The Military and Public Relations – Issues, Strategies and Challenges

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© 2014 Col. (rtd) John Adache PhD . All rights reserved.

Cover Concept: John Adache

Cover Design by Eneojo Gabriel Adache

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Published by AuthorHouse 07/02/2014

ISBN: 978-1-4969-8235-3 (sc)

ISBN: 978-1-4969-8236-0 (e)

Library of Congress Control Number: 2014910040

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Contents

Dedication

Acknowledgements

Preface

Foreword

Index Of Abbreviations

Part One

Background And Historical Development

Introduction: The Military In Society

Public Relations: Delineation, Evolvement, Growth And Development

Delineation 10

Evolvement, Growth And Historical Development 11

Beginnings In The United States Of America 12

The European Influence 13

British Influence And Impact 14

Development In Africa And Nigeria 15

Modern Public Relations And Its Development In The Military

Development And Growth In The Military

Growth And Philosophy Of Us Military Public Affairs

Public Relations In The United Kingdom Armed Forces

Inter Services Public Relations Ispr) Pakistan Armed Forces

African Armed Forces And Public Relations

Beginnings And Its Development In Nigerian Military

Part Two

Public Relations Principles, Approaches And Practice

The Role And Function Of Public Relations In The Interface Of Military And Society

Introduction 29

Military And Civil Public Relations: The Difference

Role And Functions

‘Competence’ Of The Military To Conduct Public Relations

The Purpose Of Military Public Relations

Targets Of Military Public Relations

Strategies And Tactics Of Military Public Relations

Part Three

Public Perception And Nigerian Military, Public Relations Practice And Training

Public Perception And Its Management By The Nigerian Military

Introduction

Perception Management Events

Public Perception Of The Nigerian Military

Nigerian Military Management Of Public Perception

Engendering More Positive Perception For The Military

Public Relations Practice In The Nigerian Military

Introduction

Directorate Of Army Public Relations

Areas Of Public Relations Practice

Day To Day Public Relations

Operational Public Relations

Aspects Of The Practice

Command Information

Public Information

Community Relations

Army Public Relations And Nigeria’s ‘New Democracy’

Status Of Public Relations In The Nigerian Army

Soja Magazine As Tool Of Information Dissemination

Nigerian Navy:

Directorate Of Naval Information

Naval Information Responsibilities

Core Missions

Naval Public Relations – Strategies And Tactics

Nigerian Air Force:

Nigerian Air Force Directorate Of Public Relations And Information (Dopri)

Objectives Of Naf Information Directorate

Defence Headquarters

Directorate Of Defence Information

Objectives Of The Directorate Of Defence Information

The Imperative Of Professional Public Relations Training In The Military

Training In The Military

Part Four

Issues, Challenges And Conclusion

Technology, The Military And Public Relations

The Computer And Its Many Uses

Word Processing

Correction Of Spelling And Grammar:

Electronic Mail:

Desktop Publishing

Mailing Lists

Lists Of Contacts

On-Line Conferences

Data Bases

Graphics

Satellite Transmission

Social Media, Public Relations, And The Military

Introduction

How Social Media Benefits Public Relations

Social Media As Tool Of Military Public Relations

Social Media Consciousness In Africa

Nigerian Military And Social Media

Public Relations And Negative Conotation: The Nigerian Dimension

Introduction

The Nigerian Dimension

Reform As Panacea

Fostering Cordial Civilian-Military Relationship: Obligations For The Military And The Media

Introduction

Military, Media And The Lingering Perception

Balanced Reporting Versus Sensationalism

Balanced Reporting Principles

Security Considerations In Reporting The Military

Aiding Media Access To Unclassified Information

Fostering A Culture Of Cordial Media-Military Relationship

Conclusion

Security Threats, Crisis Management And The Role Of Ommunication

Introduction

Key Concepts And Their Meanings

Types Of Security Threats/Crisis

Elements Of Crisis Management.

