Feature
Public Relations :
Concept and Reality
Obaidullah Al Zakir
WHEN I joined BRAC as a programme organiser in communication and information department in 1991, I had no idea about Public Relations (PR). While working I tried to learn by doing things and reading PR related books. Day by day, my involvement in various assignments, working as a team member of a PR team, I have learnt to explain what are the qualities that a PR person needs to work with the top management, how to do the 'Image' handling business, what is crisis and crisis management, how to meet the deadline of an assigned task, what is checklist/event management and, of course media relations. I learn a lot with my work at BRAC for its diversified activities.
Misunderstanding the PR
PR is not lobbying or fixing things. It is not mere publicity, or bringing out publications. PR is not winning and dining or management of cocktail parties or carrying out bandobost or other ornamental functions. PR is neither publicity nor propaganda nor advertising. It has a much wider meaning.It is an all-comprehensive concept including several things. The objective of a PR program is to promote mutual understanding between an organization and all those with whom it comes to contact both within and outside of the organization, to project its image, and to eliminate all sources of misunderstanding.
Working Definitions: (conceptual and operational)
By: Dr. Rex F Harlow (Based on analysis of 472 definitions)
PR is a distinctive management function, which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics; involves the management of problems or issues; helps management to keep informed on and responsive to public opinion; defines and emphasise the responsibility, management to serve the public interest: helps management areas and effectively utilize change, serving as an early warning system to help anticipate trends; and uses research and sound and ethical communication as its principal tools.
PR: Working Conditions
Advertising, marketing and PR managers are provided with offices close to top manager. Long hours, including evenings and weekends, are common. Almost 40 percent of advertising, marketing and PR managers worked 50 hours or more a week, compared to 15 percent of all occupations. Working under pressure is unavoidable when schedules change and problems arise, but deadlines and goals must still be met.
PR managers also evaluate advertising and promotion programmes for compatibility with PR efforts and serve as the eyes and ear of top managements.
A wide range of educational backgrounds are suitable for entry into PR managerial job, but many employers prefer a broad liberal arts background. A bachelor's degree in sociology, psychology, literature, or philosophy, among other subjects, is acceptable. However, requirements vary depending upon the particular job. For PR management positions. Some employees prefer a bachelor's or master's degree in PR or journalism. The individual's curriculum should include courses in advertising, business, administrations, public affairs, political science, and creative and technical writing.
Persons interested in becoming PR managers should be mature, creative, highly motivated, resisting to stress, flexible and decisive. The ability to communicate persuasively, both orally and in writing, with other managers, staff, and the public is vital. PR managers also need tact, good judgment, and exceptional ability to establish and maintain effective personal relationships with supervisory and professional staff members and client firms.
Because of the importance and high visibility of their jobs, PR managers often are prime candidates for advancement to the highest ranks. Well-trained, experienced, successful managers may be promotion to higher positions in their own or other firms. Some become top executives. Advertising, marketing and PR managers held about 485,000 jobs in1998.
In 1807, US president Thomas Jefferson, for the first time uttered about PR in an official speech. After that the idea of PR had spread out all over the world. In 1903, the father of modern PR, Journalist Ivy Ledbetter Lee made PR a compulsory issue. In 1923 PR has played a major role to all alternate the worldwide economic crises.
To Be Continued
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