The Australian Army is currently facing a range of internal and external challenges that necessitate a strategic approach to communication and management. While public relations and external communication are undoubtedly important, it is crucial to avoid over-prioritising them to the extent that resources are diverted from more fundamental business functions. To borrow from the realm of philosophy, it is often emphasised that true acts of giving occur when nobody is watching.

Elon Musk's comments in 2021 regarding the removal of Tesla's PR department resonate with this sentiment.  Placing a greater focus on building exceptional products and relying on satisfied customers for word-of-mouth marketing can prove more effective than employing traditional public relations tactics. Similarly, the Australian Army should prioritise the establishment of trust and credibility through transparent and effective communication, rather than attempting to influence public opinion in ways that can be seen as inauthentic.

The recent controversy surrounding the Australian Defence Force's handling of flood efforts serves as a stark reminder of the perils associated with allocating resources to PR endeavours instead of allowing our actions to speak for themselves. Staged photo shoots (or the perception of them) erode public trust and foster a culture of spin and manipulation, ultimately causing damage to the organisation's reputation. Moreover, this approach can breed a lack of transparency and trust within the organisation itself, hampering its ability to improve and overcome challenges.

Beyond the seemingly benign yet self-indulgent nature of staged photo shoots, there exists a more insidious example that exacerbates the erosion effect: Afghanistan. Just like any organisation or organism responding to stimuli, the Army (and broader Defence), in its pursuit of cultivating a carefully crafted narrative throughout the Afghanistan conflict, created a substantial disconnect between the lived experience of those served there and the image portrayed to the public.

Criticisms range from the Army prioritising its image over the welfare of its soldiers to allegations of covering up war crimes and other misconduct. The Army's excessive focus on public relations has fostered a culture of secrecy, which, in turn, fuels these accusations and speculations.

To effectively address its challenges and weaknesses, the Australian Army must prioritise internal communication strategies and change management. Encouraging examples of this approach can be found in initiatives like the Army’s implementation of the Defence Strategic Review (DSR).

Admittedly, there are inherent limitations to the transparency of internal communications, such as the limited distribution of restructuring planning until a final decision can be announced. While this restricted distribution may be frustrating, it serves a purpose: to avoid premature anxiety over decisions that may never come to fruition and to prevent potential sabotage from within the organisation. Nevertheless, this limited distribution of internal changes should be minimised to ensure the best solutions are derived from a wide range of ideas.

It is important to note that my expectations for the Australian Army's communication strategy in 2023 were rather high. I anticipated a roadmap offering practical advice and setting the tone for effective communication. Unfortunately, I believe it to be lacking substance and appearing excessively corporate, considering its placement on the Defence Protected Network.

Furthermore, it fails to address the core issue at hand: the need for greater emphasis on internal communication within the overall strategic communications effort. While the strategy acknowledges that "our people" are among the intended audiences, it only briefly mentions how "our people" can be framed within an outward narrative.

The sense of operating within a knowledge vacuum extends beyond staff officers or individuals eagerly anticipating the rumoured DSR changes. During an Army Cultural Engagement brief held at the Monash Theatre in the Edinburgh Defence Precinct on June 26, 2023, hundreds of surveyed soldiers expressed numerous complaints regarding the communication of their purpose or tasks. While soldiers have the right to voice their grievances, it is worth considering that something as seemingly "trivial" as a lack of purposeful communication may not necessarily directly result in separations, but it certainly cannot be conducive to recruitment and retention efforts.

It is imperative for the Australian Army to strike a balance between public relations-style communication to the community, addressing the actions of individual members publicly, and vital internal communication aimed at effectively tackling its challenges. By prioritising effective internal communication and change management, the organisation can establish trust and credibility, ultimately enhancing its effectiveness in serving and safeguarding the nation. This comprehensive approach will ensure that the Australian Army can navigate both internal and external landscapes while upholding its responsibilities with integrity and transparency.