Models And Theories Associated With Crisis Management

Communications In Crisis Management

Challenges To Military Public Relations Practice

Introduction

The Legal Challenge

Recognition And Acknowledgement Of The Importance Of Public Relations

Public Relations In Management Function Of The Military

Distrust Between The Military And The Media

Public Relations Education And Training

Low Level Of Ict Knowledge, Application And Infrastructure

Military Public Relations, Effective Communications And Interpersonal Skills

Introduction

Definition Of Key Terms

Objectives Of Communication

Types Of Communication And Communication Skills

Communication Skills:

Communication Process And Channels Of Communication

Feedback:

Obstacles To Effective Communication

Developing Effective Communication Skills

Significance Of Effective Communication To Military Public Relations

Spokesman Ship:

Conclusion: The Importance Of Military Public Relations In Democratic Society

Bibliography

Dedication

Dedicated to Sidney and to Faith,

Two children of mine,

Duo of whom despite personal circumstances

Admirably, best epitomize

Public Relations Hallmarks namely

Civility, Quiet Confidence, Warmth and Friendliness

Acknowledgements

This work owes its successful completion to the encouragement and inspiration which I drew from many people foremost of which is Dr Martin Edmonds, my lecturer, Professorial Fellow and Director, Centre for Defence and International Security Studies, Lancaster University, United Kingdom. During 1991-92 as an MA student in Defence and Security Analysis, the idea which first motivated me to seriously consider doing a research on public relations in the military partly occurred from the reading of his work, Armed Services and Society. In this interesting book, he among others fathoms a general theory encompassing the many facets of the relationship between the Armed Services and Society in the political, economic, social and cultural realms at both the domestic and international arena. He therein outlines the need for constant public support for armed services roles as members of the National Security System. His discourse furthermore on the role of the military, also highlighted crucial areas requiring focus by military public relations and information branches outside their traditional function of providing information that will facilitate public understanding of defence aims in recruitment, and in community relations. I thank also my class mates and the many friends and acquaintances that I made in Lancaster including Dr Remi Ajibewa of ECOWAS and Dr Mohammed Salisu.

The curiosity and determination to venture further into academics after disengagement from the Army in 2000 impelled my enrolment for Doctorate Degree in International Relations at the University of Abuja, which I completed in July 2006. Engaged as a Research Fellow at the Africa Centre for Strategic Research and Studies, National Defence College, Abuja same year, I resolved from that onset to take advantage of that setting to make a contribution to knowledge by writing a book. This book being that outcome, it is a contribution which I earnestly believe will be valuable to my erstwhile constituencies namely, the Nigerian Military Public Relations Branch, the Nigerian Military and Defence establishment as well as Military Public Relations Branches across the world. Indeed from my days in Lancaster in 1991, I have been seeking out texts with specific and detailed focus on military public relations and its practice. The nearest I have come across have been pages or at best a chapter devoted to public relations practice in the military tucked away as part of general public relations texts encompassing practices in other sectors.

This is to further register my appreciation to many other personalities, individuals and friends whose tremendous kindness I hereby acknowledge. First, my appreciation goes to Late General Sani Abacha, former Head of State and Commander in Chief of Nigerian Armed Forces whom as Army Chief, I served as Public Relations Officer during which period I had tremendous exposure to PR activities. I register also my appreciation to Dr (Mrs) Maryam Sani Abacha, former First Lady, in whose office I had served in the State House, Abuja as Public Relations and Research Officer. My appreciation goes equally to General Abdulsalami Abubakar and Justice Fati Lami Abubakar, former President and First Lady respectively, whom I had privilege of equally working with. My appreciation also goes to my late bosom friend, Mallam Mamman Nassir, who as Chief Press Secretary to the First Lady, I had worked closely with.

