4th Generation War

Waging Public Relations: A Cornerstone of Fourth-Generation Warfare

ABSTRACT

This paper examines one of the least-understood elements of Information Operations – public affairs. Rather than focusing, however, on traditional military approach to public affairs, it examines how corporations have embraced public relations during the past decade, aggressively pursuing positive coverage that helps win consumer hearts and minds. This article will outline the basic PR techniques and tactics that have been employed in the business world over the past decade. It will show how companies develop messages and marketing plans; evaluate audiences; and disseminate these messages. And it will show how Information Warriors can rapidly and successfully adapt these techniques to an I/O environment. The paper will also outline methods for applying these consumer PR techniques in an IO environment. Most elements of Information Operations doctrine have come a long way in the past ten years, both as a theoretical science and as a practical exercise. 

Journal of Information Warfare

The definitive publication for the best and latest research and analysis on information warfare, information operations, and cyber crime. Available in traditional hard copy or online.

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The definitive publication for the best and latest research and analysis on information warfare, information operations, and cyber crime. Available in traditional hard copy or online.

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