We’re America. We say things we mean. We say things we can stand by in crisis.
Can we afford to stake our credibility on the actions of people we cannot control?
- Groups outside your command. Just as we communicate to maintain resources, authorities, approvals and operational support, our U.S. and interagency partners do the same. We hope our interests are aligned, but life and politics are complicated. Avoid the drama and keep your statements grounded in what you are doing, and need to do, to accomplish your focused mission.
- Outside or foreign partners. We love ’em, but don’t need to vouch for their capabilities or commitment. Let them talk about it themselves. When they succeed and when they fail, the narrative is theirs to maintain.
- People. Including our own. This one is tough to write, but I’m trying to be pragmatic. Do our forces “always make ethical decisions,” or are they “selected and educated to make ethical decisions on the battlefield.” ? There’s nuanced difference here. We’re all human beings, and no individual comes before the organization and mission. Own your command’s positions, but leave space for the one-in-a-million exception to the rule.
There’s a flip side to this: letting others stake their credibility on your actions. We know it: external, third-party spokespersons are among our most valuable allies. They validate our talking points and extend our reach.
Examples: local community leaders; ambassadors and special envoys connected to your missions; foreign partners; families and friends; policy influencers at think tanks; or even big-shot celebrities with a soft spot for American forces.
Yep, strive to help these external groups carry your message often, but always with the careful consideration of their agendas. Everybody wants something, but if their agendas are too grounded in politics or business, they may hurt more than help by alienating some audiences. And because people are unreliable, can your organization absorb the blow when your best third-party spokesman loses faith, or changes their agenda?
(Photo by Sgt. Kellen Stuart, DVIDS)
