Introduction
1. Press is a public barometer indicating mindset, hobbies, morals, and ethos common amongst the overall public in a world. There can not be any denying to the pivotal position that media relishes towards opinion creating under modern day global environment. Free, reasonable and objective press can make people think and create an atmosphere of openness. On the other hand, the difference between facts and assumptions, rumours and realities can easily get blurred once media is bent onto twisting these. Press, regarded as fourth pillar of status has added a fresh sizing to the warfare. Issues in future are likely to be chosen in the dimension of information warfare well before they actually happen on ground. Inside the national security matrix, marketing is to act as our first line of defence both during peace and war, guarding national passions.
2. Because of important events in the region and rest of the world in the recent past, Pakistan and its own Armed Forces are in distinct emphasis of the national and international mass media. It is not only the exterior actors and noticeable military hazard, but also certain groupings within the united states who are over stretching the notion of freedom of conversation and negatively impacting the brains of individuals. The MILITARY of Pakistan, probably the centre of gravity of country's integration and sovereignty cannot find the money for to permit hostile media campaigns going unchecked. This necessitates a need to adopt carefully planned and well performed policy steps to counter such activities. ISPR under such environment will have to adopt a more energetic and forthcoming methodology in order to effectively present an extremely balanced and moderate image of Military having singular aim. i. e Pakistan's wellbeing. A coherent, adult and in charge military-media relationship would be the key in this context necessitating an extraordinary relationship of military with Pakistani as well as international marketing towards attainment of nationwide security aims.
Aim
3. To handle a reappraisal on role of ISPR towards controlling of national media in the widespread security environment with a view to recommend methods to incorporate both for much larger national security passions.
Scope
4. The analysis has been divided into following chapters:-
a. Section I. Evolution of advertising in Pakistan and its role.
b. Section II. ISPR and its Integration with National Media.
c. Section III. Research.
d. Section IV. Conclusions on Role of ISPR and Recommendations.
CHAPTER - I
EVOLUTION OF Marketing IN PAKISTAN AND ITS ROLE
5. Progression of Pakistani Marketing. At the time of independence print media was the major source for distributing information. Together with the development of technology electronic media exponentially overran the source of being able to access information. Traditionally, mass media has remained under limited control of many government authorities and has been operating as 'His Master's Tone of voice'. Together with the revolution in information technology and option of many options especially in conditions of electronic mass media, it has become difficult for federal government/ regimes to cover information from masses. Relative liberty of press in Pakistan is a new phenomenon and everything the stakeholders want to modify to the same.
6. Media-Mil Romance in Pakistan. Media has been participating in its role during different military services conflicts of Pakistan with numerous proportions. Where the role of marketing in earlier many years of Pakistan remained slow especially during 1947 conflict, it found during wars of 1965 and 1971. In the Kargil Operation, Pakistan Authorities alongwith media remained confused and could not unveiling an adequate counter-top episode on indian marketing. On similar lines, multimedia response in Businesses Other Than War (OOTW) has also seen a great deal of transformation. Present day media, mostly coping with OOTW can be referred to as much more alert and lively which needs to be harnessed carefully in sphere of armed forces media relations for ultimate success of Armed Forces. A brief profile of media's role in recent years especially related to OOTW is listed below:-
a. Procedure AI-Mizan. A well-organized and successful media plan was crafted and executed. Mass media experts and correspondents were taken to the actual regions of businesses and briefings were organised by Inter Services Public Relations Directorate (ISPR Dte). Advertising thus played out an important role in projecting the legitimacy for use of drive.
b. Balochistan Situation - 2006. With introduction of a fresh wave of improvement in Balochistan, rules and order situation was created by the local Tribal leaders in few districts. Advertising could have performed a decisive role in shaping the perceptions of the local Baloch population. Presently, media is focusing on a theme for local human population, ie 'In Pakistan's progress lays the improvement of Balochistan. All those undertaking anti-national activities must be segregated'.
c. Lal Masjid Turmoil. The stance of press on the Lal Masjid issue remained very contentious. Initially, media presented the occupants/ extremists as miscreants. However, with the passage of time and especially after military's action, people perception altered and same people were presented on mass media as heroes. Issue was exploited by advertising and despite provision of some real facts by the federal government; public never trusted the Government manipulated media.
d. Mumbai Disorders. Indian mass media created battle hysteria and was mainly in charge of providing fillip to the existing tension. Pakistani advertising while countering Indian propaganda, proved restraint and did not sensitise the issue beyond proportion.
