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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
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Strategies to Enhance
Air Force Communication with
Internal and External Audiences

A WORKSHOP REPORT

Committee on Strategies to Enhance Air Force Communication
with Internal and External Audiences: A Workshop

Air Force Studies Board

Division on Engineering and Physical Sciences

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THE NATIONAL ACADEMIES PRESS
Washington, DC
www.nap.edu

Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
×

This is a report of work supported by Grant FA9550-14-1-0127 between the U.S. Air Force and the National Academy of Sciences. Any opinions, findings, or conclusions expressed in this publication do not necessarily reflect the views of any organization or agency that provided support for the project.

International Standard Book Number-13: 978-0-309-38901-3
International Standard Book Number-10: 0-309-38901-1
DOI: 10.17226/21876

Limited copies of this report are available from:

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Additional copies are available from:

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Copyright 2016 by the National Academy of Sciences. All rights reserved.

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Suggested citation: National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press.

Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
×

images

The National Academy of Sciences was established in 1863 by an Act of Congress, signed by President Lincoln, as a private, nongovernmental institution to advise the nation on issues related to science and technology. Members are elected by their peers for outstanding contributions to research. Dr. Ralph J. Cicerone is president.

The National Academy of Engineering was established in 1964 under the charter of the National Academy of Sciences to bring the practices of engineering to advising the nation. Members are elected by their peers for extraordinary contributions to engineering. Dr. C. D. Mote, Jr., is president.

The National Academy of Medicine (formerly the Institute of Medicine) was established in 1970 under the charter of the National Academy of Sciences to advise the nation on medical and health issues. Members are elected by their peers for distinguished contributions to medicine and health. Dr. Victor J. Dzau is president.

The three Academies work together as the National Academies of Sciences, Engineering, and Medicine to provide independent, objective analysis and advice to the nation and conduct other activities to solve complex problems and inform public policy decisions. The Academies also encourage education and research, recognize outstanding contributions to knowledge, and increase public understanding in matters of science, engineering, and medicine.

Learn more about the National Academies of Sciences, Engineering, and Medicine at www.national-academies.org.

Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
×

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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
×

COMMITTEE ON STRATEGIES TO ENHANCE AIR FORCE COMMUNICATION
WITH INTERNAL AND EXTERNAL AUDIENCES: A WORKSHOP

DOUGLAS M. FRASER, U.S. Air Force (retired), Chair

PAMELA A. DREW, Premier Aerospace and Defense, Vice Chair

RICHARD P. HALLION, Science and Technology Policy Institute

JOANN KEYTON, North Carolina State University

WENDI E. STRONG, USAA

Staff

JOAN FULLER, Director, Air Force Studies Board

ANDREW J. KREEGER, Program Officer

MARGUERITE E. SCHNEIDER, Administrative Coordinator

COURTLAND LEWIS, Consultant

DIONNA C. ALI, Research Assistant

Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
×

AIR FORCE STUDIES BOARD

DOUGLAS M. FRASER, Doug Fraser, LLC, Chair

DONALD C. FRASER, Charles Stark Draper Laboratory (retired), Vice Chair

BRIAN A. ARNOLD, Peachtree City, Georgia

ALLISON ASTORINO-COURTOIS, National Security Innovations, Inc.

TED F. BOWLDS, The Spectrum Group

STEVEN R.J. BRUECK, University of New Mexico

FRANK J. CAPPUCCIO, Cappuccio and Associates, LLC

BLAISE J. DURANTE, U.S. Air Force (retired)

BRENDAN B. GODFREY, University of Maryland, College Park

MICHAEL A. HAMEL, Lockheed Martin Space Systems Company

DANIEL E. HASTINGS, Massachusetts Institute of Technology

RAYMOND E. JOHNS, JR., Flight Safety International

ROBERT H. LATIFF, R. Latiff Associates

NANCY G. LEVESON, Massachusetts Institute of Technology

MARK J. LEWIS, Institute for Defense Analyses Science and Technology Policy Institute

