By Jennifer Bocanegra
In today’s complex battlespace, the power of information can be as decisive as any weapon system. As a Public Affairs Officer (PAO) with over 15 years of experience in both Army and joint operations, I’ve witnessed first-hand how effective communication can shape the battlefield, influence adversaries, and achieve military objectives without firing a shot.
The Evolving Role of Public Affairs
Public affairs is no longer just about issuing press releases or managing media relations. Throughout my career, I’ve seen it evolve into a key component of information warfare. The Army’s newest information-related doctrinal publication, ADP 3-13, Information Advantage, recognizes information as a joint function, underscoring its critical role in modern warfare. This shift encourages us to reimagine “combined arms” for the digital age, integrating information operations across all domains.
Our role as public affairs professionals has expanded significantly. We’re now tasked with proactively developing and sharing information about operations, managing expectations, and maintaining transparency. In this way, strategic communications clarifies military objectives and maintains public support during complex operations. We’re not just telling our story; we’re actively shaping the information environment to support mission success.
Balancing Transparency and Security
As a public affairs officer, I’ve learned balancing transparency with operational security is a delicate act. In previous military conflicts such as Operation Desert Storm, public affairs officers were crucial in ensuring operational security (OPSEC) by controlling media access to the battlefield and the public release of information. In today’s digital landscape, where information spreads like lightning through social media and online platforms, this role is more critical and challenging than ever. We must prevent adversaries from gaining real-time intelligence on troop movements, strategies, and capabilities while providing timely and accurate information to the public.
Countering Disinformation and Propaganda
In my experience, one of our most essential roles is countering enemy misinformation and disinformation. I’ve worked closely with psychological operations (PSYOP) and information operations teams to proactively deliver truthful, impactful messaging that could affect enemy morale, leading to their defections and weakened resolve. By providing timely, accurate information to the public through news and social media channels, we can build trust and support for our mission while disrupting the enemy’s narrative.
Real-World Impact
Let me share some recent operations demonstrating the power of effective public affairs in shaping perceptions and deterring adversaries in ongoing competition and conflict.
According to Magdalene Karalis’s Georgetown Journal of International Affairs article, “The Information War: Russia-Ukraine Conflict Through the Eyes Of Social Media,” the ongoing conflict between Ukraine and Russia provides a compelling case study in leveraging the information environment to gain public support and achieve military objectives. Early in the conflict, Ukraine’s information officers and public affairs specialists leveraged real-time footage of Russian aggression, such as civilian casualties in Bucha, to rally international support. By quickly disseminating this content through social media platforms, Ukraine shaped the global narrative, fueling public outcry and prompting foreign governments to provide military aid and impose sanctions on Russia. Additionally, President Zelenskyy’s frequent, direct communications via social media and video addresses have been crucial in maintaining morale domestically and garnering international support. His authentic, often informal approach has resonated globally, demonstrating the power of leadership in shaping the information environment.
In the Indo-Pacific region, the 1st Multi-Domain Task Force deployed the Mid-Range Capability (MRC) missile system to Northern Luzon, Philippines, on April 11th, as part of Exercise Salaknib 24. The public dissemination of this deployment, including coordinated media engagements and shared imagery, was widely covered and noted by international observers, including the People’s Republic of China: this showcased U.S. Army capabilities and our commitment to maintaining a presence in strategically important regions.
More recently, on September 12th, elements of the 11th Airborne Division and the 1st and 3rd Multi Domain Task Forces rapidly deployed to Shemya Island in the Aleutians. By sharing information and imagery with significant media outlets, the public affairs team achieved national coverage, reinforcing the perception of the U.S. Army’s capability to rapidly project combat power in the region and sending a clear deterrent message to potential adversaries.
A Call to Action for Commanders
To fully harness the power of public affairs in achieving information advantage, I urge commanders at all levels to integrate public affairs deeply and early into their operational planning, ensuring our communications align with and powerfully advance our military objectives. Invest in the training and resourcing of your public affairs teams to effectively enhance your strategic messaging and maintain our service members’ morale and the public’s trust. Engage directly with media and stakeholders when appropriate, setting the tone for your entire command. Finally, utilize modern digital platforms to extend your reach and impact and foster transparency that balances operational security with the need for open communication.
In modern warfare, winning the information battle is often as crucial as winning physical engagements. By leveraging public affairs effectively, commanders can shape the battlefield, influence adversaries, and set the conditions for operational success. The battlefield of the future is as much about information as it is about terrain – and public affairs is your map and compass in this new territory. Embrace it as a critical capability in your arsenal, and you’ll achieve your immediate objectives and contribute to long-term strategic success in an increasingly complex global environment.
Lieutenant Colonel Jennifer J. Bocanegra is the Public Affairs Director for I Corps at Joint Base Lewis-McChord, Washington. She leads communication strategies and campaigns for the Indo-Pacific region, supporting U.S. Army and Department of Defense objectives.
