and detainees humanely and according to American values and principles. By doing this, COIN operations show the host nation's population that they can be trusted and that they are concerned about the well-being of the population in order to be successful in warfare. A population that expects the incumbent government to deliver public goods, services, and security frequently supports the counterinsurgency, and a major event that increases popular expectations of future public goods and service delivery can trigger a shift in public attitudes away from the insurgency and toward the counterinsurgency. "Political, social, and economic programs are usually more valuable than conventional military operations in addressing the root causes of the conflict and undermining the insurgency." These programs are essential in order to gain the support of the population. These programs are designed to make the local population feel secure, safe, and more aligned with the counterinsurgency efforts; this enables the citizens of the host nation to trust the goals and purposes of the counterinsurgency efforts, as opposed to the insurgents'. A counterinsurgency is a battle of ideas and the implementation and integration of these programs is important for success. Social, political and economic programs should be coordinated and administered by the host nation's leaders, as well. Successful COIN warfare allows the population to see that the counterinsurgency efforts are including the host nation in their re-building programs. The war is fought among the people and for the people between the insurgents and the counterinsurgents. A counterinsurgency is won by utilizing strategic communications and information operations successfully. A counterinsurgency is a competition of ideas, ideologies, and socio-political movements. In order to combat insurgent ideologies one must understand the values and characteristics of the ideology or religion. Additionally, counterinsurgency efforts need to understand the culture of which the insurgency resides, in order to strategically launch information and communication operations against the insurgent ideology or religion. Counterinsurgency information operatives need to also identify key audiences, communicators, and public leaders to know whom to influence and reach out to with their information. Information operations Public diplomacy in information operations can only be achieved by a complete understanding of the culture it is operating in. Counterinsurgency operations must be able to perceive the world from the locals' perspective. To develop a comprehensive cultural picture counterinsurgency efforts should invest in employing "media consultants, finance and business experts, psychologists, organizational network analysts, and scholars from a