effects based communication

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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

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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

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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

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Elements

Audience response•Shaping•Reinforcement•Change

Rhetoric

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Audience responses

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Social systems•Heterophilious•Homophilious

Rhetoric

Free will

Audience responses

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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

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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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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

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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

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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

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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

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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

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How does EBC work?

Cookbook•Strategize•Coordinate•Communicate•Evaluate

Strategize

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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

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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

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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

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How does EBC work?

Coordinate•Produce Timeline

– Milestones– Decision points

•Identify Line(s) of Effort (LoE)

Strategize

Coordinate

Communicate

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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

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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

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How does EBC work?

Communicate (cont’d)•Identify relationships between key stakeholders•Identify the primary key stakeholder

Strategize

Coordinate

Communicate

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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

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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

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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?