Words and Deeds

Growing up I used to eat a ton of peanut butter sandwiches. To me, a day without a peanut sandwich was like a day without sunrise. I never had one of those treats without a big glass of milk. As a result, I rarely, if ever, thought of or enjoyed one without the other. In fact, I came to believe that neither truly worked as well by itself but needed to be complimented by the other. In a recent speech by Admiral Michael Mullen of the United States Navy and chairman of the Joint Chiefs of Staff that appeared in Joint Forces Quarterly, a similar case regarding words and deeds was made as they apply to strategic communication. Looking back over America's efforts over the past eight years against the Taliban and al Qaeda, Mullen reinforced an excellent point that effective words not followed by equally-effective actions make both entities ineffective and empty.

Producing powerhouse videos, sending out creative messages over the Internet or posting colorful images throughout communities - all important ingredients in any strategic communication effort - mean nothing if the messages or promises communicated in them are poorly executed or weak in substance. To make a quick analogy, it is one thing to promote a new car, but if the car turns out to be a total lemon, then no amount of fancy words or splashy build-up can change that, nor will they ultimately generate sustained public acceptance. One only has review the history of Ford's Edsel to be reminded of that.

From the perspective of a communicator, what is this professional's responsibility when it comes to the actual merits of what they are attempting to promote? In the military, is it the communicator's job to not only produce communication tools but also go out on the frontline to make sure each solider in Iraq and Afghanistan is actually carrying out what has been pledged? Likewise, over fifty years ago, should the communicator have been on the assembly line as well to ensure the Edsel was going to be a product of substance? To these questions I say "yes." Admiral Mullen is a great example of this. If he is going to stand in front of a podium and talk about all that U.S. forces are going to do to eliminate terrorist operations in hot beds of the world, then his credibility is very much on the line. If our deeds are not properly carried out, then the words and professional reputation of Mullen become questionable. Following that, it is only a matter of time before he is in all likelihood relieved of duty. The same is true for those who create the messages. Communicators must do all they can to ensure their words are properly matched by whatever product or deeds they have promised. You can bet Admiral Mullen is doing all he can each day to ensure that is the case regarding what he has said. The outstanding leaders, and I include all who seek to make careers in communication here as well, live and die by what they say and do. As it was with peanut butter sandwiches and milk for me as a child, one without the other is unthinkable.