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The Air Force faces significant challenges in communicating for effect in today's information environment. The changing face of information technology, the increased flow of information, and lack of resources make it increasingly difficult to communicate the Air Force message to our key audiences of Congress, the media, and the general public. Compounding this brave new information environment is the historic reticence of Air Force officers to communicate frequently and openly. Although absolutely superior at our core mission, the cultural bias against communicating makes our service vulnerable to a lack of understanding which puts our Air Force priorities at risk.