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A MULTI PLATFORM COMMUNICATION STRATEGY: GETTING THE EXTREMIST MESSAGE ACROSS

A MULTI PLATFORM COMMUNICATION STRATEGY: GETTING THE EXTREMIST MESSAGE ACROSS. A PRESENTATION BY MAJ GEN ANM MUNIRUZZAMAN, ndc, psc PRESIDENT BANGLADESH INSTITUTE OF PEACE AND SECURITY STUDIES (BIPSS). A MULTI PLATFORM COMMUNICATION STRATEGY: GETTING THE EXTREMIST MESSAGE ACROSS.

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A MULTI PLATFORM COMMUNICATION STRATEGY: GETTING THE EXTREMIST MESSAGE ACROSS

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  1. A MULTI PLATFORM COMMUNICATION STRATEGY: GETTING THE EXTREMIST MESSAGE ACROSS A PRESENTATION BY MAJ GEN ANM MUNIRUZZAMAN, ndc, psc PRESIDENT BANGLADESH INSTITUTE OF PEACE AND SECURITY STUDIES (BIPSS)

  2. A MULTI PLATFORM COMMUNICATION STRATEGY: GETTING THE EXTREMIST MESSAGE ACROSS

  3. Introduction

  4. Meaning of Strategic Communication Meaning • Getting the right message, through the right media to the right audience at the right time. • Effectively reaching and communicating clearly to targeted audience with specific constrains.

  5. Background of Strategic Communication

  6. "It is obvious that the media war in this century is one of the strongest methods, in fact it's ratio may reach 90% of the total preparation for the battles“ Osama bin Laden

  7. Characteristics of Multiplatform Strategic Communication It’s dynamic process It avoids slogans, quick fixes, mind sets of winners and losers It searches out credible messengers and create messengers authority It sets out presentation cycles in weeks/months Its inter-active and not stale as PSYOPS/pub diplomacy. It is often more targeted and intimate Its not very well structured but decentralized for execution Battle of ideas

  8. " More than half of this battle is taking place in the battlefield of the media. We are in a media battle in a race for the hearts and mind of the Muslims." Abu Musab al-Zarqawi

  9. Development of the Extremist Communication Plan

  10. Communication planning Environment/Analysis MADE Concept Motivation Audience Description Effective Application

  11. Why do we want to reach the target audience Who is my audience 5Ws Where do we best reach the target audience When is the best time to communicate Plan: 5Ws What is the message we want to communicate

  12. The Planning Cycle The Planning Cycle Short/Immediate Term Mid Term Long Term

  13. The Development Sequence • A higher/ideological theme is set i.e. clash of civilization. • The theme of the message conceptualized. • The target audience is selected. • The message is modified to the specifics. • The delivery platform/means are selected. • Organization/Individuals are tasked for the implementation of the delivery. Continued

  14. The Development Sequence • The message delivery/information campaign is executed. • Message is modified again, if required and campaign continues. • Impact assessment is carried out using a variety of methods. • If assessment is linked to an immediate operation, it is reported back to leaders. • Message campaign is sustained, if required or new campaign started.

  15. Types of Strategic Communication Platform • Print - Newspapers, books, Pamphlets, Leaflets • Electronic- TV, Radio • Video Cassettes, CD ; Audio Cassettes, CD • Internet - Websites, Blogs, Podasting, Mass e- mails, chats/special chat groups, Social networks etc • Large/small Journal; Informal Group Communication Continued

  16. Types of Strategic Communication Platform • “Human Chain” Communication • Silent Communication • Movies/Documentaries • Academic Communication • Cultural Communication (Songs/Drama) • Religious Communication

  17. Intimidating

  18. Audience Segmentation and Application

  19. Group/Categories of Audience Key Influences Mass Audience Vulnerable People Youth Women/Girls Minorities Oppressed/ Disadvantaged

  20. Understanding the Audience Insiders Outsiders

  21. " Jihad radio stations operating in Yemen and Somalia will have a more powerful effect on them than nuclear bombs“ Adapting the Message and Medium Hassan al- Tajiki

  22. Tools of the Trade Disinformation Operations Coordination with Operations

  23. Extremist and the New Media

  24. “ Extremists are technically savvy and intend on pushing the battle into the sphere of the new media" " The marriage of the extremists with new media represents a dangerous development".

  25. Extremist and the New Media Use of Satellite The cyber Jihad Identity manipulation Information Warfare (IW) Internet as preferred platform Medium of Instruction Database and Data mining Financial operation

  26. Use of Satellite Anyone can use simplest form of Google Earth tool for viewing , mapping and planning

  27. Internet as preferred platform

  28. The way Forward

  29. Conclusion

  30. Open Forum

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