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In an effort to explain how the military can better engage the media, this paper provides insights to the question, "How can the U.S. military proactively engage the domestic media in the planning and execution of military operations?" By proactively engaging the media, the military can better leverage the media and take advantage of its tremendous capability to influence public opinion. This paper investigates the importance of an effective military-media relationship, considers current Joint doctrine, and conducts a historic review (using the criteria of access, logistical support, operational security and context) of the relationship between the military and the media, focusing on how the military engaged the media in those operations and how the military can leverage the media to benefit future operations. To that end, and centered on the idea that public affairs is not just a PAO's issue, the military should make improvements in the following areas: (1) Establishment of media effects as an information age principle of war; (2) Continued use of embedded reporters, expanding on the current program to ensure coverage to include the post-hostilities phase; (3) Develop a more proactive approach towards dealing with foreign media; and (4) Promotion of a more assertive media policy to achieve a steady-state level of military-media engagement. In an era during which an increasingly smaller percentage of Americans have any contact with the military, the military must take the lead to develop a positive working relationship with the press and the public. In doing so, the military will provide the links that not only benefit it now, but in the future.
A noticeable civil-military gap has emerged in Amen can society where the public does not fully understand the mission of the military, and the military does not understand the expectations and demands of the public in a liberal democracy. Basically, maintaining a good rapport with the media is vital to bridge this civil-military gap.' Military cooperation with the media by allowing appropriate access enables journalists to communicate with the military base of support in the public, and thus may prove vital to effective military operations. As a result, the public will be better prepared to embrace good news' stories that are introduced by the military and prepared also to accept the times when a negative story breaks in the news, From an online survey administered to the unrestricted line (URL) community of Navy officers, this research identifies instances of Navy officer bias that is derived from family background, limited interaction and experience in working with the media, and inherently from bias that is subordinated from senior naval leadership. Based on these findings, the author believes that the U.S. Navy may not continue to mold individuals to think in new and innovative ways for future naval missions unless they are given a much more broader and thorough roadmap of critical thinking and analytical skills; which invariably includes the consideration of military-media relationships when planning and executing military operations.
This paper focuses on the Army's need to be more successful in communicating their side of the story to American and international publics, and posits that Army culture and climate must continue to change in the direction that encourages a more open relationship with the media. To support this position, this paper articulates the strategic leadership role of public affairs professionals and their responsibility to the commander and staff. Because we can learn from the past, it then examines media embedding from a historical context from the Mexican War to the recent "ad hoc" media embedding experience during Operation Iraqi Freedom. It then examines the effectiveness of the current embedding policy, to include the media's issues and changes that should be made in the future to affect Army climate and culture. This paper concludes by discussing current Army cultural norms with respect to the media and proposes five recommendations the Army must consider to fully embrace a climate and encourage a culture of true media engagement. These recommendations address promoting public affairs doctrine, educating the media, developing media and military relationships, growing public affairs leaders, and rewarding public affairs competence.
Over the course of the next six months, the Strategic Studies Institute will examine the impact of the media's technological advances on strategic and operational level planning and policymaking, first in an overseas theater, and subsequently on decisions made at the national level. The first of these two studies recognizes the complexity of executing military operations under the scrutiny of a very responsive, high technology world news media. Given the volatile, unstable, and ambiguous environment in which armed forces can find themselves, the actions of field forces have a greater chance than ever before of affecting subsequent strategic decisions made at higher levels. The pressure on field commanders to "get it right the first time" is demonstrably greater than ever. The author intends that these thoughts provide commanders with an understanding of the high technology and competitive news media environment they can expect to experience and offers specific suggestions for successfully communicating with reporters.
Index to selected publications of the Combined Arms Center.