Public Relations:

Goodwill that flows from a good heart

Premasara Epasinghe B.A. (Cey), Dip in Ed, Dip in Mktg. Lecturer, Public Relations/ Marketing Consultant

PREMASARA EPASINGHE

Public Relations is the management function that establishes and maintains mutual beneficial relationship between an organization and its public. Public Relations practice can also be defined as the deliberate, planned, sustained effort to establish and maintain mutual understanding between an Organization and its Public.

It is the art of building goodwill and an understanding between an organization and its public. In short, it's the goodwill that flows from a good heart. An ideal public relations personality must always focus his attention to build the image of his work place. Be nice to people. Warmth and friendship important. Receive them with a smile.

Public relations has three meanings

They are firstly information given to public. Secondly persuasion something one believes, or conviction directed at the public to modify attitudes and action, and thirdly effort to integrate attitudes and actions of an institution with its 'Publics' and of the publics with that institution.

History of Public relations goes to time immemorial.

All great religious leaders in the world maintained a high profile of public relations. It was woven to the modern fabric of the society. But with the introduction of industrial revolution public relation function blossomed.

Marketing is the management function that identifies human needs, wants, offer product and services to satisfy those demands and causes transactions that deliver products and services in exchange for something of value to the provider. In the business world today, to attract more customers, good performance, kind courteous good service is very necessary. Scott M. Cutlip, Allan H. Center, Glen M. Broom, authorities on Effective Public Relations believe, public relations is equal to good performance plus good reporting. It's a 'Science' that deals with a person's opinions and with the relationship of an institution or individual with the people it involves. Therefore, to be a successful 'Marketing Man', Public Relations is a 'Must'.

Who is an Ideal Public Relations Man?

He must be a man of character and integrity. He should possess sound Judgment and must be able to think creatively. In advanced countries in Europe, America, China, India the position of the Public Relations Departments are manned by educated, dynamic men. In Sri Lanka, some of the leading 'Blue chip companies maintain these standards.

Unfortunately, in the government service, the word 'Public Relation' is so much politicized, that Ministries sometimes appoint their kith and kin, or supporters who helped him in his election campaign. In these instances sometimes, the educational qualifications are not an important criterion in the selection process. Of course there may be efficient PR Men who perform their work satisfactorily. The Ministers use these 'Men' as a 'Buffers'. It's high time that there must be a 'Policy' to select educated, dynamic youth for these posts rather then in 'Adhoc Basis'.

The public relations officers should be objective, and they should possess great powers of analysis. Intuition, discretion, experience on the Institution are necessary to be a good public relations man. He must be committed, hard working and a man to serve the people and the country. He must always maintain 'cool' and must understand a situation and must be a 'problem solver'.

Through my experience as a public relations and marketing man in a leading bank, and a private bank and some mercantile firms for nearly four decades, with my experience I kindly advise you to deal with the 'Public' in a very 'Diplomatic way'.

Never hurt the feelings of your client or customer. You have to be a 'good listener'. Sometimes, your client will ask for the 'Sun and Moon'.

Speak to them nicely, politely, even if you are unable to adhere to their request, you may be able to convince them, if your words are kind and polite. Never lose your temper. Welcome them with a smile. That is a 'Magic'. Never give false promises. Be straight. Be humble.

I can remember once an irritate customer at Bank of Ceylon met me one day. He was furious very 'Nasty to me and the Bank', losing his 'Temper'. I took his 'Bumpers' to my 'Body' never retorted back.

They say you must never fight with a wounded animal. Take the beating. Allow his gas to evaporate. Don't interrupt when he is angry.

To win a man to your course, first convince him that you are his 'sincere friend'. Sometimes, you may have to deal with difficult customers-tough customers. You must be level headed and intelligent to handle them. Enjoy your work.

Let us now discuss briefly what PR requires?

They are planning, setting up objectives, budgeting, theming, targets - what are the publics you must reach, setting up strategies and tactics, setting up programmes in operation, checking results and following through, etc.

What are the qualities needed by a public relations personnel?

To begin with, he must possess abundant common sense, a man of character, honesty and integrity, sound judgment, think creatively, be objective, should possess great powers of analysis, to serve with a smile, courteous and friendly, pleasant delivery, good listener, institution, discretion, etc.

In dealing with public relations, what are the qualities needed to be a successful public relations personality?

Added to abundant common sense, you must have first class organization ability, good sound Judgment, objectivity, keen critical faculty, imagination and ability to appreciate other person's point of view, imperturbability or not easily troubled or worried, calm, not to lose temper (Be cool as a cucumber), infinite capacity for taking pains, a lively inquisitive mind, willingness to work, resilience, quickly recover from shock or depression, a good sense of humour, flexibility and ability to deal with many difficult problems etc.

Public relations serves a wide variety of institutions in society. Business, government departments and agencies, trade unions, voluntary association, mercantile sector, banks, colleges, religious institutions are few among many. To achieve their goals these institutions invariably must develop effective public relation practices with different audiences and or publics.

Now, we will discuss briefly the instruments that are used by successful public relations personalities and Public Relations Departments in the world.

There are number of instruments and tools.

(1) Questioners (2) Full scale public opinion polls (3) Interviews (4) Media conferences - Press releases and Advertising (5) Conferences (6) Mail Analysis to win goodwill of clients (7) Company profiles (8) Brochures (9) Outdoor Display (10) Direct Mail (11) Exhibitions (12) Shramadhana - Dignity of Labour (13) Sports (14) Good relations with Trade Unions (15) Friendly Relationship with Employers and Employees etc. are some of the importants instruments and tools that will help you to build a fine public relations team.

Establishing and maintaining relationship in all levels of social system - Human relations, marriage relations, inter personal relations are terms used to describe and explain the study and management of relationships between individuals.

International relations deals with relationship among nations. The term public relations refer to the management of organization. Public Relations, one of the most fast growing field of professional employment.

The writer Mr. Premasara Epasinghe, served as the first Public Relations Manager of Bank of Ceylon. He was a pioneer member of staff of Sampath Bank as Marketing Executive. Later, he served in two leading Insurance Company as the PR Man. Further, he functioned as the Media Consultant in four Ministries and his last assignment was the Private Secretary Ministry of Education. He served as an Interim Committee Member of Sri Lanka Cricket. He was honoured by International Cricket Council for the services he rendered to Sri Lanka Cricket as an Administrator.