How strategic communication can combat terrorism and violent extremism 

The ideological motivations behind extremism are shifting, technological advancements are accelerating radicalisation, and the socio-political landscape is becoming more polarised. Against this backdrop, strategic communication is a key instrument in shaping public perception and countering extremist messaging.  

When executed effectively, it fosters trust, promotes social cohesion, and strengthens communities against radicalisation. Conversely, terrorism itself is fundamentally a form of violent communication – designed to instil fear, create uncertainty, and erode institutional trust. Historically, terrorist organisations have leveraged media coverage to amplify their messages, using high-profile attacks to gain attention and legitimise their cause. 

The role of communication in both preventing and enabling terrorism highlights the importance of counteracting extremist narratives. Governments, civil society, and digital platforms must engage in proactive messaging that undermines extremist propaganda and promotes resilience within communities. 

The evolution of extremist messaging

Terrorist organisations have become increasingly sophisticated in their use of communication. Gone are the days when extremist groups relied solely on traditional media; today, they exploit social media, encrypted messaging apps, and generative artificial intelligence (AI) to amplify their reach. 

The rise of AI-generated content has made extremist messaging more persuasive and difficult to detect. Deepfake videos, manipulated images, and automated chatbots can rapidly disseminate misinformation, creating a false sense of legitimacy around extremist ideologies. These technological advancements make it even more challenging to counter extremist messaging, requiring counterterrorism efforts to adapt and innovate. 

Additionally, the shift from centralised extremist movements to decentralised online networks has changed how radicalisation occurs. Rather than following a strict hierarchical structure, contemporary extremism thrives in loosely connected digital communities. The removal of a single extremist leader or organisation no longer guarantees the dismantling of a movement, as individuals radicalise in isolated digital environments. 

The role of strategic communication in prevention

A successful counter-extremism strategy must leverage strategic communication to dismantle the narratives that fuel radicalisation. This involves three key components: 

• Counter-Narratives – Producing and promoting alternative messages that challenge extremist ideologies. Counter-narratives should focus on positive identity-building, highlighting the benefits of inclusivity and social cohesion. 
• Disruption of Extremist Networks – Engaging digital platforms and law enforcement to monitor and remove extremist content before it spreads. 
• Community-Based Engagement – Strengthening local communities through targeted outreach and education, ensuring that vulnerable individuals have access to support networks that deter them from extremist pathways. 

Lessons from effective strategic communication campaigns

One of the most notable examples of effective strategic communication came in the aftermath of the Christchurch terrorist attack in 2019. New Zealand’s then-Prime Minister, Jacinda Ardern, utilised a simple but powerful message: They are us. This phrase encapsulated national unity and rejection of extremist ideologies. It resonated deeply with both domestic and international audiences, helping to reinforce a collective stand against violent extremism. 

The success of this messaging highlights a crucial element of counter-radicalisation efforts: emotional resonance. Strategic communication must not only be factually accurate but also emotionally compelling to effectively counter extremist narratives. If extremist propaganda thrives on fear and division, counter-narratives must foster unity, resilience, and empowerment. 

Challenges in countering extremist narratives

Despite progress, counter-extremism efforts face several challenges: 

• Misinformation and Disinformation: Extremist groups use conspiracy theories, fake news, and fabricated evidence to manipulate public opinion. The rapid spread of disinformation can erode trust in governments and institutions, making it harder to counter extremist messaging. 
• Digital Accessibility: The internet has democratised access to information, making extremist content more readily available to vulnerable individuals. Even when content is removed from mainstream platforms, it often resurfaces on encrypted or alternative media channels.
• Algorithmic Bias: Social media algorithms often push users towards increasingly extreme content. Once an individual begins engaging with extremist material, they are more likely to be exposed to additional radical content, accelerating the radicalisation process. 

Addressing these challenges requires a collaborative approach between governments, technology companies, and civil society groups to monitor, regulate, and counteract extremist messaging effectively. 

A whole-of-society approach to strategic communication

Preventing violent extremism is not solely the responsibility of governments or security agencies. A whole-of-society approach is necessary to build resilience against radicalisation. This involves: 

• Strengthening Digital Literacy – Educating individuals on how to critically assess information, identify extremist narratives, and engage responsibly with digital content. 
• Enhancing Crisis Communication – Governments must communicate clearly and effectively during crises to prevent misinformation from taking hold. A failure to control the narrative in the early stages of a crisis can allow extremists to exploit public uncertainty. 
• Fostering Community Resilience – Local communities should be empowered to challenge extremist narratives through grassroots initiatives, cultural programmes, and interfaith dialogue. 
• Encouraging Public-Private Partnerships – Tech companies, media organisations, and policymakers must work together to combat the spread of extremist content online. 

The future of strategic communication in counter-extremism 

As technology continues to evolve, so too must counter-extremism strategies. The next wave of strategic communication efforts must consider the impact of emerging technologies such as AI, augmented reality (AR), and the metaverse. These digital landscapes present both challenges and opportunities for countering extremism. 

For example, AI-driven tools can be used to detect and remove extremist content at scale, while AR experiences can be harnessed to create immersive educational programmes that promote social cohesion. Similarly, law enforcement agencies can utilise AI analytics to track extremist trends and disrupt recruitment networks before they take hold. 

Strategic communication is a powerful tool in the fight against terrorism and violent extremism. By leveraging compelling narratives, fostering digital resilience, and engaging communities, counter-extremism efforts can dismantle the ideological foundations of radicalisation. However, the rapid evolution of extremist tactics requires continuous innovation and collaboration. Only through a proactive and adaptive approach can societies strengthen their defences against the spread of violent extremism and build a more resilient future.

This excerpt is taken from ‘From Vulnerability to Strength: The Growing Role of Strategic Communication in Preventing Terrorism and Violent Extremism’, by Jodie Wrigley, P/CVE Strategic Communication Specialist Advisor, originally published in the Global Terrorism Index 2025 report. 

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