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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.
This volume provides students with accessible and easy-to-follow strategies for tackling the major types of documents, from writing reports to job applications. Interactive exercises are included to provide engaging scenarios for writing practice.
The Future of Excellence in Public Relations and Communication Management brings together an outstanding group of public relations scholars and practitioners to consider the indelible theory building in public relations of James E. Grunig and Larissa A. Grunig, who with David M. Dozier, produced the 1992 IABC Excellence Study, a benchmark body of work examining best practices in the public relations field. In this assembled collection, editor Elizabeth L. Toth and the contributors show how and in what ways the theories of the Excellence Study have developed and changed. They present research that advances excellence theories, adds new dimensions and directions to the excellence theories, and shows how the excellence study has moved on to a global stage. Toth and her colleagues challenge future researchers to continue the theory-building that will lead to understand how strategic public relations management contributes to organizations and society. Public relations and communication management scholars, in addition to practitioners and graduate students studying these areas, will benefit immensely from the work included here.
Engaging Employees through Strategic Communication provides a detailed overview of employee communication and its evolution as a tool to drive employee engagement and successful change management. Approaching the subject with the philosophy that internal audiences are essential to the success of any strategic communication plan and business strategy—particularly as they relate to driving change—Mark Dollins and Jon Stemmle give readers a working knowledge of employee communication strategies, skills, and tactics in ways that prepare students for careers in this rapidly expanding field. Providing the tools necessary to evaluate the impact of successful employee communication campaigns, they put theory and cutting-edge research into action with practical examples and case studies sourced from award-winning entries judged as best-in-class by the International Association of Business Communicators (IABC), the Public Relations Society of America (PRSA), PRWeek, and PRNews. The book is ideal for undergraduate and graduate students in internal, corporate, or employee communication courses and will be a useful reference for practitioners who want to understand how to carry out effective employee communication engagement and change-management campaigns. Please visit www.engage-employees.com to learn more about the book and its applications.