Public Affairs Office and Protocol

MISSION

To fulfil the army's obligation to keep the Basotho nation, the army and the international community informed. To feather establish the conditions that lead to confidence in the LDF while conducting operations in peacetime, conflict and war.

To Plan, develop and synchronize effective Public Affairs Programs, Policies and resources ensuring support for the commander's priorities and concept of operations.

VISION

Promote professional development within the PAO community by leveraging the expertise of its work force to aid in Military transition, provide networking opportunities and offering innovation in the field.

The PAO community would be the best trained and readily deployable professionals capable of analyzing and considering the attitudes and behaviors of the audiences.

SERVICES

The services of PAO and Protocol are in the form of information distributed to various publics; members of the organization and the general public. The office has six sections that include Public Information, Command Information, Community Relation, Photography, Information Technology and Protocol offices.

Currently the first three sections are combined into one due to limited resources and personnel. The photographic section is more effective since it has been established for some time, while Protocol tasks are performed by outsourced manpower during big events.

PUBLIC INFORMATION

The PAO and Protocol is responsible for conveying information of a military nature and focusing on security issues that must be known to the general public. The public affairs ensures that such information is not detrimental or will not compromise security. The mode of communication is via press conferences, interviews, press releases, telephonic distribution of press releases and emails. Information needs to be current, accurate, and timely. Such information gets approval from the higher command before it is shared to the media.

COMMAND INFORMATION

The PAO and Protocol office is, among other duties, responsible to ensure that any information or orders from the high command reaches service members including civilian employees of the LDF and sometimes the retirees if so required. Usually this type of information comes in the form of orders, organization policies or sometimes creating awareness, to the service members about the risk factors to be taken care of. This kind of communication prides members and increases their effectiveness as ambassadors of their organization.

COMMUNITY RELATIONS

The PAO and Protocol is charged with, among other tasks, maintaining Community Relations with the communities in which they are closely linked by various factors. The office use various methods to establish and maintain such mutually beneficial relationships. The communities include, among others, government ministries, private sectors, the general public and individuals to name just a few. The relationships are usually targeting to improve and protect the lives of Basotho in general.

STAKEHOLDERS

The PAO and Protocol doors are open to individuals, companies or any members willing to provide technical and or material support to the former. We ensure that we meet members of the media to provide information, regarding the activities of the organization, willingly or as may be required. he office also advice the command on how to handle issues affecting the media or the community based on analysis made on public perceptions.

PUBLIC AFFAIRS MEMBERS AT WORK

The public affairs officers are qualified in various media related fields. Some came as qualified media practitioners and went through the normal military recruitment procedure. Others attend media institutes while already serving and are later transferred to the Public Affairs Office. Some members get on the job training following a selection, influenced by individual's outstanding character. Being public affairs personnel is very challenging because one is required to be knowledgeable in addition to experience in terms of military culture. Without acculturation to military life one will not be in a good position to defend the organization from public perception and the expectation on the conduct of the military. The work of public affairs in the military is very important because it addresses public concerns regarding the army. It is therefore unique in that it is the only unit allowed to appear on media platforms in its official capacity as the mouth pease of the organization and its members. Members of PAO requires a dependable kind of character that the command would count on to give good advice. Such a representative also need to be a critical thinker.

PHOTOGRAPHY

The photography section. Former technically section of the Military Intelligence, has been active prior the establishment of public affairs office. It was necessary for it to operate since among other tasks was to design and provide members with the identity cards, passport size photos for service register, photos for intelligence use and covering important events of the organization for future reference. Following the incorporation into public affairs office, its tasks have been extended to preparing photos to be used on both the LDF calendar and media.

PUBLIC AFFAIRS COMMITMENT

The PAO is ever ready and will continue on keeping Basotho informed at all times with timely, accurate, relevant, credible and factual information without compromising security.

CLIENTS

The PAO and Protocol clients are the members of the organization and the community members, in particular those that have interest and or connection with the LDF. Various units within the organization provide the office of public affairs with information, worth knowing, by the public. It is the duty of the office of Public Affairs to meet members of the LDF to collect any information of public interest that require public consumption. To achieve its task, the office of public affairs liaise with the leaders of communities to initiate services that both parties can deal with, in coordination. The unit commanders habitually use members of public affairs to meet members of the community on their behalf. To achieve this task, public affairs members liaise with the leaders of communities to initiate services that both parties can deal with, in coordination.

PROTOCOL

The protocol tasks were already performed by the organization but randomly and decentralized. Currently the Public Affairs Office has been task to perform such duties. The office managed to coordinate the tasks and made the LDF one organized entity in the performance of protocol

OUR PROFESSIONALS

The unit, to date, comprise of only the military employees; some are professionals straight from civilian life while the majority got on the job training. They consist of various fields such as professional photographers who take both still and video photos and do video editing. The office possesses professionals in media related fields including Marketing, Public Relations, Journalism, Information Communication Technology, and Professional Communications among others.

TRAINING AND DEVOLOPMENT

The unit comprises of members holding degrees in media studies from various universities and technikons; nationally and internationally. Besides the professionals, the unit has the majority of members who acquired on the job training practice and are effective on their duties as photographers and video editors. Members rely on refresher courses organized by the office of Public Affairs using the principle of SWOT analysis based on the situation at work. Importantly it is worth noting that real – time situations in every day work demands various approaches in order to effectively meet the expected requirement.

MOTTO "THE FORCE MULTIPLIER"

While the actual task of the office is to protect the organization as a whole, it is worth noting that the PAO is fully consent on how the infantry performs its tasks and supports its endeavors. The idea addresses the role of PAO as the "force multiplier". Members attached to various infantry units, deployed at forward bases, document and publicize outstanding activities performed by such units or individuals.

SERVICE GUARANTEE

PAO is at all times available to serve its clients and treat them all, with respect. PAO abides by the laws governing the country and the LDF when dealing with clients. Finally to ensure that contact information of the office is known to the clients.

PAO DUTIES

It is PAO's responsibility to ensure that the following duties are performed regularly and without any compromise:

  • Supervise the preparation of reports and other releases to the public and the military.
  • Communicate news and information to the internal military audience
  • Provide information to media outlets and civic organizations
  • Schedule interviews, briefings and news conference
  • Develop and execute communication plan
  • Plan activities to improve public relations and publicize events
  • Overseer the gathering, management and quality of Army public relations production (including stills and video imagery and articles for Army publications)
  • Gain the support of the Basotho
  • Develop information strategies, solutions and risk assessments