Leading the Narrative: The Case for Strategic Communication

Leading the Narrative: The Case for Strategic Communication

The Strategy of Communication is a primer on the art and science of strategic communication.

The first book of its type, Leading The Narrative: The Case for Strategic Communications was a breakthrough book on the significance of coupling strategic thought with communications planning. Referenced and used often by government communications experts, the text is also well known in NATO and used by the Ministries of Defence in Germany and Georgia.

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About the Book

The Strategy of Communication is a primer on the art and science of strategic communication. This book covers the foundation of communications strategies as well as solid tactics, techniques, and procedures for media relations, campaign planning, crisis communication and strategic communications planning. It is both a philosophy of communication and a solid practical reference manual. Like no other book on public relations, public diplomacy, or media operations and community outreach, it offers a compelling look at how all communication processes can be made to function more efficiently and with greater effectiveness. The ties are those of intention and purpose, both leading to meaningful and purpose-driven communication efforts, whether conducted by governments, organizations, or military units.

From the most basic precepts of media relations interaction to massive information campaigns directed from the seat of government, communication that is broad-based, overarching and tied to strategic objectives can ultimately succeed using a variety of methods, from storytelling to building external champions. Practitioners and news media representatives alike should be aware of the nature of repetitive patterns in events, the power of myth in storytelling, and the significance of self-fulfilling prophesies.

Influencing factors include new technologies that flatten communication hierarchies, social media platforms that empower amateurs, generational divides and a general decline in respect for the journalism profession and ebbing trust in the news as reported by the mainstream media. A coarsening of the public discourse throughout our celebrity-saturated culture likewise contributes to the difficulty of communicating with resonance and result in a toxic information environment.

This book, a collection of collected essays on the communication practice, represents both a deeply passionate, strategically reasoned and thoroughly researched commentary on the field. It is both practical and theoretical.

Tag: Strategic Communication
Publisher: Naval Institute Press
Publication Year: 2011
ASIN: B006542O2M
ISBN: 9781612510477
"While written primarily for a military audience this excellent little book is just as relevant to the wider world of commerce and beyond. Leaders of organizations operating within other parts of the maritime industry should study this fine book. The advice it contains will be very valuable to them."
– AUSMarine
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About the Author
Mari K Eder, US Army, Major General (Ret.)

Mari K. Eder, retired U.S. Army Major General, is a renowned speaker and author, and a thought leader on strategic communication and leadership. General Eder has served as Director of Public Affairs at the George C. Marshall European Center for Security Studies and as an adjunct professor and lecturer in communications and public diplomacy at the NATO School and Sweden’s International Training Command. She served in a number of senior positions in the Pentatgon, on the Army Staff, as Deputy Chief of Public Affairs and Deputy Chief of the Army Reserve, and with DoD’s Reserve Forces Policy Board. General Eder speaks and writes frequently on communication topics in universities and for international audiences and consults on communications issues.

General Eder is the author of Leading the Narrative: The Case for Strategic Communication, published by the Naval Institute Press. Her latest communications book, American Cyberscape, was released in November 2020. An inspirational book, The Girls Who Stepped Out of Line: Stories of Courage, Sacrifice, and Grit – the Women of WWII will be published in August of 2021 and is now available for print preorder on Amazon and other online retailers (BN.com, Bookshop.org). When not writing, lecturing, or traveling, she works with rescue groups and fosters rescue dogs.

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