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On 14 October, Denmark’s Defence Minister Gitte Lillelund Bech presented NATO’s Public Diplomacy Division with the Danish Defence Minister’s Communication Prize for 2009, recognizing its web-based communication.
“In 2009, NATO’s Public Diplomacy Division did a solid job in developing the web-based communication of the Alliance,” said Minister Lillelund Bech. “The web-based effort has made it possible to explain to the general public what our effort in Afghanistan and elsewhere is all about.”
In April 2008, the Alliance launched “natochannel.tv” to provide the media and public at large with interesting and objective video stories on its activities and operations, in particular from the NATO-led International Security Assistance Force in Afghanistan.
The Minister underlined the increase in use of NATO’s video coverage by international media outlets: “In 2009, the use of natochannel-produced features in international news agencies increased from 114 in April to 674 in December.”
Dr Stefanie Babst, NATO's Acting Assistant Secretary General for Public Diplomacy, accepted the award on behalf of the Division. "In the past couple of years, we have tried very hard to make our web stories and content responsive, attractive and informative," she said.
She thanked Denmark not just for the award, but also for the valuable help it provided in establishing natochannel.tv. The “channel” covers subjects ranging from the training mission in Afghanistan, to interviews with Madeleine K. Albright, to NATO's science programme activities.
NATO also offers online video reports, documentaries, podcasts, photo stories, a magazine and more. Minister Lillelund Bech also highlighted NATO’s efforts to reach out to the public on social media platforms such as Facebook, Youtube and Twitter.
Denmark's annual award has been presented since 2006 to recognize an institution or a person responsible for exceptional efforts and achievements in communication – internally or externally. At the same time, it aims to inspire and encourage others to improve their communication.
Previously, the prize has been awarded to:
2006: Lt. Col. H.C. Mathiesen, Danish Defence Command
2007: Danish Defence Recruitment Service
2008: Danish Emergency Management Agency”