Language and Messaging Guide for United States Southern Command (SOUTHCOM)

Introduction

This guide delineates the strategy for effective communication specifically tailored for the United States Southern Command (SOUTHCOM). It offers insights on terminologies, tone, and style preferred by SOUTHCOM, aiming to facilitate engaging and accurate messaging.

Command Overview

SOUTHCOM is responsible for providing contingency planning, operations, and security cooperation in Central and South America, the Caribbean, and southern waters of the Atlantic. It emphasizes partnership, readiness, and respect for sovereign nations within its area of responsibility.

Communication Style

• Tone: Professional yet Approachable – SOUTHCOM’s communications balance the need for formality in military discourse with the goal of fostering collaborative relationships with partner nations.
• Perspective: Mixed – Depending on the context, SOUTHCOM’s communications may shift from an observatory third-person perspective to a more inclusive first-person narrative, especially when discussing collaborations and partnerships.
• Language Precision: Communications are precise and carefully chosen to ensure clarity, respect for national sovereignty, and the promotion of mutual security interests.
• Visual Representation: Visuals reflect SOUTHCOM’s commitment to partnership and security. Imagery associated with cooperative exercises, humanitarian assistance, and mutual defense activities are preferred.

Preferred Terminology and Phrases

• Security Cooperation: Refers to collaborative efforts to achieve mutual security goals, emphasizing the joint nature of many of SOUTHCOM’s missions.
• Counter-Narcotics Operations: Activities aimed at disrupting transnational criminal organizations’ drug trafficking operations.
• Humanitarian Assistance/Disaster Response (HA/DR): Refers to SOUTHCOM-led initiatives to provide relief in the aftermath of natural disasters.
• Interoperability: The ability of military forces and systems from partner nations to work cohesively.
• Enduring Promise: A phrase often used to emphasize the U.S.’s long-term commitment to the security and prosperity of the Western Hemisphere.

Key Snippets from Official Documents

• 2024 SOUTHCOM Posture Statement: “An Enduring Promise to the region – that in the face of tyranny, corruption, pandemic, and natural disasters, the United States of America will always stand beside those who seek and promote peace, prosperity, and democratic ideals.”

Leadership Language

• Gen. Laura J. Richardson: Frequently emphasizes “partnership” and “collaboration” as foundational to achieving security objectives.
• Vice Adm. Alvin Holsey: Known for highlighting the “strategic significance” of the SOUTHCOM area of responsibility in promoting hemispheric stability.
• Maj. Gen. Scott A. Jackson: Focuses on “readiness” and “interoperability” as key elements in ensuring effective defense cooperation.
• Sgt. Maj. Rafael Rodriguez: Often speaks to the importance of “building trust” and “mutual respect” between U.S. and partner nation forces.

Adapting Your Communication

• When referring to the command: Always emphasize SOUTHCOM’s role in fostering security cooperation and mutual respect among the nations within its area of responsibility.
• Incorporating preferred terminology: Utilize the command’s preferred terms to reinforce SOUTHCOM’s mission and priorities.
• Emulating the command’s tone: Adopt a tone that is professional yet approachable, reflecting SOUTHCOM’s dedication to partnership and collaborative security efforts.

Conclusion

Effective communication with and about SOUTHCOM necessitates an understanding of its mission, values, and preferred terminology. By adopting the guidelines provided in this messaging guide, communicators can enhance their interactions with SOUTHCOM and contribute to the promotion of its key messages and objectives.

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This guide is intended to evolve in response to shifts in SOUTHCOM’s strategic direction and leadership. Refer to the most recent version for updated guidance.