CC I think you're reading this the exact opposite that I am. I also think your approach is the typical DOD approach.
You're saying "American's need to learn more about..."
I don't disagree with that, by the way.
Kirby is saying "Service members need to learn more about..."
Which I also don't disagree with.
I was a PAO for five years (and based on the comments on Kirby's article, it's clear not everyone likes a PAO...unless they get press, but that's another story). We constantly engaged the public. Air shows, conferences, booths are fairs and festivals... whatever. I think there's plenty of time, energy and money put forward to educate the public (and I didn't even mention the services' motion picture offices).
What we don't do a good job of is, educated the other way. TAPs, as it relates to reintegrating with the public, focuses specifically on searching for jobs. Wear a conservative tie... create marketing cards.... do this with your resume.
What you aren't aware of is how the job market is, how the private sector work place is, the stigma of service, what are hot button items for the public, etc etc etc.
My Facebook wall blew up when Tuition Assistance was pulled for a short time, friends from the Army, Navy, Marine Corps, Air Force and Coast Guard all had something to say. You know who didn't have much to say? Everyone else. There are other concerns for them, like tax penalties to their healthcare plans thanks to Obama Care aka the Affordable Care Act. Some are worried about contracts or job cuts or pay cuts. Whatever. They aren't too worked up about a reduction in tuition assistance for 1% of the population.
While I understand what you're saying CC, and for the most part agree, I think Kirby is saying something different. He's not saying we need more airshows or more comms plans for marketing the services.... he's saying open your eyes and ears and listen to the other 99% that's gone about it's business, independent of your service.