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This paper describes myths about military operations, how they get started and the harm they can do. It looks at the role of the media; in Vietnam, El Salvador, Mexico and Kosovo and conveys to the reader a greater understanding of the realities of the 21 st Century media and identifies strategies for military leaders to consider as they impactwith the media. The conflict between the military and the media is longstanding and uncomfortable for both, as both depend on each other to accomplish their respective missions. The military can't afford to retreat from media assaults by dismissing them as the enemy or insignificant to the process. The media while not friendly in the short run is not the enemy in the long run, nor is it insignificant-ever. At times, a proper media strategy may be a persistent attack on elements of the media spreading false or factually inaccurate stories. It may mean seeking out competitors and giving exclusive interviews to accomplish this.