Media Relations

Dr Laura Cleary

Aim

To enhance the reputation of the Department and Armed Forces both internally and

externally, through influencing the understanding, activity and perceptions of

internal, domestic and international audiences.”

DGMC Corporate Communications Strategy

Scope

HOW … do people get information? WHO…are the media? WHAT…is your perception of the media? HOW…do you deal with the media?

3%

14%

3%

4%

4%

5%

9%

10%

12%

6% (+3%)

12% (+6%)

20% (+6%)

20% (+4%)

21% (-8%)

31% (+5%)

43% (+9%)

60% (+5%)

78% (+5%)

24% (-7%)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Don't know

None of these

Any advertising

Public news / programmes / articles

MOD / Armed Forces literature

MOD / Armed forces stands

Magazine advertising

Radio advertising

Internet / website

Newspaper advertising

From family, friends, work colleagues

Magazine

Speeches by Government Ministers

Radio programme

Local newspaper

TV advertising

Television programme

National newspaper

Television news

How do people get their information?Have you seen or heard anything recently about the UK Armed Forces or Ministry of Defence in any of these ways? (Prompted)

78% of respondents had seen or heard something about the UK Armed Forces or MOD from the news, a programme or an article

Base: All respondents 2,009

Figures in brackets show percentage point difference with wave 1 where significant

Who Are the Media?

SpecialistJournals

T.V.

Radio

Newspapers

News Magazines

Wire Services

Internet

Who Are the Media?

Wire services Radio TV

Newspapers: broadsheet, tabloid daily, evening, Sunday

News magazines Specialist journals Internet

• The Associated Press is the backbone of the world's information system serving thousands of daily newspaper, radio, television and online customers with coverage in all media and news in all formats. It is the largest and oldest news organization in the world, serving as a source of news, photos, graphics, audio and video.

AP's mission is to be the essential global news network, providing distinctive news services of the highest quality, reliability and objectivity with reports that are accurate, balanced and informed. AP operates 4,000 employees working in more than 240 worldwide bureaus. AP is owned by its 1,500 U.S. daily newspaper members.

• AP supplies a steady stream of news around the clock to its domestic members, international subscribers and commercial customers. It has the industry's most sophisticated digital photo network, a 24-hour continuously updated online news service, a state-of-the-art television news service and one of the largest radio networks in the United States. It also has a commercial digital photo archive, a photo library housing more than 10 million images and provides advertising management services.

  • The scope of AP’s efforts worldwide is extraordinary. Whether reporting on Iraqi prisoner abuse

or the difficulty in getting aid to tsunami victims, AP captures the consequences of government action or inaction.

• "A fight is what this is. We do not sit in some impartial referee's box where open government is concerned. Like it or not, we're in the game for keeps, and we can either play badly or play well."

• Associated Press President Tom Curley, in a 2004 speech, quoted in "Breaking News:

Wire Services

Radio

Radio: ‘feed the beast’

It was clear that the general public still did not know what all the blue berets running around in white vehicles really meant. I cursed the DPKO in my heart for not understanding the vital need the mission had for a radio station or for a competent public information office so that we could build on the desire of the vast majority of Rwandans to reach out with both hands for peace.

Lt Gen Romeo Dallaire Force Commander UN Mission to Rwanda 1994

In the future what conflicts should Britain's servicemen and women be involved in? Defending British interests?

Keeping the peace in war-torn countries?We want to hear what you think the role of the British armed forces

should be. Your views will help make a special day of programmes on 5 live in March.

Tell us more about your answers and your experiences of the military in the comments box at the bottom of the questionnaire.

The 5 livewireInfluence what we do on 5 live.

It's where you make the news

What Are Your Perceptions of the Media?

Is the media free? Is the media accurate? Is the media responsible?

