The Defence Communications Strategy - Revision history

David at 09:47, 7 April 2018

2018-04-07T09:47:04Z

Melissa Jones: typo

2018-04-07T06:22:31Z

typo

David at 17:21, 6 April 2018

2018-04-06T17:21:14Z

David: David moved page The Defence Communication Strategy to The Defence Communications Strategy: Correct title

2018-04-06T17:20:18Z

David moved page The Defence Communication Strategy to The Defence Communications Strategy: Correct title

David at 13:48, 3 April 2009

2009-04-03T13:48:14Z

David: /* Press Reaction to the Strategies */

2009-03-03T09:11:19Z

Press Reaction to the Strategies

David: Ministry of Defence: The Defence Communication Strategy moved to The Defence Communication Strategy

2009-03-03T09:10:44Z

Ministry of Defence: The Defence Communication Strategy moved to The Defence Communication Strategy

David at 09:03, 3 March 2009

2009-03-03T09:03:22Z

Kieron Higgins at 12:04, 13 February 2009

2009-02-13T12:04:32Z

Kieron Higgins at 12:03, 13 February 2009

2009-02-13T12:03:13Z

← Older revision		Revision as of 09:47, 7 April 2018
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	The Ministry of defence is aware of the growing influence of this media, noting in the Defence Online Engagement Strategy that " As audiences for social media grow, we must follow particularly as the importance of the traditional media reduce; thus, the question is not whther to engage, but how." <ref> Ministry of Defence, [http://www.mod.uk/NR/rdonlyres/DA772904-E12C-4AB1-A5F7-0C6651ABC83F/0/online_engagement_strategy.pdf Defence Online Engagement Strategy], accessed 6 Febuary 2009 </ref>		The Ministry of defence is aware of the growing influence of this media, noting in the Defence Online Engagement Strategy that " As audiences for social media grow, we must follow particularly as the importance of the traditional media reduce; thus, the question is not whther to engage, but how." <ref> Ministry of Defence, [http://www.mod.uk/NR/rdonlyres/DA772904-E12C-4AB1-A5F7-0C6651ABC83F/0/online_engagement_strategy.pdf Defence Online Engagement Strategy], accessed 6 Febuary 2009 </ref>
		+
		+	==Resources==
		+	*[[Defence communications: capability; structure; resourcing; and reform]]
		+

