Module 2 Assignment 1
Strategic communication in US Military a case study of don’t ask don’t tell policy
Strategic communication refers to process of identifying an organization’s message and using appropriate channel to pass the message to the general public. This is aimed at creating rapport and confidence to the public on how an organization handles issues affecting its operations.
Shayna Englin, a teacher of public relations and corporate communications at Georgetown, argues that strategic communication is all about communicating the best message, through the right channels, measured against a well considered organizational specific goals.
Any organization is guided by its mission, vision, core values and objectives. Once operational, it is expected that organization runs smoothly without hiccups. It is therefore important for the organizations to clearly state how it is to handle any issues likely to jeopardize its operations. This is achieved through strategic communication. Bockstette, (2008).
According to the article, by Yana Kunichoff (2010) entitled, Army Secretary Backtracks on "Don't Ask, Don't Tell" Repeal. Clearly the Us Army Secretary John McHugh did not observe the general principle of the strategic communication which requires an organization to set up blue print on how to handle information being released to the public. He contradicted himself contrary to expectations by releasing two contradicting stand on don’t ask don’t tell policy. At one point he said that he won’t discharge gays who spoke openly on their gay orientation and at another instance he claimed the gay soldiers who spoke of their status openly could still be discharged of their duties.
Consistency and professionalism in releasing information is all an organization requires when it comes to strategic communication. Consistency in the manner in which information flows to public and how reliable they are, wins the confidence of the public. Taking to the press with two stands as the case of the Army secretary builds a poor image about an organization or institution. Information usually sent to the public through media or press once it has been given the go ahead by the department of public relation. This however may not be the case especially where information leaks to the public without authorization. In such a case an organization is required to counter its effect beyond reasonable doubt. Eder, Mari (2011)
The obvious challenges in strategic communication are dealing with informed public about a given phenomenon. The public may have advance knowledge about the subject an organization may be purporting to address them about; this therefore poses a great challenge. Encoding information therefore requires critical thinkers and researchers, in addition responsibility must be assigned, and professionalism above all, is the pivot to successful strategic communication
References
Joint Publication 1-02: "Department of Defense Dictionary of Military and Associated Terms", Washington D.C., 12 April 2001 (as amended through 17 March 2009)
Bockstette, Carsten (December 2008). "Jihadist Terrorist Use of Strategic Communication Management Techniques". George C. Marshall Center for European Security Studies. Retrieved 2014-12-17.
Eder, Mari (2011). Leading the Narrative: The Case for Strategic Communication. Annapolis: Naval Institute Press
Peter E. Westenkirchner (Bundeswehr Transformation Centre): Framework Concept "Integrated Communication in Multinational Coalition Operations within a Comprehensive Approach"
