Strategic Communication: A Critical Tool in Conflict-Affected Areas

Did you say strategic communication? Absolutely!

Strategic communication plays a vital role in conflict-affected areas, shaping narratives, countering misinformation, and fostering stability. In an era where information warfare is a key component of conflict, understanding the power of communication is more important than ever.

Daniel Massamba Meboya recalls a moment when his son, Dr. Joe Meboya, confronted him with a thought-provoking question: “Dad, what do you do exactly as a strategic communication expert?”

Since Dr. Joe was born in 1994, his father, Daniel M. Meboya, had been leading the United States Information Agency’s Information Division. His response was clear: “Communication is key in any society, but strategic communication reinforces how your message is packaged to ensure it resonates with your audience.” Though his son understood the explanation, the depth of its implications in conflict zones would only become apparent with time.

Strategic Communication in Conflict Zones: The Case of Mali

In January 2014, Daniel Massamba Meboya was deployed to northern Mali, specifically to Gao and Kidal, regions controlled by armed jihadist groups resisting Malian government forces. He was tasked with leading the Strategic Communication and Public Information Division of the United Nations Multidimensional Integrated Stabilization Mission in Mali (MINUSMA).

MINUSMA, one of the UN’s most dangerous peacekeeping missions, was established in 2013 to stabilize Mali after the Tuareg rebellion. The mission faced serious opposition from radical groups, who controlled local narratives through effective propaganda and misinformation. These groups spread the belief that MINUSMA was deployed to evict locals from their land. This created widespread resistance, leading to violent protests, asymmetric warfare, and IED attacks against UN peacekeepers.

Implementing a Strategic Communication Plan

Understanding the critical role of narrative control, Daniel Meboya crafted and implemented a strategic communication plan aimed at:

1. Building trust with local communities by engaging traditional leaders, activists, and local authorities.
2. Countering disinformation through proactive and transparent messaging.
3. Strengthening local media by collaborating with journalists to ensure accurate reporting on MINUSMA’s mission and objectives.

The communication strategy needed to dismantle the hostile rhetoric that jihadist groups had embedded in the minds of the population. These groups had weaponized communication, making it imperative for MINUSMA to reclaim the narrative. To achieve this, Meboya launched:

• Community dialogues to clarify MINUSMA’s mission.
• Radio programs featuring discussions with security officials and community leaders.
• Multimedia campaigns to visually communicate the mission’s objectives and success stories.

Turning the Tide: A Communication Victory

After six months of implementing this communication plan, the situation began to change significantly. Local media started broadcasting awareness campaigns about MINUSMA’s mandate. The population, once hostile, gradually started understanding and supporting the mission. The tide of misinformation was reversed, and for the first time, there was a sense of ownership from the local communities.

This transformation underscores the power of strategic communication in shaping perceptions and stabilizing conflict zones. The lesson is clear: winning hearts and minds is just as crucial as military victories in securing long-term peace.

Conclusion

Strategic communication is not merely about disseminating information—it is about influencing perception, countering misinformation, and fostering trust. In conflict-affected areas like Mali, where misinformation fuels violence, effective communication strategies become lifelines for peacekeeping missions. Daniel Massamba Meboya’s experience demonstrates that when narratives are properly managed, even the most resistant communities can become allies in the pursuit of stability.

As conflicts continue to evolve in complexity, organizations operating in fragile environments must integrate strategic communication into their core operations. In the battle for hearts and minds, communication remains one of the most powerful weapons for peace.

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