U.S. Army War College >> Strategic Studies Institute >> Publications >> Details

Two Case Studies of Successful Strategic Communication Campaigns

Authored by Dr. Thomas P. Galvin.

Brief Synopsis

View the Executive Summary

Strategic communication has come to be a popular term to describe the process by which U.S. military organizations managed and unified their planned communications efforts. Unfortunately, joint doctrine leaves many of the words associated with strategic communication undefined, including themes and messages, and "strategic communication" has long suffered from definitional problems. While many commentators and experts have criticized the shortcomings of U.S. communication efforts, especially in operational environments, very little attention has been given to documenting success stories that suggest tools that leaders can use to design and implement campaigns. This book details two case studies of successful strategic communication campaigns—the Multi-Year Roadmap in Stabilization Force-Bosnia and the creation of the U.S. Africa Command. Both campaigns began in environments unfavorable to the commanders and their organizations but, in both cases, the campaign helped turn perceptions of the command into a more favorable light. The book concludes by drawing on the facts of the two cases to present a general architecture for communication campaigns applicable in both enterprise and operational contexts.

You may also be interested in the following titles:

• 
  2018: The Return of Deterrence: Credibility and Capabilities in a New Era

• 
  Recommendations for Success in Afghanistan

• 
  Deterrence in the Nordic-Baltic Region: The Role of the Nordic Countries Together With the U.S. Army

• 
  Extremist Migration: A Foreign Jihadist Fighter Threat Assessment

• 
  An Unnatural Partnership? The Future of U.S.-India Strategic Cooperation

• 
  A Whole-of-Government Approach to Gray Zone Warfare

• 
  Maneuver and Manipulation: On the Military Strategy of Online Information Warfare

• 
  Command Decision: Ethical Leadership in the Information Environment

Survey: Two Case Studies of Successful Strategic Communication Campaigns

1. How would you rate the writing and overall quality? (5 best - 1 Worst)

12345

N/A

2. Is the content relevant for influencing present and future debates?

YesNoNo Opinion

Your Comments (No URLs Allowed):

If you'd like a reply to your comments, provide your email:
(optional)

Also by the Author/Editor:

Enhancing Identity Development at Senior Service Colleges

View other pubs in the following categories:

Military Change and Transformation
Military Strategy and Policy
Operational Concepts
Strategic Planning Guidance