It is essential to monitor the medias storylines and integrate their focus into the Departments situational awareness and operations analytical process, states the document, adding that such work is necessary in shaping public statements made by the DHS.
The Gov is providing "essential" services, why is this an isssue?

I have a feeling what they are saying here is something like this:
"Okay, we confess. We get our facts from Drudge, you can't trust anything from the CIA anymore. And those NSA clowns, they're too busy checking out all the high school sexting to get anything done. It's a giant cluster. Drudge, Instapundit, those are moments of sanity around here."Reminds me of that scene from 'Men in Black' where the agent goes to the tabloids to get information.
Yeah, but see....THEY DO!!!
Think back to say...the tsunami...Fukinawa...Ukraine...
Right on your cable TV you see the newscasters reading twitter for the news from the region.
We are the source of the lastest news. All their inter country intelligence networks in many respects are obsolete.