A Study to Examine the Effectiveness of the Strategic Communications Strategy of the U.S. Army Maneuver Support Center at Fort Leonard Wood

Abstract : One of the challenges in developing agile and adapt leaders is enhancing communication at every level. University of Missouri Columbia researchers in partnership with Fort Leonard Wood (FLW) STRATCOM and other key personnel, conducted qualitative and quantitative research in order to establish benchmarks and make recommendations about how best to meet communication challenges and opportunities. Phase I involved a series of interviews with small and medium sized enterprises (SMEs) in all areas of FLW to gain a range of perspectives. This was a critical step, in part because FLW is such a large and complex organization. Phase I also involved analysis of current communication programming, tools, plans, and structure. It emerged that currently an overarching strategic plan did not exist, though considerable progress was being made by the appointment of a STRATCOM cell and leader to bring together communicators in various areas. Notably, excellent communication vehicles did and do exist as evidenced by the Guidon, FLW web sites, successful events, and the like. Nevertheless, communication strategy had not been formalized in a document that all entities embraced. Some structural issues and barriers emerged in that it was unclear how the STRATCOM cell can and should interact with senior leaders and stakeholders. In addition, research and evaluation metrics did not exist. Phase II was a two-pronged effort to better understand internal and one specific external audience. First, for internal stakeholders, researchers developed an online questionnaire that examined media preferences and needs for information based on the Army-centric Media Choice Model (Thorson & Duffy, 2009). This model provided crucial insights and found significant differences among SMEs for types of information they desire and how they prefer to get such information.