Hear me now. All of you CEO’s and upper level management throughout all of the companies need to pay attention. If you do not have a new media strategy, then you are in the wrong. Just think of it this way. Companies invest in vehicles, armor, training, and weapons to protect their contractors, so they in turn can protect their client. So why are companies not investing in new media protocols in order to protect their clients from information warfare attacks?
If the enemy attacks your motorcade in a population center, then films the exchange of fire and then purposely shoots a few civilians and then films that, and then claims that they were shot by contractors. Then they post it on the internet immediately afterwards and spreads that poison throughout the new media battle space. Then all those journalists and contractor haters, along with the John Q public, all take it in and label your company as evil, and without question. Is your company set up to defend against that? Can you defend against a Nisour Square style propaganda attack?
How about journalists using new media to promote personal agendas, as opposed to being fair or balanced in their reportage? Guess what? That’s a threat to your client as well. Is your company set up to defend against that? It should be, because if you were fully involved with new media strategy and counter-attacks, then you would have the foresight to do what is necessary. It is called being prepared–one of the many tenets of Jundism.
The report below can be summed up in one main theme:
Recognize that the winning strategy is “information engagement,” not “information control;”
Embrace new media as a significant enabler of “that element of combat power called information;”
So is your company set up for ‘information engagement’? From the looks of it, most of the companies out there are doing a terrible job of information engagement. And believe me, I am a security contractor who also happens to be a new media practitioner, and I have yet to see any of the companies take the necessary measures to operate in the new media battle space. At least the military is talking about it, and bravo to them. –Matt
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Executive summary
Winning in the new media battlespace: Workshop top takeaways
For the U.S. military, new media and the Global Information Environment (GIE) present sustained challenges and opportunities. In recent years, new adversaries — armed with new media capabilities and an information-led warfighting strategy — have proven themselves capable of stopping the most powerful militaries in the world.
The current and future geo-strategic environment requires preparation for a battlespace in which symbolic informational wins may precipitate strategic effects equivalent to, or greater than, lethal operations. It demands a paradigm shift away from an emphasis on information control and towards information engagement. It will require cultural and organizational change within the Department of Defense (DOD) as it adapts to the world of digital natives – its own savvy Soldiers, Sailors, Airmen and Marines and their communicative expectations, proclivities, potential and risk; as well as its current and over-the-horizon opponents. Most of all, it will force the sustained adaptation and transformation of the way the U.S. military thinks and fights.