The evolution of strategic communication at United States Forces Korea (USFK): an analysis of internal organizational strategies, 2008-2011
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[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] Strategic communication is an expanding field in need of proper organization, standardization, and coordination. Its purpose — to provide vital information to targeted audiences in a transparent, effective way that helps to advance the mission and objectives of corporations, academia, and governments — is vital in today's complex world. It involves civilians in governmental decision-making and policy-making roles, as well as military leaders charged with keeping the nation secure and safe. Therefore, the need for strategic communication to be well-coordinated across all pertinent audiences is extremely important. In the Korean peninsula, where the USFK maintains a force of over 28,000 military staff, SC is even more crucial. In this case study, 22 male and female leaders in USFK SC participated in a qualitative survey consisting of in-depth interviews regarding their assessments of SC in USFK. Research findings show that: SC is valued unanimously by respondents; their USFK commander is perceived as knowledgeable about SC; SC efforts need to be better coordinated among all stakeholders; routine aspects of SC— such as meetings, sharing analytical SC data, and training and support of SC personnel and participating agencies—should be improved. Respondents offered recommendations for improving SC, such as establishing benchmarks for assessing the effectiveness of SC and providing more training in SC strategies and tactics for all pertinent personnel.
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