7. Emergence of Multimedia as some National Power and a Sociological Pressure. Multimedia was commonly cured as an entertainment tool in Pakistan. Its major use was to task the views of the government. In order to lay basics for marketing certain legislations and plans were developed/ devised under different control throughout the annals.
7. Group of Pakistani Marketing. Annex A.
8. Assignments and Goals of Pakistan Multimedia Policy. Pakistan hasn't approved media insurance plan for the utilization of advertising. The draft advertising insurance plan as laid down by the Ministry of Information in 1972 possessed three major components:-
a. Country wide issues have to be presented to the mass media and a nationwide consensus forged.
b. The Government to present its case in the perfect manner without interfering with the flexibility of press and appearance.
c. The Government's own specific insurance policies, information, views and personalities of its market leaders also needs to be projected.
9. The Pakistan Broadcasting Organization Work 1972. Annex B.
10. Government's Attempts to Enhance Marketing Efficiency. Annex C.
11. Frame of mind of Pakistani Multimedia towards Prevailing Security Environment. Private advertising in Pakistan offered extensive coverage to all or any significant occurrences related to GWOT that took place in various places. Media initially continued to be against army procedures in FATA and did not support the view point of military and criticized the role of ISPR. However, with the passage of time and unfolding of miscreants design, army's role began becoming justified. While using onset of crisis in Swat, a major procedure with the name Rah-e-Rast was designed. The multimedia was taken on board by the government as well as ISPR and provided access to determined areas was given to pay the progress of operation. Press stations paid tribute to Shuhadas because of their sacrifices for the united states. Pursuing conclusions are attracted from the media's role during LIC Operations:-
a. While playing its role of providing maximum coverage, media indirectly helps the terrorists in accomplishment of the goals by:-
(1) Giving maximum coverage to the terrorists' acts.
(2) Projecting the terrorists' cause as the just one single by humanising them somewhat than condemning them.
(3) Justifying their atrocities projecting them the victims of some type of oppression.
b. Mass media also facilitates the victims of terrorist serves through:-
(1) Displaying their sufferings and projecting that the sufferer is innocent.
(2) Demonstrating the brutality of the function in a way so as never to glorify the terrorist but their inhuman behaviour.
Projecting the real spiritual connotation of the terrorist action of condemning it from all angles, may these be spiritual, human or communal.
Showing permanent sufferings of the victims and help develop an view so that the issue / real cause is resolved.
c. Multimedia can assist the government in countering terrorism by:-
(1) Understanding government's perspective on the sources of terrorism and revealing the nefarious plan of the terrorists.
Understanding its tasks towards the countrywide security and display screen out the records that are at cross purpose with national interests.
Mature reporting associated with an work of terror, so as not to transfer the awe and shock that the terrorists want, hence defeat them in their design.
Expose the terrorist network and bring awareness in the general public emphasising on the society's role in fighting terrorism.
(5) Forewarn and educate about future agendas of the terrorists and prepare public in order to minimise damages.
CHAPTER -II
ISPR AND ITS OWN INTEGRATION WITH NATIONAL MEDIA
12. Inter Services PR Directorate (ISPR Dte). Public relations requirements of the Armed Forces are taken care of by the ISPR Dte. The Dte is staffed with military services and civilian officials who are generally been trained in the field of journalism. The ISPR Headquarters functions under the supervision of an Director Standard of get ranking of Major Standard. It sorts part of Joint Personnel Headquarters. The ISPR branch offices at General Headquarters, Naval Head office and Air Headquarters functions with administrative support from the respective services, whereas, other sub-offices work under the guidance of ISPR Headquarters.
13. Outline Organisation - ISPR Dte. Annex D.
14. Coverage Parameters for Marketing Management by ISPR.
Act as defence force's mouth-piece.
Keep the general public informed of the actions of defence services, their range and importance, within parameters of security.
Forestall leakage of any damaging information to the news media
Administer press censorship and provide warfare correspondents in times of conflict.
