Effects Based Communication is a strategic communication model that is applicable where different communication disciplines are active in the same environment.
3. Ef
Ef
E
E
EffWhat 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
Goal
4. Ef
Ef
E
E
EffWhat 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
Roots
Goal
5. Ef
Ef
E
E
EffWhat 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
6. Ef
Ef
E
E
EffWhy 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
7. Ef
Ef
E
E
EffWhy 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
8. Ef
Ef
E
E
EffWhy 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
9. Ef
Ef
E
E
EffWhy 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
11. Ef
Ef
E
E
EffElements
Rhetoric
“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
13. Ef
Ef
E
E
EffElements
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
18. Ef
Ef
E
E
EffElements
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
Anchors
19. Ef
Ef
E
E
EffTheory
• 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
20. Ef
Ef
E
E
EffTheory
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
Agenda Setting
22. Ef
Ef
E
E
EffTheory
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
Agenda Setting
23. Ef
Ef
E
E
EffTheory
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
Agenda Setting
24. Ef
Ef
E
E
EffTheory
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
Agenda Setting
25. Ef
Ef
E
E
EffHow does EBC work?
Cookbook
•Strategize
•Coordinate
•Communicate
•Evaluate
Strategize
Coordinate
Communicate
Evaluate
26. Ef
Ef
E
E
EffHow 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
Evaluate
27. Ef
Ef
E
E
EffHow 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
Coordinate
Communicate
Evaluate
28. Ef
Ef
E
E
EffHow does EBC work?
Strategize (cont’d)
•Measures of Performance
(MoP)
– (Sender – Message)
•Measures of Effectiveness
(MoE)
– (Sender – Message – Receiver)
Strategize
Coordinate
Communicate
Evaluate
29. Ef
Ef
E
E
EffHow does EBC work?
Coordinate
•Produce Timeline
– Milestones
– Decision points
•Identify Line(s) of Effort (LoE)
Strategize
Coordinate
Communicate
Evaluate
30. Ef
Ef
E
E
EffHow does EBC work?
Communicate
•Identify stakeholders
•Identify characteristics (social
system, free will, and anchors)
of each stakeholder
Strategize
Coordinate
Communicate
Evaluate
31. Ef
Ef
E
E
EffHow 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
Evaluate
32. Ef
Ef
E
E
EffHow does EBC work?
Communicate (cont’d)
•Identify relationships between
key stakeholders
•Identify the primary key
stakeholder
Strategize
Coordinate
Communicate
Evaluate
33. Ef
Ef
E
E
EffHow 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
Evaluate
34. Ef
Ef
E
E
Eff
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
Evaluate
35. Ef
Ef
E
E
EffHow does EBC work?
Evaluate
•Three areas
– Design
– Implementation
– Impact & Effect
Strategize
Coordinate
Communicate
Evaluate
