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PUBLIC AFFAIRS MEMBERS AT WORK |
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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. |
PUBLIC AFFAIRS COMMITMENT |
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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. |
PHOTOGRAPHY |
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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. |
PROTOCOL |
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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 |
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CLIENTS |
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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. |
OUR PROFESSIONALS |
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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. |
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TRAINING AND DEVOLOPMENT |
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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" |
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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 |
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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 |
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PAO DUTIES |
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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 |
SERVICE GUARANTEE |
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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. | |
LDF tasks are always delivered directly by soldiers through human interaction. They are our greatest assets. The LDF embraces diversity, inclusivity and contributes to society in everything it does. We have to make life-critical decisions and take purposeful action in sometimes hostile, confusing and unclear situations that occasionally test us to the limit of human endurance. Our training, development and preparation is personally rewarding but also ensures we are united by common values and strong bonds and will do the right thing, even under the most difficult circumstances.