Maintain close liaison with formal/ private news media and federal government information businesses for exchange of information.
Arrange appointments of media staff to exercises, presentations, parades and theatres of functions.
Highlight nation-building activities of military.
Publish pamphlets for distribution within the country and in foreign countries for projection of the MILITARY. Furthermore, it also operates as a circulation agent of Government publicity material among causes to keep them enlightened about national plan.
With the assistance of Pakistan Television, Section of Films and Magazines and through its resources, ISPR Dte makes documentary films of MILITARY activities for screening process on tv and in cinemas within the united states and overseas.
15. Role. To do something as a bridge between Armed Forces and public and also to make public understand that MILITARY are their expansion, also perform as mouth area piece for MILITARY.
16. Functions
a. Project positive image of Armed Forces to garner Country wide Support in their favour.
b. Formulate mass media insurance plan and evolve Psychological War plans in support of own military strategy.
c. Safeguard negative affects on the MILITARY and assist in strengthening their handle to meet different contingencies in serenity and warfare.
d. Monitor mass media and discern curves of hostile Psychological campaigns for effective response.
e. Undertake Psychological War proactively to undermine the will of the adversary.
17. Strategy. Control projection through competitive Public Connection, utilizing suitable themes or templates while not reducing functional preparedness, building countrywide and international image, receiving public view/ international support. Thus not allowing any ingress and blunting pre-emptive of hostile press.
CHAPTER - III
ANALYSIS
Analysis
18. Impact of Media over Military Businesses. Today multimedia has assumed an undisputed role as a key factor in communication of status insurance plan and shaping public's opinion within country on one hand and building an adversary's image as required on the other. Thus, a good army and media relation is central to modern battle work. The dynamics and realities of armed service - media romantic relationship must be totally appreciated by armed forces commanders if they're to succeed in future operations. Let us take a look at some of the influences of the advertising on the do of military services operations:-
a. Escalation. The marketing can donate to issue escalation, either straight or indirectly. Experienced war reporters observe that sometimes the very presence of cameras will fast the sides to begin shooting. Video press in particular are inclined to focus on dramatic and violent happenings.
b. De-escalation. Escalation can be tied to helping the people focus on the near future relationship that they wish to build between one another. Media can contribute to conflict de-escalation. Multimedia is believed to have played an integral role in turning U. S. general public view against Vietnam Conflict leading to drawback of US forces.
c. Security. There remains a pressure between journalists' need to report on issues/ military actions and military's concerns about security. Journalists at times comment that secrecy and control buttons on reporters tend to be enforced for reasons of political convenience or even to avoid blame for political/ military problems.
d. Selective Emphasis. Visually dramatic, serious occurrences such as battles or bombings receive more coverage/attention than common situations like famine/ poverty. For instance, Gulf War received intensive coverage while deaths of over 140, 000 Bangladeshis due to springtime flooding went virtually unreported.
f. Impact on Troops. Positive coverage of the occurrences would be morale bringing up for the soldiers and also keep carefully the people at home prepared/ satisfied. Press could also be employed to market selected themes and to build perceptions in soldiers. During World War II media was thoroughly used for propaganda to break the will of frontline soldiers.
19. Public Impacts on Soldiers. Within the last two decades, press has considerably improved the psycho-social surroundings worldwide as well as in Pakistan. This situation poses diverse problems for the future military leaders who in addition to the complicated fight field conditions will also face psycho-social problems. Although armed service is shielded through institutionalized rules/ regulations from the ill effects of the psycho- social surroundings prevailing in the society, yet it cannot stay completely immune to it. A number of the social changes which have been observed in officers and troops are as following:-
Positive Changes
(1) Freer Modern culture. There is an upsurge of democratic values in the contemporary society, though it could be debatable whether improvements in this path are still enough or elsewhere. Individual liberties, liberty of speech, requiring and fiercely guarding one's basic rights are a few of the characteristics of a resurgent culture. The officials as well as soldiers have a particular view point on important countrywide issues and sometimes question the original norms of military services discipline.
