I was once in your shoes, too. I was in the process of joining the armed forces and wanted to work in the field of media, but I had so many questions.
Are we journalists in the military? Are we
photographers? Are we PR representatives?
Well, if you were like me and had these questions and
then some, you’re in luck, because I am currently enrolled in the Department of
Defense’s military media school at Defense Information School (DINFOS) in Fort
Meade, MD.
My name is Christopher, and I’ve served three years in
the U.S. Coast Guard (which is not in the DOD but instead the Department of
Homeland Security) while awaiting orders to DINFOS. Throughout this blog, I’ll
walk you through my journey at DINFOS so you can get a better understanding of
what military media members do, how they’re trained, and what the outlook of
the career field looks like. Upon graduating this school, I’ll then take you on
my journey in the field as a military media member. Ultimately, we’ll be
focusing on military media through the lens of strategic communication and
emerging media.
But, before we do that, let me give you a little bit
more background on my credentials. As mentioned, I’m active duty in the Coast
Guard and have served in the branch since early 2021. Each branch has a different
name for this military media occupation. In the Coast Guard, we’re called
public affairs specialists. However, in the Navy, they’re known as mass communications
specialists. If you’re interested in the Coast Guard as your branch to join for
active duty, just know that you will not go directly from boot camp to DINFOS.
You WILL work in the fleet before obtaining orders to this media school. For
reference, I personally waited just under three years to receive orders to “A”
School (name of Coast Guard training schools). While waiting orders to DINFOS,
I served as an E-3 and worked on a buoy tender in Honolulu, HI.
As for postings, this blog will be updated weekly for
the foreseeable future as I navigate between media school and my experience in
the fleet upon graduating.
Further, the website link for this blog will be as follows:
bluecollarcommunication.blogspot.com
My education prior to joining the military led me to
this blog. With a bachelor’s in English/journalism from the University of New
Hampshire, I am currently completing my master of science in strategic
communication at Troy University.
At Troy, we are studying strategic communication and
emerging media. Thus, I will be using this blog to connect my military media
adventures and my classroom experience.
Through our course readings this week in my master’s
program, we’ve been reviewing data and trends on how technology is and can
continue to shape a sometimes “dying” industry like news media. These readings
can also apply to military media and how content should be tailored around
today’s evolving technology.
In 2021, the Pew Research Center found that 97% of Americans own some type of cell phone, while 85% own a smartphone. In the military, public affairs specialists and broadcasters are beginning to utilize social media to share command messages (which I can explain what this is in more depth later) and information vital to service members or the public at large.
In January 2021, the Pew Research Center also found
that 53%
of Americans receive their news from social media either “often” or “sometimes.”
Military members are currently unable to use the trending Chinese social media
app TikTok due to diplomatic concerns. However, Instagram, Twitter (now known
as X), and Facebook are still viable and proven social media apps that can help
creatively disperse military messages. The Pew Research Center reported in
January of 2021 that 36% of Americans regularly receive their news from Facebook
alone. Additionally, 15% of Americans got their news from Twitter, while 11%
did on Instagram.
Right there shows us just how important it is for military
media specialists to post their content to platforms such as Facebook and
Instagram. But what kind of content are military media specialists making these
days?
As The New Yorker discussed back in 2019, print
media is on its way out. Americans are dominated by digital media. Media
specialists in the military, such as mass communications specialists or public
affairs specialists, are chiefly creating content that supports their command
message. The command message is the philosophy of a unit as dictated by the top-ranking
service members—typically officers of higher rank.
Thus, service members make content, such as press
releases or social media posts, that ultimately support that command philosophy.
Command messaging, also known as commander’s intent,
provides military media specialists guidance linking to strategic direction,
operational approaches, and tactical action. The statements generated from this
guidance perfect commander’s intent.
Military media specialists make content that supports
the command messaging in accordance with DoD policy and guidance. If you have
ever wondered what this may look like, look up your branch of service and
search for “public affairs.” Typically, you find a site that lists out a unit
or entire service’s content, such as press releases.
Our audience as a military media specialist are both internal
and external. An internal audience includes who live and work in military
installations. External audiences are civilians. Both must be considered when
creating content.
Whether you’re making a reel video on Instagram or
posting a press release and related photos to Facebook, you must ensure your
content abides by command messaging.
Next week, I’ll dive into more fundamentals of
military media while also providing insight into the evolving world of strategic
communication.
Chris, it's great that you're going to chronicle your journey through the military's Defense Information School in this blog!
ReplyDeleteYou asked a very common question in the beginning - are military media specialists photographers? Journalists? PR specialists? I would submit that it's often assumed that we are also propagandists.
There's a core philosophy taught at DINFOS (where I was an instructor from 2012-2016), known as “maximum disclosure, minimum delay.” To maintain our credibility and the trust of the American people, transparency and expediency are crucial. More often than not, it's not the crisis itself that is the biggest public relations challenge - it's the perception of a cover-up. Yet my experience has shown me that many of the military's senior flag officers are risk averse when it comes to communicating with the media or the public, especially in times of crisis.
One of the more difficult aspects of our job is balancing the public's need and right to know with operational security. As you mentioned, the U.S. military public affairs community is prohibited from using TikTok as a communications platform. In addition to diplomatic concerns, the American government sees data breach or misuse threats, as well as potential risks for misinformation campaigns by the Chinese government, according to a PBS report from February of 2023.
I think it's incumbent on us as professional communicators in the military to plant our flag as operators in the information environment. Public affairs and media relations are, after all, forms of information.
Finally, I have always appreciated the Coast Guard's approach to public relations. I agree with the requirement for prospective Public Affairs Specialists to serve in the Fleet before being allowed to work in the community. To me, this ensures that your professional communicators have firsthand knowledge and experience, and credibility as deckplate Coast Guardsmen, before you're allowed to represent and speak on behalf of your organization.
I wish you the best in your studies, and look forward to reading your upcoming posts!