DEFENCE
army status
SOLDIER, heal thyself
The Army must undertake a campaign to redeem itself in the public eye
by MAJOR GENERAL MRINAL SUMAN
EVERY survey, carried out by different agencies, shows the military at the top of the people’s pick for probity, loyalty and selflessness. Citizens have put soldiers on a pedestal and feel let down whenever cases of their unbecoming conduct are reported. Even minor aberrations carry considerable shock effect. That is the reason why the amassing of illegal wealth by a bureaucrat couple does not impact public conscience while an Army chief seeking allotment of a plot is viewed as a questionable act.
Although every organization strives for a respectable standing, the need for recognition in an army’s case becomes critical as soldiers draw strength from the admiration and acknowledgement that they receive from their countrymen. Soldiers are always very sensitive to negative portrayal as it threatens the very edifice of their sense of military honour from which they draw their sustenance.
Unfortunately, of late the Indian Army is losing its exalted status. It has been in the news for all the negative reasons in recent years – both factual and perceived. Its standing has taken a hit. Earlier, the olive green was always associated with uprightness, honour and ethical conduct. But various acts of commission and omission during the past decade have tarnished its sheen and the people have begun to wonder if the Army really is “different”. The indicators are there for all to see. Reputation, once lost, cannot be regained easily.
Therefore, it is time the Army acts on a war footing, lest the situation drift beyond easy redemption. The public’s respect can be earned only through unblemished behaviour and upright conduct. These are irreplaceable requirements of fundamental importance. Therefore, the Indian Army must strengthen its internal self-correcting mechanism to prevent acts of misdemeanour. While putting its house in order, the Army should simultaneously undertake a well-evolved campaign to regain its waning standing.
Such a campaign should not be based on media management through questionable means and suppression of fact. That would be a short-sighted and counterproductive policy. Paid-for publicity and planted write-ups lack legitimacy and credibility. They may be valid means for building brand image by corporate entities but the equation between the Army and the citizens is based on trust, honour and commitment. It cannot be brought down to a mundane seller buyer relationship. Therefore, the Army should aim at establishing rapport with the public through transparent interaction, honest admission of mistakes and prompt corrective action to prevent recurrence. Four key contours of a suggested campaign are herewith delineated:
Innovative, pro-active public relations drive
PUBLIC relations is often mistakenly taken to mean publicity. For an army, public relations is an all-encompassing reflective paradigm with the aim of building understanding with countrymen and retaining their goodwill.
Through a well-conceived public relations exercise, misconceptions and prejudices entertained by some segments of society can also be removed. On the other hand, publicity confines itself to spreading awareness to build a favourable impression which may be based on fact or on unsubstantiated claims.
Unfortunately, the Army brass has failed to comprehend the intricacies of effective public relations and factors that influence public opinion and attitude. Being a highly specialised and multifaceted activity, public relations must be handled by specially trained personnel.
The help of external experts and agencies should also be taken. They are of immense value in crisis situations when speedy transmission of accurate and authentic information to the right quarters can help clarify doubts, remove uncertainty and contain damage to reputation. Media professionals with a better understanding of the defence services can be used to help bridge the gap between the services and the public.
Regular organizational Communication
ORGANIZATIONAL communication is issued to spread awareness both amongst its own members as also the general public. Its potency depends on the credibility it enjoys for honest, transparent and ethical reporting of fact, both favourable and unfavourable. It can be in the form of periodic newsletters, press releases or press briefings.
However, such communication must be managed by specialists well versed with the various aspects of environmental interfacing.
With an explosion of 24x7 news media, every channel strives to be the first to “break the news”. They are even ready to compromise on fact-finding. If the Army does not disseminate information speedily, the media will simply go to ill-informed or unreliable sources. Therefore, it is imperative that the organization ensures correct and timely dissemination of news to the media. Professional help can be utilized to read and edit such communication to make it “idiot-proof” – words like suspect/allege/fear, which we use interchangeably, have different connotations when it comes to the media.
The Indian Army has singularly failed in this respect. Instead of depending on the amateurish Sainik Samachar (issued by the Ministry of Defence), it should undertake dissemination of fact in a forthright manner and clear misconceptions. Rumours and loose talk gain credence only in the absence of an authentic version of fact. In the recent past, we were witness to misinformed media campaigns about the Sukhna and Adarsh Society affairs.
It was a major failure of the Army not to educate the media and the campaign to tarnish the Army’s image ran unopposed. Not a single communication was issued to clarify the facts. In addition to traditional conventional media tools, the Army must utilize interactive websites and blogs. These modern communication tools provide two-way interaction, thereby facilitating gauging of public attitude and feeling. Such feedback helps in modification of communication strategy.
Skilled articulation by senior officers and ex-servicemen
ALTHOUGH India does not have the convention of senior Army officers addressing the media regularly, whenever a chief interacts with the media he gets wide coverage. Such opportunities should be utilized to project accurate and honest fact before the nation. Unfortunately, in the recent past such interactions have proved to be highly detrimental to the Army’s reputation.