(2) Awareness Levels. The amount of consciousness and understanding is continually on the increase in all tiers of the world. Inside the wake of information explosion and the advertising blitz, the men are much aware and better enlightened, and much more vocal. An aware, self disciplined, properly trained and encouraged leader is the need of future.
Education Levels. The officials and the junior leaders of today are a lot more educated, formally and appropriately, than their ancestors.
b. Negative Changes
Materialism. The world-wide happening of materialism can't be wished away. Like somewhere else, they have found its footings inside our society as well, which is fast eroding our traditional value system. Economical necessities are more and more superseding values, customs, the good name of individuals etc. Materialism also breeds careerism, a malignancy that erodes candid professionalism.
Violence/Extremism. Assault is another modern day phenomenon. It could have serious problems. Our future military leadership must deal with the situation in an enlightened manner and through technological psycho-analysis of the led.
Centrifugalism. The scourges of sub nationalism, cultural & most worrisome of all, sectarianism are likely to sap the sinews in our society. The reason may be encouraged by overseas or other vested hobbies, but the email address details are deep scar tissue, misunderstandings and fissures within. The army - a style of integration - cannot stay uninfected.
20. Military services - Media Relationships - Shortfalls / Problem Areas
a. Divergent Professional Procedure. The media associates are often unpopular with the brass, for they function independently, without rules, rules and even if they have a code of conduct, it is normally self-created and self-imposed. On the other hand, the military is disciplined, hierarchical and live within the homogenous, closed down culture governed by certain rules. The media wants freedom; military wishes complete control. These conflicting professional requirements generally lead to a misunderstanding of every other's working environment and frequently create mistrust.
b. Lack of Media Management Insurance plan. In Armed Forces, the advertising management is the responsibility of ISPR Dte. Though within the available means it is participating in a wise role in projecting and guarding the overall image of the former, however, the actual fact remains that no formal/coordinated effort is being made at the national level to ensure press management for guarding and projecting our nationwide view point.
c. Exaggerated Themes or templates. Among the problems with marketing is to job fallacies like we've no external dangers because of the nuclear weapons that we possess. At times, false projections are made general public about Army's capacity to handle all the inner threats. Such fallacies tarnish the image of military services in public areas.
d. Ineffective Counter Measures. Military services echelons sometimes fail to counter or even concern objectionable image, created by the mass media in time anticipated to structural inadequacies.
e. Weak Doctrinal Groundwork. Though the concept of employing media in support of military OOTW is being given attention, yet there is a clear doctrinal void so far as the work of mass media as a weapon to get conventional military functions is concerned. Programs in various schools of instructions restrict their curriculum to theoretical aspects of interaction with multimedia but techniques of proactive job of media in case there is full-scale conflict are ignored.
g. Organisational Shortfalls. ISPR Dte will serve as a conduit between military services and media, both at countrywide and international levels, but in existing shape this organization is known as inadequate for being a modern proactive marketing management power, thus making it reactive.
h. Lack of Knowledge and Training. After articulating Information Warfare doctrine, Army needs to be trained in marketing management. MILITARY personnel lack training in media managing affairs. This aspect is quite visible and the military services folks are usually found unprepared to take care of media and counter-top disinformation.
j. Cyber Warfare. Cyber warfare has emerged as a key component of Information Warfare. However, Military is apparently inadequately experienced and ill prepared to defend against formidable and potentially devastating threat of cyber and information conflict.
l. Absence of Requisite Technological Platform. The effectiveness of media and its own management inherently relies on modern, fast changing technology. Technological platform and experience at the nationwide level generally speaking and at armed forces in particular are comparatively much low.
m. Conflict Correspondents. Our journalists lack the coverage facilities and training as no thorough system for training of the warfare correspondents exists at the moment. At this time, anyone from the correspondent cadre is tasked to protect warfare activities.
n. Advertising as an Aggressive Weapon. The proposition of how advertising can be used in waging information warfare is becoming an exciting section of research. The Gulf Wars showed how information could be used both as a armed service target so that as a weapon.
o. Limited Role of ISPR. The increased role of multimedia covering all spheres of military activities whatsoever levels demand a fresh approach in the existing set up of ISPR Directorate.
p. Training of Armed forces Commanders. At present there are no media training facilities, scheduled to which the armed forces workers are usually found handicapped with regards to working with the multimedia.
