|Public affairs implications
The results of this study can effectively direct the efforts of a military public affairs campaign. Officials can commit to an exhaustive, intense, and timely campaign but fail in their attempts to reach a commandís audience because they do not understand how media channels affect the publicís retention of strategic messages. However, if commands periodically assess their efforts to combat an on-going crisis and discover their attempts to reach an audience is failing, then representatives can redirect their efforts. Instead of giving the majority of a commandís attention to television, this studyís results can redirect efforts to emphasize providing more information and efforts toward newspaper outlets when attempting to convey a strategic message.
The ability to discover flaws in a strategic campaign is critical to on-going crises and developing scenarios. Commands can use the results of this study to prepare, educate and train public affairs officials for future events. Although questions and requests can not be ignored by television and radio outlets, public affairs representatives can consciously choose to spend more time providing in depth, complete, and even background information to newspaper organizations. Similarly, public affairs offices may more frequently offer information to newspaper representatives that encourage reporters to request command interviews or exclusive reports. Ultimately, commands can effectively mass the efforts of a campaign on a target or media channel that offers more benefits to a command.