I will read with interest, but I might further clarify my basic premise by saying, the Military needs to stay away from the media.
If by IO we mean leaflet drops, PA broadcasts and good old "PysOps" stuff, then OK. You are merely spreading a message, to better enable your operational and tactical aims. "Don't eat yellow snow, etc" Fine! No problem.
The second you start trying to use CNN, FOX, SKY or BBC to be part of that process, you've just rubbed up the Genie!
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