Toward a Theory of Strategic Communication: A Relationship Management Approach.

摘要

Currently the U.S. government uses the message influence model to conduct strategic communications. The model focuses on the message, which, if well-crafted, influences the receiver in the way that the sender intends. Unfortunately, experience in Afghanistan has shown that the message influence model is not very effective in helping the U.S. government achieve its strategic communications goals. This paper presents a theory-based alternative to the message influence model that will improve the U.S. government's ability to meet its strategic communications goals. The paper begins with a review and synthesis of scholarly literature on human communication, relational theory, and strategic communications. The literature review demonstrates how relational theory applies to strategic communication practice. The application of theory to practice suggests that a relationship management approach to strategic communications would be more effective than a message influence-based approach. The paper concludes with recommendations for the future practice of strategic communications, applying relational theory.