Challenges in communicating about defence research: Insight into defence research and development organisation's media strategy

Abstract

Communicating nuances of defence science and technology to common man is not easy; communicating these and the challenges associated with the development of defence technologies to media was indeed a delicate and uphill task. In spite of numerous achievements and accomplishments that had been realised in the face of numerous stonewalling challenges, Defence Research and Development Organisation (DRDO) had to pass through a difficult phase marked by adverse publicity drawing flak from all quarters for a considerable period of time, damaging its reputation and denying its rightful place in the minds of masses and stakeholders. Insufficient and ineffective communication mainly due to absence of a single window agency with authorisation to interact with media was identified as the major cause for a widening perception gap resulting in the rapidly worsening situation. How creation of the Directorate of Public Interface, as the single window for interacting with media as well as public in general, and implementation of other well-planned communication strategies aimed at bridging perception gaps, particularly with media, helped in transforming DRDO's image to evolve into a major contributor to the nation building and a potential driver for national economy, attracting the country's best talent, is discussed along with a brief background of DRDO's evolution.