Army Chief Speaks Like a Human Being
November 7, 2007 by Eric Eggertson
Filed under Marketing
Military language can be very impersonal. The army rep reports to the media about "incursions" and "assets" and "collateral damage" and a dozen other terms several sanitizing steps away from the brutality and boredom of armed conflict.
So it’s a relief to see Canada’s Chief of the Defence Staff General Rick Hillier recognize the value of communications in improving the reputation of Canadian forces and instilling pride in the soldiers, the military, and the role they play.
Chastised recently by unnamed government reps for speaking too plainly about the challenge that lies ahead in Afghanistan, Hillier responded with an open, caring display of humanity in a speech at a Canadian Association of Broadcasters event.
"I am not always politically wise in my comments.
"I am no politician and I don’t think I’m very wise. But I’ll say this. I represent those 87,000 young men and women who serve in our Canadian Forces regular and reserves. I represent in a different manner their families.
"I am their champion, and in a way I serve them as much as I serve the government of Canada and you Canadians and Canada itself."
These are the words of a leader who isn’t afraid to speak plainly about issues, and who is willing to shoulder criticism and protect those who follow him. It’s a far cry from the brusque language of non-disclosure and entitlement (to respect, whether earned or not) that military officials are too often know for.
Hillier acknowledged the sea change that was needed to move away from the old school approach of military media relations.
"We certainly didn’t talk to you, we didn’t talk to the media. The story was not told and we became distant, alienated from our population, and not part of this Canadian society."
In his speech, and in comments to reporters, he likened the military leadership’s role to that of a marketer.
"If we can’t market Canada’s sons and daughters back to Canada’s moms and dads, we need to find somebody to replace us to do the job.
"Because that’s what needs to be done."
(Banner ad on Canadian Forces site.)
Doublespeak doesn’t work any more (actually, it never really did). Speaking like a human being is the only thing that can help a country understand what’s at stake, and what role the military can play.
Photo via Wikipedia.
Tags: canada, rick hillier, defence, pride, military, plain language, soldiers, politicians, journalists
Just because he’s plain spoken doesn’t mean that what he says should be taken as gospel truth. He has his opinions and his own agenda and yes, it’s good that he makes that agenda plain, but I find the media’s blind obeisance to military leaders a little scary. The role the military should play is what our elected representatives (love ‘em or loathe ‘em) say they should play, not the role they themselves think they should play.
Reading this I felt a lot more affected by his words on the war versus those I hear from the media. More excerpts in “plain speak” should be publicized in order for the world to see how greatly these people who are serving their country feel about their job.