@@ Line 1: / Line 1: @@
 The Defence Communications Strategy is a document produced by the [[Directorate General Media and Communications]] of the [[Ministry of Defence]]. It aims to 'enhance the reputation' of the UK [[Ministry of Defence]] and Armed Forces 'both internally and externally, through influencing the understanding, activity and perceptions of internal, domestic and international audiences'.<ref>Ministry of Defence, [https://web.archive.org/web/20080213041345/http://www.mod.uk/NR/rdonlyres/37DE03BF-CC7E-413B-AC52-5DF659603618/0/defence_communication_strategy2007.pdf Defence Communication Strategy], Retrieved from the Internet Archive of 13 February 2008 on 6 April 2018.</ref>
-It has resulted in what the Ministry of Defence describes as a "daughter document" the [[Defence Online Engagement Strategy]] <ref> Ministry of Defence, [http://www.mod.uk/NR/rdonlyres/DA772904-E12C-4AB1-A5F7-0C6651ABC83F/0/online_engagement_strategy.pdf Defence Online Engagement Strategy], accessed 6 Febuary 2009 </ref> which is effectively a Ministry of Defence strategy aiming to exploit the emergegence of new media and specifically "Web 2.0" for their own purposes, and also to effectively "damage control" any unwanted criticism of the MoD which may filter through this new media
+It has resulted in what the Ministry of Defence describes as a "daughter document" the [[Defence Online Engagement Strategy]] <ref> Ministry of Defence, [http://www.mod.uk/NR/rdonlyres/DA772904-E12C-4AB1-A5F7-0C6651ABC83F/0/online_engagement_strategy.pdf Defence Online Engagement Strategy], accessed 6 Febuary 2009 </ref> which is effectively a Ministry of Defence strategy aiming to exploit the emergence of new media and specifically "Web 2.0" for their own purposes, and also to effectively "damage control" any unwanted criticism of the MoD which may filter through this new media
 ==Web 2.0==
@@ Line 8: / Line 8: @@
 It has been described as the following -
-"Web 2.0 is about harnessing the potential of the Internet in a more collaborative and peer-to-peer manner with emphasis on social interaction. It has less to do with technology and more to do with a mindset change aimed at facilitating collaborative participation and leveraging the collective intelligence of peers."  <ref>[http://infosysblogs.com/web2/2006/10/overview_of_web_20.html, Infosys Overview of Web 2.0],     accessed 13/Febuary/2008</ref>
+"Web 2.0 is about harnessing the potential of the Internet in a more collaborative and peer-to-peer manner with emphasis on social interaction. It has less to do with technology and more to do with a mindset change aimed at facilitating collaborative participation and leveraging the collective intelligence of peers."  <ref>[http://infosysblogs.com/web2/2006/10/overview_of_web_20.html, Infosys Overview of Web 2.0], accessed 13/Febuary/2008</ref>
-The Ministry of defence is aware of the growing influence of this media, noting in the Defence Online Engagement Strategy that " As audiences for social media grow,we must follow particularly as the importance of the traditional media reduce; thus, the question is not whther to engage, but how." <ref> Ministry of Defence, [http://www.mod.uk/NR/rdonlyres/DA772904-E12C-4AB1-A5F7-0C6651ABC83F/0/online_engagement_strategy.pdf Defence Online Engagement Strategy], accessed 6 Febuary 2009 </ref>
+The Ministry of defence is aware of the growing influence of this media, noting in the Defence Online Engagement Strategy that " As audiences for social media grow, we must follow particularly as the importance of the traditional media reduce; thus, the question is not whther to engage, but how." <ref> Ministry of Defence, [http://www.mod.uk/NR/rdonlyres/DA772904-E12C-4AB1-A5F7-0C6651ABC83F/0/online_engagement_strategy.pdf Defence Online Engagement Strategy], accessed 6 Febuary 2009 </ref>

← Older revision		Revision as of 17:21, 6 April 2018
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−	The Defence Communications Strategy is a document produced by the [[Directorate General Media and Communications]] of the [[Ministry of Defence]]. It aims to 'enhance the reputation' of the UK [[Ministry of Defence]] and Armed Forces 'both internally and externally, through influencing the understanding, activity and perceptions of internal, domestic and international audiences'.<ref>Ministry of Defence, [http://www.mod.uk/NR/rdonlyres/37DE03BF-CC7E-413B-AC52-5DF659603618/0/defence_communication_strategy2007.pdf Defence Communication Strategy], ~~accessed 30 January 2009~~</ref>	+	The Defence Communications Strategy is a document produced by the [[Directorate General Media and Communications]] of the [[Ministry of Defence]]. It aims to 'enhance the reputation' of the UK [[Ministry of Defence]] and Armed Forces 'both internally and externally, through influencing the understanding, activity and perceptions of internal, domestic and international audiences'.<ref>Ministry of Defence, [https://web.archive.org/web/20080213041345/http://www.mod.uk/NR/rdonlyres/37DE03BF-CC7E-413B-AC52-5DF659603618/0/defence_communication_strategy2007.pdf Defence Communication Strategy], Retrieved from the Internet Archive of 13 February 2008 on 6 April 2018.</ref>

	It has resulted in what the Ministry of Defence describes as a "daughter document" the [[Defence Online Engagement Strategy]] <ref> Ministry of Defence, [http://www.mod.uk/NR/rdonlyres/DA772904-E12C-4AB1-A5F7-0C6651ABC83F/0/online_engagement_strategy.pdf Defence Online Engagement Strategy], accessed 6 Febuary 2009 </ref> which is effectively a Ministry of Defence strategy aiming to exploit the emergegence of new media and specifically "Web 2.0" for their own purposes, and also to effectively "damage control" any unwanted criticism of the MoD which may filter through this new media		It has resulted in what the Ministry of Defence describes as a "daughter document" the [[Defence Online Engagement Strategy]] <ref> Ministry of Defence, [http://www.mod.uk/NR/rdonlyres/DA772904-E12C-4AB1-A5F7-0C6651ABC83F/0/online_engagement_strategy.pdf Defence Online Engagement Strategy], accessed 6 Febuary 2009 </ref> which is effectively a Ministry of Defence strategy aiming to exploit the emergegence of new media and specifically "Web 2.0" for their own purposes, and also to effectively "damage control" any unwanted criticism of the MoD which may filter through this new media

