The Defense Science Board (DSB) has produced a detailed report that identifies significant shortcomings in the United States? strategic communications effort. Just as importantly, the report makes key recommendations that would, if implemented, significantly enhance the country?s efforts to achieve strategic influence in the world.

In order to change, one must first admit that one has a problem. The DSB report certainly does that. It acknowledges that the United States currently has a negative image in the world, largely because of its policies and its inability to communicate its message rather than because of an upsurge in anti-Americanism. As a result of this negative image and because of ineffective strategic communications, the US has a diminished ability to influence key target audiences. The report, therefore, concludes that it is vital that the strategic communications effort is revitalized and transformed and that this will require decades of sustained effort. It was important for the DSB to recognize that we neither rebuild our strategic communications capability nor our tarnished brand image overnight. This can only be achieved through a coordinated national effort that creatively reinforces a limited number of key themes over an extended period.