Sir Humphrey notes the tut-tutting disapproval of other military sites but defends the Royal Navy’s little Valentine Day squib:
To mark Valentines Day this year, the Royal Navy put out a small number of press releases showing how some deployed ships like HMS Daring had tried to mark the occasion. For instance, there was a picture of the crew on the flight deck, spelling out an ‘I love you’ message (news release is HERE). This particular story got quite a lot of media attention in the UK press, with a variety of outlets carrying it and giving coverage to the story. But, it also had its detractors — the superb website Think Defence did not appreciate the story, feeling that it perhaps didn’t reflect the RN in a truly professional manner — their views can be found HERE. The view expressed was essentially that in pushing across a human interest story, the RN was not demonstrating itself to be as professional as its peers in other navies, who perhaps did not feel the need to provide equivalent stories.
This debate perhaps goes to the heart of the question about how we can push the case for Defence in the modern UK. To the authors mind, the issue is that what specialists consider of interest, and what the wider public consider of interest is two very different, and often arguably mutually incompatible subjects. Wander into any UK major newsagent and you will come across rack after rack of deeply specialist magazines, often providing immensely technical commentary on the most niche of subjects, ranging from transportation through to outdoor model railways and agricultural vehicles (a favourite story of the author is of when serving in Iraq seeing a friend open a morale package to receive a magazine about tractors, whose review of the novel A Short History of Tractors in Ukrainian complained that while a good read, it would have benefited from far more detail about the tractors). All of these magazines have one thing in common — they write technical articles for a technically minded audience which gets much of the underpinning issues. There are letters pages and articles full of debates on the most minor of points, quite literally arguing over the location of a decimal place or widget. There is an incredible passion and intensity to these debates, but the fact remains that the subject matter remains a deeply niche and specialist interest.
Arguably Defence is in a similar position to this — it is an organisation full of technical equipment, and engages in all manner of activities which people can take either an immensely superficial view, or spend many years becoming world class experts in. The problem is how to meet the interests of the experts, without losing the interest of the wider audience, who may have little to no idea of what the MOD really does all day. To an interested audience which inherently understands the importance of things like why the deployment of HMS Daring to the Far East was important, and why it achieved a tremendous amount of good for the RN, this sort of press release may well seem embarrassing — after all, who wants to see pictures of sailors missing their families when we could see press releases issued discussing whether there is sufficient space in the T45 hull to adopt a Mk141 launcher for VLS TLAM behind the PAAMS launcher but only if CEC were put onboard and the 114mm gun were downgraded to a 76mm OTO Melara — a complete exaggeration, but indicative of the sort of immensely technical debate which can be found in certain parts of the internet or specialist magazines.