2 options
Two case studies of successful strategic communication campaigns / Thomas P. Galvin.
- Format:
- Book
- Government document
- Author/Creator:
- Galvin, Thomas P., author.
- Language:
- English
- Subjects (All):
- Communications, Military--Case studies.
- Communications, Military.
- Communication policy--United States--Case studies.
- Communication policy.
- United States.
- Genre:
- Case studies
- Case studies.
- Physical Description:
- 1 online resource (xvii, 216 pages) : color illustrations, color map
- Place of Publication:
- Carlisle, PA : Strategic Studies Institute and U.S. Army War College Press, 2019.
- 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" -- Publisher's description.
- Contents:
- Introduction
- The problems with 'strategic communication'. Background on the term 'strategic communication'
- The strategic communication campaign
- Impetus for the case studies
- Pettigrew's triangle as a lens
- Case study I : the Bosnia multi-year road map (MYRM). Background of the MYRM
- From the Dayton Accords to the turn of the century
- Genesis of the MYRM
- Maturity, early 2001 and beyond
- Implications for communication campaigns
- Limitations of the campaign and conclusion
- Case study II : creation of U.S. Africa Command (USAFRICOM). Presidential decision in a caustic environment
- The USAFRICOM leadership team
- The first month, analysis phase
- Winter 2007-2008 : continuing analysis and movement to planning
- Planning phase and rapid growth, March-October 2008
- Full operational capability, October 2008 and beyond
- Analysis of the case studies. Content
- Process
- Context
- Implications for strategic communication campaigns. Reasons to create named campaigns
- Six essential questions for planning a communication campaign
- Campaign architecture
- Conclusion.
- Notes:
- "March 2019."
- Includes bibliographical references.
- Description based on online resource, PDF version; title from title page (SSI, viewed November 5, 2019).
- Other Format:
- Print version: Galvin, Thomas P., Two case studies of successful strategic communication campaigns
- OCLC:
- 1101187405
The Penn Libraries is committed to describing library materials using current, accurate, and responsible language. If you discover outdated or inaccurate language, please fill out this feedback form to report it and suggest alternative language.