I thank immensely Brigadier General Fred Chijuka rtd, a very amiable Director of Army Public Relations and later, of Defence Information; an eloquent PR practitioner under whose tutelage I not only cut my teeth in Public Relations practice but sharpened them as well. I also thank Commodore Olutunde Oladimeji rtd, a doyen of Military Public Relations practice and a long standing Director of Naval Information and Public Relations. He was very kind to have found time to go through this work and provided some guidance and useful suggestions. To Generals O.E. Okon rtd, Brigadier Generals G.I. Ugbo, F. Chukwuma, G. Adewale, M.D. Yusuf, A.C. Olukolade, and Col O. Olaniyan, all former Directors of Army Public Relations, I am equally grateful. Equally to Commodore Aliyu, Director Naval Information, Air Commodore Y. Anas, Director NAF Public Relations and Information, Col M.M. Yerima, Director Defence Information and all other officers of Army Public Relations – past and present, I thank immensely. I thank equally Prof Inno Ukaeje, Professor O.B.C. Nwolise, Dr Kabir Mato, Dr Chris Iyimoga, Dr and Mrs A.D. Abbah.

To the entire National Defence College Community I register immense thanks. To especially Rear Admiral TJ Lokoson, I am grateful for his support, advice and encouragement. I thank Major Gen M.I. Idris, Dr Istifanus Zabadi, Dr Gani Yoroms, Ms Julie Sanda, Dr Emeka Okereke, Dr (Mrs) Blessing Gaiya, Dr H. Abdullahi, Dr O. Nwankwo, Mr C.S. Udeh, Danladi Bot, Mrs Rhoda Namiji, Mrs Aisha Yanet and Mrs Habiba Decker, Isaac Terwase, Dr Freedom Onuoha, Danjuma Aku and Moses Owolabi. I thank also Mr Emma Unuakpo and Reginald Nwokedinobi for their support.

To the following great friends and colleagues – Ex Boys of the Nigerian Military School, I owe much appreciation namely, Generals L.P. Ngubane, S.O. Idoko, D.M. Chong, A.I. Muraina, O.A.C. Ariahu, L.M.K. Banjiram, G. Audu, P. Isang and S.Y. Audu P.T. Boroh; AVM J.O. Oshoniyi, M. Oladuni and Rear Admiral A. Seleh, Col and Mrs MJA Agbah-Attah rtd, Col D. Abel rtd, Group Capt JM Alagoka rtd, Major D Idoko rtd, Ode Ikwue and all my other Ex Boy Class mates, my deep and special thanks. I thank also Brigadier General and Mrs James Adejoh, Maj Gen Gen Okoh, Col D. Apochi rtd, and Major Sunday Orokpo.

I thank equally Chief Robert Usman Audu, Mr Sani Adeyi, Flight Engr Sunny Abutu, Rev Alex Odiniya, Alphonsus Okoliko, Barrister Joe Abrahams, Thompson and Mrs Eugenia Abuh, Ejike Eze, Adelabu Morebishe, Mr Frank Onojah, Mr Aurelius Adejoh, Titus Akoh, James Adah, Hon Emmanuel Odiniya, Paul Yahaya, Felix Idakwo, Mr Ochapa Ogenyi, Lawrence Ojabo, Hon Adu–Ojo Ebute,, Emma Ekele, Hon Obida, Godwin Yakubu, Gabriel Ochai, Hon Pius Ikwuje, Silas Ammeh, Alhaji Danjuma Ibrahim, MWO Edwin Orokpo, Joseph Erico, Simon Echofu, Silas Iyaji, Abutu Okoliko, Mathew Onoja, Mathew Attah, and Barrister Ameh Adejoh. I equally thank my ‘Summer’ friends and associates, namely, Mr Danjuma Lar, Mr Sunday Adejoh, Philip Ibrahim, Arch Ali, Francis Amanabo, Yahaya Mohammed, Alhaji Bello Dange, Alhaji Aminu, and all others not mentioned here. I equally express appreciation to To Godwin and Mrs Rebecca Zekeri, Emmanuel Simon and all other staff of Summer Guest Inn, I say thank you immensely.

To the following relations and friends, I equally offer my thanks namely, Gabriel and Mrs Victoria Ojile, Emmanuel and Mrs Ojoma Onoja, Godwin and Mrs Omojo Obla, Linus Eneche and family, Abel Eneche, Sunday Egwu, Usman Jacob Adache, Sunday Adache, and Mike Egwu, Monday Onoja, Ojoniko Adache, Sunday Jacob Adache, Ugwa Egwu, Ojoniko Odiniya, Hajia Fati Abubakar, my elder brothers Jacob Adache, Mathew Adache, James Odiniya, Gabriel Odiniya, Peter Abutu, Joseph Abutu, and Jacob Diploma Odiniya. There are many others of my relations and friends who deserve my deep appreciation. However, it is not possible to list all the names here as it will be invidious to single out just some. To you all therefore, I give my many thanks.

