20 November 2013

Army PR: Use 'Average' Looking Women for PR Strategy | RallyPoint.com




Is this already viral story getting blown out of proportion?  Is this getting taken out of context?  Or, should this Army COL have known better than to describe her recommendations in a way that could be considered insensitive to some?


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By Kate Brannen
Politico 
The Army should use photos of “average-looking women” when it needs to illustrate stories about female soldiers, a specialist recommends — images of women who are too pretty undermine the communications strategy about introducing them into combat roles. That’s the gist of an internal Army email an Army source shared with POLITICO.
“In general, ugly women are perceived as competent while pretty women are perceived as having used their looks to get ahead,” wrote Col. Lynette Arnhart, who is leading a team of analysts studying how best to integrate women into combat roles that have previously been closed off to them. She sent her message to give guidance to Army spokesmen and spokeswomen about how they should tell the press and public about the Army’s integration of women.
“There is a general tendency to select nice looking women when we select a photo to go with an article (where the article does not reference a specific person). It might behoove us to select more average looking women for our comms strategy. For example, the attached article shows a pretty woman, wearing make-up while on deployed duty. Such photos undermine the rest of the message (and may even make people ask if breaking a nail is considered hazardous duty),” Arnhart said.
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