Army Public Affairs: Suggested Changes to Win the Media War.

The relationship between the military and the media is often volatile. Fundamental differences exist between the organizations because the media enjoys great freedom to report news, whereas the Army is a structured organization that often views the media as too liberal. The Army imposed censorship in most conflicts since the Civil War to control the media. In Grenada and Panama, the Army excluded the media in early combat operations. These actions, coupled with senior commanders failing to make their units accessible during the Persian Gulf War, further strained media relations. While these actions damaged relationships, the personnel management of Army public affairs officers sometimes fails to provide qualified public affairs officers to deal with the media. If the Army is to influence public opinion to support its requirements into the 21st Century, improvements are necessary in some public affairs programs. Senior Army leaders must not only encourage, but demand, candor and openness with the media. Moreover, every soldier should undergo public affairs training so he or she can serve as a spokesperson for the Army. Finally, the Army must improve its personnel management of public affairs officers to ensure it develops quality officers who are trained, experienced, and capable of professionally advising senior commanders about all aspects of the media.