Sri Lanka faces significant challenges in its quest for development, as highlighted by Captain Priyadarshana Udakumbura. While humans have biologically evolved over centuries, technological advancements now expedite this evolution. Yet, various geographic entities, or states, develop at disparate rates due to differing governance policies. Some regions prosper, while others languish in underdevelopment, often hampered by internal obstacles.
In the independent era, Sri Lanka has struggled to achieve prosperity for its populace. Frequent political upheavals and changes in ruling parties, lacking a cohesive national policy, have adversely affected development initiatives that could have propelled the country forward. An interconnected and robust mechanism across sectors is crucial to drive the national strategy and fulfill the country”s aspirations.
Success in development and security policies relies on contributions from scholars and administrative bodies, incorporating feedback from various stakeholders. Analyzing existing issues, exploring potential solutions, and studying local and international case studies are essential for crafting effective policies. However, the real challenge lies in the implementation phase, which often faces societal resistance and requires substantial time.
The literacy rate in Sri Lanka allows for swift shifts in public opinion, influenced by various communication channels. Therefore, establishing a strong mechanism to shape public understanding of government policies is critical for the nation”s progress. Policies must be effectively communicated to reach all citizens, ensuring comprehension to foster further action. Failure to achieve this can undermine government efforts, especially in a context where misinformation can spread easily.
Strategic communication is a vital tool for governments to navigate the complexities and uncertainties of the modern world. It enhances coherence in communication efforts, aligns with policy goals, and focuses on audience understanding. The United Kingdom”s Government Communication Service (GCS) exemplifies effective strategic communication, delivering consistent messages to the public.
The GCS defines strategic communication as the process of influencing audiences for the public good by coordinating communication resources to achieve common objectives. This involves organizational unity, coordinated use of communication tools, and a coherent narrative underpinned by research.
To implement this effectively, governments need skilled communicators who can convey the government”s vision and priorities. These professionals inform the public about services, clarify policies, counter misinformation, and promote national interests on the global stage. Without strategic communication, initiatives risk becoming tactical and short-lived, leading to redundancy.
Strategic communicators play a crucial role in guiding policy implementation, ensuring measurable outcomes, and crafting a long-term narrative for the government. Their work is systematic, following a sequence of core functions: gaining insights into target audiences, devising strategies, executing policies in collaboration with planners, and assessing public response.
Both policymakers and strategic communicators must collaborate during implementation. Policymakers define objectives, while communicators advise on achieving these goals, adapting strategies based on public feedback. This engagement framework ensures that both parties remain aligned and responsive to the needs of the populace.
High-level policies are rendered ineffective if they are not communicated effectively to the public. The concept of strategic communication can address many challenges faced by the government in policy implementation. It is imperative for policy planners to recognize its significance, as inadequate information delivery can lead to public misinterpretation and misunderstanding, potentially causing unrest.
Captain Priyadarshana Udakumbura currently serves as the Head of the Naval Research Wing of the Sri Lanka Navy. He holds master”s degrees in Defence and Strategic Studies from both Kothalawala Defence University and King”s College, London. The views expressed are his own and do not necessarily represent those of the Sri Lanka Navy or the Ministry of Defence.
