Publication:Sea Talk Spring 2003/Navy's reputation
LEUT Natalie Boulton, Manager Navy Marketing Directorate of Navy Reputation Management
Since late 1999, Navy has obtained important feedback about community perceptions through Newspoll telephone surveys.
Since the first survey, the overall results have consistently shown positive community sentiment towards the Navy. This positive result collectively reflects the hard work and dedication that individuals have demonstrated in operations abroad and at home.
Every individual within Navy contributes to building Navy's reputation. A strong and valued external reputation can only be built through actively demonstrating trustworthiness as a credible, reliable, responsible and professional armed force.
The most recent survey in July 2003 found that 81.8 percent of Australians agree the Navy is 'doing a good job for Australia' and only 5.6 percent disagree.
Similarly, nine in ten Australian's agree that the Navy 'operates in a responsible manner' and at least eight in ten agree that the Navy:
- 'operates with honesty and integrity',
- 'provides a reliable and effective maritime defence and security service', and
- 'is a credible and well run organisation'.
The varying survey results are attributed to changes in response to incidents and operations that Navy is involved with and visibility through media coverage.
The decrease in number of respondents who answered the questions positively in the January 2003 survey can be credited to the possibility of war in Iraq and the uncertainty of the general public in delineating between the political aims of government and the role of the Navy.
In contrast, the positive result of the last survey is directly linked to Navy's outstanding achievements during the Iraq conflict and the positive media coverage of these activities. The public enthusiasm for the welcome home marches and ceremonies is further evidence of their support for Navy. This is an excellent result for Navy and one that every member of the Navy family should be proud of.
