The PR agency is to manage a consultation campaign with a cross-section of the UK media in order to gauge opinion about the RAF.
The agency is to send senior journalists questionnaires and host focus groups with them as a ‘temperature test’ of opinion.
‘We think we have a good image in this country but it is quite low-profile,’ said RAF group captain David Prowse.
‘If you ask people on the street about the armed forces, they do not think of the RAF, which means we are not getting our message out. We want to know first what the media think about us,’ he added.
Lewis client services director Clive Booth said the journalists surveyed will come from the children’s media, lads’ magazines, broadcast media, lifestyle and women’s magazines, the retirement press, management and business titles.
He said: ‘We will have the final results by the end of January.’
The appointment is not linked to any current military operations, Booth added.