THE NEED TO IMPROVE ENGAGEMENT AND COMMUNICATIONS IN A WORLD THAT IS IN A STATE OF PERSISTENT COMPETITION

Anyone involved in communications today is faced with a fast-paced information environment, a technologically enabled ‘audience’, and a global situation that has evolved into a state of constant competition, with state and non-state actors deliberately engaging in the cognitive domain. For Strategic Communications and Information Operations to be effective, it is imperative that we recognize the need to improve engagement and communication skills. This article looks at the changing dynamics affecting Strategic Communications, especially the impact of global networks and social media, how to increase effectiveness through better storytelling, and concludes by looking at the role and benefit of a Red Information Operations Team. We assert that, while many aspects of this situation have and continue to change, many of the fundamental principles of effective communication have been with us since the earliest days of civilization. If we focus on these essential elements of storytelling and apply them to our modern-day environment, we will be far more effective in support of our strategic and tactical objectives.