q. Insufficient Sphere of Affect. Due to the organizational restrictions the directorate has an extremely limited sphere of effect. The manpower dedicated for the multimedia management must be reinforced for an improved performance.
r. Insufficient Scientific and Institutionalized Methodology. The multi-directional reactions to the multimedia by Ministry of information, the ministry of foreign affairs and the ISPR on single matter has marred the potency of the press at home and in another country. It is Imperative to investigate and assess information before supplying that to the media men. Sometimes the correct information to media may also bring about criticism like " the inability of Argentine bombs to explode was shared without thoughts for the functional risks. -the United kingdom press at large found it difficult to set aside normal guidelines of peacetime competitive journalism in response to the demands of war".
s. Respond to Indian Propaganda. Mental health warfare was first defined by military analyst J. F. C Fuller who coined the term subconscious warfare in 1920. . Presently the directorate of Psychological businesses and the ISPR will work in their individual capacity to counter Indian propaganda. The counter propaganda options can be more effective if ISPR has a section to investigate enemy propaganda styles and then make suggestions for adoption of own topics and appropriate advertising because of its adoption.
u. Tone of Military. Being mainly a defence corporation the ISPR bears the reputation of being the tone of Armed Forces. In the entire past crises the ISPR information were never thought to be credible and would be studied as an official stance which needed to be verified by other credible sources. The press has traditionally averted negative coverage of the Armed Forces, and the ISPR has dished up to carry press coverage of military services matters under close restraint. Leaks, while not uncommon, are carefully maintained: it's quite common knowledge that journalists, routinely underpaid, are on the unofficial payrolls of several competing interests, and the armed forces (or elements within it) is presumed to be no exception. Gossips of intimidation, heavy-handed monitoring, and even legal action to calm the unduly wondering or no deferential reporter are common".
v. Armed forces - Media Relations. Exploitation of situation through the marketing is an art work and when we critically analyze our national media plan or the targets of even ISPR, this important component will not surface anywhere. Currently ISPR is working under Main of Army Personnel Secretariat and working almost in isolation. Armed service officers want to regulate, as much as possible, everything on the battlefield or area of functions. On other hands, reporters want unfettered access to all areas of operations.
x. Mutual Trust with Press. Develop good romantic relationship with the multimedia. Teach them the Importance of good press and the destruction that can be caused by poor press. Keep up with the mass media trust, let them sort-out their dark sheep their selves. It is best to get the multimedia your self-assurance than to shun them or give food to them disinformation.
y. Present Group. The present corporation of the ISPR is not regarded as appropriate for the new movements in the advertising management by the military. Pursuing are some observations in this regard:-
(1) The organisation is actually working on pr principles and also have mostly army officials as professionals of the multimedia matters. It is normally hard for these officers to establish rapport with the multimedia people.
(2) These public relations officers are put up to the directorate on the basis of their civil education back ground and not on the basis of advertising experience or qualification.
(3) The directorate is lacking in a well developed/advanced tech section, which is a major impediment in the implementation of the "reach first strategy" of the Military media policy. There is a dire need to adopt the" reach first" strategy with a view to pre-empting uncomplimentary press and highlighting own viewpoint.
(4) Except for the determined corps headquarters there is no setup for working with the marketing affairs at the formations level.
(5) The Hilal Journal published by the Directorate is known as not impressive and moreover almost all of the troops who stick to the edges cannot have access. There's a requirement of capitalizing on the strength of the electronic press for better efficiency.
CHAPTER - IV
CONCLUSIONS ON ROLE OF ISPR AND RECOMMENDATION
21. Important Conclusions
a. Considering the past, concept of future wars / conflicts cannot be perceived without contribution of media.
b. Pakistan and Pakistan MILITARY are always confronted with Cold War with hostile neighbours, although there are certain elements inside our ranks which help the enemy to perform her agenda. In such circumstances, cultivation of Army Friendly Advertising is need of the hour.
c. Restructuring of ISPR with modern concepts is required. Provision of available advanced mass media related classes to the officials portion in ISPR in order to face present and future problems of media war.
d. Technological progression in the field of mass media dictates to provide ISPR with latest equipment so that directorate can coup up with the modern/latest concepts of press.
