Strategy to increase US credibility (from a govt PDF, much more at link)

[The Straight Story]

STRATEGY TO INCREASE US CREDIBILITY

Although IO messages must also be grounded in the truth, they are intended to influence
or deter an adversary’s action and may employ deceit, misinformation, or manipulation of an
audience’s information. IO, both overt and covert, must not be specifically designed to be
transmitted through the news media due to the potential negative backlash of perceived
deception. If the media perceive they are being lied to, credibility has just gone down the
proverbial toilet and cannot be “un-flushed”. All three functions, PA, PD and IO, must be
synchronized and inform the others of their activities to avoid the possibility of contradicting
another’s communication actions.

...

In order for the USG to advance its interests and policies, it must develop and implement
a comprehensive communication strategy to support them. The effective use of the information
element of national power requires an orchestrated effort by all government principals and
departments to achieve any lasting support for the USG’s policies. However, there are several
policies which undermine the USG’s credibility with some publics. Nations or publics need not
agree with the USG’s policies, but they should believe what it says. The public relations
profession has developed numerous communication models attempting to find the right way to
influence a potential consumer to buy a specific product, support a cause or otherwise influence
their opinion. The USG could benefit from these processes developed by the commercial
communication industry.

....

While the goals of educating and informing the global public are commendable, the USG
credibility has again been undermined by our own actions. A DOD practice of secretly paying
for positive articles to be published in Iraqi newspapers was uncovered by a Los Angeles Times
reporter. This practice “could destroy the U.S. military's credibility both in foreign nations and
with the American public.”40 The recently de-classified Information Operations Roadmap goes
as far to suggest that USG officials are not the best messenger and that a third party should be
sought out to communicate with foreign publics to lend greater credibility. 41 When trying to win
the war of ideas and establish an effective public diplomacy campaign, the USG should not
engage in deceptive practices which undermine its credibility. The necessity of a policy
directing all government agencies to coordinate their communication efforts is essential and
should be enforced by a centralized National Communication Director.

...

A lot more here (pdf file)

http://www.strategicstudiesinstitute.army.mil/pdffiles/ksil495.pdf

[provis99]

1. to be fair, it is a War College student paper

I've read quite a few of those, and they're always a little tongue in cheek, because students are encouraged to be a little inventive by their profs. The author is basically using "bureaucrat-speak" to claim we need massive amounts of propaganda, or we're up shit creek with the foreigners.

Its an academic exercise, though they're fun to read. Sort of like reading an extended version of ann article in "The Onion".