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Taliban communication skills increase - Mullah Omar speaks with confidence and awareness...

Posted by Tim Foxley at 2008-09-30 22:04 |

An object lesson to ISAF in how to communicate a message that will resonate with the target audience. A fascinating address, articulate and inspiring, attributed to Taliban leader Mullah Omar on the occasion of Eid. The growing sense of confidence and the developing understanding of the international community and their difficulties in Afghanistan is tangible - he offers ISAF "safe passage" to withdraw.

The leader of the Taliban, Mullah Omar is rarely visible, physically or verbally, save for a handful of times a year when he offers greetings for Eid or on other significant anniversaries and events.  This written greeting, on the occasion of Eid al Fitr, is aimed at Taliban fighters, the Afghan population, Afghan government security forces, the surrounding region and the international community.

To quote a section:

The current situation of our country are clear signs of Allah’s help. America which never ever imagined its defeat due to its technological advancement, now everyday it welcomes the coffins of its soldiers and is facing great life and monetary losses. A few years back no one would have conceived that US and its allies will face such resistance in Afghanistan, which will compel their president to beg other counties to provide economical, military equipment and soldiers assistance to combat the resistance, furthermore no one is prepared to bring to light this unique development....This reality reveals the good news to the Ummah that if we adhere to our beliefs in our Lord and stick to the goals with one voice, than the day is near when these foreign intruders will run away. That destiny is very near now.

The message to the Taliban fighters (or perhaps those opposed to the ISAF presence) is effectively: "stay with it, we are winning".  The address is articulate, inspiring and demonstrates a good understanding of Western concerns.   Of course, you have no idea if this is genuinely from Mullah Omar or whether it was drafted for him, or simply a construct of the Pakistani intelligence services (ALLEGEDLY).  It is several steps up from his previous Eid address, which you may want to look at as well, to "compare and contrast". 

Other angles of interest:

- strong warnings to Taliban fighters to avoid targeting/killing Afghan civilians - further confirming Taliban sensitivities on this issue and probably an awareness that the international forces are losing popularity as a result of their own misdirected airstrikes.

- an intriguing appeal to "those elders who call themselves Mujahideen" - perhaps suggesting an outreach to warlords and former members of the Northern Alliance?  (I saw a report a few months ago that Rabbani and the opposition were talking to the Taliban...??):

I once again invite those elders who call themselves Mujahideen and are still standing with the American Institutions, to stop standing against the Mujahid Nation. They should not go the wrong way for the sake of Allah.

- calls for vigilance against ISAF "trickeries" - which Omar seems to equate with ISAF/Afghan government media claims and assertions - certainly the Taliban have appeared over-sensitive to charges of causing casualties amongst the Afghan populace and, more recently, suggestions that elements of the Taliban may be talking to the Afghan government:

"...our enemy due to its devilish nature is very clever in making trickeries. And at the time of its defeat it always put these trickeries to work. And Muslim Ummah often gets caught in these devilish trickeries..."

This is an object lesson for NATO/ISAF in how to communicate a message in a way that will resonate with the target audience...

Deliberate mis-messaging?

Posted by Anon at 2008-11-19 23:36
Hi Tim,

I recently spoke with someone engaged with PR for international military forces who had been instructed to ensure that all statements they published (for example regarding an operation) were different in tone and details to the CF or NATO/ISAF statement. The justification was that they are not mis-leading (or probably more accuratly not-explaining) to hide facts, but to make sure that if something goes wrong no-one can be blamed. It seems highly counter-productive and was wondering if you had come across this or similar issues?

mis-messaging...

Posted by Tim Foxley at 2008-11-20 11:21
Hi and thanks - this sounds very interesting and sounds like the need to cover yourself getting in the way of timely responses. But I was unclear who your contact was reporting for if they weren't representing ISAF, NATO or Coalition? Is this some kind of PR point of contact in addition to an ISAF official spokesperson? Would this policy also make sense if it was purely to avoid seeming that they were speaking for someone that they weren't speaking for? I hadn't looked at this angle specifically - don't suppose you have any examples from your PR point of contact? I guess collateral damage incidents would come into this area...?

Thanks for your contribution

Cheers

Tim