e. Coordinated work are required at nationwide level to recoup the deficiencies according to the demand of your energy. Independent Multimedia in
Pakistan and ISPR to work in hand at hand and make to make to fight back with the advertising of our own hostile neighbours.
f. Before taking any action in serenity and war, which might attract press attention, engagement of ISPR is essential to avoid any negative media campaign.
g. Marketing coverage is a pressure multiplier. People get their notion of the armed forces as an ardent and professional corporation from media records so closer trust and confidence must be created.
h. Technology has already established a tremendous effect on mass media. It must be assimilated. News media and military leaders should jointly engage in a report of the security issues posed by real-time reporting from the battlefield.
j. The multimedia is really as patriotic as anybody else in the civil life is. We need to build trust.
Recommendations
23. ISPR Directorate Level Measures
a. Restructuring of the ISPR. It must be carried out with a view to
cater for futuristic requirements of information warfare and mass media management. Number of sub office buildings should be increased right down to division or even brigade level. Sub offices at Formation Head office be sorted out as under:-
(1) 'Open public Affairs Detachment' to provide immediate open public affairs support to Army.
(2) 'Media Relations Detachment' to provide multimedia support to Army.
(3) These should be produced available at division level. At brigade and battalion level inlayed journalists be made available.
(4) Media training institutions can also be proven by ISPR Dte.
b. Provision of Consumer Relation Officers at Creation Level. ISPR Dte must have staff at the divisional level. This will make a qualitative improvement with regards to dealing with mass media issues at these levels.
c. Tech Section. There's a need of having a technological section in the Dte which should be adequately prepared and experienced to bring the requisite sophistication in the mass media handling.
d. People Relation Officers Skills. Presently, almost all of the Public Connection Officers uploaded in the selected Corps Headquarters are not trained in the local languages of their Area of Procedures. It is recommended that this account be considered while posting an official as Public Relation Officer (PRO).
e. Publishing of Media Pros. Combined with the Public Relation Officials, the Dte should have civil media specialists be used for better management of civil press affairs.
f. Training Facilities. The Dte must have training facilities for the civil and the army officers. This can facilitate the learning of civil advertising about Army and vice versa.
g. Navy Tv and Radio Stations. For dissemination of information, propaganda and other recreational programs Military may look in to acquiring a television set and a radio channel or have exclusive timings on different channels for projecting its styles. This facility can be exploited operationally in case there is war.
24. Suggested Media Policy at Pakistan Army Level. To improve the effective use of marketing and to enhance the media military marriage, following is recommended:-
a. Proactive Mass media Stance. This is actually the challenge which the military now faces. It must exploit opportunities to put across its view point both during peace and battle. Keeping in view the immense potential of the Information Technology, the target should transfer towards Psychological Warfare oriented policies
b. Multimedia Exploitation. The Army needs to work out as to the way the media is to be exploited and harnessed that can be played its role in the exterior manoeuvre, and advertising warfare. The Army should be able to fully utilize the press as including its deception attempts at the best level, as per a well thought out plan.
c. Management of Conception. Belief management has joined the armed forces lexicon and is currently a serious doctrine to be dealt by ISPR Dte. Whether in tranquility or at warfare, the army through its general population affairs/relations machinery has a significant role on notion management under the wider ambit of Psychological Warfare businesses vis a vis politics propaganda. The key idea is to manage the marketing spin and not to suppress the move of information, as to do the later would be futile and fool hardy in many cases.
d. Usage of Media. It warrants an assessment of the relevant regulations to provide far greater access of marketing to military services related records and timely option of exact information, so that, media's treatment of the topic is credible and supportive of the projection of the armed forces role in the national context in a realistic and lasting manner.
e. Think Tanks and Retired Military Officials. If we want to influence world wide opinion, we have to encourage our think tanks and retired army officers to create and seek connection with their contemporaries in other areas of the globe and put across our country's view point in a more realistic and coherent manner.
f. Projection of Military Image. THE FEDERAL GOVERNMENT should you should think about dedicated facilities for Pakistan Armed Forces. If such facilities had been available at the time of Kargil, some of the misleading reviews and rumours might have been effectively countered. These media resources may follow themes like:-
(1) Operational Preparedness. Projection of training activities, field exercises to include battle inoculation. Press visits to Siachen, Kashmir and desert belt to give a concept to the press / open public about the environment and conditions under that your Military operates.
