拉姆斯菲尔德和灵巧力量

美国国防部长拉姆斯菲尔德最近谈论布什当局的全球性反恐战争时说:“在这场战争中,某些最为关键的战役并不是在阿富汗的山岭或者伊拉克的街巷中进行的,而是在位于纽约、伦敦、开罗以及其他地方的新闻室中开展的。我们的敌人已经娴熟地适应了在媒体时代中作战,但是我们在很大程度上却还没有”。

好消息是,拉姆斯菲尔德开始意识到无法单纯通过军事力量赢得反恐斗争。坏消息是,他还是不理解柔性力量,也就是通过吸引而非高压强制达到目的的能力。经济学家杂志评论拉姆斯菲尔德的言论说:“直到最近,他还直截了当地把重视柔性力量视为老欧洲对恐怖主义温柔的绥靖主义”。

现在,拉姆斯菲尔德终于认识到赢得人心的重要性,但是,正如经济学家杂志所指出的那样,“他讲话的大部分集中在美国如何运用滑头的公关赢得宣传战争”。换言之,拉姆斯菲尔德在把美国的问题归咎于媒体的时候,他忘记了市场营销的首要法则,那就是如果你的产品不佳,即使是最好的广告也无法让它畅销。

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