@@ Line 1: / Line 1: @@
-The Defence Communications Strategy aims to 'enhance the reputation' of the UK [[Ministry of Defence]] and Armed Forces 'both internally and externally, through influencing the understanding, activity and perceptions of internal, domestic and international audiences'.<ref>Ministry of Defence, [http://www.mod.uk/NR/rdonlyres/37DE03BF-CC7E-413B-AC52-5DF659603618/0/defence_communication_strategy2007.pdf Defence Communication Strategy], accessed 30 January 2009</ref>
+The Defence Communications Strategy is a document produced by the [[Directorate General Media and Communications]] of the [[Ministry of Defence]]. It aims to 'enhance the reputation' of the UK [[Ministry of Defence]] and Armed Forces 'both internally and externally, through influencing the understanding, activity and perceptions of internal, domestic and international audiences'.<ref>Ministry of Defence, [http://www.mod.uk/NR/rdonlyres/37DE03BF-CC7E-413B-AC52-5DF659603618/0/defence_communication_strategy2007.pdf Defence Communication Strategy], accessed 30 January 2009</ref>
 It has resulted in what the Ministry of Defence describes as a "daughter document" the [[Defence Online Engagement Strategy]] <ref> Ministry of Defence, [http://www.mod.uk/NR/rdonlyres/DA772904-E12C-4AB1-A5F7-0C6651ABC83F/0/online_engagement_strategy.pdf Defence Online Engagement Strategy], accessed 6 Febuary 2009 </ref> which is effectively a Ministry of Defence strategy aiming to exploit the emergegence of new media and specifically "Web 2.0" for their own purposes, and also to effectively "damage control" any unwanted criticism of the MoD which may filter through this new media
@@ Line 12: / Line 11: @@
 The Ministry of defence is aware of the growing influence of this media, noting in the Defence Online Engagement Strategy that " As audiences for social media grow,we must follow particularly as the importance of the traditional media reduce; thus, the question is not whther to engage, but how." <ref> Ministry of Defence, [http://www.mod.uk/NR/rdonlyres/DA772904-E12C-4AB1-A5F7-0C6651ABC83F/0/online_engagement_strategy.pdf Defence Online Engagement Strategy], accessed 6 Febuary 2009 </ref>

