How Petraeus mastered the art of media engagement

Before his fall from grace, former Central Intelligence Agency (CIA) David Petraeus was considered by the American media as a master in the art of media cultivation. In an insightful column by Willy Stern on Forbes, the military journalist described Petraeus as a first-rate commander who knows how to use the engage with the press. The former CIA chief returned the calls and personally answered emailed questions of journalists and didn’t rely solely on public relations handlers, among others. “There’s no fundamental difference in leading troops where you want them to go, and influencing the media to your advantage,” Stern wrote. He also showed how Petraeus’s media strategy fared better than another disgraced general, Stanley A. McChrystal, who made “rookie mistakes,” like trusting the ‘wrong scribe.”

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