Communication Campaigning: Primer for Senior Leaders 1st Edition

Abstract

Strategic communication is both an art and a science, a malleable hybrid process that makes achieving consensus on the best organizational approach to a communications campaign difficult to achieve. Too often, national and military leaders favor the science, and deliver messages that are rational in their construction but uninspiring to stakeholders and members of the organization alike. But too much artistry is also a problem. If the message is not grounded in the identity of the organization, it fails to be authentic or motivating. To this point, there has been little that guides leaders how to integrate the art and science into campaign development. This primer points the way, to mastering the science so that the art can then be applied with a judicious and skillful hand.

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Document Details

Document Type
Technical Report
Publication Date
Feb 01, 2019
Accession Number
AD1124811

Entities

People

  • Tom Galvin

Organizations

  • United States Army War College

Tags

Communities of Interest

  • Biomedical
  • Cyber
  • Energy and Power Technologies
  • Engineered Resilient Systems
  • Human Systems

DTIC Thesaurus Topics

  • Agreements
  • Air Force
  • Business Administration
  • Community Of Practice
  • Contingency Operations (Military)
  • Employment
  • Geographic Regions
  • Health Services
  • Law
  • Management Personnel
  • Military Organizations
  • Military Science
  • National Politics
  • National Security
  • Organizational Structure
  • Personality
  • Personnel Management
  • Psychology
  • Reliability
  • Social Media
  • United States
  • United States Africa Command
  • War Colleges
  • Warfare

Readers

  • Military History / Militaries and War Studies
  • Systems Analysis and Design