Enlarging the role of Army’s public information directorate Bharat Shakti 02 Jun 17
Militancy in J and K assisted by stone throwing, increased militant encounters, Chinese intrusions, regular firing incidents on the Pak border and aid to civil authorities ensure that the army remains in the limelight throughout. The nation witnesses’ discussions on TV concerning actions of the army, where veterans join a multitude of politicians spread across party lines, security analysts from Pakistan and supporters of pro-Pak separatists all screaming at each other, seeking to drown opponents’ voices on issues of national interest. Rarely do senior serving officers give interviews on prevailing situations, army reactions and involvement or answer media queries. These interviews even when held, never give a true picture of the army’s involvement in every spectrum of local lives, just dealing with current issues at hand. Thus, the nation receives only limited version of facts.
In contrast, the Director General (DG), Inter Services Public Relations (ISPR) of Pakistan is the one point contact and source of information on all matters concerning their military. While for India, his tweets and press releases are a biased version, but for the world he is the source of all information pertaining to military operations or information. Till Parrikar was in the chair, he was the individual who regularly interacted with the press and presented the military’s viewpoint. However, most of his interactions only concerned operational issues and the government viewpoint.
I agree India is not akin to Pakistan where recently their PEMRA (Pakistan Electronic Media Regulatory Authority), passed a directive banning all television media houses from airing unverified news or analysis themed around the Pak army or its relationship with the civilian government. The statement went on to state that the content can prove to be problematic if it accuses the military of something or tarnishes its image. This opens doors to their army to resort to any level of brutality, when handling militancy, which could never be adversely commented upon as also is an open threat to media to toe its line. The Indian army, on the other hand, comes in for criticism from various quarters frequently. This is expected in a true democracy and should be welcomed.
Kashmir, the present hotbed of operations has deep military involvement, basically due to its terrain and lack of development. The army provides succour to the local population in times of need, medical aid and facilities at regular intervals, computer and skill training to enhance knowledge of youth and also has established army goodwill schools in remote areas. There have been instances when Kashmiri sportspersons have been trained at army cost and facilities, having gone ahead and performed creditably at national and international events. The young Tajamul Islam, who won the world kickboxing sub junior title, being an example. Further, it has been the army and the air force which have been the first to react whenever there has been any calamity including floods and earthquakes. Information on all this remains suppressed and is hardly ever projected.
The government philosophy in Kashmir is employing an iron fist in a velvet glove and Winning Hearts and Minds (WHAM). This is only possible when the efforts being adopted by the army for the betterment of the local population is broadcasted across all spectrums of media and highlighted in local channels at frequent intervals, including interviews of those that participated or were assisted. It should also be aimed at targeting the common Indian, who would realize that the army’s involvement in Kashmir, goes way beyond battling militants and restoring order.
The army department responsible for interacting with the press is the Additional Director General, Public Relations (ADGPI). It issues information of military supported local activities conducted in the valley or the North East, areas where we need to win hearts and minds, either on its Facebook page or twitter account. It does not openly interact with the press or give regular briefings. Hence its information is hardly visible. Most residents of the state impacted, leave aside the nation, are even aware that the army undertakes such activities. It has only recently been broadcasting figures of attendance of locals in recruiting rallies.
Amongst events recently conducted in the valley, by the army, available on the ADGPI Facebook or twitter page include kisan mela’s, local T-20 cricket leagues, inter village sports competitions and youth festivals. Each event had immense participation and were roaring successes, visible when perused. Medical camps conducted by the army have had over a thousand attendees. No event was interrupted with cries for azadi nor affected by stone throwing, despite most being held in militancy affected areas.
These events project a true picture of rural Kashmir, where locals are in support of the army, rather than militants. It also projects that those pelting stones or interrupting operations are doing so, solely under pressure or to earn a few hundred rupees. While cities may be influenced by anti-Pak elements, rural areas are not. While schools and colleges across the state were shut during the violent summer of 2016, army goodwill schools in the interiors remained open and had full attendance. It was in frustration of being unable to gain control over rural areas that Geelani stated that Kashmiri’s should give up attending army goodwill schools.
The army is missing an ideal opportunity of winning hearts and minds, not only in the valley, but also across the nation. It needs to spread the message of its efforts by every means, including fixed slots in all government owned or pro-government channels, radio shows and newspapers. In local areas, the spread of its message should be via every possible media including social. The more it spreads, the better the impact. It should also devise a methodology, where spokespersons from the ADGPI states its position on issues concerning the army to the press, to avoid fake complaints and criticism. In summary, the army should become more press friendly and more interactive, by permitting the ADGPI to be a true army spokesperson, rather than displaying army efforts on Facebook or twitter and restricting media interactions to only a select few.
About the Author
Maj Gen Harsha Kakkar
Retired Major General Indian Army