AIR FORCE - AFI 35-104
|Publication Date:||22 May 2017|
Purpose of Media Operations.
Media operations are essential for achieving the Public Affairs (PA) core competencies of trusted counsel to leaders, Airman morale and readiness, public trust and support, and global influence and deterrence. Engaging with the media is often one of the most rapid and credible means of delivering the commander's message to a desired audience. Experience shows that working proactively with the media increases trust and twoway communication with the media and the public. Remaining transparent, honest, and accessible to the maximum extent possible normally results in greater accuracy, context, and timeliness in communicating with internal and external audiences. Releasing official information through the media can help create, strengthen, or preserve conditions favorable for the advancement of national interest and policies, as well as mitigate any adverse effects from unofficial, misinformed, or hostile sources.