The media, as a significant instrument of national power, may have emerged in the late 20th century but the relevance of media is by no means a new phenomenon. The media has always been part of every nation’s rise and fall. In fact, it is the barometer of the state’s character, its vitality and values. It is a powerful tool, manipulated both for the good of human beings and also to reflect the worst a man can be. It is power for those who possess it and a malaise for those who do not. The national media plays an important role in making a perception or otherwise. Analysis of recently fought conflicts has highlighted the role of the media as pivotal in winning wars. The national media, if effective, can mould public opinion in favour of an operation if it does not support the government, fails to get public support and the operation is doomed to fail. The media has to play to the tune of national interest. Counter-insurgency operations in FATA and Swat, without backing from the media, were not successful. However, when a majority of Pakistanis, civil society, media and people from all walks of life generally agreed on an effective military operation to free all occupied territories of Pakistan, it was a win-win situation for all. Thus, public support ensured that the Internally Displaced Persons (IDP) were well taken care of and the government emerged as a major factor in the successful conclusion of the operation in Swat. Information warfare, in its broader sense, seeks to acquire, exploit or protect in pursuance of military objectives, covering the entire spectrum of conflict and targeting the whole range of information systems. The ultimate objective is to influence the minds of decision makers and the general masses of the target state. Media, as an important instrument of information warfare, plays a dominant role in shaping the environment for successful conduct of war. It operates in the psychological realm and targets the opponent’s morale and national will. Sun Tzu often quoted the adage, “subjugating the enemy without fighting”, which can be an effective employment of the media as a tool of information warfare. In the context of the war on terrorism, where winning of hearts and minds becomes critical, the role of the media has gained further significance. The US employed an effective media campaign in Operation Desert Shield and Desert Storm and garnered extensive support both within and outside the country. The resentment and frustration of the US public was successfully diverted from the security lapses of the CIA towards al Qaeda and the perpetrators of the September 11 attack. It was also the charisma of the media that, despite obvious identification of Arabs in the planning and execution of the 9/11 attacks, the operations were launched in Afghanistan in October 2001. Again, through media bashing, Iraq was invaded despite the fact that it had neither any linkages with al Qaeda nor weapons of mass destruction. Media has transcended its influence over other elements of national power in the contemporary national security calculus. With wide ranging, yet clearly defined goals and objectives, it constitutes a vital component of any military campaign and contributes towards attainment of strategic objectives. The media can help win a war by shaping the environment in support of military operations as no army can win a war without public support, along with the perception management and projection of victory. The media can contribute to conflict escalation, either directly or indirectly, and also retains tremendous potential to contribute towards de-escalation. An apt example of this is the Vietnam War. Moreover, there is an inherent conflict between the military’s concerns about the security of sensitive information and the media’s desire to take the lead role in predicting the likely future development of operations. Thus, military operations often get affected, in one way or the other, by the media’s capability of reporting events in real time. Plus, media coverage overwhelmingly affects the morale of the troops. Positive media coverage thus stands out as a force multiplier and needs to be factored into operational plans right at the stage of conception. This also calls for requisite expertise in the context of professional handling of the media. For an effectual media policy for Pakistan and the military, the Pakistani media must project its own point of view and safeguard national interests. It should also reflect cultural moorings, values and principles. Furthermore, there is a requirement to form an independent media policy after essential input from all political parties, intelligentsia and other stakeholders. Credibility is the biggest asset of the media. It takes a long time and persistent hard work to win public confidence. In addition, state-owned departments and ministries should recognise and understand that people have the right to know. The media, therefore, must be provided with indispensable information through deputed press representatives. Collaboration with the foreign media can enhance the image of Pakistani media technically and educationally. It also broadens its base economically at the international level. Experienced journalists should accompany the forces in operations. Coordination and understanding between the media and military needs to be enhanced by alleviating mistrust and minimising the concerns of both sides. There is also a need to afford formal training to our officers in media handling on scientific grounds. From a miscellany of interests to convergence, the military-media relationship has come a long way. The militaries of today are utilising the services of the media to their benefit, from the conceptualisation of plans to their successful execution. A new working relationship should be developed between the military and media based on a mutual understanding of each other’s capabilities, limitations and professional considerations. Where, on the one hand, the military leadership has to be cognizant of the people’s right to information, the media should exhibit responsibility in maintaining the security of operational plans. The writer is a freelance columnist