The Strasbourg I Kehl Summit declaration states that "it is Increasingly important that the Alliance communicates in an appropriate, timely, accurate and responsive manner on its evolving roles, objectives and missions. Strategic communications are an integral part of our efforts to achieve the Alliance's political and military objectives".
Today's information environment, characterized by a 24/7 news cycle, the rise of social networking sites, and the interconnectedness of audiences in and beyound NATO nations territory, directly affects how NATO actions are perceived by key audiences. That perception is always relevant to, and can have a direct effect on the success of NATO operations and policies. NATO must use various channels, including the traditional media, internet-based media and public engagement, to build awareness, understanding, and support for its decisions and operations. This requires a coherent institutional approach, coordination of effort with NATO nations and between all relevant actors, and consistency with agreed NATO policies, procedures and principles.