I very warmly on final note thank my dear wife, Grace Eleojo Adache, and my dear children Eneojo, Marshal, Mercy, Joy, Freda, and Marvin for their fervent prayers and support. To Sidney and Faith, I deeply appreciate them both and give special thanks to God for their lives. Finally, I thank God Almighty for his many years of guidance upon my life and those of my family, for sustaining and steering me across difficult storms and, for providing the strength and the wherewithal in putting this work together.

Colonel (rtd) JOHN ENEMONA ADACHE, PhD

Preface

Morris Janowitz, American Professor, Sociological theorist and co-founder of Military Sociology who, along with Samuel Huntington, made enormous contributions to establishment of contemporary civil military relations, aptly stated that the professional military remarkably, has been object of sociological investigation such that there has continued to be marked increase in scholarly work relating to the sociology of military institutions and militarism. It is probably from this premise that the role of the military and its relationship to society in a number of ways have from time, been generally a focus of great interest. Ample literature testify to this with increased intensity especially from about the late sixties to the seventies when there began a worldwide and rapidly increasing phenomenon of The Man on Horseback, an interesting euphemism then for the increasing involvement of the military not only in politics but in direct governance of nation states as well.

The phenomenon was prevalent in especially the developing nations of Africa, Asia and Latin America and is not surprising going by the observation that stable democracy is a relatively recent phenomenon in these countries. No doubt in such countries, nascent democratic institutions as well as the military especially, is confronted with the challenge of gaining consensus and of identifying with public interest. This is not the case with the advanced democracies of the west especially the United States of America and Britain where high premium is accorded unrestricted flow of information as critical catalyst to the growth and sustenance of democracy. Recognising the power of public opinion and of the need to continue to maintain public support, it follows logically that public control of government institutions, including the military, should depend particularly on truthful account of activities that are carried out in the name of the people. With focal attention on military involvement in politics, an anathema of sort that should be discouraged in consonance with democratic tenets of military obeisance to civil and democratic control, no thought seemingly was given to public relations, a discipline whose effective practice in the military could be used to achieve the broader goals of civil military relations which amongst others seeks to regulate the military institution and its role in society.

Military public relations is a discipline whose practice has direct bearing and impact on military civilian relationship; relevance of which hitherto was neglected. Public relations could be strategically positioned as vehicle through which government institutions could seek to identify with the peoples interest, render accounts of their performances and seek informed support. The recognition which western democracies accord these concepts including detailed academic and professional focus is sadly not the same in developing and emerging democracies. Further analyses of existing literature on Public Relations suggest that there have been no appreciable focal or in-depth study into this vital subject as catalyst to effective civil military relations either from within or outside military establishments. Such a study and indeed focus is therefore highly desirable. No doubt the military as Martin Edmonds noted, has evolved through various statuses in society: warriors, crusaders, mercenaries, praetorian guards, condotierri, guerrillas, commissars, braves, etc, to being the modern military that it is with a unique nature and position in society.

My decision and resolve to make this contribution to the subject of military public relations from a global perspective, not only stems from a desire to stimulate discourses on this aspect of armed services-societal relationships per se, but also by the belief that public relations does hold a vital role in smoothening the relationship between members of society and the military, - a profession I have been privileged to have been part of. The recurring theme deriving from the contents of this text strongly infer and indeed reiterate that public relations with all its potential could be a tool of civil military relations.

By its nature, public relations has become a discipline whose principles are not being only appreciated, applied and practiced by its practitioners but by virtually every one. This book therefore aims to not only be a contribution in general terms to the discipline but seeks in particular to being a useful source of reference to especially military public relations officers and indeed all military officers for teaching and as a guide for its practice to enhance cordial relationship between the civil populace and the military in especially Nigeria’s democratic polity.

