Donald Rumsfeld y el poder inteligente

Donald Rumsfeld, el secretario de Defensa norteamericano, recientemente se refirió a la guerra global de la administración Bush contra el terrorismo. “En esta guerra, algunas de las batallas más cruciales tal vez no tengan lugar en las montañas de Afganistán o en las calles de Irak, sino en las redacciones de Nueva York, Londres, El Cairo y otras partes. Nuestros enemigos se adaptaron hábilmente a librar guerras en la era de los medios, no así nosotros, en la gran mayoría de los casos”.

La buena noticia es que Rumsfeld está empezando a darse cuenta de que la lucha contra el terrorismo no puede ganarse sólo a través de poder militar duro. La mala noticia es que todavía no entiende el poder blando –la capacidad de obtener lo que uno busca a través de la atracción más que de la coerción-. Tal como comentó The Economist sobre el discurso de Rumsfeld, “hasta hace poco simplemente consideraba este tipo de enfoque sobre el ‘poder blando’ como, bueno, blando –parte del apaciguamiento del terrorismo de la ‘Vieja Europa’”.

Ahora Rumsfeld finalmente toma conciencia de la importancia de ganar las mentes y los corazones, pero, como señaló The Economist, “una buena parte de su discurso se centró en cómo, con relaciones públicas tramposas, Estados Unidos podía ganar la guerra de la propaganda”. En otras palabras, al culpar a los medios de los problemas de Estados Unidos, Rumsfeld olvidó la regla número uno del marketing: si uno tiene un producto pobre, ni la mejor publicidad podrá venderlo.

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