FOREWORD
FOREWORD BY W
GROUP CAPTAIN TONY RADCLIFFE GP CAPT RAF PUBLIC RELATIONS, MOD
hen I was asked to write the foreword for this edition of Envoy it got me thinking, what would be of interest to you, the reader, from a group captain working in
the Directorate of Media and Communications (DMC) in the Main Building of MoD. Well I guess you might be interested to know what Group Captain Public Relations does. The clue is in the title of course but it probably doesn’t explain the totality of my responsibilities.
The stated collective role of the three single Service PR teams in DMC is to increase awareness, understanding and support for the MoD, the Services, and joint organisations, through PR activity and Internal Communications, in order to enhance the reputations of Defence and the Armed Forces. In simple terms, PR activity is intended to promote the brand, of which there are many in the RAF but the ‘Royal Air Force’ logo on the front cover is effectively our trademark, which we protect with vigour. PR activity also seeks to enhance reputation and portray image; I shall return to this later.
I have a team of five who work closely with our colleagues in the RAF Media and Communications team at Headquarters Air Command, who are very much at the delivery end of external and internal communications. Activities are many and varied ranging from articles in magazines and journals, assisting authors with writing books, negotiating documentaries and TV programmes, managing social media and online articles, issuing licenses for merchandising and assisting with tri-Service events such as Armed Forces Day and Remembrance.
I also facilitate a meeting of the RAF Family three or four times a year which affords the opportunity to explain what we are up to, deconflict key events and consider how we can all support each other more effectively. This is not PR activity as such but it is certainly a communications opportunity which is becoming more important as the MoD drives forward its Transformation programme. The Family includes the main RAF charities and associations, The Families Federation, RAF Widows Association, Air Cadets and RAF personnel and welfare specialists.
Because the three Services are so closely inter-twined and sit under the Defence banner it is for these reasons that I work in Main Building, to ensure that single Service media and communications activity is complementary to Departmental policy. By way of example, the Defence contribution to this summer’s Olympics (and at the time of writing the forthcoming Paralympics) was no mean feat and took a great deal of coordination from Head Office to ensure that all media and communications activity was joined-up. The same applied to the Queen’s Diamond Jubilee and Armed Forces Day.
For all these events to be successful, planning and organisation is vital but so too is the contribution of our people – the best
www.raf-ff.org.uk
advocates for the RAF when it comes to enhancing our reputation. The Armed Forces reputation is the highest it has been for some considerable time, thanks to the way in which our servicemen and women have acted in the course of their duties in support of the events I have mentioned, as well as several other commitments during what has been a very busy year for everyone.
Of course there is a cost associated with such a high tempo of activity and for many that has meant more time away from their families and loved ones. It is easy to say that separation comes with the job and our high quality personnel accept that if the job needs doing then it is worth doing well and to the best of their abilities. Such endeavours deserve acknowledgement and it was humbling to see the general public, Olympic athletes, volunteer gamesmakers and officials heap praise upon the Service personnel providing security for the games. Those officials included senior military officers, who visited personnel at work and in their accommodation, to pass on their personal thanks for their hard work and dedication to the task.
At the end of the day it is the words and deeds of our people that enhance the Services’ reputation and image – PR is everyone’s business not just those who have it in their job title. The outstanding performance of the Armed Forces involved in Operation OLYMPICS, matched by an inspirational performance by Team GB, certainly invigorated my pride in the Service in which I serve on behalf of a country I am proud to be a part of. I am most fortunate to be supported by my wife and family and I would like to take this opportunity to thank them and all of you as family members for your continued support and understanding; without you our job would be much harder, and without you our reputation would not be as strong as it is right now… thank you.
Envoy Autumn 2012 5
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