An alternative view of strategic communication is offered by Steve Tatham of the UK Defence Academy. He argues that whilst it is desirable to bound and coordinate communications together - particularly from governments or the military - it should be regarded in a much more fundamental manner than simply process. The 'informational effect' should be placed at the very epi-centre of command and that all action must be calibrated against that effect - including the evaluation of 2nd and 3rd order effects. This is, he argues, proper Strategic Communication (communication singular — an abstract noun) whilst the actual process of communicating (which include Target Audience Analysis, evaluation of conduits, measurements of effect etc.) — is Strategic Communications (plural).