Kinder, Gentler Media Relations – Tactics, Techniques and Procedures
Having been born and raised, much like the venerable Boss himself, here in the good old USA, I acquired from a very early age, somehow, the notion that, “war is better.”
No, strike that – I meant, “more is better.”
More, war, after one boils it all down, really amounts to the same thing, doesn’t it? If what I am able to gather from my immediate environment doesn’t seem to be enough, then I must find a way to get that little somethin’ extra from the proverbial, other guy.
It’s just the way things work. I didn’t make up the rules – so gimme a break !
Anyway, that’s where the Army comes in, I guess …
They’re the good guys, so don’t get me wrong. Composed of experienced commanders who’ve been soldiers for years, if not decades, and let’s not rule out multiple lifetimes, if one adheres to these strange new-age notions, commanding troops fresh out of high school, or lacking an official diploma, at least bringing to the boot-camp table a GED, and not more than one or two felonies at most, of course with the required waivers, usually obtainable with the help of one’s own hometown congressman …
But, I digress …
The US Army has finally caught up with the 21st-century. The reason I now know this beyond any shadow of a doubt is my recent review of a perhaps little known US Army publication, “approved for public release, distribution unlimited,” bearing the unassuming title, “Media Relations, Tactics, Techniques and Procedures. “Published by the US Army, “Center for Army Lessons Learned ( CALL ),” I am quite happy to announce here that it appears the US Army has finally learned something. Or, at the very least is showing signs that they are interested in doing so. And for me this is good enough!
This impressive document, datelined, December 2008, and bearing the distinctive CALL identification code, “NO. 09-11,” weighs in at a substantial 111 pages, and is available for download at Fort Leavenworth’s CALL site, http://call.army.mil. It’s introduction, undersigned by no less a personage than William B. Caldwell IV, Lietenant General, US Army, Commanding, says, among other quite interesting things, “This newsletter makes the case for changing public relations and media relations to support contemporary operations, especially in a counterinsurgency environment. It explains why commanders, not just the public affairs office, must be involved in public affairs (PA) operations.”
Now – there’s some food for thought …
A quotatation from the section entitled, “A World of Ideas,” may perhaps give the gist of what has motivated the release of this rather interesting document at the present juncture. “Although the Army and other military organizations are not directly competing with national commercial institutions for market shares, commanders and PAOs [Public Affairs Officers] can harness the competition between the information publishers and brokers to forward the Army’s ideas and positions. The media intensely seek out new information to sell their products. Innovative commanders and PAOs can leverage regularly scheduled and special events for greater media impact by employing a deliberate program of continuous interaction with key members of the media and other influential community leaders.”
Clearly, the US Army has arrived at the forefront of 21st century information technology. And warfare as well, I would imagine …
Another section in this document’s introduction, entitled, “Market Outlets,” goes on to say, “There are thousands of media sources that have constant needs for story ideas. It is important to note that many print, broadcast, and Internet reporters have limited knowledge of military matters. Coach them along and develop interest where there may have been none before. Make a strong effort toward providing opportunities for reporters to participate in events to the fullest extent allowable by law and good sense. You may think your three-day Multiple Launch Rocket System live-fire exercise is business as usual. However, it may be the first time the reporters (and the general public) sees the sky ignited by streaking rockets.”
Not only is the US Army committed to developing state-of-the-art communications outlets, but Newsletter 09-11 announces they will be unleashing upon the world at-large, “super-reporters,” as well. ” ‘Super-reporting’ involves the constant surveillance of electronic broadcasts and printed materials and the anticipation of internal and external information needs and planning factors to maximize opportunities. PAOs must ‘super-report’ to gain and maintain an information edge over the internal and external audiences. PAOs must understand trends and creatively find ways to take advantage of media information needs.”
Well, speaking for myself, all I can honestly say at this point is, “I really had no idea!”
In conclusion, just one more citation from the introduction of newsletter 09-11 should suffice. To wit –
“Old paradigms must change. PAOs will seek out markets, just as PR specialists do for commercial enterprises. PAOs will ‘super-report’; that is, they will beat reporters to the punch on issues affecting the command. PAOs will provide solid advice during the planning and decision cycles for commanders. Commanders will expand their focus for PA by staying prepared for inquiries and standing ready to spread their messages. All of this will occur within the parameters of honesty and integrity. The public expects nothing less. Presenting the Army message is now harder only because of the endless number of potential venues. Plan well and maximize the benefits to the Army’s great Soldiers.”
And now, before I leave my gentle reader to his thoughts, it occurs to this writer that now it is quite obvious, even to the most casual observer, the military mind is indeed, “getting up to speed,” with all the myriad forms of modern information dissemination, and that all these rumours of a possible upcoming draft ( once we run out of fresh volunteers, of course ), may not be such a bad thing after all!
In my humble opinion, just more incontrovertible proof that, “Every dark cloud has a silver lining.”
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I have a original copy of this book. It isn’t in perfect condition or I would try to read it. ( wouldn’t want to ruin the condition.) Would like to know how rare it is and how much it would be worth if I absolutely had to scrape up some money. gotta love the “economic downturn”
Emilio,
This regulation was written during the Mexican American War. The complete title is: U.S. War Department, General Regulations for the Army of the United States, 1847. Washington D.C., Printed by J and G.E. Gideon, 1847.
I found it at the Combined Arms Research Library Online Public Access Catalog. It is part of their rare book collection. Call No. is 355.00973 U58r 1847
The library home page is http://cgsc.leavenworth.army.mil/carl/index.asp
Take care!
Gormless, this is interesting – nice find ! Do you have a link, or other citation ( library book ID, etc ) to the quotation you have provided ? Best, Emilio
Emilio,
I agree that it is refreshing that the military is taking steps to navigate within the strategic communication environment of the modern era. But I’m not sure they are just figuring it out as much as they sometimes lose site of things. Take a look at this excerpt in the General Regulations for the Army, 1847. That’s right, more than 150 years ago.
Paragraph 8: “It should be the study of officers to cultivate intimate relations with society, and to attach the community to the interests of the army, by mingling with circumspection and prudence in those social channels wherein the sympathies of individuals naturally flow. The objects of military service are of national concern, and it is but rational that there should be an intimacy between the nation and the agents to whom its eternal defense is entrusted. The affections of the nation contribute the only certain and permanent basis upon which the military establishment can build its reputation.” (2-3)