Pentagon says public affairs must change and not let Drudge Report get the scoop

Pentagon Spokesman: Public Affairs Must Change With Times
American Forces Press Service
By Karen Parrish
WASHINGTON
July 25, 2013

“When bad things happen, the American people should hear it from us, not as a scoop on the Drudge Report,” he said.

The Defense Department is facing a once-in-a-generation change, and its public affairs practitioners around the world need to communicate that change clearly, the Pentagon’s chief spokesman said today.

George Little, assistant to the secretary of defense for public affairs, spoke to commissioned, enlisted, civilian and contract employee defense public affairs professionals gathered at the Defense Media Activity’s headquarters on Fort Meade in Maryland. Little’s remarks also were webcast.

“Public affairs is an absolutely critical component of our military and our department,” he said. “We operate in a world so tightly connected that every world event, big or small, can be felt in real time.”

Little noted that thanks to the Internet, social media and smartphones, the walls between citizens, journalists and the military have never been thinner. He challenged his audience to consider three factors that argue for a new approach to public affairs:
-- Changes brought about by war and the media’s evolution;
-- An expanding toolbar of essential skills for public affairs professionals; and
-- Military and civilian defense leaders’ responsibility for effective communication.

Little pointed out that the widespread embedding of reporters in Iraq and Afghanistan forged close bonds between military members and the Fourth Estate. As deployments wind down and the services return to a more garrison-centered public affairs environment, he said, “we must look for new ways to enhance these bonds.”

Little said new approaches should include engaging more with nontraditional journalists such as bloggers and tweeters, who sometimes break news but also may report gossip and rumor.

“We must be constantly listening for new voices on defense issues,” he said, “and develop those relationships as well. … We must engage with anyone and everyone who is interested in what the department is doing. … In order to effectively communicate our message, we must be communicating across all platforms, new and old. By creating richer, more interesting content, we can create a deeper connection with the American public, and nourish the growing news appetite, on our terms.”
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