Incoming Defense Secretary Leon Panetta will have a number of massive challenges ahead of him. These range from a sprawling military structure to the planned refurbishments of the Pentagon. However, a recent decision to halt funding for a congressionally earmarked program of note offers him some insight into the inner working of his new charge.
It is not especially difficult for a PR professional to come up with a print ad for, say, an F-35 fighter jet. The subject — a hi-speed aircraft bristling with advanced weaponry — practically sells itself. True, you still have to come up with accompanying text that is both interesting and original, and this does require some artistry with the English language. But once you have the F-35 photo, you’re half-way done.
As the U.S. winds down two asymmetric conflicts and its economy continues to stagnate, Congress has been tasked with reining in discretionary spending. At the top of its list: defense. While tighter budgets present a serious challenge to industry, they also offer unprecedented opportunities to companies that recognize the potential of effective marketing.