← Older revision		Revision as of 09:11, 3 March 2009
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	The Ministry of defence is aware of the growing influence of this media, noting in the Defence Online Engagement Strategy that " As audiences for social media grow,we must follow particularly as the importance of the traditional media reduce; thus, the question is not whther to engage, but how." <ref> Ministry of Defence, [http://www.mod.uk/NR/rdonlyres/DA772904-E12C-4AB1-A5F7-0C6651ABC83F/0/online_engagement_strategy.pdf Defence Online Engagement Strategy], accessed 6 Febuary 2009 </ref>		The Ministry of defence is aware of the growing influence of this media, noting in the Defence Online Engagement Strategy that " As audiences for social media grow,we must follow particularly as the importance of the traditional media reduce; thus, the question is not whther to engage, but how." <ref> Ministry of Defence, [http://www.mod.uk/NR/rdonlyres/DA772904-E12C-4AB1-A5F7-0C6651ABC83F/0/online_engagement_strategy.pdf Defence Online Engagement Strategy], accessed 6 Febuary 2009 </ref>
−
−
−	~~==Press Reaction to the Strategies==~~
−
−	~~On Febuary 8th 2008, The Independent was one of the few newspapers to report on the launch of the Defence Online Engagement Startegy~~
−
−	~~"'''Freedom Of Information: Facebook – the new battleground in Iraq and Afghanistan~~
−
−	~~'''Social networking sites present a PR problem for the Army. Robert Verkaik, Law Editor, examines newly released papers showing how the generals intend to tackle the new media''''''~~
−
−	~~Facebook and MySpace are at the centre of a new media offensive in the Government's battle to win the PR campaign over unpopular conflicts in Afghanistan and Iraq.~~
−
−
−	Documents released by the Ministry of Defence (MoD) under the Freedom of Information Act show that ministers are concerned that overwhelming public opinion is opposed to "operations in Iraq" and that there is only a slim majority in favour of Britain's military role in Afghanistan.
−
−	A series of negative stories concerning poor equipment, accommodation and pay has been fuelled by soldiers using social networking sites and video-sharing sites, such as YouTube, to publicise their own grievances. The MoD warns that "more discipline" and "greater enforcement" of military conduct rules is necessary to tackle "the publishing of unauthorised content on unofficial channels . . ."
−
−	One strategy paper published in August last year acknowledges that "internal communications has tended to take second place to our engagement with the media. Yet our own people are our most effective advocates in promoting our activities, and they can be our most damaging critics."
−
−	For military personnel who continue to breach the rules and use the internet to publish unauthorised video footage or complain about their lot, it could mean a court martial and dismissal from the Armed Forces.
−
−	On the wider PR campaign, the MoD adds: "There is a lack of public understanding of the rationale behind each mission . . . There is a growing perception that – particularly on operations – our Armed Forces are not as well equipped as they should be and that we do not look after our people as well as we should." To counter these perceptions the MoD spin doctors suggest accentuating the positive rather than allowing the media to dwell on the negative. In Iraq, for example, commanders are told to "focus on the transition to Provincial Iraqi Control whilst continuing to maintain 'Overwatch'."
−
−	But in Afghanistan, it is better to highlight the reconstruction and development in Helmand Province and other parts of Afghanistan. "That has only been possible because of the military's efforts in maintaining the security situation," says the paper.
−
−	Commanders are also told to use the former conflict in Bosnia to illustrate "the success of the mission to demonstrate that things can be brought to a successful conclusion". In a separate document entitled "Defence On-line Engagement Strategy" sets out plans to use the new media for their own PR purposes. The MoD, in these documents, describes the "social media" as a Brave New World, but warns that it presents "new and emerging threats".
−
−	~~"We will not get our message across through 'traditional' media alone (especially increasingly politicised national press)," one of the papers says:~~
−
−	We need to exploit the many emerging channels and take advantage of their being increasingly trusted. We also need to get our messages direct to the public without going through potentially distorting media. It will be impossible to control the tide of new technology and channels or the way information is exchanged outside "traditional" channels." <ref>[http://www.independent.co.uk/news/uk/home-news/freedom-of-information-facebook-ndash-the-new-battleground-in-iraq-and-afghanistan-779766.html, The Indepedent Febuary 8th 2008], accessed 13 /Febuary/2008</ref>

← Older revision	Revision as of 17:20, 6 April 2018
(No difference)

← Older revision	Revision as of 09:10, 3 March 2009
(No difference)

← Older revision		Revision as of 09:03, 3 March 2009
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−	It has resulted in what the Ministry of Defence describes as a "daughter document" the Defence Online Engagement Strategy <ref> Ministry of Defence, [http://www.mod.uk/NR/rdonlyres/DA772904-E12C-4AB1-A5F7-0C6651ABC83F/0/online_engagement_strategy.pdf Defence Online Engagement Strategy], accessed 6 Febuary 2009 </ref> which is effectively a Ministry of Defence strategy aiming to exploit the emergegence of new media and specifically "Web 2.0" for their own purposes, and also to effectively "damage control" any unwanted criticism of the MoD which may filter through this new media	+	It has resulted in what the Ministry of Defence describes as a "daughter document" the [[Defence Online Engagement Strategy]] <ref> Ministry of Defence, [http://www.mod.uk/NR/rdonlyres/DA772904-E12C-4AB1-A5F7-0C6651ABC83F/0/online_engagement_strategy.pdf Defence Online Engagement Strategy], accessed 6 Febuary 2009 </ref> which is effectively a Ministry of Defence strategy aiming to exploit the emergegence of new media and specifically "Web 2.0" for their own purposes, and also to effectively "damage control" any unwanted criticism of the MoD which may filter through this new media

