Acknowledgments : lotsa help along the way -- 1. It starts with an attitude : getting your head in the game -- 2. Telling it to the Marines : internal information -- 3. Reaching "the public" : external information -- 4. Going face to face : community relations -- 5. Special opportunities : exploiting your whole toolkit -- 6. The professionals : some warriors do this for a living -- 7. Shiny new toys : information age hardware and concepts -- 8. Still worth 1,000 words : every picture tells a story -- 9. For PAOs only : surviving and thriving in a niche role -- 10. Outtakes and bloopers : nobody's "perfekt" -- Appendix 1. Aggressiveness 101 -- Appendix 2. A General say to "open it up" with the media -- Appendix 3. Plenty busy back home -- Appendix 4. Embedded media can't do it all -- Appendix 5. Lots to do - with or without the spotlight -- Appendix 6. "Associate" is a verb -- Appendix 7. A word about balance and quality of life.