Mass Media Theory, Leveraging Relationships, and Reliable Strategic Communication Effects

Abstract : A review of known mass media and social theories shows that the U.S. military may be off track with regard to how it plans and conducts strategic communication. Even though the U.S. military emphasizes achieving strategic communication effects through carefully prepared written and verbal messages, research shows that effects from these messages are unreliable. On the other hand, strategic communication effects that stem from relationships are shown to be much more reliable. Embracing a relationship-centric rather than message-centric perspective of strategic communication can severely change how communicators view their information battlespace. This research shows that by moving to a relationship-centric vice message-centric strategic communication strategy more reliable effects in the information environment will be achieved within an information battlespace that is less fluid and more manageable. While such a shift will dramatically change how commanders view their information battlespace it will ensure that more appropriate strategic communication approaches are employed to achieve positive and decisive results.