CAPF:need an effective media management

Like others, Central Police Forces also want publicity of its good work. As a disciplined force, these organizations do not have their own set up to highlight good work or other positive activity . But over the period , some CPOs trying to change its perceptions and in the age of social media , the government also started thinking the importance of publicity. Recently, during Amarnath yatra, CAPF’s maturity came to the fore.  Central Armed Police Forces are now more mature to handle media information and mass communication outreach.

I am talking about the incident of July, 8, 2022,  when a flash floods near holy Amarnath Cave once again highlighted the existence of a robust system of reliable information handling and dissemination to media by the Central Armed Police Forces (CAPFs) during a crisis situation. While many responsible agencies were delaying the passing of information, the Central Armed Police Forces (CAPFs) remained in the forefront in sending correct information with regular intervals which was propagated at the right time which was used by the mainstream media for dissemination of information at various news channel platforms. 

The Indo-Tibetan Border Police (ITBP) was seen taking the lead by providing visuals and data of the disaster in real time. The media engagement by the ITBP was suo motto, quick, correct and reliable which was greatly received by most of the national and international media. Within half an hour of the disaster, the ITBP HQrs ensured media management through live interaction with the official spokesperson and multiple pictures and visuals were made available for the reporters. The ITBP painstakingly engaged the media for the next 48 hours day and night with on-the- ground developments with official quotes. Most of the electronic, print and digital media carried their version which was to the point, precise and quick. The ITBP is still providing daily updates on the same. With more than 2 million social media followers, the Force has a parallel media engagement strength which is always helpful for the mainstream media houses. 

The Border Security Force (BSF) provided footage and air evacuation visuals and pictures from the next day of the disaster. The BSF also highlighted their hospital facilities created in a short time and casualty evacuation done from the Base Helipad onwards. 

The Central Reserve Police Force (CRPF) also engaged the media and provided much needed information as and when sought by the media. Being the largest foothold on the ground in the Yatra, the CRPF’s media management was supported by on the ground visuals. 

From the past decade, it is observed that the system of media engagement and mass communication has been increasing year by year. Though, all the CAPFs are mostly restrictive in the flow of information, but more recently, they have been doing great service to the news world by providing much needed discernible information with a professional approach. A senior CAPF officer said that with the deployments spreading, the CAPFs are now considered the eyes and ears of the system. “If you see some incidents such as Covid-19 pandemic, Tapovan flash floods, Deoghar ropeway incident etc, you will find that the CAPFs are at the forefront of active media engagements. Gone are the times that the CAPFs were neglected and their contributions and services were not highlighted by the media due to lack of reliable information or ignorance”

With changing times and advent of the new media that is digital media, the CAPFs- the Central Reserve Police Force (CRPF), Border Security Force (BSF), Central Industrial Security Force (CRPF), Sashastra Seema Bal (SSB), Indo-Tibetan Border Police (ITBP), National Security Guard (NSG), National Disaster Response Force (NDRF) has millions of followers on social media. They influence the audience in a big way now. 

More recently, during the International Day of Yoga, most of the electronic and digital media got top class visuals from the CAPFs specially from the ITBP. With changing requirements and the shape of media management, the CAPFs have also changed their methods of media push and communications in a big way. Since 2010, many developments have taken place in the CAPFs for media and public relations push. Public Relations Officers are placed and dedicated people are posted for the purpose. 

A senior BSF officer said that the size and responsibilities of the CAPFs are the key in such media engagements. “The reach of CAPFs in the present context is second to none. From the borders to the sea, they are everywhere, be it the border guarding, law and order duty, disaster management, elections, VIP security or maybe government flagship missions, the CAPFs are presenting many stories for the traditional and modern media” said the officer. A retired CAPF officer said that the past decade has seen a phenomenal rise in the Public Relations process of the CAPFs. “Gone are the days when people only understood the Army and not the CAPFs. Now people are updated and aware about the roles and responsibilities of the BSF, CRPF and ITBP etc. Earlier, most of the works done by the CAPFs was not getting highlighted, but, with the advent of various media and specially the digital media and PR and mass communication exercise done by these Forces, the actual contribution of these forces to the service of the nation is coming to the light which is never before seen” said the retired officer.  

Media management is a specialised job and everybody said the role of media The Indo-Tibetan Border Police (ITBP) was seen taking the lead by providing visuals and data of the disaster in real time. The media engagement by the ITBP was suo motto, quick, correct and reliable which was greatly received by most of the national and international media. Within half an hour of the disaster, the ITBP HQrs ensured media management through live interaction with the official spokesperson and multiple pictures and visuals were made available for the reporters. The ITBP painstakingly engaged the media for the next 48 hours day and night with on-the- ground developments with official quotes. Most of the electronic, print and digital media carried their version which was to the point, precise and quick. The ITBP is still providing daily updates on the same. With more than 2 million social media followers, the Force has a parallel media engagement strength which is always helpful for the mainstream media houses. 

A senior CAPF officer said that with the deployments spreading, the CAPFs are now considered the eyes and ears of the system. “If you see some incidents such as Covid-19 pandemic, Tapovan flash floods, Deoghar ropeway incident etc, you will find that the CAPFs are at the forefront of active media engagements. Gone are the times that the CAPFs were neglected and their contributions and services were not highlighted by the media due to lack of reliable information or ignorance”

With changing times and advent of the new media that is digital media, the CAPFs- the Central Reserve Police Force (CRPF), Border Security Force (BSF), Central Industrial Security Force (CRPF), Sashastra Seema Bal (SSB), Indo-Tibetan Border Police (ITBP), National Security Guard (NSG), National Disaster Response Force (NDRF) has millions of followers on social media. They influence the audience in a big way now. The CAPFs have also changed their methods of media push and communications in a big way. Since 2010, many developments have taken place in the CAPFs for media and public relations push. Public Relations Officers are placed and dedicated people are posted for the purpose. Senior officers should also realize that annual press briefing is not an effective media exercise. Regular interaction will be good for both. 

However, many feel that there is a lot of scope left for more media engagements by these forces. “Though its impressive since the past couple of decades, the scope of PR and mass media is still so young in the CAPFs, it needs further maturity which will only come if these forces adopt professional aptitude to have a pool of energetic and thoughtful minds engaged in the PR and mass communication process. A pool of officials must be identified by each CAPFs to further improve their mass media presence which will ultimately help the system to provide more and more reliable and actual communication during the times of crises.” a senior mass media expert said.

This is an established fact that the role of media is very important. But problem arises when they are not provided with the correct and authentic information. In such a situation media is bound to give half baked stories. The information, gathered from unofficial sources always adds to panic and top of this the government officials get annoyed. Such situation could be avoided if the government briefed media regularly. Every CAPF should have a dedicated media unit, headed a senior officer, at least by a 2 IC or a  Dy Commandant level officer. The PR unit should be rich in staff as well as in technical facilities. The staff should be given exposure to print, electronic and broadcast media so that they can supply Force’s achievements according to their need. A separate cell for Social Media be created. This will help to counter nasty campaigns, if any , against the organisation. 

 

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