Public Affairs in the 21st Century.
Abstract
Public affairs is enjoying a renaissance in the Army, an awakening that holds bright promise for the 21st century. In 1997, for example, U.S. Rep. Ike Skelton (D-Mo.) proposed legislation to create a PA branch, recognizing the unique mission and training needs of public affairs. Officer Personnel Management System (OPMS) XXI allows public affairs officers to formally single track upon selection to major and remain competitive for future promotions. Public affairs is a key component of Information Operations, an evolving combat multiplier. Reserve Component (RC) assets are being used at an unprecedented pace. More PA units will be added to the Total Army force structure over the next five years. "We need to reconnect the Army with the American people," says Maj. Gen. John Meyer, Chief of Army Public Affairs, "and continue to improve the Army culture toward media relations." What will change significantly in the 21st century is battlefield control of the media as technology, press freedom and market demand increase, and media tolerance for pooling decreases. This paper looks at the heightened importance of Army public affairs in three ways: I) Examines the Army-media relationship; 2) Provides an overview of major personnel, materiel, training and organizational changes taking place within the PA profession; 3) Suggests ways to improve how the Army conducts public affairs.
Document Details
- Document Type
- Technical Report
- Publication Date
- Apr 29, 1999
- Accession Number
- ADA366751
Entities
People
- Michael J. Burbach
Organizations
- United States Army War College