(2) Land Building. Projection of work by Frontier Works Company, National Logistics Cell, Special Communication Organization and field formations in region building activities.
(3) Appraisal of the Lessons Learnt from Recent Conflicts. The necessity of hour is to handle an appraisal of recent issues and look for the areas, wherein we didn't bridge the distance between media armed service relationship. These can not only let us know of our blunders but will also assist in improving media - armed service relations.
(4) Workshops and Discussion Forums. Seminars and talk discussion boards may be arranged on television which should be went to by the staff of Armed Forces, advertising and common community.
g. Embedded Press. Embedded multimedia, if utilized effectively, can be an operational commander's most effective means to gain general population support and counter-top foe propaganda.
h. Mass media Briefings. To avoid speculation and misleading reviews it's important to hold regular armed service press briefings to "show and tell", the armed service side of the storyline to the insatiable Country wide and International marketing.
j. Inter Services I Businesses Coordination. The three services and different businesses i. e, Inter Services Intellect, Military Cleverness, Adjutant Standard Branch and ISPR Dte need more coordination in handling the media. To do this, periodical conferences on the advertising response be conducted which should be attended by all concerned.
k. Posting of Media Specialists. Along with the Public Relations Officers, qualified civilian advertising professionals may be employed in the ISPR Dte and respected Corps Head office.
l. Training Advertising Pros. For better assimilation of armed service affairs, there is a need to train different degrees of media pros, both defence correspondents and analysts. Few preferred journalists may be permitted to attend a part or whole of your course at Personnel University or the Country wide Defence University. Visits to training institutions of the three services may also be organized.
m. Training in Armed Forces. An attempt should be produced to include the advertising training as part of our syllabi at the schools of instructions. Every Formation Head office should have an ardent press cell, working under the information of ISPR. Commanders by any means levels should be thoroughly briefed about the media environment and its effects. The Armed Forces need to train considerable volume of officers and men in mass media communication. Consciousness training should include:-
(1) Individual Recognition Training. The officials and the soldiers should evenly be motivated to focus on private review of the advertising managing / management.
(2) Device Training. At device level, the Commanding Officer should include ramifications of media in the present day battle field within his training objectives.
(3) Formation level Training. The critical areas for formal training should be covered at specialized media awareness courses which may encompass media controlling both at home and in foreign countries including United Nations missions.
(4) Training at Colleges of Instruction. Media training / understanding should form part of Young Officer's / middle career courses in order to establish basics for further advancements.
(5) Training at Staff College and National Defence University. There may be a opportunity for marketing training to be conducted at Staff course and National Defence University like it is performed in US / UK / People from france Armies. The already existing infra composition of media support wing can be increased for imparting this training.
25. Suggested Media Insurance policy at Country wide Level
a. Country wide Security. The role of media must be dovetailed in the entire national security environment to meet future difficulties. Days gone by and present of the multimedia have been of little result to promote countrywide security concerns. Steps carried out have generally been aesthetic aimed at magic pill responses. Pakistan's quickly changing and sophisticated security continue being riddled with uncertainties. In such a volatile scenario there is also a need to have a robust multimedia shield to counter hostile advertising blitz.
b. Press Policy. A comprehensive media insurance policy must be formulated. This coverage should encompass the latest tendencies and have a system of personal analyses. It must identify between Authorities and status criticism. National media policy should care for Psychological Warfare; it ought to be pro-active instead of being reactive to adversary propaganda.
c. Formulation of Mass media Strategy. Basing on above advertising policy, a detailed strategy has to be worked out. The government is already productive in this regard, however we need to:-
(1) Improve the encoding and content of our own existing official multimedia such that it attracts attention/ viewer dispatch, both at home and in another country.
(2) Enhance creditability of electronic media giving it some freedom. National multimedia should end up being the first choice for obtaining information, entertainment and moral sustenance.
(3) Promote professionalism and reliability in media.
(4) Establish centres of quality for trained in mass communication.
(5) Get talented and devoted people to become a member of the field of advertising.
