It's all a political campaign. Which means that we should have "campaigners" running the "war".

Here's an interesting read that talks about it in depth:

Echevarria, Antulio J., Wars of Ideas and the War of Ideas, Carllisle, PA: US Army War College Strategic Studies Institute Press, 2008. Available at: http://www.strategicstudiesinstitute....cfm?pubID=866