ONE of the more intriguing roles played by the King's Own in Bosnia is simply referred to as "psy ops."

Short for 'psychological operations' it's a specialist department which aims to "influence the attitudes and behaviour" of the local population.

This can range from hosting drinks parties for local mayors to setting up their very own radio station with DJs recruited frosm the ranks.

Described as "the battle for hearts and minds," its a vital role for an army stationed on foreign soil.

Mark Leeming, who commands Media Operations for the KORBR, explained: "The international community is large and unwieldy so, with our role on our ground, we're often best placed to fill the civic vacuum. Our guys on patrol meet the local people and it's important we get our message across. We're here as a stabilisation force, we're not on anybody's side and where possible we try to help. It's a tricky business and we're very mindful of the different factions but we try to be as open and pro-active as possible."

In an arena of misinformation and organised crime, British concepts of public service broadcasting are held in high esteem and psy ops uses different media to minimise civilian anxieties about SFOR's role and encourage inter-ethnic tolerance.

And they've discovered a sure-fire way to win over younger Bosnians - pop music.

Radio Oxygen is based in the large city, Banja Luka, where young squaddies are playing records and winning over the 15 to 25 year olds. And, at the weekends, soldiers take control of the turntables at the local nightclubs playing the latest dance tracks. In the battle for hearts and minds - a good tune can bridge the divide.

Other initiatives include a glossy magazine called Mostovi , which is handed out to the public by soldiers on patrol, and they've organised a special trip for local school children to the Sarajevo Film Festival.

They've even designed colouring books for the kids which warns about the dangers of mines.

It's a laudable effort, another feather in the army's peacekeeping cap, where every opportunity to promote stability is utilised.

My psy ops briefing was fascinating. The theory was great but how did it work in practice? How receptive were the canny locals to all this information provided by a foreign army? How could an organisation that had filled the civic vacuum not become involved in influencing the different factions and, for that matter, the forthcoming elections? I felt that with the best intentions in the world they had an almost impossible task - but it had to be done.

I was invited to join a civic reception in Mrkonjic Grad where the KORBR had set out some of their battlefield weaponry in an attempt to impress the visiting officials.

One of the British soldiers showed a Serb military man the latest in hand-held rocket launchers and described its capabilities while aiming at the trees on the opposite side of the valley. The hefty general in full uniform couldn't wait to pick it up.

He checked it over and then spotted someone in the distance walking along the street. Instinctively, he fixed the rocket launcher's sights on the moving target.

It was a moment which told a telling story.

Attitudes and behaviour in Bosnia are shaped by years of conflict and spilt blood.

Psy ops certainly have their work cut out.