This research investigates the role of Indian Air Force’s (IAF) press releases issued by the Directorate

of Public Relations (DPR), Ministry of Defence, Government of India, as tools for perception management

between 2019 and 2022. Using content analysis the study examines the themes, frequency and framing

techniques employed in official communication of the IAF. Drawing on framing theory and strategic

communication frameworks, the study decodes how narratives are constructed around operational readiness,

humanitarian assistance, technological advancements and national pride. The findings release a deliberate

pattern of message framing intended to assert strategic air dominance, foster civil-military confidence and

align public opinion with national defence objectives. The study contributes to literature on military

communication by contextualising India’s approach within global trends and highlights the importance of

institutional storytelling in shaping defence perception in democratic societies. This research investigates the

thematic content, frequency and framing strategies employed in the official press releases disbursed by IAF.

The study examines 260 press releases to identify recurring themes, assess publication frequency and analyse

the language of the narratives set. The analysis reveals a consistent emphasis on operational readiness, national

pride, humanitarian missions, international cooperation and indigenous capability development. Framing

devices such as heroism, deterrence and professionalism are commonly used to shape public perception and

bolster national morale. This study also explores the use of language based on contextual triggers such as

conflicts, events, joint operations, exercises and national commemorations. The findings contribute to

understanding how strategic communication from the IAF aligns with broader goals of nation branding, civilmilitary confidence building and agenda setting. The paper concludes with recommendations for strengthening

perception through more diversified and inclusive narratives. In the contemporary information environment,

the role of strategic communication in shaping public opinion and national perception has become increasingly

vital. Armed Forces across the world have realised the importance of crafting narratives that reflect strength,

professionalism and national resolve. The Indian Air Force has emerged a key player in using public

communication not only top inform by also to influence. Through the official releases disseminated by the

DPR, the IAF constructs narratives that align with national security objectives, project military capability and

reinforce public confidence.