Personnel Retention in the U.S. Navy: A Strategic Communication Approach

Abstract

Information campaigns are used frequently to educate and inform and audience, as well as change their behavior. The Navy's communication methods regarding the retention problem over the last few years have tried to increase retention trends. when analyzing these efforts through persuasion methods, specifically Mendelsohn's (1973) information campaign theory, the efforts have not been targeted or specific enough to make a significant difference. This paper examines the role of communication in the Navy's retention problem, suggests a specific information campaign as one way to help turn around the retention problem, analyzes and critiques communication efforts to date, and finally suggests a strategic information campaign geared at families as one way to improve retention information.

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Document Details

Document Type
Technical Report
Publication Date
Jun 01, 2000
Accession Number
ADA379228

Entities

People

  • Lydia R. Robertson

Organizations

  • American University

Tags

Communities of Interest

  • Biomedical
  • Human Systems

DTIC Thesaurus Topics

  • Business Administration
  • Commerce
  • Employment
  • Enlisted Personnel
  • Health Care
  • Management Personnel
  • Mass Media
  • Naval Personnel
  • Newspapers
  • Organizational Structure
  • Personnel Management
  • Personnel Retention
  • Quality Of Life
  • Statistics
  • Strategic Communications
  • United States
  • Websites

Readers

  • Agent-Based Social Robotics and Mobile-Assisted Learning in Virtual Environments.
  • Naval Personnel Management
  • Systems Analysis and Design