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IMPROVING NAVAL PUBLIC AFFAIRS EFFECTIVENESS

As the global war on terror continues, senior DoD leaders have become increasingly aware of the strategic importance of military communications with the public. The need for a communications capability that includes a critical mix of regional and international knowledge, cultural awareness, operational experience, and public affairs skills is growing. The Chief of Naval Operations and Chief of Information asked LMI to assess the Navy’s role and capability in military-related strategic communications—evaluating the staffing, skills, and structure of the Navy public affairs community. We interviewed key defense officials, Navy public affairs professionals, private-sector public relations leaders, and operational customers relying on the Navy public affairs community to ascertain capabilities, better understand the changing global communications environment, and determine stakeholder requirements.

Our analysis contrasted today’s operations with the projected future communications landscape, identified critical skill set requirements, and recommended improvements to organization structures, service delivery, workforce composition, training, and strategy. Navy officials are implementing our recommendations, programming the necessary resources to restructure the public affairs community, and better aligning operational and communications goals in both the short and long terms.