The Resource Two case studies of successful strategic communication campaigns, Thomas P. Galvin

Two case studies of successful strategic communication campaigns, Thomas P. Galvin

Label
Two case studies of successful strategic communication campaigns
Title
Two case studies of successful strategic communication campaigns
Statement of responsibility
Thomas P. Galvin
Creator
Contributor
Author
Publisher
Subject
Genre
Language
eng
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
Cataloging source
AWC
http://library.link/vocab/creatorName
Galvin, Thomas P
Government publication
federal national government publication
Illustrations
  • illustrations
  • maps
Index
no index present
LC call number
UA943
LC item number
.G34 2019
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
  • Army War College (U.S.)
  • Army War College (U.S.)
http://library.link/vocab/subjectName
  • Communications, Military
  • Communication policy
  • Communication policy
  • Communications, Military
  • United States
Label
Two case studies of successful strategic communication campaigns, Thomas P. Galvin
Instantiates
Publication
Note
"March 2019."
Bibliography note
Includes bibliographical references
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Color
mixed
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
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 -- Implications for communication campaigns -- 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
Control code
1101187405
Dimensions
unknown
Extent
1 online resource (xvii, 216 pages)
Form of item
online
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
color illustrations, color map
Specific material designation
remote
System control number
(OCoLC)1101187405
Label
Two case studies of successful strategic communication campaigns, Thomas P. Galvin
Publication
Note
"March 2019."
Bibliography note
Includes bibliographical references
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Color
mixed
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
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 -- Implications for communication campaigns -- 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
Control code
1101187405
Dimensions
unknown
Extent
1 online resource (xvii, 216 pages)
Form of item
online
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
color illustrations, color map
Specific material designation
remote
System control number
(OCoLC)1101187405

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