Media_Research_Paper

Operation Desert Storm put the United States Military onto the front pages of every newspaper and television news station in the world. Media coverage of the war started with the buildup of forces in Saudi Arab and continued through the liberation of Kuwait. Military leaders interacted with the media daily, briefing the progress of the war and gaining the public support for the war. Interaction between the military and the media have continued to expand through pre-911 coverage of operations in the Balkans (Bosnia and Kosovo) to post-911coverage of Global War on Terrorism. During Operation Enduring Freedom and Operation Iraqi Freedom, journalist embedded with US soldiers, providing the public with front line media coverage of the war. Media interaction use to be limited to top level leadership (General Officers) but now journalists were interacting with lower enlisted and junior officers on the battlefield. Media training allows you to effectively communicate with the media and transmit your message through various media outlets (newspaper, television, radio, etc) to the public. The current media training requirement at CGSC consist of real world media interview, present a topic at a community event, submit an article/essay for publication, and blogging. I make the argument that media interaction training will assist and enhance my duties as a field grade officer dramatically over the next 10-15 years of my career because media training will allow me to effectively communication through the media to public, to conduct an effective interview by deliver units command message while properly answer questions, and adequately represent military units from the battlefield to the public living room. General William Sherman announced, “I hate newspapermen. They come into camp and pick up their camp rumors and print them as facts. I regard them as spies, which, in truth, they are. If I killed them all there would be news from hell before breakfast” (Lacey, p267). Effective media interaction training would eliminate or reduce rumors being printed as facts. Media training teaches you how to communicate the proper message to the media with little or no room for interpretation. When interacting with the media state your command message up front and continue to reiterate through your interview. For example, you are conducting an interview about an incident that happened during a humanitarian relief mission involving US soldiers and local nationals. During the course of the interview, you want to ensure that your command message of US mission is to support humanitarian relief efforts is stated up front and throughout the interview. Journalist will be focused on the incident that occurred and although you want to address question involving the incident, you want to ensure that you consist reiterate you command message through the briefing and question period. One statement, such as “Our forces returned fire into the crowd in accordance to the rules of engagement” could possible make media headlines as “US Soldiers fire into a crowd during humanitarian relief mission.” The proper training and regular exposure to journalist will allow you to get the true story to the media and more importantly to the public. The media is responsible for only part of getting the truth to the American public; the military is responsible for the other part. Most of the information disseminated to the media is done in the form of press conference or interviews. Without the proper training, a press conference or interview can be monumental task. James Lacey states “The military is paying a high and continuing price for its inability to engage the media.” Conducting an interview requires training and preparation. Unit Public Affairs Officers (PAOs) are trained on media interactions but are not always available to conduct interviews or are not the focus on the media. CGSC students are taught on how to proper develop a media plan and conduct a press conference. As stated in the C100 Foundations Advance Sheets and Readings, media plans consist of development of additional information needed (RFIs), command messages, 30-second sound bite for release to media in beginning of press conference, development of anticipated questions, and conclusion statement. This can be an extremely hard task without the proper training and practice. During the course, you are taught that a simple phrase in your command message or 30-second sound bite can spin out of control and land you on the front pages of the newspapers and all over the television sending the wrong message about your unit to the public. Field grade officer are serving more frequently as spokesperson for their particular battalions or brigades. With all the hard work and sacrifices are young men and women are executing during this Global War on Terrorism, we do not want it to get overshadowed because of an improperly conducted interview. A command message should be strong and represent your unit in a positive manner. Command messages need to be incorporate into your sound bite synopsis, reiterated through the question/answer session, and reiterated in your conclusion. The command message is the message about your unit that you want to make the front page of the paper and the television news. Adequate representation of your unit to the media is the top priority in media interaction. Embedded journalists are an effective tool to get the missions or operations your unit has conducted or participated in to the public relatively quick. This can be an effective tool, if used appropriately but without the proper training, it can turn into a nightmare. For example, an embedded journalist is covering a raid of a village in Iraq with elements from the 3rd Brigade, 10th Mountain Division and 3rd Brigade, 4th Division Iraqi Army. During the course of the raid, the journalist happens to hear a conversation between two American soldiers on the performance of the Iraqi Army. The Soldiers are saying that the Iraqi Army unit is not properly trained or equipped and are not ready to take over security of their country. This greatly contradicts what the top level leadership is briefing to the politicians and the public. In addition to this, your battalion has the responsibility for training and equipping this Iraqi Army Battalion. The media headline reads, “American soldiers do not believe Iraqi Army properly trained for combat.” Within the article, it states the name of your unit, your mission there, and everything that was stated by the soldiers on the readiness of the Iraqi Army. Within hours, the conversation of two soldiers have made headlines, brought the spotlight onto your unit, and contradict top level leaders. Media training teaches you to be careful what you say around media and think about how your statement will represent your unit and your unit’s mission in the public arena. Military-media interaction is critical to successfully gaining public support and properly representing the hard work and sacrifices of our service men and women. Media-military interaction and training is a critical part of a field grade officer’s military career now and in the future. Modern day wars will not only be waged on the battlefield but through media coverage to the public. Proper training on interaction with the media and how to properly conduct interviews will allow the public to experience the true fog of war from their living room. The media is now and will be a critical part of combat operations. Proper training will reduce the friction between soldiers and journalists and enhance the news that is released to the public. BIBLIOGRAPHY Lacey, James, “Who’s Responsible for Losing the Media War in Iraq”', C100 Foundations Advance Sheets and Readings (August 2008): 267-273. US Army Command and General Staff College, C100, Foundations Advance Sheets and Readings (Fort Leavenworth, KS: CGSC Printing Office, 2006)