Reading the article; I agree with Mr Rumsfeld that there is a battle ragging in the public media. One in which the US government is ill prepared nor set up to fight.
I disagree with him that this is worthy of pursuit by our Government in what I infer from reading may include covert publications and government sponsered communication "experts".
I can honestly say that no one read papers in Iraq; and those that did held everything they read as suspect (call it a learned response from the Saddam era). Why we are (or were) bumbling around setting up media outlets... is a good question.
Most of the communication happens in first person and then is only re-enforced by the news media.
The only way to beat that is with up front and personal face time; face time on the street, in local counsel, religous leaders and village elder meetings.There is quite a bit of mis information out there:
http://www.defenselink.mil/home/dodupdate/correct-record/ All in the name of selling papers.
I equate public opinion to an angry mob were people file like wingless birds off the cliff.
I would like to see us raise the bar; and see the opinion polls, public opinion and the mob for what it is. ... but that will never happen.
From my self learned ground guide leader hand book:
In general you have two choices in almost any situation --- Polarize or mediate; unless your have power in the form of money, position (a gun) or a larger mob; Mediate
MSG White