The October 17, 2016 Defense News ran an article “DoD is Losing the Online Fight to Win Hearts & Minds” (see: http://www.defensenews.com/articles/dod-is-losing-online-fight-to-win-hearts-and-minds; which is also the photo source). I was attracted to the article because of the title and probable to see yet one more treatise on how the overpaid contractors exciting with executing the DOD on-line shape war were not doing their job. Fascinatingly, the article makes the case that a major problem with the US on-line shape programs is the resistance from Public Affairs.The article describes how NATO is trying to recognize the significance of the shape issue by forming a strategic communications directorate and that the US is the only holdout. The article’s author, Robert T. Hastings should know in this area Public Affairs because amongst other assignments he served as acting secretary of defense for public affairs from 2008 to 2009.PAO has generally taken the view that they must remain and chaste and pure, avoiding any disgrace of ‘shape’. Having had the opportunity to work Joint www.psyopwar.com Exercises at DINFOS, the DOD school that trains Public Affairs Officers, I’m of the opinion that the ‘new generation’ of PAOs has a much more profound appreciation for social media and the on-line world than their top brass. The inability to integrate PAO hard work into the shape fight dilutes our shape hard work and has to stop, the sooner the surpass. While I’m generally not one to editorialize, the DOD is a sweet simple organization; it works from the top down. SECDEF needs to bring MG Malcolm B. Frost, Chief of Public Affairs (see: https://www.army.mil/info/institution/publicAffairs/chief/) into his personnel by the side of with General Raymond A. Thomas III, CDR, USSOCOM (see: http://www.socom.mil/Documents/Command_Bios/Gen%20Thomas%20Official%20Bio.pdf) and have an open discussion in this area DOD’s need for unity of effort with regard to Public Affairs.The buck has to stop somewhere, and it looks like it needs to be at the top or we will continue to lose shape ground to our enemies and adversaries.