The Netherlands Ministry of Defence

We are in the public eye

The Ministry of Defence exists as part of society. The duties entrusted to us are gradually growing not just domestically but also at an international level. As a result, in newspapers, on television and in public places, we are exposed to the public gaze more often.

This inevitably means that we feature frequently in the mass media. In other words compared to before, greater awareness is needed concerning the principles of communication and image creation. As mentioned, our image is heavily impacted by the small percentage of our number that the rest of the world (often coincidentally) happens to see.

Another basic rule is that we have to take the initiative. When information provision is carried out by a third party, positive aspects are not necessarily communicated. The reality is that an item is more likely to be reported as news if something has gone wrong. Precisely for this reason, the publication of positive information has to be promoted by us ourselves. In a wider sense, if we wish to create a positive image of the Ministry of Defence, we have to first start communicating that image ourselves.

Visibility of the Ministry of Defence

As an organisation expert in camouflage, the Ministry of Defence is more practiced in the art of concealment than exposure and even tries to dodge radar detection. However, it hardly takes any measures concerning its being the centre of attention, despite the fact that it does frequently find itself being highly exposed. Examples are the striking recruitment campaigns for civilian staff and volunteers using cinema and television commercials and posters. The journal of the Ministry of Defence is read not only by insiders, but also by those on the outside.

We may not realise it, but our visibility extends far beyond recruitment campaigns. In its outward projection, in other words our corporate identity, the Ministry of Defence has a conspicuous presence. In our military uniforms, materials and equipment, facilities, publications, and other aspects, wherever the Ministry of Defence is on the move in public (and that does not mean just when in convoy on the motorway), these elements form a lasting impression. And these are impressions that are repeated daily.

Importance of a positive image

Our image can also be described as our reputation. This relates to how we are understood by third parties and what special features and events they connect us with. A certain image could be completely opposite to our actual reality. This is not just an unfortunate misunderstanding, but a harsh reality which we have to deal with.

In order to reliably perform the duties entrusted to us, a positive image is necessary, and has a great effect for example on the amount of effort required to recruit new soldiers and employees, and on the enthusiasm of new recruits.

At the same time, a strong image functions as a protective barrier. Our image is determined by the reaction of the public and ultimately of politics to events reported in the news. This decides whether the trust we build is great or small and whether, when accidents occur, questions are immediately asked in the national parliament, or the matter is treated as a work-related accident.

What is our desired image?

Unless we clarify the identity of our armed forces, there is little point in our putting effort into advertising the good things about the Ministry of Defence. The issue directly involved here is what aspect of our identity we think should be conveyed in words, images and actions.

Inevitably, the three main duties of the armed forces; defence, building/maintenance of peace, and humanitarian assistance/support are our starting point in approaching this question. These duties are the purpose for which the armed forces exist and can therefore be said to form part of its identity.

The actual identity of the Ministry of Defence is one step further advanced than this. It is a combination of the special characteristics and commitment needed by the armed forces to perform their duties to the optimum level. Here, we will express these characteristics as responsibility, strength and sense of purpose.
In the second half of this handbook, these three characteristics will be examined in detail and an explanation will be given of how to communicate them to the community at large.

Symbols (a world of signs)

Symbols in the broadest sense are synonymous with the whole of the outward characteristics of an organisation or person. The world of the Ministry of Defence contains a very great number of symbols.
When we see a military uniform, we can immediately distinguish affiliation and rank. At official events, further symbols are added.

Making distinctions, for instance that between military personnel and civilians, between branches of the armed forces and between different military personnel, is the basic role of this kind of symbol. At the same time, symbols can bind people together and motivate them. Military personnel are proud of their military uniform and the unit they belong to.

Through such emotional significance, symbols become more than mere markers. One fundamental example is the Netherlands flag. As individuals we are all different, but on certain occasions the tricolor flag gives us a feeling of solidarity. This emotion comes into being only when symbols are consistently treated with respect and in accordance with strict procedures (traditions). This of course also applies very much to new symbols, for instance the Ministry of Defence logo.

Prestige of the Ministry of Defence (vitality: modernity and proficiency)

When measures based on the 2000 defence policy document (Defensienota 2000) are all completed, the Netherlands Army of 2009 will have a strength of over 76,000 (including civilian employees). This will consist of 16,600 in the navy, over 34,500 in the army, over 12,700 in the air force, around 5,500 in the constabulary, and around 6,800 in Defence Interservice Command (DICO) and the State Council. The armed forces will also have the latest equipment and adaptable fighting potential, allowing immediate and flexible response.

Our strength lies in human resources, equipment and knowledge. In order to deploy these capabilities in the optimum format according to requirements, a great amount of training is indispensable. Exercises are required to test our operations under very difficult conditions and to stimulate further improvement.
As an armed force, we must radiate strength, not only to intimidate the enemy but also as a sign that we are focused on our duties. Accordingly, it is acceptable for us to occasionally ‘flex our muscles’ as a show of self-belief. We must however avoid falling into the propaganda which we are familiar with from the old Eastern bloc countries. A sophisticated and moderate tone of communication is important.

Navy (overseas dispatch, autonomy, competence)

The navy is a world of its own. It is made up of boats, submarines, helicopters, patrol aircraft, and crews, and each ship functions separately as a fully independent unit.

The navy makes clear demands on its members. Because ships are dispatched overseas, their crews are forced to spend long periods away from their families, and as a result need to have mental flexibility and independence. Thorough training allows crews to deal confidently with the latest and most powerful technology, and individual members are equipped with the initiative and ability to perform their duties to a successful conclusion.

For the navy too, the barrier with the outside world has become less marked than before. This is apparent in its emergency response activities and in its cooperation with the other armed force organisations in assisting the civilian authorities. The navy consists of a range of ‘modules’ (a unit consisting of a number of ships, helicopters and aircraft), which can be readily combined into larger units. The varied world of the navy is unlimited and provides great motivation.

Communication in action

Our identity, both within and outside the organisation, should be recognisable in our communication. The following is a simple summary of points we need to ensure.

• In order to be able to represent the armed forces in the national parliament and elsewhere, the defence minister should have access to all information.
• The armed forces should be easily recognisable to external target groups.
• Opportunities should be created to demonstrate contacts between the Ministry of Defence and society.
• Information should be willingly provided concerning the performance of duties.
• The media and general public should be provided with timely and reliable information in the case of a significant incident.
• The size and capability of our human and material resources should be made known to the general public.
• We should be open at all levels about when and where we jointly undertake duties.
• Words and images should be used to show that the duties of the Ministry of Defence consist of work done by human beings.
• The duties of the armed forces should be made more accurately known.
• Communication should be carried out based on the specific character of the relevant armed force unit, while always emphasising comradeship and cooperation.

individual

• I am

  

  joyful colleagues

  

  humour in uniform

  

• I can

  

  outdoor activity

  

  toys for boys

  

• strong

  

  companionship

  

  enthusiasm

  

• I have a power

  

  responsibility

  

  prepared

  

• I help

  

  taking action

  

  mobilisation

  

• I make a difference

  

  socially relevant

  

  Dutch contribution

  

collective