The Military Public Affairs Enhancement and Employment Concept (MPAEEC) set out the reasons for change and vision for the Branch, explaining that the current construct "lacks the proper readiness to effectively support overseas operations", and noted five deficiencies of the public affairs function and officers within: insufficient military culture, expertise and readiness; reactive, rather than strategic-driven engagement; ineffectual management of visual communications; lack of innovation; and insufficient [Canadian Armed Forces] capacity and mindsets.

In recent years it has been difficult to distinguish the difference in roles between the civilian and CAF communications, leading to a corporate mindset among some [Public Affairs Officers] and Image Techs.

In June 2021, then-acting Chief of the Defence Staff General Wayne Eyre and Deputy Minister Jody Thomas, determined that "the effort to expand the formal range of duties of Public Affairs Officers into the [Information Operations/Influence Activity] domain, including the draft [MPAEEC] paper, were incompatible with Government of Canada Communications Policy, and the DND/CAF vision, mission and principles of Public Affairs.

"[3] The senior leaders also acknowledged "it is clear that the development of the various information-related capabilities have suffered from a lack of institution-wide strategic level direction and guidance ... governed by appropriate authorities and oversight."

In May 2022, a history of the initiative titled "The Rise and Fall of Military Strategic Communications at National Defence 2015-2021: A Cautionary Tale for Canada and NATO, and a Roadmap for Reform" was published by the Canadian Global Affairs Institute.