In short: they can and do but, as they say, it ain’t necessarily so.
The Information Operations and Influence Activity (IOIA) Symposium, held this week at UK’s Defence Academy, threw up several enticing cerebral teasers, not least the tension between two schools of thought regarding public affairs (or as the Brits say ‘media operations’). On the one hand, it is claimed by the old guard that public affairs (PA) merely informs (as can be found in US doctrine). On the other, the young turks would have it that information is never value-free and therefore PA will always have an element of influence to it.
As much as CB3 would like to subscribe to the former, the brute force of reality must indicate the latter to be the case. Even at a most simple level, if one stubbornly keeps to transmitting utterly ‘true’ facts and figures, claiming to only inform – the mere selection of which facts to reveal introduces a bias, and therefore a degree of sway or influence, even unconsciously.
This raises a further question, one broached at IOIA. If journalists live and die by their adherence to seeking the truth, informing not influencing and unbiased reporting, can they so easily transfer themselves into roles which are inherently partisan, promotional and influencing? There is well documented tension between the arenas of public relations and the media (although they provide each other with vital life support) – using a market analogy, they are at opposite ends of the supply-demand equation.
Many journalists make the jump to PR, some very successfully, others less so – it may be their contact books which are in demand rather than their prowess as flacks. Equally, many journalists are employed by vitally important reserve military forces (especially in the UK) as public affairs/media operations officers. Many are consummate operators in both journalism and PA, proving mental dexterity, but is it time to question the seemingly automatic assumption that a journalist will be a natural candidate for PA, or wider communication, duties?
This is no way reflects upon the crucial media and PA capability that the reserve forces provide, supplying resources which often are unavailable from the regular forces.