Outsourced

Advertising firms around the world could soon be due for more work from the U.S. military. Authors of the recently released Strategic Communication Joint Integrating Concept believe in a "likely need for significant outsourcing" of military communication needs, according to the document, because commanders "will not have access to or credibility with" some audiences worldwide that would be required for things like opinion polls.

"This will have implications for budgeting and contracting," the document states.

Another possible "implication" of the strategic communication concept are beefed-up, all-in-one "public affairs operating units," according to the concept document. These folks would produce a "variety of public information products for designated audiences -- while retaining the staff public affairs function," the document states.

The document defines public affairs work as directed at U.S. audiences.