Strategic Communication and Public Affairs

Public Affairs and Strategic Communication are becoming increasingly more important in today's information-centric world. Air Force officials have given lip-service to the primacy of these skill sets, but have not reinforced those words with significant action toward training or equipping today's public affairs officers to be strategic communicators. Using the problem-solution research methodology, I begin this paper by examining the current state of Air Force Public Affairs, including the doctrine and training. One of the primary areas considered is the lack of consistent formal training for public affairs officers beyond their initial career field training. I also delve into the realm of the emerging strategic communications field, and how the Air Force and Department of Defense (DoD) officials are struggling to define and meet this mission area. Next, I analyze the necessary ties in strategic communication between public affairs and information operations, the doctrinal overlaps and similarities, and some of the challenges therein. The conclusion of the paper is a recommended roadmap for enhanced, standardized training for Air Force public affairs officers throughout their careers. The application of an operations-type initial qualification training (IQT) and mission qualification training (MQT) system is prescribed, to ensure the necessary training objectives are met. These steps will shape tomorrow's public affairs professionals into well-trained and well-rounded advisers best able to support combatant commanders and DoD strategic communication goals.