and have significant negative repercussions in a short time. These plans need to be reviewed and renewed at regular intervals in parallel with developments.

Strategic communication, which is accepted as a way of thinking and an organisational culture, basically involves creating an understanding of the activities carried out, supporting the activities carried out and sustaining the efforts. Coordination, harmony, consistency and flexibility are important functions in strategic communication. Creating an impact on the target audience depends on answering the questions of who, how, when, when, where and why are we doing it, and coordinating and synchronising communication skills in line with certain principles.

Principles of Strategic Communication

Central Planning

Strategic communication activities should be carried out in line with the main principles and vision set out at the highest level. Strategic communication themes and even the content of the messages should be decided within the scope of central planning. On the other hand, feedback from each strategic communication tool in the field should be evaluated and taken into consideration in subsequent planning.

Compliance with the Law

All messages, themes or communication activities carried out by performers must comply with the law. Achieving long-term strategic goals can only be possible by acting on legitimate basis. In this context, all national, international and local legal rules must be complied with.

Continuity

There should be continuous communication with the relevant public/target group. There should be no interruptions in the communication process. Actions and discourses that will emphasise the objectives of the institution should be shared with the public at every opportunity, supported by verbal, written and visual materials.

Dialogue

Working together, building trust, sharing responsibility, resources and information in all activities in a spirit of cooperation and partnership. The success of strategic communication largely depends on the strength of the relationships to be established. These relationships should not be expected to be established in a short time. Strategic communication practitioners should gain the trust of the target audience through continuous contact, mutual understanding and active listening.

Simplicity

The messages and themes to be conveyed should be simple and understandable and should be prepared in such a way that different meanings are not attributed. Taking into account the educational and cultural level of the target audience, the desired results should be tried to be achieved with short, concise and effective messages.

Orchestration

In order to achieve the maximum desired effect, messages should be harmonised, going one step further, not only the messages, but everyone who is in contact with the target audience from the lowest level to the highest level should be like an orchestra playing the notes in harmony and work in harmony.

Transparency

Considering the speed of information dissemination, it may often not be possible to conceal wrongdoing. For this reason, it is important for strategic communication to comply with the principle of transparency and to prevent the abuse of wrong practices by others. In a communication environment, putting all kinds of information under the armour of confidentiality means putting at risk the information that should be hidden.

Consistency

The success of strategic communication depends first and foremost on the support between words and behaviour. Strategic communication practices, which are presented as an action-discourse package, can only achieve effective results on the target audience if the strategic communication practitioners' behaviours are consistent and affect their interlocutors. Coherence also requires all communication skills to serve the desired end state, that is, to be one voice. The principle of coherence is a consequence of the desired application of the principle of orchestration. Coordinated messages are required for all levels of operations. This principle also implies that civilian and military decision-makers should support each other in their strategic communication practices.

Credibility

Openness and transparency is the perception that there is no hidden agenda other than shared objectives. A sense of trust is the first step in laying the foundations for mutual co-operation. It should not be forgotten that the biggest mistake that undermines trust is the inconsistency between words and behaviour.

Cultural Understanding

The beliefs, history, culture, culture and social identity of the target group to which strategic communication will be applied must be deeply understood and realised. Depending on the sensitivities, unexpected side effects may occur on the target audience. For this reason, when preparing strategic communication themes, experts who know the target audience very well, and even people who are sympathetic to us within the target audience should be used.

Strategic Communication Tools

As it is known, the communication process consists of a three-stage source (sender), receiver (target audience) and tools that enable message exchange. These tools consist of cognitive communication tools, audio-visual communication tools, telecommunication communication tools, calligraphic communication tools, artistic communication tools and organisation communication tools. In addition to TV, newspapers, announcements and posters, the use of internet and social media and organising various events should be considered in delivering the messages prepared in the strategic communication process to the target audience.