(6) Make necessary investments in acquiring latest Information Technology gadgetry.
(7) The press strategy should on top of that involve pursuing:-
(a) The aim of media campaign has to be effectively visualized including brief and long-term objectives.
(b) It will not tremble the worth, culture or spiritual beliefs of the prospective audience, inadvertently. The news headlines contents have to be professionally stuffed.
(c) Devise an effective reviews and corrective system.
(d) Be proactive and multimedia friendly.
(e) Multimedia ordinances should be restructured according to emerging movements.
d. Reliability. Credibility takes on a essential role in deciding the consequences of media functions. It is very important for the marketing to establish and keep maintaining its credibility.
e. Interaction between Ministry of Defence & Ministry of Information and Broadcasting. There is a need to increase interaction between both of these ministries in the general public affairs process. This task may be designated to the Pantry Committee, which can give policy recommendations for media handling.
f. Improve Regulatory Framework
(1) Slacken control on point out owned advertising and end monopoly of the state of hawaii.
(2) Improve laws and legal process to guard against press excesses and yellow journalism.
(3) Ensure professional and moral standard through impartial corporations, such as PEMRA and Press Council etc.
h. Potential of the Media. The potential of the press must be acknowledged and while solidly building it as an organization, it should be harnessed and exploited within the war effort.
j. Role of Embassies. Our embassies in foreign countries must project own insurance policies, culture and programmes regarding 'country account' on press of respected countries.
k. Training Marketing Professionals. There is a need to teach different levels of media specialists, both defence correspondents and analysts. National Colleges be encouraged to generate departments of National Strategy Studies I International Relations and Mass Media for training increasing numbers of people in these areas. Establishment of Mass media Academy and having of workshops by the federal government is a dependence on the day.
l. Develop Defence Against Propaganda. Our general public and specially the marketing men need to be educated on various methods of propaganda that the West and the Indians take up against Pakistan. There's a need to make a defence mechanism against enemy propaganda. This policy can have lots of components: -
(1) Fill the data and entertainment void of our audience and visitors. The communication between people and the federal government must be upgraded. Make the audience aware they are likely focuses on of adversary propaganda and about the form, source and articles of propaganda. Actively respond to the opponent propaganda.
(2) Concentrate on the opinion market leaders such as teachers, landlords, religious leaders, social workers and NGO for specific but low key press promotions. Their contribution can offer immense come back. Give aggressive answer the propaganda on the web and in overseas media.
(3) Inside the nuclear years, deterrence depends upon correct alerts to the opponent. We ought to use the press to propagate our value system, dreams and intentions to our neighbouring countries. Make information warfare part of national and military services strategy.
m. Implementation of Counter Terrorism Insurance policy. Government must understand the media's compulsion of reporting of any act instantaneously; hence the Government needs to have an efficient mechanism of passing of credible information. Allowing an usage of the media into damaged areas, may it be through embedded journalists, conducted tours or free access depending upon your situation. An understanding between your media and the government to battle terrorism is in the national interest. Media strategy has to work side by side with other government strategies.
Conclusion
26. There must be without doubt that the global reach and immediacy of the new media and communications technology, and the ability of those solutions to shape both nationwide and international general public view, has made the press a major player in limited discord and peacekeeping deployments. There is a lot to be learnt from Media's performance and the general public response in today's age. The desire to see Pakistani advertising do well and surpass its responsibilities is definitely strong among our people. We will keep firing ourselves in the feet if we do not realize the potentials of media towards the growth of the society and projection of Army's image. Multimedia has been given its rightful place within the last couple of years. We have to get professionals in neuro-scientific media and utilize our huge human being reference in both civil and armed forces fields. We must acknowledge that decisions are no more based on occurrences but about how the events are shown. Therefore, we should lay greater emphasis on the role of mass media towards the growth of the world all together. It is now time for ISPR to get ready for the challenging process.
27. An astute evaluation to measure up the tremendous potentialities against discovered weaknesses inside our marketing vis-a-vis desired role of ISPR can lead to a better understanding of steps required to be taken to tap this potent instrument of national electricity. This study has been a modest try to give you a few hints in the required direction, that could subsequently lead to more descriptive studies about them and executing of required steps in the long term.
