"If you are going to fairly represent the [military] institution to the media, you must know how the boss views various issues," PR Tactics reports Air Force Lt. Gen. Steven Plummer saying. "You have to understand his position vis-a-vis the greater environment in which he works." According to Tactics, loyalty, "strategic communications" experience, "deep insight into the media environment," and "knowledge of all the 'skeleton-in-the-closet' issues" are other key ingredients needed to make a good public affairs officer.
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