	==Web 2.0==		==Web 2.0==

@@ Line 11: / Line 11: @@
 "Web 2.0 is about harnessing the potential of the Internet in a more collaborative and peer-to-peer manner with emphasis on social interaction. It has less to do with technology and more to do with a mindset change aimed at facilitating collaborative participation and leveraging the collective intelligence of peers."  <ref>[http://infosysblogs.com/web2/2006/10/overview_of_web_20.html, Infosys Overview of Web 2.0],     accessed 13/Febuary/2008</ref>
-The Ministry of defence is aware of the growing influence of this media, noting in the Defence Online Engagement Strategy that " As audiences for social media grow,we must follow particularly as the importance of the traditional media reduce; thus, the question is not whther to engage, but how." <ref> [
+The Ministry of defence is aware of the growing influence of this media, noting in the Defence Online Engagement Strategy that " As audiences for social media grow,we must follow particularly as the importance of the traditional media reduce; thus, the question is not whther to engage, but how." <ref> Ministry of Defence, [http://www.mod.uk/NR/rdonlyres/DA772904-E12C-4AB1-A5F7-0C6651ABC83F/0/online_engagement_strategy.pdf Defence Online Engagement Strategy], accessed 6 Febuary 2009 </ref>
 ==Press Reaction to the Strategies==
@@ Line 40: / Line 41: @@
 "We will not get our message across through 'traditional' media alone (especially increasingly politicised national press)," one of the papers says:
-We need to exploit the many emerging channels and take advantage of their being increasingly trusted. We also need to get our messages direct to the public without going through potentially distorting media. It will be impossible to control the tide of new technology and channels or the way information is exchanged outside "traditional" channels." <ref>[http://www.independent.co.uk/news/uk/home-news/freedom-of-information-facebook-ndash-the-new-battleground-in-iraq-and-afghanistan-779766.html, The Indepedent Febuary 8th 2008], accessed 13 /Febuary/2008</ref> Ministry of Defence, [http://www.mod.uk/NR/rdonlyres/DA772904-E12C-4AB1-A5F7-0C6651ABC83F/0/online_engagement_strategy.pdf Defence Online Engagement Strategy], accessed 6 Febuary 2009 </ref>
+We need to exploit the many emerging channels and take advantage of their being increasingly trusted. We also need to get our messages direct to the public without going through potentially distorting media. It will be impossible to control the tide of new technology and channels or the way information is exchanged outside "traditional" channels." <ref>[http://www.independent.co.uk/news/uk/home-news/freedom-of-information-facebook-ndash-the-new-battleground-in-iraq-and-afghanistan-779766.html, The Indepedent Febuary 8th 2008], accessed 13 /Febuary/2008</ref>

← Older revision		Revision as of 12:03, 13 February 2009
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	"We will not get our message across through 'traditional' media alone (especially increasingly politicised national press)," one of the papers says:		"We will not get our message across through 'traditional' media alone (especially increasingly politicised national press)," one of the papers says:

−	We need to exploit the many emerging channels and take advantage of their being increasingly trusted. We also need to get our messages direct to the public without going through potentially distorting media. It will be impossible to control the tide of new technology and channels or the way information is exchanged outside "traditional" channels." <ref>[http://www.independent.co.uk/news/uk/home-news/freedom-of-information-facebook-ndash-the-new-battleground-in-iraq-and-afghanistan-779766.html, The Indepedent Febuary 8th 2008], accessed 13 /Febuary/2008</ref>	+	We need to exploit the many emerging channels and take advantage of their being increasingly trusted. We also need to get our messages direct to the public without going through potentially distorting media. It will be impossible to control the tide of new technology and channels or the way information is exchanged outside "traditional" channels." <ref>[http://www.independent.co.uk/news/uk/home-news/freedom-of-information-facebook-ndash-the-new-battleground-in-iraq-and-afghanistan-779766.html, The Indepedent Febuary 8th 2008], accessed 13 /Febuary/2008</ref> Ministry of Defence, [http://www.mod.uk/NR/rdonlyres/DA772904-E12C-4AB1-A5F7-0C6651ABC83F/0/online_engagement_strategy.pdf Defence Online Engagement Strategy], accessed 6 Febuary 2009 </ref>