As is the practice in the US and other countries, senior Army officers should be trained to interact with the media to put across facts and opinions in a coherent and objective manner. Due to a lack of genuine content, all TV channels resort to conducting group discussions with invited experts. It is the most cost-effective option available to them. Senior retired Army officers located in the National Capital Region (NCR) are a common feature of these discussions.
They come ill-prepared and are generally not fully conversant with the complexities of the subjects under discussion. Consequently, they do more harm than good to the Army’s standing. The Army must tap this powerful source and utilize the services of suitable retired officers to project fact and opinion in a well-considered and balanced manner. A small cell can be established at Army Headquarters to brief officers and apprise them of the main issues before they appear before TV cameras.
The aim should not be to tutor them to parrot official lines but to equip them with information. If the US can utilize the services of ex-Presidents to further national interest, the Indian Army can certainly benefit from the freedom of speech enjoyed by the retired officers.
Conduct in public
CONDUCT in public is by far the most effective public relations exercise. Unfortunately, citizens do not see soldiers undergoing extreme privation in inhospitable border areas. They form their impressions about soldiers and the Army through their limited interaction in cities. It is essential that the dress and conduct of soldiers in public places like railway platforms and markets be exemplary.
Minimal discomfort should be caused to the general public by our actions. Every time a road is blocked temporarily or permanently in the name of security concerns, the debarred civilian users wonder whether their own Army cares for their convenience. Similarly, whenever normal traffic is stalled to make way for a senior officer to jump the red light, the affected commuters feel slighted and offended. Incorrectly parked military vehicles in crowded markets invariably invite unflattering comments from the inconvenienced public. These aspects need strict disciplinary enforcement.
Conclusion
TO start with, the Army must never try to “manage/manipulate the media”. It pays to be honest and accept blame, where due. The Army must tell the environment that, like any other social organization, the military consists of living human beings with their normal share of failings and idiosyncrasies.
Therefore, some aberrations are bound to occur. However, what needs to be emphasized is the fact that the number of acts of indiscipline in a 1.3-million force is minuscule. Moreover, prompt disciplinary action is always initiated against defaulters. Unlike other organizations, the Army has a very effective self-correcting mechanism in place. The last decade has been a testing one for the Army. Due to the high-expectancy syndrome, the public has zero tolerance for any transgressions by soldiers, howsoever insignificant. Resultantly, flak received by the Army for even minor indiscretions is out of proportion. The Army’s public relations campaign has to function under this constraint of high expectancy. Professional and scientific techniques have to be specifically evolved to correct misconceptions.
army status
SOLDIER, heal thyself
The Army must undertake a campaign to redeem itself in the public eye
by MAJOR GENERAL MRINAL SUMAN
EVERY survey, carried out by different agencies, shows the military at the top of the people’s pick for probity, loyalty and selflessness. Citizens have put soldiers on a pedestal and feel let down whenever cases of their unbecoming conduct are reported. Even minor aberrations carry considerable shock effect. That is the reason why the amassing of illegal wealth by a bureaucrat couple does not impact public conscience while an Army chief seeking allotment of a plot is viewed as a questionable act.Although every organization strives for a respectable standing, the need for recognition in an army’s case becomes critical as soldiers draw strength from the admiration and acknowledgement that they receive from their countrymen. Soldiers are always very sensitive to negative portrayal as it threatens the very edifice of their sense of military honour from which they draw their sustenance.
Unfortunately, of late the Indian Army is losing its exalted status. It has been in the news for all the negative reasons in recent years – both factual and perceived. Its standing has taken a hit. Earlier, the olive green was always associated with uprightness, honour and ethical conduct. But various acts of commission and omission during the past decade have tarnished its sheen and the people have begun to wonder if the Army really is “different”. The indicators are there for all to see. Reputation, once lost, cannot be regained easily.
Therefore, it is time the Army acts on a war footing, lest the situation drift beyond easy redemption. The public’s respect can be earned only through unblemished behaviour and upright conduct. These are irreplaceable requirements of fundamental importance. Therefore, the Indian Army must strengthen its internal self-correcting mechanism to prevent acts of misdemeanour. While putting its house in order, the Army should simultaneously undertake a well-evolved campaign to regain its waning standing.
Such a campaign should not be based on media management through questionable means and suppression of fact. That would be a short-sighted and counterproductive policy. Paid-for publicity and planted write-ups lack legitimacy and credibility. They may be valid means for building brand image by corporate entities but the equation between the Army and the citizens is based on trust, honour and commitment. It cannot be brought down to a mundane seller buyer relationship. Therefore, the Army should aim at establishing rapport with the public through transparent interaction, honest admission of mistakes and prompt corrective action to prevent recurrence. Four key contours of a suggested campaign are herewith delineated:
Innovative, pro-active public relations drive
PUBLIC relations is often mistakenly taken to mean publicity. For an army, public relations is an all-encompassing reflective paradigm with the aim of building understanding with countrymen and retaining their goodwill.
Through a well-conceived public relations exercise, misconceptions and prejudices entertained by some segments of society can also be removed. On the other hand, publicity confines itself to spreading awareness to build a favourable impression which may be based on fact or on unsubstantiated claims.
