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Strategic Communications

其他書名	Insights from the Commercial Sector
出版	NATO Strategic Communications Centre of Excellence., 2017
URL	http://books.google.com.hk/books?id=kshPtAEACAAJ&hl=&source=gbs_api

註釋As NATO member states strive to develop Strategic Communications (StratCom) capability there is growing recognition of the need to draw upon the experience and expertise of commercial marketing and communications companies. Unfortunately, a lack of real understanding as to how the two sectors can best support each other still constrains progress. Government organisations often assume that commercial companies are driven solely by financial profit, yet many are involved in achieving complex behavioural change in humanitarian and political arenas. There is also a perception that the commercial sector is less bound by constraints of classification and bureaucracy and does not possess the specific expertise to enter the security domain. In summary, we are too often held back by the notion that the commercial sector doesn’t understand NATO’s definition and application of StratCom. This misunderstanding cannot continue if we are to match the capabilities our adversaries seem to have already achieved.