Understanding the Dynamics of Defence PR

 Friends’ Thank you for landing on my BLOG PAGE.

Sharing knowledge with you has become my passion now. I feel encouraged after reading your feedback in the comment’s column. Friends’ Everything, I do or say is PR. I’m delighted to share one more blog i.e. 137th Blog titled ‘Understanding the Dynamics of Defence PR’.

Friends’ I had started teaching Public Relations and Corporate PR at S P College of Communication & Management, Bharatiya Vidya Bhawan – Delhi Kendra in the year 2009. There use to be two sections of students who were doing PG Diploma in PR. One section was of general category and other one was of Defence. Thanks to Bharatiya Vidya Bhawan, I got the opportunity to teach PR to the senior officers of Indian Army and few from IAF also from academic year 2009-10 till year 2018 -19.

During February 2024, I had an opportunity to take two sessions on the topic “Understanding the PR” of the officers from India’s Defence services i.e. Army, Airforce and Navy.  These two sessions made be nostalgic about my numerous sessions at BVB with the senior officers of Indian Army on PR in the past and compelled me to write a blog on the topic “Understanding the Dynamics of Defence PR”.  

While in service at erstwhile OBC as PRO in early 2001-02 I had attended a weeklong PR course of Indian Institute of Public Relations, New Delhi, which was run by Maj. Atul Dev an army veteran, in which Col. Rajiv E. Williams, who was posted at ADGPI, was my course mate and because of him I came to know about ADGPI – the communication wing of Indian Army in 2001-02. I follow ADGPI on X and observe that how beautifully ADGPI communicates the activities of the Indian Army to the general public.

Friends’ during the year 2012 yours truly had co-produced TV serial titled ‘Junoon’ for DD Kashir Channel. The 12-episode serial was based on the real-life stories as narrated by dear friend Brig. Rajiv E. Williams. Each story highlighted the humane side of the jawans and officers serving in Kashmir. The TV serial received a lot of admiration from DD Kashir and ADGPI.   

In the ever-evolving landscape of modern warfare, the role of Defence Public Relations (PR) has become increasingly vital. Beyond the battles fought on the ground, effective communication and strategic messaging are essential weapons in maintaining public trust, managing crises, and shaping public perception. In this blog I’ve tried to explore the importance of Defence PR, challenges, and innovative strategies for successful communication.

Friends’ at the heart of Defence PR lies the mission to bridge the gap between military organizations and the public they serve. Transparency, credibility, and strategic communication are paramount in fostering understanding and support for military initiatives. Whether it's showcasing the bravery of soldiers, dispelling misinformation, or garnering public support for operations, Defence PR plays a pivotal role in shaping narratives and perceptions.

Defence PR is the strategic communication discipline aimed at managing the public image of a nation's Defence establishments and is essential for maintaining public support for the Defence forces and ensuring that they are able to operate effectively.

India's journey in Defence PR traces back to its pre-independence era, where PR played a pivotal role in mobilizing public support for the freedom struggle. Post-independence, with the establishment of formal military structures, the need for structured communication strategies became apparent. Over the decades, Defence PR has evolved, incorporating modern media practices, digital communication channels, and crisis management protocols to effectively engage with diverse stakeholders.

India's Defence PR faces a myriad of challenges, including balancing the need for transparency with national security imperatives, countering misinformation and propaganda, and navigating the complexities of a diverse media landscape. However, these challenges also present opportunities for innovation, including leveraging social media platforms, engaging with civil society organizations, and enhancing collaboration with the media to amplify the narrative of India's Defence endeavors.

Defence PR involves the following;

ü Community relations i.e. Building relationships with communities near military bases and other Defence installations.

ü Crises management i.e. Identifying risks and its stakeholders as well as the solutions to manage those risks. 

ü Internal communications i.e. Communicating with Defence personnel about policies, programs, and activities.

ü Media relations i.e. Building and maintaining relationships with journalists and media outlets to ensure accurate and positive coverage of Defence issues.

