Herding journalists in Kabul in 2019 reaffirmed my belief that the military doesn’t need photographers or videographers. You know what professional journalists used? Cellphones. Why? The decline in mainstream news outlets hit civilian journalists hard, a problem exacerbated by COVID-19. But several studies confirmed that access and use of social media platforms have diminished the desire for professional photography from news outlets. After all, we live in the age of instant gratification friends where the news moves at a pace akin to Twitter. No one has time to wait for hours while your edited photos and thrice hacked captions are perfected.
In a crisis, photos spread like wildfire. They don’t have to meet the rule of thirds or even have the subject in focus as long as they tell the story enough for an audience to care and understand.
During events, like key leader engagements or mundane VIP meetings, cellphone photos and video clips sent to the media immediately, on the spot, before the event concludes, will have a greater impact and ensure your organization controls the narrative.
Who takes the photos? Literally anyone on the ground with a camera. Create a network of military leaders and peers who understand your needs as a PAO. Establish a system that works for you to enable instant access, such as WhatsApp, Signal, or shared google drive folders that are password protected. The key here is immediate access versus polished images and videos.
Instead of emphasizing tangible products from the enlisted, why not get them in the fight? They need to learn how to monitor social media. You should encourage your team to work with the IO officer and learn how both shops can work together. Is your team working with MISO? What do they need or what are they seeing and how can your team contribute to the effort?
In a previous post, Dave explained that a good and experienced public affairs officer:
- Knows operations – They have a close eye on tactical operations. They know what’s going on in their organizations.
- Can see the future- Understand what events can impact the information environment and how.
- Acts – If you understand what’s going on and can see the future, then you act. You sometimes take risk, you don’t always get permission, you act.
Your entire team should be learning and doing the above.
To create the conditions for success, we must remember that evolving demands on our career field can intimidate the uninitiated. Don’t wait for a crisis to realize you need a capable team. In the long run, both our teams and our organizations will benefit from strategic foresight that identifies opportunities and amplifies our ability to seize them. As the current pandemic has made clear, needs can change quickly and unpredictably.
You don’t NEED a professional photographer or videographer to ensure your organization is successful; they’re nice to have. You NEED strategic thinkers on your team to maintain a strategic advantage.
Photo Credit: Marine Sgt. Rebekka Heite
