Terrorism has always been a battle of ideas, reflecting a desire for violent and immediate political transformation. The technologies available in a globalized world today, however, have expanded the theater of conflict into a broader swath of spaces—governed, less governed, virtual—than ever. Groups such as al-Qaida understand that they can now wield influence as effectively with a video camera and an Internet connection as with an improvised explosive device. Such groups also invest heavily in their marketing capabilities. They have articulated a clear mission statement and excelled at this form of strategic communication, crafting messages based on audience perceptions and including actions as well as words. Al-Qaida’s call to arms, for example, is a globally resonant expression of its outlook, grievances, agenda, and demands and has a proven ability to turn passive observers into active participants in violent extremism., Yet, extremists do not constitute a monopoly in the marketplace of ideas. States and international organizations provide their own narratives that shape identities, relationships, and interactions among peoples and states, but they have often struggled to challenge extremist messages and draw on their own compelling stories., This report is the result of a study, undertaken as part of a broader effort on the part of the Center on Global Counterterrorism Cooperation to enhance multilateral capacities to prevent terrorism and violent extremism, that aims to examine how this message has been perceived and received by three key stakeholder communities around the United Nations: its own staff (at headquarters, in specialized agencies, and in the field), member states, and the broader public, collectively considered the “UN community.” Three main objectives underpin this project:, 1. To identify the core message of the United Nations on countering terrorism and violent extremism and how this message shapes counterterrorism policy and practice, 2.. To examine whether and how this message informs and impacts three key audiences:, (a) the UN system, including field missions and specialized agencies,, (b) UN member states,, (c) the broader public, 3. To explore how strategic communication can be used to enhance UN efforts to prevent terrorism and violent extremism and contribute to national and regional efforts to address terrorism and diminish radicalization and recruitment that bolster extremist groups