I was one of only two full-time military analysts employed by a UK broadcast company. I sat, live on Sky News, for over 200's hours of live comment and broadcasting watched by 60 million folks world wide, both after 9/11 and OIF, for 42 and 28 days respectively.

I am by no means unique, but apart from being invited by the British Army to talk at a conference, and write an article for the BAR, I am amazed at all the experts on this subject who have never spent a second in a TV studio, or even know how one works or how stories are put together and become stories. Having looked at the Elephant pretty close, I believe IO is not something armies should do.