Public relations suffer from a deep perception crisis, and right from the academics to media, to corporate leadership, have diverse views on what this profession is all about.
One can gauze the understanding of the chief PR person of a public sector organisation when he, sharing his "success" story, mentioned that the best PR lesson he learnt was to take care of his boss's dog, his wife and his kids and he never ever he had any problem in his career since then.
This shocking revelation in front of an audience left the veterans speechless, while many others just wondered at such a disclosure. Not his fault since in many public sectors and government organisations, earlier, provided a promotional avenue to their clerical staff to get into public relations whose primary job used to be running an errand or managing the reception.
In the last four decades of my engagement with diverse fields of communication, right from being a journalist to public relations practitioner and visiting faculty to various educational institutes, it remains an enigma for many, including some of the corporate where PR does not go beyond 'Press Release' or media relations.
There are numerous myths that surround the profession even today to a large extent, though senior communicators and businesses are taking serious note of the practice.
Several professional bodies like the Public Relations Council of India, Association of Business Communicators, International Public Relations Association, and Indian PR Consultants Association, are making efforts to educate the management and introduce the professional practice.
Young communicators opting for public relations often fall prey to the whims of the uninformed management leadership and are relegated to tasks far below their roles.
In fact, the practice of public relations profession began with their role as firefighters in an hour of crisis but a young professional Ivy Lee put to rest the misbeliefs in the minds of the managements that PR is not to hide the truth but to be honest and truthful and proactive in sharing information with stakeholders.
Public Relations is not:
- Advertising
- Liaison
- Lobbying
- Propaganda
- Ensuring publication of Press Releases in media
- Manipulating facts (spin-doctoring)
- White-washing/Hiding facts, especially during a crisis (fire-fighting)
- Entertaining media people and keeping them in good humour
Public relations practitioner is a professional who is trained to manage communication effectively between an organisation and its stakeholders (or 'publics') to achieve desired results.
Multi-Dimensional
A professionally trained communicator with knowledge of psychology, sociology, public administration, anthropology, linguistics, behavioural sciences, management principles, technology, data mining, business environment auditing, with a vision to judge the future impact of an organisation's existence, can make people, corporate, public bodies, the governments, effect the change, what Mahatama Gandhi said, "you want to see in the world".
The Changemakers
The young communicators entering the professions must feel proud of the fact that they are the changemakers who can bring about the desired change in the lives of the people, their perceptions, and their thought processes, just through sound communication techniques.
PR is all Pervasive
Organisations thrive through their stakeholders, which are diverse and different for every organisation. Their study and communication consumption patterns defines the organisation's success story. How the stakeholders perceive a brand, an event, a person, depends upon the successful communication strategy.
So the public relations practitioners should learn the fundamental nuances of communication tools, techniques and tactics, while the managements need to learn to harness the hitherto unutilised or underutilized Power of PR.
