Max Boot gets it 100% right in the Contentions blog
The conventional military mindset sees the media as a potential enemy to be shunned at all costs. Officers who get quoted too much are derided behind their backs as “glory-seekers” or “self-promoters.” The focus is always supposed to be on the team, not the individual, and there is a general assumption that good deeds will speak for themselves. General George Casey, the former U.S. commander in Iraq (now about to become Army chief of staff), exemplified this point of view. He seldom spoke to the media and tightly limited who could speak on behalf of his command.
The result of such caution is to cede the “information battlespace” to critics of the war and even to outright enemies such as Osama bin Laden and Moqtada al Sadr, who have shrewdly manipulated press coverage.[…]
What the armed forces have to realize is that in today’s world engaging in information ops can no longer be a peripheral part of a military campaign. In a sense, the kinetic operations have come to be peripheral to the core struggle for hearts and minds in Iraq—and back home. If the armed forces don’t do a better job of waging this part of the struggle, they can lose the war, no matter what happens on the battlefield.
Read it all.