If we fail to adapt, we fail to move forward.
—John Wooden1
The central thesis of this book is that public affairs and the art and science of effective communications have never been more important and that military public affairs more closely mirrors the civilian practice than ever before. A subset of that thesis is that the way forward for both civilian and military practice is rooted in adaptation. This chapter addresses a few of the top trends for the future of public relations and the implications of these trends for the practice of military public affairs.
Trust, Purpose, and Reputation
Layered data-driven decision making is paramount in building or sustaining communication outcomes such as trust, clear purpose, ...
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