This is the first academic analysis of the role of embedded media in the 2003 Iraq War, providing a concise history of US military public affairs management since Vietnam.

Introduction -- The military as a learning organization -- Perspectives on military learning -- A model of strategic innovation -- The history of media operations -- Disastrous public affairs : Vietnam -- Restrictive public affairs : Grenada, Panama, and the Persian Gulf -- Experimental public affairs : Somalia, the Balkans, and Afghanistan -- A case study of strategic innovation -- Retrieving past experiences? -- Strategic public affairs : Iraq -- Discussion and outlook -- The friendly learning loop -- The adversarial learning loop.

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