I read that as "lots of people in the media and in Internet discussions disagree with what we're doing and they need to be exposed to at least some content that

I read that as "lots of people in the media and in Internet discussions disagree with what we're doing and they need to be exposed to at least some content that supports us." Purely authoritarian would be "everyone needs to just talk about our point of view." That wouldn't fly too well on the Internet, so this seems like the next best thing. "No one is saying anything good about what we're doing and we need to change that. Not by changing what we do, but by coercing them to be exposed to things that support us."