The rise to prominence of Daesh and its expert exploitation of extremist propaganda has brought in to focus the role of strategic communications in counterterrorism (CT) and countering violent extremism policy. Nonetheless, strategic communications tends to be discussed largely in relation to counter-recruitment and counter-radicalisation. Using the UK’s CT strategy as a case study, Andrew Glazzard and Alastair Reed argue that strategic communications has a far wider application in CT.