Did you know that there are more than 60 independent lifeboats operating around the UK?

Yet wherever you live in the UK I guarantee you have heard of, and even been asked to fund, the RNLI. What is the difference?

In terms of the work - nothing whatsoever. Both undergo similar training, both go out whatever the conditions to assist those in danger on the sea. In terms of funding - well millions of pounds a year!

Two of the biggest debates on the SARworld search and rescue forums are about the protection of the term SAR and on a possible new logo for ALSAR. The connection?

To me, both are about PR. 

Independent Lifeboats struggle because everyone has heard of the RNLI and doesn't know that independents exist. Most people of heard of Mountain Rescue and those in the hills instantly recognise the MR E&W or MRCoS badges. ALSAR isn't an instantly recognisable group or brand and guess what? They struggle against wanna-be SAR teams - both in terms of their role, and in terms of losing funding to these groups.

So what can be done?

Well the Independent Lifeboats are starting to recognise that they need to work together to promote the image of their groups. SARworld is working with the I-Lifeboat website, specifically designed to raise the profile of independent lifeboats in the UK. These groups have got together and, whilst still maintaining their independence, are presenting a united front and image to the public and the authorities.

They were recently represented at RIBEX, and prior to this staged a "Go Orange for Indie" day all to raise the profile of Independent Lifeboats. They have also announced they will be having a stand at the Emergency Services Show later in the year.

They are also using social media to promote the greater group of independent lifeboats.

By promoting as a larger group, the smaller individual groups benefit. There are lessons for everyone in this. 

The use of good quality websites and social media is essential in today's society. If your website doesn't look good, or hasn't been updated in several months your image is being tarnished!

Getting together to promote a larger cause, be it a national group like ALSAR, or even UK SAR, benefits the smaller group.

Your image is everything - some SAR teams exist on image alone (they have done little or no true SAR work!), make sure you think about and work on your image.