After many years of media training Defence Force Recruiting spokespeople, we were so proud to see Navy personnel doing a stellar job in Brisbane with an Open Day and a big, positive article in major Brisbane newspaper The Courier Mail.
The HMAS Dechaineux Open Day
The HMAS Dechaineux docked in Brisbane and the guided missile vessel was open for all to come on board, join a tour with Lieutenants and Able Seamen to see the real thing and get a feel for what life is like on board before considering enlistment.
Various Navy spokespeople were interviewed at the Open Day.
Key Messages and Target Audience
Their key messages were spot on and targeted for the aims of the Open Days; primarily to encourage people to consider a career in the Navy and Defence more generally.
This resulted in control of the messages and really positive stories and quotes for the Navy. Of course, this is the sole purpose for Defence to do media interviews.
In addition, the spokespeople cleverly realised that potential recruits may have objections or issues holding them back from joining up, so they enacted their issues management techniques and covered many of these in their quotes and messages to the journalists.
Defence is always trying to encourage more women to join, so they used the media opportunity to express why the Navy is so great for women and to address any issues that may be particularly relevant to women.
Just like we taught them.
In our general media training for Defence personnel across Navy, Army, and Air Force, we have covered many different messages and in particular, the core message of why joining Defence is a good career path and choice.
Benefits of Joining the Australian Defence Force
For example, working in the Australian Defence Force (ADF) in Australia can be considered a positive career choice for several reasons:
- National Security: Working in Defence contributes directly to the safeguarding of Australia’s national security interests. It involves protecting the country’s borders, sovereignty, and interests, both domestically and internationally.
- Sense of Purpose: Many individuals find working in Defence to be fulfilling due to the sense of purpose it provides. Knowing that your work directly contributes to the safety and security of your fellow citizens can be highly rewarding.
- Diverse Career Opportunities: Defence offers a wide range of career opportunities across various fields, including engineering, technology, logistics, intelligence, administration, healthcare, and more. This diversity allows individuals to explore different career paths and develop valuable skills.
- Training and Development: The ADF invests significantly in training and development programs for their personnel. This includes opportunities for further and vocational education, skill enhancement, leadership training, and career progression.
- Job Stability: Defence jobs often come with a high level of job security, particularly for those in uniformed roles. Government funding and ongoing strategic importance ensure a level of stability even during economic downturns.
- Competitive Compensation and Benefits: Defence jobs typically offer competitive salaries and benefits packages. These benefits include healthcare for families, high superannuation, paid leave, and additional allowances for those deployed or working in remote areas.
- Cutting-Edge Technology: Defence organisations are often at the forefront of technological innovation, developing and using advanced equipment and systems. Working in Defence provides opportunities to work with state-of-the-art technology and contribute to its advancement.
- Opportunities for Travel: Some Defence roles offer opportunities for travel, whether for training exercises, peacekeeping missions, or international collaborations. This can be appealing for those who enjoy experiencing different cultures and environments.
- Pride and Honour: Many people feel a sense of pride and honour in serving their country through Defence roles. It’s a profession that is highly respected within society and carries a sense of duty and honour.
- Networking and Camaraderie: Working in Defence often involves being part of a close-knit community where colleagues share common values, experiences, and goals. This can lead to strong bonds and supportive networks both professionally and personally.
Overall, working in Defence in Australia offers individuals the opportunity to make a meaningful contribution to their country’s security while also enjoying a range of personal and professional benefits.
When talking about women joining the ADF, some of the core messages developed and benefits highlighted during the media training included:
- Equal Opportunities: The ADF is committed to providing equal opportunities for all personnel regardless of gender. Women have the same opportunities as men to pursue various roles within Defence, including combat, technical, leadership, and support positions.
- Diverse Career Paths: Defence offers a wide range of career paths across different domains, including engineering, logistics, healthcare, intelligence, administration, and more. This diversity allows women to pursue roles that align with their skills, interests, and aspirations.
- Professional Development and Training: Defence invests significantly in training and development programs for its personnel, including women. Women in Defence have access to various educational opportunities, leadership training, and skill development programs to enhance their capabilities and advance their careers.
- Leadership Opportunities: Women in Defence have the opportunity to pursue leadership roles at all levels of the organisation, including commanding units, leading projects, and serving in senior management positions. The ADF actively promotes diversity in leadership and encourages women to take on leadership roles.
- Supportive Environment: Defence aims to create a supportive and inclusive environment where all personnel feel respected, valued, and supported. Women in Defence can benefit from mentorship programs, peer support networks, and initiatives aimed at promoting diversity and inclusion.
- Work-Life Balance: Defence recognises the importance of work-life balance and offers flexible work arrangements to accommodate the diverse needs of its personnel, including women with families. This can include options such as part-time work, job sharing, remote work, and parental leave.
- Competitive Compensation and Benefits: Defence offers competitive salaries and benefits packages to its personnel, including women. These benefits include healthcare for families, high superannuation, paid leave, and additional allowances for those deployed or working in remote areas.
- Opportunities for Travel and Adventure: Women in Defence have the opportunity to travel and experience different cultures as part of their roles, whether deployed on operations overseas or participating in training exercises in various locations. This can provide valuable experiences and opportunities for personal growth and development.
- Sense of Purpose and Contribution: Many women find working in Defence to be fulfilling due to the sense of purpose and contribution it provides. Knowing that their work directly contributes to the safety, security, and well-being of their fellow citizens can be highly rewarding.
Overall, working for the ADF can be a very positive experience for women, due to the equal opportunities, diverse career paths, supportive environment, and opportunities for professional development and advancement that it offers.
In relation to the media coverage for the Open Day, the Defence-appointed Brisbane spokespeople did an amazing job in getting their key messages across and controlling the interview purpose by addressing risky issues.
As a result, The Courier Mail printed a very positive, promotional story.
