Effective Communicator
Military PAOs are, first and foremost, effective communicators. As described in Cutlip and Center’s Effective Public Relations, they are able to establish priorities, define publics, set goals and objectives, and develop messages, strategies, and tactics.1 Beyond the ability to plan strategically, a military PAO must be able to plan laterally with other departments within their organization as well as with stakeholders ranging from adjacent units to other entities such as the Department of State and other government and nongovernment organizations. Additionally, military public affairs efforts must nest vertically within the strategic planning of their military service, the National Military ...
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