Unfortunately, the Army brass has failed to comprehend the intricacies of effective public relations and factors that influence public opinion and attitude. Being a highly specialised and multifaceted activity, public relations must be handled by specially trained personnel.
The help of external experts and agencies should also be taken. They are of immense value in crisis situations when speedy transmission of accurate and authentic information to the right quarters can help clarify doubts, remove uncertainty and contain damage to reputation. Media professionals with a better understanding of the defence services can be used to help bridge the gap between the services and the public.
Regular organizational Communication
ORGANIZATIONAL communication is issued to spread awareness both amongst its own members as also the general public. Its potency depends on the credibility it enjoys for honest, transparent and ethical reporting of fact, both favourable and unfavourable. It can be in the form of periodic newsletters, press releases or press briefings.However, such communication must be managed by specialists well versed with the various aspects of environmental interfacing.
With an explosion of 24x7 news media, every channel strives to be the first to “break the news”. They are even ready to compromise on fact-finding. If the Army does not disseminate information speedily, the media will simply go to ill-informed or unreliable sources. Therefore, it is imperative that the organization ensures correct and timely dissemination of news to the media. Professional help can be utilized to read and edit such communication to make it “idiot-proof” – words like suspect/allege/fear, which we use interchangeably, have different connotations when it comes to the media.
The Indian Army is losing its exalted status. It has been in the news for all the negative reasons in recent years – both factual and perceived.
The Indian Army has singularly failed in this respect. Instead of depending on the amateurish Sainik Samachar (issued by the Ministry of Defence), it should undertake dissemination of fact in a forthright manner and clear misconceptions. Rumours and loose talk gain credence only in the absence of an authentic version of fact. In the recent past, we were witness to misinformed media campaigns about the Sukhna and Adarsh Society affairs.
It was a major failure of the Army not to educate the media and the campaign to tarnish the Army’s image ran unopposed. Not a single communication was issued to clarify the facts. In addition to traditional conventional media tools, the Army must utilize interactive websites and blogs. These modern communication tools provide two-way interaction, thereby facilitating gauging of public attitude and feeling. Such feedback helps in modification of communication strategy.
Skilled articulation by senior officers and ex-servicemen
ALTHOUGH India does not have the convention of senior Army officers addressing the media regularly, whenever a chief interacts with the media he gets wide coverage. Such opportunities should be utilized to project accurate and honest fact before the nation. Unfortunately, in the recent past such interactions have proved to be highly detrimental to the Army’s reputation.
As is the practice in the US and other countries, senior Army officers should be trained to interact with the media to put across facts and opinions in a coherent and objective manner. Due to a lack of genuine content, all TV channels resort to conducting group discussions with invited experts. It is the most cost-effective option available to them. Senior retired Army officers located in the National Capital Region (NCR) are a common feature of these discussions.
To start with, the Army must never try to manage or manipulate the media. It pays to be honest and accept blame, where due.
They come ill-prepared and are generally not fully conversant with the complexities of the subjects under discussion. Consequently, they do more harm than good to the Army’s standing. The Army must tap this powerful source and utilize the services of suitable retired officers to project fact and opinion in a well-considered and balanced manner. A small cell can be established at Army Headquarters to brief officers and apprise them of the main issues before they appear before TV cameras.
The aim should not be to tutor them to parrot official lines but to equip them with information. If the US can utilize the services of ex-Presidents to further national interest, the Indian Army can certainly benefit from the freedom of speech enjoyed by the retired officers.
Conduct in public
CONDUCT in public is by far the most effective public relations exercise. Unfortunately, citizens do not see soldiers undergoing extreme privation in inhospitable border areas. They form their impressions about soldiers and the Army through their limited interaction in cities. It is essential that the dress and conduct of soldiers in public places like railway platforms and markets be exemplary.
Minimal discomfort should be caused to the general public by our actions. Every time a road is blocked temporarily or permanently in the name of security concerns, the debarred civilian users wonder whether their own Army cares for their convenience. Similarly, whenever normal traffic is stalled to make way for a senior officer to jump the red light, the affected commuters feel slighted and offended. Incorrectly parked military vehicles in crowded markets invariably invite unflattering comments from the inconvenienced public. These aspects need strict disciplinary enforcement.
Conclusion
TO start with, the Army must never try to “manage/manipulate the media”. It pays to be honest and accept blame, where due. The Army must tell the environment that, like any other social organization, the military consists of living human beings with their normal share of failings and idiosyncrasies.
Therefore, some aberrations are bound to occur. However, what needs to be emphasized is the fact that the number of acts of indiscipline in a 1.3-million force is minuscule. Moreover, prompt disciplinary action is always initiated against defaulters. Unlike other organizations, the Army has a very effective self-correcting mechanism in place. The last decade has been a testing one for the Army. Due to the high-expectancy syndrome, the public has zero tolerance for any transgressions by soldiers, howsoever insignificant. Resultantly, flak received by the Army for even minor indiscretions is out of proportion. The Army’s public relations campaign has to function under this constraint of high expectancy. Professional and scientific techniques have to be specifically evolved to correct misconceptions.
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