RUSI NewsbriefVOLUME 39ISSUE 10members only

#WeAreNATO: Strategic Communications, Engagement and Lessons Learnt

Main Image Credit Courtesy of Ralf Hirschberger/DPA/PA Images

The #WeAreNATO campaign is an important tool to communicate the purpose and benefits of the Alliance. But to make it more durable, greater effort needs to be put into complementing top-down institutional efforts with bottom-up civic initiatives.

Launched in 2017, the #WeAreNATO campaign seeks to communicate NATO’s mission, competencies and continued relevance in the 21st century. Developed by the PR firms MHP Communications and Agenda, it is the first NATO-wide communication campaign in almost a decade. #WeAreNATO is not a mere exercise in traditional public diplomacy and should be understood as part of the Alliance’s effort to engage in the process of strategic communications. Strategic communications goes ‘beyond

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