This article describes how a multi-disciplinary team from the Australian Army integrated a communications plan into the design and execution of Exercise Hamel in 2016. We examine issues such as planning for public affairs and social media to be supporting elements of the exercise; workforce design; execution of a social media campaign, including tracking and adaptation; and finally, the results. Notably, this article also makes a contribution to emerging research regarding the role of new and social media as part of an integrated military public affairs strategy.