Public relations flow from good hearts

Premasara EPASINGHE

The evaluation of the modern practice of Public Relations can be traced from the earliest civilizations. There was a Farm Bulletin in Iraq in 80 BC, giving the guidelines to people, how to sow, irrigate, harvest their crops. They maintained a high level of public relations, they helped each other closely. Romans coined the expression Vox Populi Vox Dei - which means, voice of the people is the voice of God.

Tracing the English history, in the good old days, kings maintained “Chancellors” as “Keepers of the kings conscience.” There was a necessity for a third party, to facilitate communication between the government and public. Thus, Public Relations, played a dominant role in politics and among the political parties in the world. John Beckley - a Virgonian was the first political propagandist, Public Relations man who was an aide of Thomas Jeffersong (1743-1826), Third US President (1801-1809). Among the early Public Relations men of repute were Ivy Lebbetler Lee (1903), a Princeton Graduate, George F Parker (1904) and Rex F Harlow (1912). The colourful President Theodore Roosevelt (1858-1919) 26th US President (1901-09), fifth cousin of Franklin Roosevelt, was a master in the art of Public Relations.

What is Public Relations?

In the modern world, Public Relations play an important role in all fields. It is a management function, which establishes, maintains, mutual understanding and beneficial relationship between an organisation and its public. “The Engineering of Consent”, a book published in 1955 by Edward L Bernay, one of the Founders of Public Relations, define Public Relations, as inducing, persuading the public to understanding for goodwill.

Websters Dichonary defines PR as “The art or science of developing reciprocal understanding and goodwill.”

The British Institute of Public Relations defined Public Relations function as an effort to establish and maintain “mutual understanding between an organization and its publics.”

An indepth study of PR clearly shows, it differs from marketing function. Many individuals confuse these two functions. Peoples wants and needs are fundamental to the concept of marketing. Marketers, deliver product or services to satisfy demands. The marketeer delivers - product or services to consumer for exchange of some value. We must not forget the fact, marketing focuses on exchange of relationship with customers. Here, effective public relations, also contributes to the effort of marketing. News and information flow from public relations. For example, public relations, in its infancy, is primarily publicity. Therefore, both publicity and advertising play a vital role in public relation factions too.

Public Relations is something that flows from a good heart. Welcome everyone kindly with a smile. Be polite. Sri Lanka’s proud history shows that. We maintained a high standard in Public Relations. Buddhist temples, kovils, churches, mosque, became the “Epic centres of Public Relations”. With the advent of Portuguese, Dutch and British, our economic system changed from Agricultural to Plantation Economy. With the introduction of the Industrial Revolution in the world, social and economic transformation of Agriculture societies and Industrial societies took place. The Industrial Revolution began in Britain in the 18th century. By 1870, France, Germany and USA were rapidly developing an Industrial base. The Russian Revolution in 1917, led to the industrialisation of the Soviet Union. The Industrial Revolution produced major changes, in particulary, the creation of the working class. Most of these countries believed in Public Relations to maintain cordial relationship between the organization and its public. Thus began the formation of Public Relations Departments.

To be a successful Public Relations man, you should possess the skills as an effective writer and a convincing speaker. You should possess an indepth knowledge of print and electronic media, understanding of management process and a knowledge of business, financial ability to understand and judge things quickly and clearly. You must be polite to people and a man full of manners and etiquette, pleasant and a charming personalities. As a Public Relations man, you must be level headed and intelligent. He must be a man of honesty and integrity. Public Relations man should be able to take decisions intelligently and diplomatically. One important golden rule, is never lose your temper - be cool. In short you must have the abilities as a “problem solver” and “decision-maker.” You have to meet various types of individuals.

Who is an ideal PR man?

He should be a man of character, integrity and honesty. PR men should think creatively and objectively. Further, he should possess powers of intuition and discretion. If he is a good writer its a bonus. The ideal public relations officer or manager should have an experience, and should have a complete knowledge about the institution that he is serving.

PR - require

What does PR requires?

Planning, setting up objectives, budgeting, theming, what publics must be reached. Further, PR officer or Manager, should set up strategies and tactics and set up programmes in operation. Another very important function is checking of the results and follow up action.

Instruments used by PR

We will now study the instruments used in a successful Public Relation functions. These are the few important instruments used by PR firms world over.

(1) questions, (2) full scale public opinion polls, (3) interviews, (4) conferences, (5) mail analysis to win the good will of clients public relations officer. manager or director can use press releases, brochures, company publications direct mail, outdoor display, sharamadana, sports, exhibitions as a company that cares for social responsibility. It is very necessary to maintain very cordial relationship with the Employees and Trade Unions.

Public Relations is the art of building, goodwill, understanding, support, prestige and co-operation. It is a planned programme to gain and hold the favourable opinion of different “publics”. PR is the “science” that deals with a persons opinions and with relationship of an institution or individual with the people it involves.

PR has three meanings. Firstly information given to public, secondly, persuasion directed at the public to modify attitudes and actions. Thirdly, efforts to integrate attitudes and actions of an institution with its publics and of the publics with that institution.

Qualities needed for PR personnel

Now let us discuss briefly the qualities needed to become a successful PR man. They briefly, abundant common sense, first clans organisation ability, good judgement, objectivity and keen critical faculty, imagination and ability to appreciate the other persons’ view, impartiality, infinite capacity for taking pains, a lovely inquisitive mind, willingness to work, resilience and a sense of humour and last but not the least, flexibility and ability to deal with many difficult problems. As a Public Relations officer you must be a Problem Solver and a Decision Maker. Further, you must be skilful and quick in handling people, generates confidence and assumes responsibility. Sometimes the best PR men are at their best, when they are under fire.

Qualities - ingredients

What are the qualities or ingredients you should possess to be a successful Public Relations Personality.

If you put it in a nut-shell there are six important qualities. They are stability and common sense, drive, commitment and enthusiasm, wide-ranging interests and intellectual curiosity, good listener, tolerance for frustration and style.

Some of the distinguished characteristic or traits for the success of a PR Personalities are (a) response to tension, (b) individual initiative, (c) curiosity at learning, (d) energy, drive and ambition, (e) flexible attitude (f) service to others (g) functions (h) versatility. To run an organisation, smoothly and successfully the staff support becomes increasingly necessary. Line Management and Public Relations should support each other. What does the management expects from the PR staff and vice versa.

To begin with, loyalty is of paramount importance. Then counsel on the Public Relations aspects decisions, skill in articulating principles and in enhancing public understanding of the organization; inspiration to help all members do their best; inspiration to help all members do their best; influence in restraining other members from saying or doing anything detrimental to organization’s welfare; character, honesty, trustworthiness and discretion.

The Public Relations staff expect the following from the line management.

They are positive leadership, support of approved communication policy; statistic plans with policies and programmes; adequate budget for research analysis and programme evaluation. A fair and reasonable availability for consultation and for public appearances.

I mentioned earlier, Public Relations is very often confused with Marketing. However, these two vital factors should work in harmony in dealing with institutes or organizations many.

There are more then 3000 Public Relations counselling firms and agencies in the world. Public Relations, Marketing, Advertising are an important subjects in some of the leading universities of the world. Unfortunately, Sri Lanka does not confer degrees for Public Relations.