A study of the Internal Public Relations Program in the U.S. Atlantic Fleet Amphibious Force

Abstract

Over the past several years the United States Atlantic Fleet Anphib1ous Force has been faced with increasing losses of qualified enlisted men. In 1965 the Atlantic Fleet Amphibious Force had more men leaving the Navy than any other Force in the Navy. Of particular concern was the high loss percentage of first term enlisted men. The Force was faced with a serious internal public relations problem. To combat the problem an internal public relations program was initiated throughout the Force under the title of the "Leadership Career Counseling Program." This thesis studies the Leadership Career Counseling Program. It studies the background leading to the development of the program. It presents, through literature research. a basis for the importance and significance of public relations, particularly for the necessity of a good internal public relations in large organizations. The introduct1on of the program and its functions are presented. The current instructions con­cerning the program at each level of command within the Atlantic Fleet Amphibious Force are studied. The Bureau of Naval Personnel program and the instructor training programs are also investigated. The research is concluded by conducting direct interviews with individuals concerned with the program. All levels of command are investigated. The interviews and findings are reported. From the research the thesis attempts to illustrate how the Atlantic Fleet Amphibious Force's internal public relations program functions. It compares command level thinking on the public relations program and problems with that of the enlisted man whom the program is attempting to retain. It attempts to illustrate communication channels, the effectiveness of these channels, and if the internal public relations program information passes through these channels. Finally, the thesis attempts to illustrate and develop public relations information which may be of value to the Navy and the public relations profession.