STRATEŠKO KOMUNICIRANJE KOT ELEMENT MOČI DRŽAVE

Abstract

Povzetek Zgodovina kaže, da so bili ljudje vedno, še pred izbruhom vojne, deležni vplivov v obliki pojasnil, razlag, informacijskih kampanj in podobnega, kar pa je bilo zelo odvisno od tega, kako so razmere videli ali jih želeli prikazati pomembni akterji, predvsem aktualna oblast. Vodstvo države torej komunicira tako z državljani svoje države kot z državami oziroma oblastjo in državljani drugih držav ter naddržavnimi in nedržavnimi subjekti. Namen tega komuniciranja je doseči ali podpirati dosego določenega strateškega cilja, h kateremu so usmerjeni vse dejavnosti in elementi moči države, tudi njenih oboroženih sil. Komunikacijska strategija in njeno ustrezno izvajanje lahko odločilno prispevata k uresničevanju nacionalnih ciljev, država pa lahko z učinkovitim strateškim komuniciranjem deluje tudi v podporo njenim oboroženim silam in odločilno prispeva k varnosti države. Zato je strateško komuniciranje element in orodje moči države, ki pa ga je treba ustrezno uporabiti. Strateško komuniciranje izvajajo tudi zavezništva, pa tudi naddržavni in nedržavni subjekti. Zveza Nato je razvila politiko in koncept strateških komunikacij, ki to zahtevno in široko področje natančno opredeljuje. Kljub temu marsikdaj in v številnih državah, tudi članicah zavezništva, pojem strateškega komuniciranja enačimo (le) z odnosi z javnostmi. Ključne besede: komuniciranje, strategija, strateško komuniciranje, oborožene sile, država, javnosti, informacijsko delovanje, psihološke operacije. Abstract History has shown that even before the outbreak of a war, people were influenced by different clarifications, explanations, information campaigns and the like. These instruments, however, were strongly conditioned by how the situation was perceived or wanted to be shown by important actors, especially the authorities in power. State management therefore uses this means to communicate with the citizens of its country as well as with the countries or authorities and citizens of other countries as well as with transnational and non-state entities. The purpose of this communication is to achieve or support the achievement of a specific strategic goal, which all activities and elements of state power, including its armed forces, aim for. The communication strategy and its proper implementation can make a decisive contribution to the achievement of national goals. The state, on the other hand, can use effective strategic communication to support its armed forces and decisively contribute to the country’s security. Strategic communications is therefore an element and tool of state power, which, however, needs to be used in a proper manner. Strategic communications is also carried out by alliances, as well as transnational and non-state actors. NATO has developed strategic communications concept and policy, which accurately defines this demanding and broad subject area. Nevertheless, in many countries, including members of the Alliance, the concept of strategic communication is many a time associated (only) with public affairs. Key words: Communication, strategy, strategic communications, armed forces, state, public, information operations, psychological operations