On good terms

The tall glass building of the complex appears large against the blue sky. They stand mutely like lifeless sentinels. The gates leading to the factory are closed. However, there is much activity outside. Red banners and flags are afloat in the gentle wind. The workers are on strike; anger and distrust writ large in their faces. A rhythmical chant of slogans can be heard and the voices get louder as the hours tick along. In the boardroom, the union leaders and the directors of the company are engaged in a tumultuous argument. Demand and counter arguments are thrown across. Tempers are stretched to breaking point and beads of sweat can be seen on the foreheads of the arguers in spite of the cold and chill outside. A silent but attentive spectator interrupts, makes useful suggestions, articulates the demands of the workers and highlights the management’s point of view. Both parties, eyebrows raised sceptically, listen attentively to his suggestion and his ideas. Suddenly there is a glimmer hope, a way to settle this impasse.    

The person who plays the key role in bringing about the mutual understanding is the communicator of the organisation who knows as public relations officer. How did he manage to unbolt the door to understandIJ  Because the person who is behind of this has a weapon of information.A good public relations officer must have information on his fingertips. And more importantly, he must be able to communicate this information to the public or the people with whom he deals with or his target audience. TJ Ross, a renowned professor of public relations view that, “communications professional is not worth his salt, if he succumbs to pie-in-sky, thinking divorced from the realities of business. And he will not stay long on the management team if he does in that way.” A PR person may be soft-hearted, but he must not be soft-headed.

Public relation is a term which is widely misunderstood and misused to describe anything from selling to hostessing, when in fact, it is a very specific communication process. Every company, organisation, association and government bodies have groups of people who are affected by what that organisation says or does. These group may be employees, customers, stockholders or just general public. Each of these groups may be referred to as one of the organisation publics.

A public relations officer’s job is to establish and maintain mutual understanding between the organisation and its stakeholders. He is the image-maker of the organisation. Companies and organisations have learned that they must consider the public impact to their actions and decisions because of the powerful effect of public opinion. This is especially true in time of crisis, emergency or disaster. During crisis, a PR is responsible of ensuring prompt dissemination of genuine information to maintain the credibility of the company and sustain the loyalty of its customers, the morale of its employees and the commitment of its investors. But it is just as true in cases of changes in business management, media management for corporate image and the like. Each of these affect different groups in different ways.

While communicating to outsiders, the public relations executive must do so smoothly so as to effectively establish liaison and rapport with all concerned. In short, the purpose of public relations is to influence public opinion. In one instance, the effort might be to rally public support; in another obtain public understanding   or neutrality; or in still another; simply to respond to enquiries. 

Historically speaking, public relations practice is as old as the world itself. The need to establish good public relations is at the core of all human and social relationship. Public relations appear to have been an integral part of the government policy of the Greeks and Romans in their days of glory. The rulers of the ancient India, like emperor Ashoka and others sent their emissaries far and wide to establish cordial relationship with the other kingdoms. However, the term public relations was first introduced in the United States. Thus, the development of modern public relations began in the USA, followed by Great Britain and then the other countries of the world.

To achieve the greatest effectiveness public relations effort must be closely co-ordinated. One of the most important functions of a PR practitioner is to plan and execute the overall communication management of the organisation in terms of corporate image in internal as well as external stakeholders.  To do so, he has to analyse the relationship between the organisation and its public, evaluate public attitudes and opinions towards the organisation, assess the organisation’s policies and actions and finally plan execute the various PR activities. Thus public relations has carved an important niche. It has become an accepted part of the modern society. In fact, public relations can not be neglected by any organisation, government department, political parties or any sector. But what is more  necessary today, is to build a positive image for a company or an individual.

In this digital world and emerging business environment, an effective communication strategy of public relations is required to create corporate image and brand through   goodwill, understanding and building up a favourable climate in which an organisation can function. It means that this profession is known to create good public image of the organisation among masses or their segment by projecting the organisation’s strengths, credibility, reliability, transparency and most importantly, social responsibility.

(The author is assistant GM of Corporate Communications of Power Grid Corporation of India ltd.)