385 Felipe Santos Rodríguez Strategic communication in modern conflicts : Afganistan foreign publics”.69 “includes the coordination of statecraft, public affairs (PA), public diplomacy, military information operations, and other actions through which we engage and influence key global communities”.70 “enabling capability for our policy and planning decisions and actions; provide truthful information about those decisions or actions; communicate it in a timely and culturally sensible fashion; use messengers who are likely to be well received; measure the results of our efforts diligently (clearly our hardest challenge and greatest shortcoming); and adjust both message and method of delivery accordingly”.71 “Focused United States Government efforts to understand and engage key audiences to create, strengthen, or preserve conditions favorable for the advancement of United States Government interests, policies, and objectives through the use of coordinated programs, plans, themes, messages, and products synchronized with the actions of all instruments of national power”.72 “coordinated actions, messages, images, and other forms of signaling or engagement intended to inform, influence or persuade selected audiences in support of national objectives”.73 “orderly framework that integrates corporate communications resources as a long-term design, according to consistent objectives, that are adaptable and profitable for the endeavor”.74 In the study of these definitions we find several concepts that are repeated and relate to one another. The following are terms that any definition of strategic commu-nication should contain: 1. Coordination. Strategic communication coordinates policies and/or commu-nication activities that were previously dispersed. In some definitions, such as NATO’s definition, it deals with elements that are different from one another (such as public affairs and information operations), and in others all those that 69 LORD, K. “What Strategic Communication Is, Isn’t, and Should Be”. Joint Force Quarterly nº 56, 1st Quarter, January 2010. 70 JONES, J. B., KUEHL, D. T., BURGESS, D., ROCHTE, R. “Strategic Communication and the Combatant Commander”. Joint Force Quarterly nº 55, 4th Quarter, October 2009. 71 STAVRIDIS, J. G.”Strategic Communication and National Security”. Joint Force Quarterly nº 46, 3rd Quarter, July 2007. 72 DoD. Strategic Communication. Joint Integrating Concept. October 7, 2009. 73 PAUL, C. Strategic communication: Origins, concepts, and current debates. Santa Barbara: Praeger, 2011, p. 3. 74 GARRIDO en CANEL, M. J. Comunicación de las instituciones públicas. Madrid: Tecnos, 2007, p. 78.
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