Public Affairs, the Self-Directed Information Environment and Strategic Integration
Abstract
Military Public Affairs is at a crossroads: Information moves faster and through more platforms than ever, while traditional public affairs' responses, tactics and operations are calculated, slow and cumbersome. Using case-studies from the Ukraine, Israel and ISIS, this paper evaluated effective methods of communication in the current information environment. These studies indicated the trustworthiness and emotional appeal of information sources mean as much or more than the origin of the information itself. The research indicated information flows from key influencers through an information environment where end-users pick and choose sources they trust. This self-directed news gathering trend decentralizes information, making it difficult to reach audiences in an effective manner without a plan to navigate through the information terrain. These findings highlight the importance of understanding the nature of the environment and the audience and key influencers in each domain prior to determining effective communication strategies. It investigates the strategic value of treating the information realm as a physical environment and using an operational approach when navigating through information's complex terrain. The thesis claims applying public affairs principles strategically, while using language and framework familiar to commanders at all levels, creates opportunities to integrate public affairs into the overall strategic approach.
Document Details
- Document Type
- Technical Report
- Publication Date
- Jun 10, 2016
- Accession Number
- AD1020030
Entities
People
- Carla M. Gleason
Organizations
- United States Army Command and General Staff College