Towards a More Productive Military-Media Relationship

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. The historical record shows that while the military is willing to address symptoms of its strained relationship with the media, it tends not to address the long-term underlying reasons for that tension-one of the reasons different conflicts have brought about different media policies. Knowing the tensions that exist between the two institutions will never completely evaporate, the military must consider what it can do to minimize the effects of those tensions. A complete plan to leverage the media is the key to a successful military-media relationship. It must be a continual process and those engaged in the dialogue must be truthful and forthright. By increasing recognition of the importance of media engagement in doctrine, the military can better take advantage of the force multiplier effects the media can provide the military. 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-