The value of Public Relations in Business World

Premasara Epasinghe (BA (Cey), Dip in Ed, Dip in Mktg, Marketing and PR Consultant, Lecturer)

If somebody were to ask me, how important Public Relations to a Company, Institution, Government office, or a firm, it is like asking how important a wife is to, her spouse. The mechanism of a successful family centres round the attached family of a husband and wife. If they live happily with love, care and understanding each

other, they will be able to bring up their children as useful productive citizens in the country. In the same way if a company maintains “Good Public Relations” with the “Public”, it will bring them “Good Reporting.”

Then, its image will grow high. Therefore, increasing Public Relations in Business environment is undoubtedly, an essential top Management responsibility. Good PR certainly needs thought, planing and organization. Good PR men prove their value by their creativity, their contribution to improved efficiency, greater commercial success, industrial expansion and better human relations.

Public Relation officers, managers, consultants can play a vital role in building up goodwill, providing that their activities are within the framework of an agreed, corporate policy of their respective companies. The Public Relations Professional, can help management to agree on the “Personality” that the company, corporation or organization wishes to develop and project. The practical Public Relations actions will achieve this goal.

The Three Audiences

Public Relations is something every company needs. It is a fine art of getting three audiences to know and love you.

The first audience is your customers. If the customers does not know about your product or service, then, obviously they will not buy it or make use of your services. Therefore, companies should always maintain very healthy, friendly relationship with the customers, their live-wire. If he is dissatisfied, he will not come to that company anymore. Not only that, he will transmit bad signals about the company.

The second audience is the Community. The community is important because, it consists of your staff, customers and your reputation. They all must be satisfied with the services. They are closely linked to each other.

The third audience is the Media. The print or electronic media is so important it can “Make or Break” your company image.

Before under taking anything in Public Relations have a closer look at each audiences.

Who is an Ideal PR Man?

The ideal Public Relations officer or Manager should possess a Sound Judgement, he should be able to think creatively, should possess a great power of analysis, Institution, discretion and experience on the institution. He must always be objective. He must be able to take decision in the interest of the institution. If he is a good writer, pleasant speaker it will be an added qualification and a “Bonus” for him.

Interpersonal Relationship-Interpersonal Skills

An efficent PR Man should maintain Interpersonal Relationship and Interpersonal Skills. Managers spend considerable time “Interacting” with both inside and outside organization. Through Interpersonal skills, Public Relations officer will be able to communicate with understanding and motivate individuals and groups. If he possess conceptual skills where the Managers can see the “Big picture of the organization” and diagnostic skills where the PR man can “Visualize” the most appropriate response to a situation it will be very useful to a PR personality. Added to these skills, Public Relation officers should have another important skill – Mental Skills. It is tremendously important.

Dennis Lilee, the legendary fast bowler of Australia once said “My success is due to 70% Mental skill and 30% physical skill.

Sir Garfield Sobers mentioned “One thing that separates a Top Batsman from others is the way how they use their Mental Skill.” Even in PR exercises, Mental Skills is one of the vital ingredients.

Sir John Harvey Jones, a Management Expert, once stated “The main activities with which a company chairman should concern himself are – Strategic Planning and Public Relations. This statement shows how important Public Relations is in the Business World.

Cannot learn inside the inner walls of an university

Public Relation and its philosophy have been in existence from time immemorial in various forms or degrees. Public Relations cannot be learned inside the inner walls of an university nor could it be assimilated from ponderous voluminous books. PR cannot be taught. It has to be gained by one’s own aptitude, resourcefulness, and by experience. It only flows from a “Good Heart.” If a Public Relations or Marketing Manager tries to frighten their staff, adopting “Hitler’s Attitudes” that particular PR Man and the Company will fall by the wayside. The Public Relations Manager must be a Good Listener and a Good Team Player.

Take Decisions

A successful PR man should possess “Intuition”, understanding things immediately, without the need for conscious reason or study. Learn to take firm decisions. Do the correct thing, according to your conscience. Never success to practical or any other pressure. Be fair.

I relate this story a personal experience I experienced when I was the Head of Public Relations Department at Bank of Ceylon. The year was 1977.

JRJ just came into power. One day, a Buddhist monk met me and demanded an advertisement for a sum of rupees twenty five thousand.

I welcomed and worshipped him.

From his appearance, the forceful unkindly demanding manner he spoke, I was not satisfied with his request. I told him very politely, BoC will not be able to give him an advertisement. When I told this to him, he started shouting at me.

“I thought after forming “Our Government” - the Reactionary Officers were sent home. Do you know who I am? See this letter. He gave me a photo stat letter from the NWP Political Leader, Hon Gamini Jayewickrema Perera.

I kindly told him, that my decision still stands.

“Tomorrow, I will bring Hon Jayewickrema Perera here, I will see that you will be sent home day after tomorrow” the monk growled.

This was really annoying. The monk is not leaving. Those were the days there were no Mobile Phones. I booked a call to Hon Jayewickrema Perera residence at Bopitiya. Mrs Foenander, the kind Telephone Operator, connected the line.

Good Morning, could I kindly speak to Gamini Jayewickrema Perera.”

At the other end of the line was his beloved wife. She recognised my voice.

“Premasara, Jaye is not at home.”

I told her that there is a Buddhist monk with a letter supposed to be signed by him. I want to speak to him. She very kindly and politely told me, when her husband comes home he will ask him to call me.

The monk was listening to our Telephone conversation very carefully.

He changed his style of addressing. “Mahattaya Dannawada, Jayewicrkema Perera Wayamba Nayake Thuma” (Do you know GJP?)

Smiling, I told the Monk – Hamuduruwane, Etumai Mai Podi Kale Nalandedi Ekata Bola Gahavwa” (We played marbles as little kids at Nalanda)

The Buddhist monk vanished. The monk little knew that Jaye and I were members of the Invincible Nalanda First XI in 1957, where he was the opening left arm fast bowler and I was the opening batsman cum wicket keeper. ublic Relation officers, Managers are skilled communicators, intelligent interpretors, discerning dissemination, valuable persuaders who can understand a problem properly, analyse and find out an agreeable solution. PR men should be men of honesty, integrity and they should maintain a high code of discipline. They must be courteous, kind to all.

As our world becomes a smaller place and our Economy becomes increasingly global it is becoming increasingly clear, how important good manners and Public Relations in all cultures.