Getting the message right and designing every operation to best convey the intended message is definitely something we suck at all levels.

I think "intended message" should be briefed back to the commander following mission analsys, and that he should approve it along with the restated mission. He then should direct his staff to incorporate "conveys intended message" in the COA comparison and anlysis matrix and direct that it be weighted by a factor of 2 or 3.

By doing this the commander has exercised his duty in defining and prioritizing the message of the operation (be it a convoy, a deliberate attack, or a humanitarian assistance event) and ensured that his planners shaped their COAs to be consistent with and help project that message.

Currently it is typically something the MISO/PSYOP guy buries in an annex or does off in some corner while the "real operation" is given all the focus. Getting the message right and designing the operation to convey it IS the real operation more often than not in places like Afg or Iraq, or other OEF locations.