ü Public affairs i.e. Communicating with the public about Defence policy, programs, and activities.

Some key points to keep in mind while doing Defence PR:

Ø Clarity and consistency: Ensure that the messages are clear, concise, and consistent across all communication channels.

Ø Credibility: Build and maintain credibility with the target audiences by providing accurate and timely information.

Ø Proactive communication: Don't wait for negative news to break before communicating. Be proactive in sharing information about the activities.

Ø Respect: Treat all audiences with respect, even those who disagree.

Ø Responsiveness: Be responsive to media inquiries and public concerns.

Ø Transparency: Be transparent about the activities and operations, within the limits of national security.

Some key PR tools that can be used in Defence PR:

v Media relations tools: To build and maintain relationships with journalists and media outlets, such as press release distribution services, media databases, and pitch tracking software.

v Social media management tools: To create and manage social media content, track brand mentions, and engage with target audience.

v Content creation tools: To create high-quality content, such as press releases, blog posts, and infographics.

v Analytics tools: To track the performance of PR and communication campaigns and measure the return on investment.  

v Media monitoring tools: To track what is being said about the Army in the media.  

In an era dominated by digital communication, India's Defence PR apparatus has embraced the power of social media and online platforms to engage with the public and shape narratives. From live updates on military exercises to interactive Q&A sessions with Defence officials, digital diplomacy has emerged as a potent tool in enhancing transparency, building public trust, and showcasing India's Defence capabilities on the global stage.

‘FB page’ ADGPI – Indian Army, ‘X’ handle @adgpi and ‘Instagram’ handle ‘Indianarmy are being used by ADGPI for disseminating the information about the activities of Indian Army to the public at large. Therefore, these handles serve as the social media channels of communication through which the Indian Army communicates with the public on social media. These channels not only disseminate information about the activities, achievements, and initiatives of the Indian Army using social media but also plays a vital role in managing the image and reputation of the Indian Army as these handles works to enhance public perception by highlighting the Indian Army's contributions to national security, disaster relief, and community welfare activities.

Friends’ ADGPI plays a pivotal role in managing public relations for the Indian Army, ensuring transparency, building trust, and fostering positive relationships with the public, media, and stakeholders.

To conclude; India's Defence PR serves as a vital bridge between the Defence establishments and the public, fostering understanding, trust, and support for the nation's Defence endeavors. Through proactive engagement, transparent communication, and strategic messaging, India's Defence apparatus can navigate the complexities of the modern media landscape with confidence and resilience, ensuring that the nation's security remains steadfastly anchored in the hearts and minds of its citizens.


Thank you for reading the blog.

 

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Comments

  1. Simrat Gulati16 April 2024 at 03:43

    To add to the content of this blog..... There is a need to understand the gap that exists between people's image of the Armed Forces and what the armed forces think their image with the people is.... This gap needs to be handled.

    ReplyDelete
  2. Simrat Gulati16 April 2024 at 05:07

    To elucidate on my comment :-

    The defence forces think they have a very clean and respectable image. Whereas they are looked at as very tough, disciplined and at times ruthless. They are respected for their work but there is also a bit of alienation and disconnect. For the defence forces the toughness and straightforwardness is the call of duty but for the common man this becomes a barrier in building an approachable image about the defence people.

    The PR efforts of the defence forces needs to take into account the perception the common man has about them. This is the gap PR has to handle and that’s what ADGPI has to do. Along with portraying the professional achievements it needs to bring out the humane nature of the organization and its personnel. This is what will create the perfect connect and will be the defining moment for Defence PR.

    ReplyDelete
  3. Col Narinder Pal Singh16 April 2024 at 05:38

    A very well written article. The biggest challenge faced by Defence PR is what to inform the public and when. Operational information can only be shared once operations are over. Also each and every detail can not be shared. Opponents of the Government and hostile enemy organisations will always always question the authenticity of information. Like in the case of Balakot strikes there was an attempt to mislead the public opinion

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