THE ROLE OF MILITARY LEADERSHIP IN STRATEGIC COMMUNICATION (STRATCOM)

Abstract

The aim of the paper is to present the role of military leadership in Strategic Communication (StratCom). The contents of the paper include the major shift in understanding military operations and their environment, the main idea of StratCom and its evolution, and the essential StratCom functional areas. Having the background established, the paper discusses the principle of the key leaders' involvement (engagement). The principle is a fundamental prerequisite for eff ective StratCom, which proves the importance of military leadership in this fi eld. The paper also includes the practical and theoretical implications referring to the assumptions of the positive management concept.