The Army is seeking PR advice from an agency or a communications
professional as part of its bid to raise its profile and communicate its
role in the post-Cold War era.
The position will involve planning and implementing a corporate
communications strategy, including media relations, and liaising with
Army employees and their families. It is expected to be filled by
The agency or individual will be hired through the Central Office of
Information and will report to director of PR, Brigadier Robert
The brief involves working with the Army’s seven PR staff in London,
based at the Ministry of Defence, and its 35-strong regional PR team.
Some of the Army’s regional units employ local PR agencies.
Gordon said: ’We recognise in this modern age that we need to get from
the private sector the expertise we don’t have as soldiers. We need
advice on professional contacts in terms of the Army’s corporate
communications strategy. We’re in an era where there’s an incredible
lack of knowledge about the Army. We need to make sure the Army’s
profile is raised.’
Last July’s Government strategic defence review, which aims to reform
the armed forces for the post-Cold War era, included budget and staff
cuts which will hit the Territorial Army - part-time soldiers - more
than the regular career Army. The TA recently hired Consolidated
Communications to help promote its role within the armed forces.
The review also included measures designed to modernise the Army such as
adding 3,300 troops to the regular Army and increasing the number of
deployable armoured and mechanised brigades.
The Army counts 108,000 career soldiers, as well as the 55,000 part-time
soldiers which make up the TA. It is present in 2,500 locations around
the world, including major presences in Northern Ireland, Bosnia, Cyprus
and Brunei, Canada, Belize, Kenya and the Falkland Islands. The Army is
also in the process of redesigning its logo.