As for military SAR being an advert for the military, I met many of the public who couldn't distinguish between the Coastguard, RAF SAR and RN SAR.
I'm guessing they didn't live near the coast or mountains then. Most 'people you talk to' don't even understand the concept of tides so a limited understanding of aircraft and crews is expected but the people who lived near SAR flights knew exactly which service they had serving them.
The contractor has already had 8 years to sort the rearcrew shortage out and it's got worse - how is industry faring in that respect?