Military's top media manager describes challenges of delivering content through evolving technology

Ken Dalecki

October 30, 2021

The U.S. military faces staffing challenges as it seeks to consolidate all of its news, entertainment and command information programs at a time when communication technology is rapidly expanding and evolving, retired Navy Rear Admiral Hal Pittman, director of Defense Media Activity (DMA), told an Oct. 27 meeting of National Press Club American Legion Post 20.

Hal Pittman

"The mission has grown exponentially while manpower has not increased for decades," Pittman told Legionnaires and non-Legion Club members who joined the virtual meeting hosted by Post Commander Jim Noone. Pittman noted that an added burden is the unknown number of military and civilian DMA workers who will leave rather than take mandated COVID-19 vaccinations. Despite the challenges, Pittman called the position he has held since January "a dream job" for a former public affairs vice admiral who started his Navy career as a seaman recruit.

DMA, which includes such iconic outlets as the editorially independent Stars & Stripes and 37 broadcasting facilities abroad, has an authorized strength of about 800 military and 600 civilians. But the actual numbers of filled positions fluctuates between 10 percent and 30 percent below those numbers, Pittman said.

Nevertheless, Pittman is optimistic that multiple media skills training, mentoring at all levels and rapid advancement will boost retention.

A newly added challenge for DMA will be aggregating and administering thousands of Defense Department .mil web sites while also developing video streaming, podcasting and other rapidly evolving means of communication popular with young service members. DMA delivers satellite television, radio, internet, multi-media content and services to the DoD's more than 3 million military members, reservists and civilian employees. It also provides education and training for the military public affairs community through the Defense Information School.

Pittman said DMA has taken offline images of Afghan allies of the U.S. to prevent the new regime in Afghanistan from tracking them down by using facial recognition programs.

Post 20 Commander Noone said the next Post meeting will be in December with a speaker to be announced. The speaker portions of Post meetings are open to all Club members.