always remember that your SC messages have more than one audience and must be crafted to meet essential policy aims simultaneously.
its impossible, when you must secure domestic support in proxy wars all over the world, but still insisting on being good boy, fighting the world villains and defending our freedoms.
they did made a choice, and decided to target their own audience. doesnt really matter how it sounds to the rest of the world. everyone is ready to forgive if you sanction my neighbor, give me independent state or fight for my biblical rights..
edit> i dont want to politize the subject, just saying its maybe not the best example.
p.s.
seriously, i expected to find some original thoughts on strategic communication in so much of comments ive seen in preview.
i guess when you have no opinion or knowledge about anything, being a cop and sticking up to your rules is the only option.