Col (rtd) John Enemona Adache PhD

Defence, Security & Communications Consultant

50, Birnin Kebbi Crescent, Garki 2

Abuja - Nigeria

ForeWord

Public relations and indeed its practice in today’s world has generally become a global imperative. Widely acknowledged as one of society’s fast emerging professions, it is contemporary and dynamic in its expression and utilises among others, the critical tools of information, persuasion, lobby, reconciliation, as well as cooperation. These elements are today vital and intrinsic to its practice as they have been many years back into history. The modern world especially with increasing democratization has compelled most organizations in society to give greater impetus to public relations and communications management. It is to that extent that the scholarly body of knowledge of public relations has grown significantly in especially the last 25 years. Aided by the rapid expansion of new communication technologies such as satellite television and the internet, it continues to evolve towards establishing itself as a strong discipline. The acceptability of public relations and its approaches and methods have become deeply entrenched in business, government and in many other complex organizations. In the same manner, its utility and relevance have become widely instituted in the Armed Forces of many nation states even as its growth and development keeps improving in the militaries of developing nations.

The Military and Public Relations – Issues, Strategies and Challenges, is a text which broadly articulates and highlights in-depth, the many aspects to public relations practice in the military. It also broaches very salient issues relating to public relations practice in the military. The military is a unique public institution that performs a legitimately privileged role in society and has over time, come to reckon with the immense institutional image-making potential of public relations as exemplified by its utility in many civil organizations. The necessity thus arises for the development of organisational mechanisms and channels in the military through which to constantly `keep the military in the public eye’, through military public relations activities. Such a need is further reinforced by the fact that within the overall framework of a country’s security system are also public relations roles in the promotion of military interests as they relate to the performance of their specified constitutional roles. It is therefore appropriate that public relations be properly positioned as the strategic machinery through which the military could seek to identify with the people and invariably, national interest in order to render accounts of their performances and seek informed public support as obtains in developed democracies.

The text is logically structured into four parts. Part One under the broad title, Background and Historical Development x-rays the military as an institution of society, delineates and traces the evolution and development of public relations into history and furthermore, its historical development in the military. Part Two under the heading, Public Relations Principles, Approaches and Practice, fundamentally examines the subject of Public Relations and its Role and Function, in the Interface of Military and Society. There is an analysis of the `Competence’ of the Military to Conduct Public Relations, a legal perspective which interrogates the authority of military institutions to conduct public relations without due political authorization. It is an issue that is prevalent mainly in liberal democratic nations especially the United States where, against demands of the concept of civil control, the authority of the military to conduct public relations outside government framework is put to question. The text further highlights the Purpose, Targets, Strategies and Tactics of Military Public Relations.

Part Three titled Public Perception and the Nigerian Military, Public Relations Practice and Training begins with analysis of Public Perception and its Management in the Nigerian Military. It dwells extensively on Public Relations Practice in the Nigerian Military, highlighting its practice in the respective Services – Army, Navy, Air Force and their coordinating higher authority, the Defence Headquarters. Military Public Relations Training and Professionalization is an imperative which the book also strongly advocates in this section.

Part Four titled Issues, Challenges and Conclusion analyses some current and emerging issues in military public relations. Such issues as Technology, Public Relations and the Military; Public Relations, Social Media and the Military; and Negative Connotation of Public Relations: The Nigerian Dimension. There is also a topic on How to Foster Cordial Civilian – Military Relationship. Another chapter focuses on Security Threats, Crisis Management and the Role of Communication. Another chapter equally brings into focus, the need for Effective Communications and Interpersonal skills by Military Public Relations Officers. The book further analyses the Challenges to Military Public Relations Practice and concludes with an examination of its overall Importance in a Democratic Society.

By its nature, public relations have become a discipline whose principles are not reckoned with and applied by its practitioners alone but by virtually every one in society. This book, written by a long standing veteran military public relations professional and practitioner is no mean contribution to the field of public relations generally, but especially to the military public relations branch. The book no doubt, should bring forth better insight to the understanding by the civilian populace of public relations practice in the military. The publication should