Nothing in the universe travels Nothing in the universe travels faster than the speed of light… faster than the speed of light… except bad news…except bad news…

Douglas Adams, Douglas Adams,

The Hitch-Hiker’s Guide to the GalaxyThe Hitch-Hiker’s Guide to the Galaxy

Dealing with the Media: News Criteria

Did the event just happen? (timeliness) Who and how many will be affected by the

events? (importance) Is there controversy or drama? (conflict) Is it an unusual event? (sensation) Is the event psychologically close? (identification)

Dealing with the Media

Government press officers need to understand the shape, character and needs of the media. Issues include:

The audience

Service personnel, dependents, adversary, adversary’s allies

Copy deadlines Timing and necessity of access An understanding of what makes a good story

Dealing with the Media

“A significant war effort cannot be maintained in the face of public hostility or indifference.”

AP 3000 (1991), p. 1.

Dealing with the MediaCurrent Issues Defence and/or Security Sector Reform Civilian control of the of the armed forces Increased contributions to peacekeeping

missions Current operations

Related IssuesWhat is security? (state, regime, public, etc)Public image and prestige of armed forcesSocietal understanding of their new missions and agendasTrust in their ability to fulfil these goalsCommon awareness of the necessity for the armed forces to be reformed.

Dealing with the Media

The Slovenian Lesson Slovenian politicians and the military elite learned that in order

to have an efficient and legitimate armed force, there must be a certain level of equally satisfied social, political and functional expectations.

In all phases of defence reform, public opinion was regularly measured and, in many cases, Slovenian public opinion helped to shape the outcome of the National Security System.

Three Stories Is this a good newsor bad news story?

How would you handle it?

Three Stories

6,542 Persons Charged with Corruption(Tanjug 15/11/11)

Most of the defendants are charged with abuse of power and, to a lesser extent, with giving or accepting bribery, according to Monday's edition of Politika, a Belgrade-based daily. Perhaps the most intriguing are data showing that only during the last year and the first five months of 2011, the prosecutors filed about 2,000 charges against public servants over activities including some elements of corruption.The daily said judges stood out, totaling 424 charges having been filed against them, followed by prosecutors, with 155 charges and police officers with 175. As much as 1,163 charges were filed against other persons with special responsibility.

State Public Prosecutor Zagorka Dolovac told Politika that the data showed the fight against all forms of corruption had been intensified and that, when it came to the relevant bodies, it was only the beginning of the serious activity that would continue in the future.

State Secretary at the Justice Ministry Slobodan Homen said that the relevant state bodies were yet to face great challenges in combating corruption

The working group in charge of drafting amendments to the Criminal Procedure Code is working on establishing new criminal and other offences and changing the existing ones to cover a wide range of acts of corruption and to provide for a more efficient court procedure, Homen said.

Three Stories

• The forgotten dead of the Iraq war (http://unian.net. 24/03/08)

While the number of US troops killed in Iraq since the 2003 invasion stands at 4,000, up to three times as many Iraqi soldiers have died -- and the number of civilians killed runs into tens and probably hundreds of thousands, according to AFP.

The icasualties.org web site, based only on published reports, shows that around 8,000 members of the Iraqi security forces have died since the March 2003 invasion. Last year however the Iraqi government put the figure at 12,000.

Among countries that still have forces in Iraq, the death tolls as of March 24 were: Britain: 175; Poland: 23; Ukraine: 18; Bulgaria: 13; Denmark: eight.

How would you placethis story in context?

Three Stories

Steering a Relationship with the Media

The press

Steering a Relationship with the Media

A free media can potentially challenge policies, highlight inefficiencies, hold public figures accountable and facilitate informed public debate.

The media is a potential conduit between the government and the public.

The media is, potentially, an essential element of good civil-military relations, and may contribute to ‘democratic security policy communities’.

Steering a Relationship With the Media

Truth Credibility Sensitivity Balance Security Timeliness Clear and Consistent Approach

Steering a Relationship With the Media

Truth Credibility Sensitivity Balance Security Timeliness Clear and Consistent Approach

By adopting a nurturing, rather than a controlling approach towards the media

civil-military relations can beimproved.