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A-1
APPENDIX A
PRINCIPLES OF STRATEGIC COMMUNICATION
1. Caveat
a. The nine “Principles of Strategic Communication” listed in Figure A-1 are included
in the Principles of Strategic Communication Guide, signed by the Principle Deputy
Assistant Secretary of Defense for Public Affairs 15 August 2008, Figure A-2.
b. These principles are provided in this handbook to assist dialogue and instruction,
promoting understanding of Strategic Communication. They are not listed in order of
precedence.
2. Discussion
a. Leadership-Driven—Leaders must decisively engage and drive the strategic
communication process. To ensure integration of communication efforts, leaders should
place communication at the core of everything they do. Successful Strategic
Communication – integrating actions, words, and images – begins with clear leadership
intent and guidance. Desired objectives and outcomes are then closely tied to major lines
of operation outlined in the organization, command or joint campaign plan. The results
are actions and words linked to the plan. Leaders also need to properly resource strategic
communication at a priority comparable to other important areas such as logistics and
intelligence.
Definition of a principle: A fundamental tenet; a determining characteristic; an
essential quality; an enduring attribute.
DOD Memorandum Principles of Strategic Communication Guide
15 August 2008
Figure A-1. Principles of Stragetic Communication
PRINCIPLES OF STRATEGIC COMMUNICATION
Credible Understanding
Dialogue Pervasive
Unity of Effort Results-Based
Responsive Continuous
Perception of truthfulness and respect Deep comprehension of others
Multi-faceted exchange of Ideas Every action sends a message
Integrated and coordinated Tied to desired end state
Right audience, message, time, and place Analysis, planning, execution, assessment
Leadership-Driven
Leaders must lead communication process

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