Integrated Multi-Channel Influence Methods

UK Defence has a requirement to understand how influence campaigns aimed at overseas audiences can be designed using all available communications channels and establish a synergy between online and offline channels in order to maximum audience reach and impact. Specifically this research aims to: 1. Identify strategies and evaluate that Defence can implement to most effectively design multi-channel influence campaigns aimed at overseas audiences comprising of both online and offline forms of communication. 2. Identify and develop robust measures of effect for both online and offline channels