Accession Number : ADA561990


Title :   Toward a Theory of Strategic Communication: A Relationship Management Approach


Descriptive Note : Research paper


Corporate Author : ARMY WAR COLL CARLISLE BARRACKS PA


Personal Author(s) : Phillips, Cheryl D


Full Text : https://apps.dtic.mil/dtic/tr/fulltext/u2/a561990.pdf


Report Date : 22 Mar 2012


Pagination or Media Count : 38


Abstract : Currently the U.S. government uses the message influence model to conduct strategic communications. The model focuses on the message, which, if well-crafted, influences the receiver in the way that the sender intends. Unfortunately, experience in Afghanistan has shown that the message influence model is not very effective in helping the U.S. government achieve its strategic communications goals. This paper presents a theory-based alternative to the message influence model that will improve the U.S. government's ability to meet its strategic communications goals. The paper begins with a review and synthesis of scholarly literature on human communication, relational theory, and strategic communications. The literature review demonstrates how relational theory applies to strategic communication practice. The application of theory to practice suggests that a relationship management approach to strategic communications would be more effective than a message influence-based approach. The paper concludes with recommendations for the future practice of strategic communications, applying relational theory.


Descriptors :   *AFGHANISTAN CONFLICT , *ATTITUDES(PSYCHOLOGY) , *PUBLIC OPINION , *PUBLIC RELATIONS , *STRATEGIC COMMUNICATIONS , *THEORY , *UNITED STATES GOVERNMENT , CIVILIAN POPULATION , CONSTRUCTION , COUNTERINSURGENCY , DEPARTMENT OF DEFENSE , FOREIGN POLICY , MILITARY OPERATIONS , SECURITY , STABILITY , SURVEYS


Subject Categories : Government and Political Science
      Sociology and Law
      Psychology
      Unconventional Warfare


Distribution Statement : APPROVED FOR PUBLIC RELEASE