Abstract
Information pervades today’s strategic environment. Events are reviewed not by what actually occurs but on the context and by the way in which they are presented, mediated, received and interpreted. Perception becomes reality. Credibility counts more than content. Information is a strategic instrument in this paradigm.
Denmark participates in today’s international “Wars by Choice”. These require legitimization and support across both national and theatre audiences.
This thesis asks the question: What is strategic communication and how does it integrate in a Danish strategic framework?
It concludes that Denmark, as part of its strategic process, must institutionalize its ability to conduct strategic communication as an integral part of an overall comprehensive approach.
It suggests a framework in which a Danish approach to strategic communication can exist. It explains what it is in terms of concept, function and process. It explains how it can be developed, coordinated and applied. It provides an overview over stakeholders, audiences and how effectiveness can be ensured.
Finally this thesis remarks, that despite Danish strategic communication is unique towards its domestic dimension it must acknowledge its international context in order to secure an international coherent approach specifically towards audiences in the theatres of operations.