To the military, shaping media coverage of deployments is what roasting a marshmallow is to a summer camper’s S’mores; there isn’t one without the other.
Even before beginning a small “peacekeeping” mission the Canadian forces’ have an elaborate media strategy.
At the end of June Chief of the Defence Staff Jonathan Vance brought journalists with him on a visit to Mali. They toured the facilities in Gao where an advance team was preparing for Canada’s UN deployment to the African nation. An Ottawa Citizen headline described Vance’s trip as part of an effort at “selling the public on the Mali mission.”
The tour for journalists was followed by a “technical briefing” on the deployment for media in Ottawa. “No photography, video or audio recording for broadcast purposes” was allowed at last week’s press event, according to the advisory. Reporters were to attribute information to “a senior government” official. But, the rules were different at a concurrent departure ceremony in Trenton. “Canadian Armed Forces personnel deploying to Mali are permitted to give interviews and have their faces shown in imagery”, noted the military’s release.
None of these decisions are haphazard. With the largest PR machine in the country, the military has hundreds of public affairs officers that work on its media strategy. “The Canadian Forces studies the news media, writes about them in its refereed journals—the Canadian Army Journal and the…