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Overcoming Resistance: Developing an Influence Strategy for the Joint Force Commander
ARMY COMMAND AND GENERAL STAFF COLL FORT LEAVENWORTH KS SCHOOL OF ADVANCED MILITARY STUDIES
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The monograph conducts a practical examination of current problems of joint force influence activities and examines the term strategic communication to make the argument for the development of an influence strategy central to the theater strategy. The monograph examines communication theory as it relates to an influence strategy and conducts a comparative research analysis of political campaign and marketing models. By comparing the major aspects of both these models, appropriate aspects of influence activities can be identified for use by the joint forces integrated into the assessment, planning and execution functions of the command. Massive reorganization efforts and substantial increases in budgetary resources are not required to make positive changes to the Joint Force Commanders efforts in strategic communication and influence. But progressive measures of engagement and adjustments to how to effectively influence are in fact required to encourage change. Additionally, a more accurate use of the conceptual terms of strategic communication and influence are also warranted. This will enable Joint Force Commanders to describe what is actually trying to be accomplished. By using the proven methods of political campaigns and business marketing, the Joint Force Commander can efficiently confront the problems of contemporary conflicts and establish effective strategies for the future. This monograph makes recommendations that cover changes to how the Joint Force Commander and staff assess the environment, synchronize their current capabilities, change their operating concepts and incorporate the proven principles to overcome resistance to an idea. Current assessment capabilities and structures must be modified to measure effectiveness of current influence efforts.
APPROVED FOR PUBLIC RELEASE