It Takes Two

The recently released strategic communication joint integrating concept includes a bit of communications theory to make its point. It notes, for example, that it takes two for "communication" to take place.

Importantly, the act of transmitting a message does not constitute communication. Communication occurs only when the signal is received and interpreted, so it is not sufficient merely to "get our message out." . . . .

While the source may have an intended meaning in mind, it is the receiver who actually provides the ultimate meaning, which may or may not be the meaning the source intended.

In our experience, many a Defense Department public affairs officers believe "getting the message out" is precisely the point of strategic communication. Perhaps the JIC will help clarify a few things here.