Is the Army Communicating Effectively in Today's Information Environment

During the past decade, Internet-based communication, particularly social media has made a dramatic impact on the information environment and revolutionized the practice of journalism, and the news media industry. While the news industry adapted to, and continues to evolve to meet the demands of the changing information environment, and is embracing social media as a critical tool for journalism, the Army has yet to comprehend how this fundamental shift in the information environment impacts its communication operations. In order to remain credible, relevant, and effective in the current Internet and social media based information environment, Army Public Affairs, like the news media, must adapt to the innovations embraced by the people with whom the Army must engage. Adapting to change will require the Army, and Army Public Affairs, to undertake a rapid and fundamental shift in the education, training, and resourcing of its Public Affairs career field, personnel and operations to effectively engage in the rapidly expanding Internet and social media based news industry. Without significant changes in Army Public Affairs operations, training and doctrine, the Army s continued culture of engagement is in jeopardy.