“Herding” is what many critics call the tendency of the international news media to rush to the next big crisis… each one seeking a competitive advantage. One day Iraq is the big story, and the next day the gang moves to Cairo. Then a big story breaks in Ukraine, only to be trumped by a horrible crisis in Israel and Gaza.
In the meantime, chaos continues in Iraq, Libya, Egypt, Syria, parts of Africa, and more. And what about Iran and Turkey? Each one is a separate story with distinct characteristics. As the news media struggles to explain what is happening in each place, the result for most consumers is total confusion. And as governments struggle to deal with each separate situation, the result is the impression that most are inept at handling anything.
An interview with a Libyan government official this week reminded me that while it is natural to get bogged down in the details of each event, there is an important central message that is getting lost. He said Libya desperately needs the world’s help to rebuild essential institutions and to defeat disrupting extremists.
As I listened I was reminded that there is a central message of justice, opportunity, freedom, and democratic process that has gotten lost in the details of chaos. And that staying on this message relentlessly every day might have turned that message into a truly self-fulfilling prophesy. Experience has taught me that this can be the potential power of well-orchestrated strategic communication.
Lesson learned: Too many detailed messages turn to clutter. Staying on central messages can lead to self-fulfilling prophecies.
And for the USA: Daily responses to crises have resulted in clutter and negative impressions. Simply explaining the idea of America always produces positive outcomes.
Larry D. Lauer 
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