WHY IS STRATEGIC COMMUNICATION NEEDED?
The Republic of Moldova needs strategic communication to counter hybrid threats, especially those related to propaganda and disinformation, to respond to the complex challenges faced by national public institutions in promoting public policies, to synchronize efforts and narratives in order to strengthen society, and at the international level we need strategic communication to promote national interests in the external environment.
Without communication structures and processes that enable the exchange of information between state and citizens, it is difficult to imagine that states can be responsive to public needs and expectations. Crucially, transparent communication enables citizens to monitor state activities, to engage with the state on areas that matter to them, and to influence policy outcomes, even if indirectly.
Thus, establishing a strategic communication process at the national level is an effective long-term measure in countering hybrid threats, as well as in increasing resilience and strengthening societal cohesion, and developing strategic communication principles, in particular, important in crisis management.
All the more so in today’s rapidly changing security environment, strategic communication is used to achieve credibility, state legitimacy and legitimacy of decisions taken by policy makers, to deter and ensure freedom of action, to contribute to building political credibility and trust in state institutions responsible for managing different areas.
to influence the attitudes, opinions and behaviors of key stakeholders and can secure the political will needed for reforms to succeed on the ground.
to provide audiences with timely and truthful information aimed at influencing in support of their objectives.
StratCom focuses on state efforts to understand and engage key audiences in order to create, strengthen or maintain conditions conducive to the development of national interests, policies and objectives through the use of coordinated communication (programs, plans, themes, messages and products) synchronized with the actions of all instruments of national power, both official and social and societal.
Just as strategic communication is aimed at “winning hearts and brains”, one of the main purposes is to contribute to the positive image of the state and/or a sector, e.g. security, and to gain support for the actions taken by government institutions.
What would strategic communication entail?
The concept of StratCom by definition is centered on a strategic process and focuses on achieving long-term goals. It implies achieving the expected results through communication and not just accomplishing actions.
StratCom is the ability to coordinate the process of delivering the “right message” and creating “narratives of its own”, providing a more effective orchestration of government activity to steer and coordinate decision-making in a way that serves the national interest.
StratCom increases the likelihood of communicating the right signal, to the right audience, at the right time, through the right channels.
Strategic Communication would become an inherent component of the governance strategy and would mean developing and synchronizing messages and facts, coordinating actions between national institutions and building coherence across sectors, including the security and defence sector, taking into account the most current threats and the specifics of particular crises.
At the level of institutions (ministries, armed forces, police, etc.), StratCom is an organizational development strategy tool that answers questions such as, “what are the benefits of integration into the European Union”, “why do we need to develop defense capabilities and capacities”, “what values does the Ministry of Defense attach to society”, “how is human security or the safety of citizens ensured by the Ministry of Interior”, etc. – questions related to the fundamental purpose of government organizations.
For example, strategic communication objectives in the field of European integration, should be oriented towards:
Synchronizing statements and actions, and clarifying how they will be perceived by all interested parties (stakeholders)
coordination of national institutions aimed at integrating efforts between all instruments of power: diplomatic, social, informational, military and economic;
development of programs and activities that deliberately aim at communicating and engaging with target audiences.
At the international level, StratCom contributes to strengthening and integrating the effects of statements and actions on domestic and foreign audiences; promoting and understanding national values and interests; generating partner support for foreign and security policy objectives.
Strategic Communication is therefore an indispensable factor in the governance process of the Republic of Moldova. The importance of StratCom is manifested by promoting narratives and messages that contribute to national unity, stimulate the synchronization of efforts to achieve major goals, help prevent misinformation and support the strengthening of the country’s position internationally. Thus, Strategic Communication should be a priority for policy makers to institutionalize in order to streamline the act of governance, as well as to ensure common communication and understanding with all stakeholders.