“¦ so far military has shown little understanding of its own public relations offices, thereby imposing limits on its ability to effectively benefit from the biggest force multiplier of the modern age.
In their view it was a conspiracy. Or that they had inherited a lousy system. A convenient comparison with earlier scams was sited. This was neither here nor there for it did not address the problem at hand. Grave charges of corruption with visuals in tow required swift action and explanations. Rest of the arguments were of no import at this stage. Ultimately, it was the younger generation in the ruling coalition, which waged a relentless battle to salvage some of the poise. Unlike the civil, army responded firmly to retrieve at least partially the citizens’ faith.
Media, meanwhile, continued to play its natural role of a watchdog. Arguments from both ends received a fair share of reporting. Questions were sharp. Answers needed to be specific. Generation divide was clearly visible. While dealing with the new generation, that has more or less thought things out before its feet hit the ground, evasive answers will simply not work. The politicians, bureaucrats and generals cannot wish away the media. And yet, enormous benefits can accrue to the military (thereby the nation) if they learn to use media as a force multiplier.
Indispensable when the military faces prospects of one-and-a-half front war perpetually. With the enemy launching another half-front inside the country (being aware that one hand is tied behind) force multiplication is mandatory. Imperative as the troops formulate their own perceptions based on media reports. Therefore, impetus to stimulate interface with the media are essential. And feasible.
First and foremost, create integrated Media Centres with adequate modern facilities for the Press in metros and major cities/ in areas where military units/formations are deployed on active duty. The command and control should vest with a major general or equivalent at New Delhi. Expertise of officers from the three services should be made available in each centre. This user-friendly institution will ensure better coverage of problems faced by the forces. Second. All information that is not classified should easily be accessible with the help of computers military needs to build its constituency in a democracy! Interconnectivity of the centres via Internet will make it possible so that the common brief/pictures are simultaneously available throughout the country, minimising scope for undue speculation or mischief. Third. Today public relations also incorporate in itself two vital components information and psychological warfare.
Competent officers with requisite skills, therefore, must man media centres. Unfortunately, so far military has shown little understanding of its own public relations offices”¦
For example, to subvert Indo-Nepal relations, rumoor mongering by vested interests led to riots against India. Indo-Nepal relations took a nosedive. The first televised war in Kargil consolidated opinion against Pakistan to an extent that a visitor from there was forced to observe “the hardening of attitude in India”. Or the calibrated Australian statement (though there exist no disputes) that the modernisation of Indian Navy constitutes a threat to them is beginning to cause anxiety amongst smaller countries in the LOR.
Competent officers with requisite skills, therefore, must man media centres. Unfortunately, so far military has shown little understanding of its own public relations offices, thereby imposing limits on its ability to effectively benefit from the biggest force multiplier of the modern age. Fourth. Encourage young journalists into Territorial Army to serve with battalions in active areas. Let them gain first-hand knowledge of ships, aircrafts or counter-insurgency operations.
While filing reports, they will be better equipped to project the military. Similarly, get officers attached during their study leave with the electronic and the print media. This will bestow insight into the functioning as well as compulsions of the media. As officers on study leave continue to draw their pay and perks, to accommodate them as part of on-the-job training should not pose a problem for either.
The day India became a nuclear weapon state, it lost the privilege of adopting ostrich like positions. It cannot anymore afford to fight from either fixed positions or run behind the ramparts of the fort. The historical burden of withdrawal symptoms should be replaced with quick responses in any developing crisis in the vicinity. Therefore, a large synergy with media must be achieved through interactive and competent public relations outfits. While the military schools do not teach it but the fact is that in geo-strategic calculations, the media is an essential weapon platform that can further the national interests faster than any other institution.
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