Al-Qaida is highly skilled at exploiting multiple, diverse actions by individuals and groups, by framing them in a propaganda narrative to manipulate local and global audiences. … They use physical operations (bombings, insurgent activity, beheadings) as supporting material for an integrated "armed propaganda" campaign. The "information" side of al-Qaida's operation is primary; the physical is merely the tool to achieve a propaganda result. …
Contrast this with our approach: We typically design physical operations first, then craft supporting information operations to explain our actions. This is the reverse of al-Qaida's approach. For all our professionalism, compared to the enemy's, our public information is an afterthought.
(Hat tip: Alice Fishburn.)
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