Negative media is an enormous issue for the Army and I have developed an econometric measuring tool to assess the impact on Army reputation and it ability to engage its recruiting audience. Currently the AVE of negative media is 40m and it impacts against national advertising media at a rate of minus 27%.

I am responsible for communications for the Army as a single service which means I am responsible for creating the market and media conditions externally and internally for communication of the Army’s top consumer output requirement: driving awareness and interest levels in order to generate enquiries to join.

I am the guardian of the Armys brand, reputation and tracking research which defines exactly its relationship with the public and target audiences across the UK and which provides the specific reference for issues to be tackled in advertising and public/media relations.

I have also established in the UK a commercial network based on a hub of national marketing and communications services and a regional network of client service teams which enables me to direct and programme themes, I connect the central hub to the MOD Directorate of Media Communications through a PR Forum which I chair each month to look at parallel issues for Defence in the centre and a programme of pro-active media relations which includes specific projects and campaign to address areas of issue.

I use 2 commercial suppliers to support this function:

Biss Lancaster
Golley Slater

In addition to the structure for media relations delivery which revolves around the hub and 10 Client Service Teams, I undertake a media audit annually which normally identifies up to 100 opportunities to pursue each year. The task of media liaison to close with this opportunities I delegate to the commercial supplier. I am not a Press Officer but plan, direct and use PR and Media Relations strategically as part of the overall communications mix.

Projects are planned to ensure that the priorities of the organisation are met and matched to media interest. Biss Lancaster sell in the concepts and ideas

The approach to each project is different, tailored around the needs of the media community, we build specific media toolkits for project, run media briefings, facility and insight visits and increasingly syndicated media releases based on research and insights, the national media relations programme forms one of 10 activity serials in the national communications matrix. The national programme is cascaded regionally and locally through GSN CSTs. Communications is supported by an online business tool which keeps all points on brief. The local CSTs also engage with other Defence media ops staff at Bde and local level.

Specific examples of media relations include my role in the delivery of support to:


The merger of the Scottish Infantry Regiments
Everest West Ridge (an antidote to reputation issues)
Rebranding

Biss also operate a proactice press office actively exploiting opportunities identified in the media audit.

PR progress is reported routinely as part of our monthly network status meetings.