Strategies to Enhance Air Force Communication with Internal and External Audiences A Workshop Report (2016) / Chapter Skim
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3 Organizational Strategies and Processes for Enhancing U.S. Air Force Communication Effectiveness
3 Organizational Strategies and Processes for Enhancing U.S. Air Force Communication Effectiveness
Pages 13-22
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From page 13... ...
Mr. Debreceny described the typical taxonomy of a corporate communications and public affairs department today, a unit that is responsible for executing all communication and is typically at the level of all other key corporate functions such as marketing and sales or human resources (see Figure 3-1)
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From page 14... ...
FIGURE 3-1 Organization of a typical corporate communications and public affairs office. SOURCE: September 3, 2015| 21 gagenmacdonald.com | Peter Debreceny, Gagen-MacDonald, "Strategic Internal Communications: The Current State." Courtesy of Gagen-MacDonald, copyright 2015.
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From page 15... ...
Miller said, is a willingness to discuss real strengths and weaknesses of key operations and processes regularly. He noted that the USAF selects intelligent, capable volunteers and introduces them to USAF core values through onboarding experiences in basic training.
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From page 16... ...
about the importance of "tailored messaging": FedEx Ground tailors communications and tactics by audience, when appropriate. He also recommended asking people what they want to know and how they would like to receive the i nformation -- "keep it simple." A key to their communication strategy is that a simple, unifying message connects FedEx employees worldwide.
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It sees that those employees who are most active in communicating are the most upwardly mobile and likely to succeed. The Relationship Between Internal and External Communication Participants noted that internal communications often escape organizational boundaries and become external communications.
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Robert Harles added that the predictive element not only helps keep the organization safe, but also tells leadership what they need to know in order to achieve the desired outcomes. It tells them how to fit the message into what decision makers and influencers are thinking, as well as how they are obtaining and using information.
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From page 19... ...
SOURCE: Ed Terpening, Industry Analyst, Altimeter Group, "Social Media Industry Research & Insights to Inform Advanced USAF Strategy." Courtesy of Altimeter Group, copyright 2015.
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Gen. Fraser summarized his reactions to the information presented at the workshop as follows: "The workshop changed my perspective on the value of social media use in an organization -- when integrated through a deliberate communications strategy -- for enhancing internal communication, for improving workforce collaboration, and for enhancing an organization's performance."
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From page 21... ...
SOURCE: Ed Terpening, Industry Analyst, Altimeter Group, "Social Media Industry Research & Insights to Inform Advanced USAF Strategy." Courtesy of Altimeter Group, copyright 2015. Theme 8 -- Role of Social Media in the Air Force.
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From page 22... ...
Terpening's company, Altimeter Group, showed that corporations with more than 50,000 employees typically have about 20 staff assigned to social media alone. Most participants stated that the Air Force communications organization needs to be modernized in terms of organizational structure, processes, and tools and sufficiently staffed and resourced to carry out its modernized functions.
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