effects based communication
DESCRIPTION
Effects Based Communication is a strategic communication model that is applicable where different communication disciplines are active in the same environment.TRANSCRIPT
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Based CommunicationDavid Waterman
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Effects Based Communication (EBC)
Introduction•What is EBC?•Why use EBC?•Elements of EBC•Theory behind EBC•How does EBC work?•Conclusion
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What is EBC?Executive Summary•An ethical communication behavior underpinned by rhetoric used to obtain desired effects through a teleological approach aimed at changing knowledge, attitudes and behaviors of identified entities towards a clearly defined end state.
Executive Summary
Roots
Goal
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What is EBC?Roots•Effects Based Operations - a process for obtaining a desired strategic outcome or effect on adversaries through the synergistic and cumulative application of the full range of military and non-military capabilities at all levels of conflict.
Executive Summary
Roots
Goal
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What is EBC?
Goal•To keep an organization’s credibility intact after a war or conflict yet still effectively communicate during the war or conflict in a manner to achieve the desired end state.
Executive Summary
Roots
Goal
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Why use EBC?To achieve a specific end-state of war or conflict as defined by a senior political entity.
Achieve a specific end-state
Produce desirable effects
De-emphasize destruction
Focus on the ends
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Why use EBC?To produce desirable effects at all levels of conflict in the most effective and efficient manner.
Achieve a specific end-state
Produce desirable effects
De-emphasize destruction
Focus on the ends
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Why use EBC?To de-emphasize destruction and emphasize results or outcomes.
Achieve a specific end-state
Produce desirable effects
De-emphasize destruction
Focus on the ends
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Why use EBC?To focus upon the ends, not the ways or the means.
Achieve a specific end-state
Produce desirable effects
De-emphasize destruction
Focus on the ends
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Elements
• Rhetoric
• Free will
• Audience response
• Social systems
• Anchors
Rhetoric
Free will
Audience responses
Social systems
Anchors
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ElementsRhetoric“Rhetoric is the art of ruling the minds of men.”
Plato
“The faculty of discovering in the particular case what are the available means of persuasion.”
Aristotle
Rhetoric
Free will
Audience responses
Social systems
Anchors
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Elements
Rhetoric (cont’d)•Three basic elements of communication
– Sender– Channel– Receiver
Rhetoric
Free will
Audience responses
Social systems
Anchors
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Elements
Rhetoric (cont’d)•Ethos
– The trustworthiness or credibility of the writer or speaker or doer
•Logos– The clarity of the claim, the logic of its
reasons, and the effectiveness of its supporting evidence
•Pathos– The emotional and the imaginative
impact of the message on an audience, the power with which moves the audience to decision or action
Rhetoric
Free will
Audience responses
Social systems
Anchors
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Elements
Rhetoric (cont’d)•Deliberative
– Convincing (future)
•Forensic– Argument (past)
•Epideictic– Explanation (present)
Rhetoric
Free will
Audience responses
Social systems
Anchors
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Elements
Free will•Ability to reason•Presence of control over oneself•Options to choose from
Rhetoric
Free will
Audience responses
Social systems
Anchors
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Elements
Audience response•Shaping•Reinforcement•Change
Rhetoric
Free will
Audience responses
Social systems
Anchors
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Elements
Social systems•Heterophilious•Homophilious
Rhetoric
Free will
Audience responses
Social systems
Anchors
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Elements
Anchors
“…if one of the premises is a matter of common knowledge, the speaker need not mention it, since the hearer will himself supply the link.”
Aristotle
Rhetoric
Free will
Audience responses
Social systems
Anchors
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Theory
• Diffusion of innovations• Cognitive response
model• Spiral of silence• Tertiary communication• Agenda Setting
Diffusion of Innovations
Cognitive Response Model
Spiral of Silence
Tertiary communication
Agenda Setting
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Theory
Diffusion of innovations•Diffusion is the process by which an innovation or idea is communicated through certain channels over time among the members of a social system.
Diffusion of Innovations
Cognitive Response Model
Spiral of Silence
Tertiary communication
Agenda Setting
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Theory
Cognitive response model•Persuasive communication can induce attitude change without necessarily providing the cognitive content on which the attitude is based.
Diffusion of Innovations
Cognitive Response Model
Spiral of Silence
Tertiary communication
Agenda Setting
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Theory
Spiral of silence•A person is less likely to voice an opinion on a topic if one feels that one is in the minority, for fear or reprisal or isolation from the majority.
Diffusion of Innovations
Cognitive Response Model
Spiral of Silence
Tertiary communication
Agenda Setting
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Theory
Tertiary communications•A public of one organization may view another public of the same organization as it would the organization itself.
Diffusion of Innovations
Cognitive Response Model
Spiral of Silence
Tertiary communication
Agenda Setting
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Theory
Agenda-setting•Whatever we believe, or perceive, to be a true environment, our resulting actions take place in the real environment.
“Perception is reality.”
Lippmann
Diffusion of Innovations
Cognitive Response Model
Spiral of Silence
Tertiary communication
Agenda Setting
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How does EBC work?
Cookbook•Strategize•Coordinate•Communicate•Evaluate
Strategize
Coordinate
Communicate
Evaluate
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How does EBC work?
Strategize•Define the End State
– Single– Preferably Political
•Define Objective(s)– What needs to be accomplished to
reach the end state?– One element per objective
Strategize
Coordinate
Communicate
Evaluate
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How does EBC work?
Strategize (cont’d)•Determine Theme(s)
– A common concept used to tie together messages, products, and actions.
•Define Desired Effect(s)– A measurable element that
needs to be achieved in order to realize an objective.
Strategize
Coordinate
Communicate
Evaluate
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How does EBC work?
Strategize (cont’d)•Measures of Performance (MoP)
– (Sender – Message)
•Measures of Effectiveness (MoE)
– (Sender – Message – Receiver)
Strategize
Coordinate
Communicate
Evaluate
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How does EBC work?
Coordinate•Produce Timeline
– Milestones– Decision points
•Identify Line(s) of Effort (LoE)
Strategize
Coordinate
Communicate
Evaluate
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How does EBC work?
Communicate•Identify stakeholders•Identify characteristics (social system, free will, and anchors) of each stakeholder
Strategize
Coordinate
Communicate
Evaluate
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How does EBC work?
Communicate (cont’d)•Identify the current status of each key stakeholder•Identify the desired status of each key stakeholder
Strategize
Coordinate
Communicate
Evaluate
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How does EBC work?
Communicate (cont’d)•Identify relationships between key stakeholders•Identify the primary key stakeholder
Strategize
Coordinate
Communicate
Evaluate
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How does EBC work?
Communicate (cont’d)•Identify best channel to approach primary stakeholder•Choose the proper products to achieve the desired audience response
Strategize
Coordinate
Communicate
Evaluate
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Communicate (cont’d)•Next dominant stakeholder
– Each stakeholder will require less effort as theories take effect
•Go through process again
How does EBC work?
Strategize
Coordinate
Communicate
Evaluate
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How does EBC work?
Evaluate•Three areas
– Design– Implementation– Impact & Effect
Strategize
Coordinate
Communicate
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Conclusion
Recall•Big picture•Elements•Theory •Cookbook
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Questions?