Can't Count It, Can't Change It: Assessing Influence Operations Effectiveness
Abstract
The effectiveness of strategic influence operations is often the subject of considerable debate, simultaneously coming under fire by skeptics of the general effectiveness of influence operations, and by those who would provide direction and resources for influence activities. Its future is dependent on practitioners' abilities to demonstrate its effectiveness in influencing the attitudes and behaviors of intended audiences. However, if you "can't count it, you can't change it." This paper contends that there are three factors essential to assuring the greatest probability of success in assessing the effectiveness of influence operations: (1) a comprehensive understanding of effectiveness measures; (2) the integration of evaluators at the beginning and throughout the planning process; and (3) the development of a cadre of personnel with the knowledge, skills, and abilities to conduct assessments. By demonstrating the ability to measure the effectiveness of influence operations, the influence community can persuade all skeptics that, in fact, influence operations really are changing the attitudes and behaviors of target audiences. Because, in the end, "when we can count it, we can change it!"
Document Details
- Document Type
- Technical Report
- Publication Date
- Mar 14, 2011
- Accession Number
- ADA560244
Entities
People
- Christopher R. Rate
Organizations
- United States Army War College