Source Credibility in Air Force Strategic Communication

The perceived credibility of the United States on the national and international stage has never been lower. One of the undesired effects of the U. S. government's low domestic credibility with congress, the media and public is that it undermines the Air Force's ability to organize, train and equip appropriately to meet current and future national security responsibilities and counter current and future threats. In addition, the Air Force's lower visibility as a full partner in the Global War on Terror (GWOT) to the American public, Congress and in some regards, its own men and women, hampers its ability to persuade law makers and the general public to advocate the need, for example, to divest, recapitalize and modernize an aging and stressed aircraft fleet after 16 years (and counting) of continuous combat operations. The Air Force's challenges to communicate its national security imperatives also marginalizes public advocacy for modernization of Global Vigilance and Global Power systems, including satellites, fighters and the next generation bomber to meet future threats. What's more, re-invigorating a fundamental Air Force warrior ethos among its people is challenged by an absence to communicate effectively across the force. Therefore, to ensure the viability of the Air Force's unique capabilities to provide Global Vigilance, Global Reach, and Global Power in support of current and future national security objectives, it is essential the service re-establish its source credibility and significantly improve its ability to communicate strategically with domestic audiences. This paper serves to 1) identify the three primary factors that affect source credibility, 2) examine the fundamental internal and public source credibility challenges the Air Force now faces, and 3) recommend remedial actions to improve Air Force source credibility and its ability to communicate for effect.