Better than any SAF advertisement

With Work Plan season round the corner, the Defence Ministry's spin doctors are likely to be polishing their arguments for more defence dollars.

A more insightful Public Affairs Directorate (PAFF) at the Singapore Ministry of Defence (MINDEF) would argue for less, because it can count on outside voices to tell its side of the story with more impact, literary panache and credibility than any PAFF organ.

Indeed, PAFF's weakened ability to host media embeds will count against the Singapore Armed Forces (SAF) in peace and in times of troubled peace. Don't even get me started on whether PAFF can support the SAF if Singapore were to fight a Wallaby or Forging Sabre-type battle scenario north of the border. Simply put: we can't do it and will lose the battle for hearts and minds.

In 1997, then Deputy Prime Minister Lee Hsien Loong described a newspaper lensman's image of SAF soldiers in action as one that "spoke volumes for the professionalism and reputation of the SAF".

"It did more to improve the SAF's image than any advertising campaign," Mr Lee added.

That picture was taken by a foreign media photographer who operated out of Phnom Penh's airport. He was not part of the media entourage that the SAF escorted to Phnom Penh aboard one of the 122 Squadron C-130s tasked to execute Operation Crimson Angel, the SAF's largest non-combatant evacuation operation. Indeed, the only photographers allowed on that flight were PAFF's own photographers.

There are many reasons why the media may not accompany a military operation. Lack of space is one, safety and security is another common reason/excuse. A defence information professional, say for example a competent Director Public Affairs, must weigh the benefits of capturing the moment for a larger audience, and push his case in situations where the value of publicity merits the presence of a credible voice.

In times of need, media pools are one way in which rival newsrooms close ranks to share resources.

I reproduce the article below, plus Mr Lee's comments published in the 90 cents newspaper on 21 July 1997 in an article titled "Better than any SAF advertisement".

International Herald Tribune, 10 July 1997

"Recently, the SAF mounted an operation to evacuate Singaporeans from Cambodia. The Singaporeans there had organised themselves, worked out emergency procedures, set up communications, gathered at designated places, and calmly evacuated from Phnom Penh. Their SAF training showed. The RSAF flew out 450 people from Phnom Penh on six flights in four C-130s. The operation went smoothly.

"The International Herald Tribune published an Associated Press photograph of the operation. It showed two SAF soldiers, in full battle order, checking two civilians about to board the aircraft, using hand-held metal detectors.

"A third soldier stood alert in the background, near the loading ramp of the C-130, weapon held at the ready. They looked totally competent and well-organised, which they were. The caption was factual: 'Singaporean troops conducting a security check at Phnom Penh airport before evacuating their countrymen'.

"But this single photograph spoke volumes for the professionalism and reputation of the SAF. It did more to improve the SAF's image than any advertising campaign." - Singapore's Deputy Prime Minister (now Singapore PM), Lee Hsien Loong, 20 July 1997

Now let's look at how PIONEER magazine photographed the same event from the safety of the C-130 cargo ramp.

The same event, photographed from a different perspective, resulted in a picture that in my humble opinion is less dramatic than the one published in the IHT.

PAFF realised the importance of media embeds and this reached the high water mark during Operation Flying Eagle when it hosted the largest contingent of local and foreign journalists after the Boxing Day 2004 tsunami.

The capabilities carefully built up since then have been whittled away, due to reasons which many of you will be familiar with.

Today's PAFF seems casualty-averse, going by the flurry of excuses they throw to Singaporean news editors and journalists whenever they ask to accompany SAF operations to places such as Afghanistan. Truth is, ladies and gentlemen, you could die just as easily in Singapore after being knocked down by a rogue diplomat or other assorted life-robbing events.

If roving foreign journalists can produce heart-stirring images that beat any SAF advertising campaign, just think about the impact such images can have on public sentiments if lensmen one day photograph the SAF in a negative light.

Not every operation will unfold the way we would like it to happen. In combat situations, particularly those on occupied territory, the SAF will have to work hard to buff up its international image.

It is true that allowing independent observers to watch your combat forces at work entails some risk to your public image. Red faces may ensue should journalists write about events, issues or observations MINDEF/SAF would rather keep under wraps.

But MINDEF/SAF defence professionals should have the confidence that the SAF will project the "right" international image and maintain the moral high ground.

No less important is having the backbone to roll with the blows. Afterall, a soccer match with a 1:0 result in one's favour is a match won. So is a match with a 6:4 result. You won the match even after letting in some goals.

This sort of mindset and strategic level of public affairs calls for a very high standard of defence information management, which is something beyond the capabilities that the current-day PAFF can deliver.

Are you surprised when high-risk SAF combat deployments to Afghanistan and the Gulf of Aden received paltry coverage and local and international awareness?