| Abstract: | Strategic Communication is receiving much credence for public relations planning in the U.S. Army, (Quadrennial Defense Review Report, 2010. The Office of the Chief of Public Affairs for the U.S. Army, has a Strategic Communication Division and it is home to the last vestiges of former Secretary of, Defense Donald Rumsfeld's ill-fated attempt to create such an office at the Department of Defense, (DoD) level. In 2009, Major General Mari K. Eder, deputy director of the U.S. Army Reserve, wrote of, the tragic lack of a comprehensive strategic communication focus across DoD levels, let alone at the, Army level. A “Deep Dive” Conference sponsored by the Army during the summer of 2006 focused on, measuring outcomes of its public affairs programs. In spite of the conference objectives, the Army was, not able to define strategic communication completely nor was it able to come up with adequate, operational measurement tools for measuring relationships with key publics or stakeholders within, strategic communication. It was able to produce some measurable and motivational objectives as well, as measurable process tools for media relations, but it still lacked the ability to measure quantitative or, qualitative relationships with key stakeholders. |
