Strategic Communication ­- Cuba (Case Study)

In July 2015, the United States restored diplomatic relations with Cuba and, in March 2016, President Obama became the first sitting U.S. President to visit Cuba since the Castro revolution (Cocoli, 2016). From a strictly strategic communication perspective, this could be considered a success.

Strategic communication describes a variety of instruments used by governments for generations to understand global attitudes and cultures, engage in a dialogue of ideas between people and institutions, advise policy-makers, diplomats, and military leaders on the public opinion implications of policy choices, and influence attitudes and behaviour through communications strategies. In a nutshell, everything about the government that communicates (from actual communications of any sort, to policies, to actions) in order to advance the interests of the nation (Paul, 2008).

Public diplomacy is defined by Paul as "those overt international public information activities of the United States Government designed to promote U.S. foreign policy objectives by seeking to understand, inform, and influence foreign audiences and opinion makers, and by broadening the dialogue between American citizens and institutions and their counterparts abroad" (Paul, 2008).

Informing, influencing, and persuading, is important

"...we must also be able to offer the populations of countries affected by war the hope that life will be better for them and their children because of our presence, not in spite of it" (Paul, 2011). During his trip to Cuba, President Obama sat with Cuban President Raul Castro at an MLB exhibition game. Before the game, the U.S. national anthem was played, and although the crowd did not sing along, it applauded enthusiastically. "There's a lot of emotion in the stadium. The fact that he's sitting here in a baseball game shows that things are going to change" (Clark, 2016) Cuban supporters, while still cautious in showing too much support, were generally pleased with even the smallest U.S. attempts at engagement.

Effectively informing, influencing, and persuading requires clear objectives

"It is critical, both, that the objectives be clear and that the desired effect sought through communication be clear" (Paul, 2011). In December 2014, President Obama made a statement regarding the change in U.S.­Cuban relations. In the statement, he clearly states his desire to open the lines of communication with the island nation and outlines those steps ­ which he believes ­ will achieve those goals. "First, I've instructed Secretary Kerry to immediately begin discussions with Cuba to re-establish diplomatic relations... Second, I've instructed Secretary Kerry to review Cuba's designation as a State Sponsor of Terrorism... Third, we are taking steps to increase travel, commerce, and the flow of information to and from Cuba" (National Archives, 2014). President Obama went on to highlight shared interests on issues such as health, migration, counter-terrorism, drug trafficking, and disaster response.

Coordination and deconfliction are necessary to avoid information fratricide

"When one piece of information a government or its forces provide contradicts or is otherwise inconsistent with another piece of information provided by that government, that is information fratricide" (Paul, 2011). Many agencies, organizations, and companies helped President Obama spread this message and, in the process, prevented information fratricide. Through Executive Action, travel restrictions were eased and the import and export of goods was lifted; the Department of State removed Cuba from the U.S. State Sponsors of Terrorism List; the U.S. Postal Service resumed service for the first time since 1963; the Office of Foreign Assets Control issued new regulations which allowed Americans the ability to use credit and debit cards in Cuba; and commercial airlines resumed service to Cuba (Davis, 2016). Other companies like Google and Airbnb have also invested in Cuba.

Actions communicate

"Actions speak louder than words... If you try to manipulate or lie, you will immediately lose credibility" (Paul, 2011). In October 2016, the United States abstained, for the first time, in an annual General Assembly condemnation of the 50­year old American trade embargo against Cuba. The abstention was another important signal by the Obama administration of its intention to fully repair relations with Cuba. The Cuban foreign minister thanked [the U.S. delegate] for the abstention and acknowledged the progress made so far in improved ties (Sengupta, 2016). In a landmark vote, the U.S. proved to Cuba ­ and the rest of the world ­ its commitment to changing interaction with
Cuba.

In conclusion, the debate continues as to whether or not this is the best way forward for America. But from a strategic communication and public diplomacy perspective, there were some legitimate successes. Decades of animosity cannot be undone in a few years and the actions taken by the U.S. were well received by Cuba.

References:

Clark, Lesley. "Tampa Bay Rays Beat Cuba, 4­1, as Obama, Castro, the World Watch History in Havana." Miami Herald.

Cocoli, Isabela. "Obama Moved Aggressively to Restore Relations with Cuba." VOA. November 26, 2016.

Davis, Rachaell. "13 Ways President Obama Historically Improved U.S.Relations With Cuba." Essence. November 26, 2016.

Paul, Christopher. Information Operations: Doctrine and Practice: A Reference Handbook. Westport, CT: Praeger Security International, 2008.

Paul, Christopher. Strategic Communication: Origins, Concepts, and Current Debates. Westport, CT: Praeger Publishers, 2011.

Sengupta, Somini, and Rick Gladstone. "U.S. Abstains in U.N Vote Condemning Cuba Embargo." The New York Times. October 26, 2016.

"Statement by the President on Cuba Policy Changes." National Archives and Records Administration. December 17, 2014.

Image Credit: Ed Yourdon - 100 Views of Cuba

Image Credit: Iain Montgomery - billboard in Havana