Accession Number:

ADA379228

Title:

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

Descriptive Note:

Master's thesis

Corporate Author:

AMERICAN UNIV WASHINGTON DC

Personal Author(s):

• Robertson, Lydia R.

Report Date:

2000-06-01

Pagination or Media Count:

44.0

Abstract:

Information campaigns are used frequently to educate and inform and audience, as well as change their behavior. The Navys 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 Mendelsohns 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 Navys 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.

Descriptors:

• *NAVAL PERSONNEL
• *PERSONNEL RETENTION
• STRATEGY
• NAVY
• PATTERNS
• COMMUNICATION AND RADIO SYSTEMS
• NAVAL PLANNING
• STRATEGIC COMMUNICATIONS

Subject Categories:

• Information Science
• Personnel Management and Labor Relations
• Military Forces and Organizations

Distribution Statement:

APPROVED FOR PUBLIC RELEASE