re: "Guest Post: How to win the GWOT - or whatever it's called today"

Mark Pfeifle and Jonathan Thompson guest-posted at Mountain Runner ("A blog by Matt Armstrong on public diplomacy and strategic communication in the 21st century").

Money quote(s):

"America has the finest military and diplomatic leaders in the world. They know how to win on the battlefield and at the negotiating table. Yet, despite those winning ways, there are times when they become victims of circumstances rather than drivers of events. At such times, some may falter with the media and public, and when that happens, they too often lay blame the results on bad press coverage.

Earlier this decade domestic and international audiences wanted to understand what our military leaders and diplomats were doing in Iraq - what was working, what wasn't, and what the future held. We understood that people wanted a constant and understandable dialog then, and we know they now want the same about Afghanistan and Pakistan.

We need people skilled at understanding the motivational factors of societies and communities - domestically and abroad. We have some, such as Generals David Petraeus and Ray Odierno, and Ambassadors Richard Holbrooke and Adam Ereli, who understand the public's increasing need for information. Many are meeting the mark, yet others are still learning."

&

"We have fallen short of the mark in successfully communicating to a skeptical audience - domestically and internationally. We need experienced and knowledgeable communications heads, with staffs to support them.

Winning the battles and wars of tomorrow is not just about bombs and bullets. Winning requires expertise at communication and outreach. We won't win if we don't get this right. "