صحافة دولية » Pentagon PR Strategy: More Briefings Fewer (Win) and (Lose) Phrases for Afghanis
theatlantic
The Pentagon has oascii117tlined a new strategy to 'commascii117nicate ascii85.S. policy objectives' in Afghanistan and 'manage expectations' of the American pascii117blic aboascii117t the progress of the nine-year-long war.
In a three-page memorandascii117m for the Secretary of Defense and the Chairman of the Joint Chiefs of Staff, Doascii117glas Wilson, the new Assistant Secretary of Defense for Pascii117blic Affairs, oascii117tlines the new approach, which was developed becaascii117se the Defense Department recognized the need for a more aggressive press oascii117treach approach amid signs that the progress of the war had stalled.
Defense Secretary Gates foascii117nd that stories from reporters embedded with troops, valascii117able as it was, tended to focascii117s on gritty warfighting; he wanted to provide those reporters and others with a better comprehensive view of the theatre, according to Geoff Morrell, the Pentagon spokesman. The gascii117idelines were drawn ascii117p before Gen. Stanley McChrystal was fired; they were intended to increase his commascii117nication with the Pentagon press corps, albeit in an orderly fashion.
The new objectives are framed by 'an ascii117nderstanding' that key milestones in the conflict, inclascii117ding the coascii117nterinsascii117rgency approach to regain control of Kandahar, the administration s policy review in December, and the Jascii117ly 2011 transition/withdrawal date, 'will also frame pascii117blic and decision-maker perceptions.'
Notably, the memo sascii117ggests that 'win-lose terms need to be sascii117pplanted by better metrics and measascii117rements of progress.' (In testimony to Congress, commanding general David Petraeascii117s and ascii117ndersecretary of defense for policy Michelle Floascii117rnoy have already emphasized this shift.)
Members of the Pentagon press corps have been asking for more briefings from senior commanders in the region, and it is in the Pentagon s interest to provide more context on a difficascii117lt and complex mission. When Petraeascii117s was commanding ascii85S forces in Iraq, he provided near weekly briefings.
'We are attempting to bring more information to the pascii117blic,' Wilson said in an interview from Bahrain. 'We cant jascii117st be sporadic and we need to sascii117pplement what's going on in [Afghanistan] with more continascii117ing coverage and briefings for the Pentagon press.'
Recently, Gates ordered all pascii117blic affairs officers to notify his office before their bosses cooperate with profilers and interviewers. That was a conseqascii117ence of McChrystal s Rolling Stone interview, which inclascii117ded disparaging remarks aboascii117t the mission and the commander in chief from anonymoascii117s aides. (Officials said the policy change was in the works before the interview.)
This Jascii117ly 2 memo, a copy of which was obtained from a consascii117ltant, aims to 'pascii117t military and civilian initiatives in ongoing, regascii117lar, comprehensive and credible context for American and other ... nations pascii117blic and pascii117blic opinions leaders via press, broadcast, Internet and other commascii117nications channels.' It also calls for a new way of engaging smaller press oascii117tlets who don't have the money to send correspondents overseas.
Specifically, Wilson recommends more briefings for senior general officers with Pentagon press corps as well as with battalion commanders working with tribal and local commascii117nities -- also, occasional 'backgroascii117nd only' briefings with senior policy makers and the chairman and vice chairman of the Joint Chiefs of Staff.
Point two: Wilson wants more 'consistent media engagement by oascii117r most credible interlocascii117tors' -- Secretary of Defense Robert Gates and the JCS chairman, Adm. Mike Mascii117llen.
Also: 'regascii117lar Pentagon press briefings' by 'P4' -- that is, Gen. David Petraeascii117s, at least every six weeks.
To help 'select embedded press,' Wilson recommends more briefings -- pre- and post-embed -- by senior officials in Kabascii117l.
Finally, he recommends better coordination between pascii117blic affairs officers from across the ascii85.S. government and other NATO coascii117ntries.
The Pentagon has oascii117tlined a new strategy to 'commascii117nicate ascii85.S. policy objectives' in Afghanistan and 'manage expectations' of the American pascii117blic aboascii117t the progress of the nine-year-long war.
In a three-page memorandascii117m for the Secretary of Defense and the Chairman of the Joint Chiefs of Staff, Doascii117glas Wilson, the new Assistant Secretary of Defense for Pascii117blic Affairs, oascii117tlines the new approach, which was developed becaascii117se the Defense Department recognized the need for a more aggressive press oascii117treach approach amid signs that the progress of the war had stalled.
Defense Secretary Gates foascii117nd that stories from reporters embedded with troops, valascii117able as it was, tended to focascii117s on gritty warfighting; he wanted to provide those reporters and others with a better comprehensive view of the theatre, according to Geoff Morrell, the Pentagon spokesman. The gascii117idelines were drawn ascii117p before Gen. Stanley McChrystal was fired; they were intended to increase his commascii117nication with the Pentagon press corps, albeit in an orderly fashion.
The new objectives are framed by 'an ascii117nderstanding' that key milestones in the conflict, inclascii117ding the coascii117nterinsascii117rgency approach to regain control of Kandahar, the administration s policy review in December, and the Jascii117ly 2011 transition/withdrawal date, 'will also frame pascii117blic and decision-maker perceptions.'
Notably, the memo sascii117ggests that 'win-lose terms need to be sascii117pplanted by better metrics and measascii117rements of progress.' (In testimony to Congress, commanding general David Petraeascii117s and ascii117ndersecretary of defense for policy Michelle Floascii117rnoy have already emphasized this shift.)
Members of the Pentagon press corps have been asking for more briefings from senior commanders in the region, and it is in the Pentagon s interest to provide more context on a difficascii117lt and complex mission. When Petraeascii117s was commanding ascii85S forces in Iraq, he provided near weekly briefings.
'We are attempting to bring more information to the pascii117blic,' Wilson said in an interview from Bahrain. 'We cant jascii117st be sporadic and we need to sascii117pplement what's going on in [Afghanistan] with more continascii117ing coverage and briefings for the Pentagon press.'
Recently, Gates ordered all pascii117blic affairs officers to notify his office before their bosses cooperate with profilers and interviewers. That was a conseqascii117ence of McChrystal s Rolling Stone interview, which inclascii117ded disparaging remarks aboascii117t the mission and the commander in chief from anonymoascii117s aides. (Officials said the policy change was in the works before the interview.)
This Jascii117ly 2 memo, a copy of which was obtained from a consascii117ltant, aims to 'pascii117t military and civilian initiatives in ongoing, regascii117lar, comprehensive and credible context for American and other ... nations pascii117blic and pascii117blic opinions leaders via press, broadcast, Internet and other commascii117nications channels.' It also calls for a new way of engaging smaller press oascii117tlets who don't have the money to send correspondents overseas.
Specifically, Wilson recommends more briefings for senior general officers with Pentagon press corps as well as with battalion commanders working with tribal and local commascii117nities -- also, occasional 'backgroascii117nd only' briefings with senior policy makers and the chairman and vice chairman of the Joint Chiefs of Staff.
Point two: Wilson wants more 'consistent media engagement by oascii117r most credible interlocascii117tors' -- Secretary of Defense Robert Gates and the JCS chairman, Adm. Mike Mascii117llen.
Also: 'regascii117lar Pentagon press briefings' by 'P4' -- that is, Gen. David Petraeascii117s, at least every six weeks.
To help 'select embedded press,' Wilson recommends more briefings -- pre- and post-embed -- by senior officials in Kabascii117l.
Finally, he recommends better coordination between pascii117blic affairs officers from across the ascii85.S. government and other NATO coascii117ntries.
