"We're looking at being quicker to respond to breaking news. Being quicker to respond, frankly, to inaccurate statements," said Eric Ruff, the Pentagon press secretary.
The administration is concerned at the way insurgents have been able to use the web to promote their message.
"And we're looking at this whole issue of new media - podcasting, and IM-ing and all those kinds of things, where people are basically running circles inside us," he said.
Efforts to expand the military's use of "information operations" overseas aroused controversy following disclosures last year that a private contractor was used to secretly plant paid stories in the Iraqi media.
"Information operations" is a military term used to describe propaganda aimed at influencing foreign publics.
Traditional Pentagon public affairs, on the other hand, is bound by laws that prohibit propagandizing of Americans.
Asked whether the new Pentagon operations fell under the category of "information operations," Ruff said, "I've not looked at it that way at all."
"I've looked at it as getting better at what we do, from the standpoint of taking advantage of technology, of setting the record straight from a public affairs position," he said.
Defence Secretary Donald Rumsfeld said earlier this year the US was losing the propaganda war to its enemies.