ALEX MILLER, University of Tennessee

OZDEN OCHOA, Texas A&M University

RICHARD V. REYNOLDS, The VanFleet Group, LLC

STARNES E. WALKER, University of Delaware

DEBORAH WESTPHAL, Toffler Associates

DAVID A. WHELAN, Boeing Defense, Space, and Security

REBECCA WINSTON, Winston Strategic Management Consulting

MICHAEL I. YARYMOVYCH, Sarasota Space Associates

Staff

JOAN FULLER, Director

ALAN H. SHAW, Deputy Director

DIONNA C. ALI, Research Assistant

GEORGE COYLE, Senior Program Officer

CARTER W. FORD, Program Officer

CHRIS JONES, Financial Manager

ANDREW J. KREEGER, Program Officer

MARGUERITE E. SCHNEIDER, Administrative Coordinator

Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
×

Acknowledgment of Reviewers

This workshop report has been reviewed in draft form by individuals chosen for their diverse perspectives and technical expertise, in accordance with procedures approved by the Report Review Committee. The purpose of this independent review is to provide candid and critical comments that will assist the institution in making its published report as sound as possible and to ensure that the report meets institutional standards for objectivity, evidence, and responsiveness to the study charge. The review comments and draft manuscript remain confidential to protect the integrity of the deliberative process. We wish to thank the following individuals for their review of this report:

R. Stephen Berry, University of Chicago,

Sharon L. Dunwoody, University of Wisconsin, Madison,

Mark J. Lewis, Science and Technology Policy Institute, and

Rebecca A. Winston, Winston Strategic Management Consulting.

Although the reviewers listed above have provided many constructive comments and suggestions, they were not asked to endorse the views presented at the workshop, nor did they see the final draft of the workshop report before its release. The review of this workshop report was overseen by Chris G. Whipple, ENVIRON (retired), who was responsible for making certain that an independent examination of this workshop report was carried out in accordance with institutional procedures and that all review comments were carefully considered. Responsibility for the final content of this report rests entirely with the committee and the institution.

Page viii Cite
Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
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Acronyms

AFRC Air Force Recruiting Command
   
CSAF Chief of Staff of the Air Force
   
NCO non-commissioned officer
   
PA Public Affairs
   
SCARF status, certainty, autonomy, relatedness, and fairness
   
USAF United States Air Force

Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
×

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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
×
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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
×
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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
×
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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
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Page viii Cite
Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
×
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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
×
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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
×
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Suggested Citation:"Front Matter." National Academies of Sciences, Engineering, and Medicine. 2016. Strategies to Enhance Air Force Communication with Internal and External Audiences: A Workshop Report. Washington, DC: The National Academies Press. doi: 10.17226/21876.
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The U.S. Air Force (USAF) helps defend the United States and its interests by organizing, training, and equipping forces for operations in and through three distinct domains -- air, space, and cyberspace. The Air Force concisely expresses its vision as "Global Vigilance, Global Reach, and Global Power for America." Operations within each of these domains are dynamic, take place over large distances, occur over different operational timelines, and cannot be routinely seen or recorded, making it difficult for Airmen, national decision makers, and the American People to visualize and comprehend the full scope of Air Force operations. As a result, the Air Force faces increasing difficulty in succinctly and effectively communicating the complexity, dynamic range, and strategic importance of its mission to Airmen and to the American people.

To address this concern, the Chief of Staff of the USAF requested that the National Academies of Sciences, Engineering, and Medicine convene a workshop to explore options on how the Air Force can effectively communicate the strategic importance of the Service, its mission, and the role it plays in the defense of the United States. Participants worked to address the issues that a diverse workforce encompassing a myriad of backgrounds, education, and increasingly diverse current mission sets drives the requirement for a new communication strategy. The demographics of today's Air Force creates both a unique opportunity and a distinct challenge to Air Force leadership as it struggles to communicate its vision and strategy effectively across several micro-cultures within the organization and to the general public. This report summarizes the presentations and discussions from the workshop.

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