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Strategic communication : a primer

Author: S A Tatham; Defence Academy of the United Kingdom. Advanced Research and Assessment Group.
Publisher: Shrivenham : Defence Academy of the United Kingdom, Advanced Research and Assessment Group, 2008.
Series: Special series (Defence Academy of the United Kingdom. Advanced Research and Assessment Group), 08/28.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"This paper attempts to address a perceived gap in UK defence thinking which currently has little documentation on the emerging and cross governmental art of Strategic Communication. After defining the term, this paper attempts to locate its utility within the defence community, considering its relationship with Media and Information Operations. The paper notes, that at its core, Strategic Communication can only be  Read more...
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Document Type: Book
All Authors / Contributors: S A Tatham; Defence Academy of the United Kingdom. Advanced Research and Assessment Group.
ISBN: 9781905962594 1905962592
OCLC Number: 298596095
Notes: Cover title.
"December 2008."
Description: 27 pages : illustrations (some color) ; 30 cm.
Contents: Adaptive campaigning --
Definition of strategic communication --
What strategic communication is not --
Understanding how to communicate with audiences --
Narratives --
The asymmetry of communication --
Target audience analysis --
Target conduit analysis --
Placing strategic communication at the heart of operations --
Fleeting opportunities --
Strategic communication and network media --
Measuremets --
Measurements through time --
Summary --
Annex A: The Development of the Taliban's information strategy 2006-8 --
Annex B: Human terrain teams.
Series Title: Special series (Defence Academy of the United Kingdom. Advanced Research and Assessment Group), 08/28.
Responsibility: S.A. Tatham.

Abstract:

"This paper attempts to address a perceived gap in UK defence thinking which currently has little documentation on the emerging and cross governmental art of Strategic Communication. After defining the term, this paper attempts to locate its utility within the defence community, considering its relationship with Media and Information Operations. The paper notes, that at its core, Strategic Communication can only be successful when three processes are clearly understood: the role of strategic communication in campaigning, the actual cognitive process of communication and the empirical analysis of target audiences. The dangers of over-reliance upon polling are considered concurrently. The paper concludes with the place of Strategic Communication withinUK military operations, the need for robust measurements of effectiveness and a short assessment of the challenges of emergening and new media"--Page 2 of cover.

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