The goodwill generators

SEKKAPAN V.AL.

"Public Relations (or PR) is the planned effort to influence public opinion through good character and responsible performance based upon mutually satisfactory two-way communication", wrote Scott Cutlip, one of America's leading PR experts. The success and image of an organisation - or in some cases individuals- depends on how well it presents itself, its goals and ideas to the public. Here is where PR personnel come in. They help governments, private organisations, universities, hospitals and other institutions to build and maintain a positive relationship with the public by projecting their organisation in the best possible light. They gather information, keep the public aware of the organisation's accomplishments and keep the management aware of public opinion.

Public relations is practised in different areas to achieve a variety of objectives. The need for PR is felt by:

* The corporate sector

* The government

* Tourism and hospitality industries

* Public figures

* Lobbies/ pressure groups

The work of a PR officer essentially involves planning and implementation of a strategy to develop relationships with sections of the public, whose support and goodwill is necessary to the success of a venture. The major tasks performed by a PR department in an organisation or a PR firm can be broadly divided into:

Liaison

Here the PR department is involved in maintaining contact with other organisations whose co-operation is required for the smooth running of the operation.

Press relations

PR personnel have to arrange press conferences and issue press releases or statements when there is a need to announce something to the public.

Information dissemination

The task here is to compile and distribute information about the organisation/ individual or a scheme to the public and to answer any queries about them.

Complaint cells

This involves dealing with customer problems relating to the availability or the quality of a product/ service.

Event coordination

It is the task of the PR department to organise and co ordinate fairs, exhibitions and other such events in order to keep the public abreast of the activities of the organisation.

Managing sponsorships

The PR department has the responsibility of arranging various activities to promote the company's name like awarding scholarships, sponsoring television programmes, sports tournaments, cultural events, tree planting, cleaning and beautifying schemes for different areas and welfare projects.

Image building

This involves building a positive public image of a corporation, a political party, a national leader, a pop star, a movie or sports personality. For an organisation, it would mean the projection of a work culture or philosophy. In the case of an individual, the PR personnel should advise on every aspect of personality from dressing to hairstyle and overall appearance.

The main employers in the field of public relations are:

* Corporate sector

* Public sector

* Government departments

* Tourist/ Travel agencies

* Hotels

* Airlines and other services industries

* Bank and financial institutions

* PR firms

The pay package will differ according to the organisation. At the entry level, a PRO can expect Rs. 5000 p.m. After 5-7 years of experience, one can expect Rs. 8000 - Rs. 10,000 p.m. At a senior level, one can expect Rs. 20,000 and above. In the case of one's own PR firm, the earnings have no limit.

An ideal PR person should be sociable, tactful, patient and diplomatic. They should have good organisational skills, a general liking for people and an ability to take quick decisions. Many companies hire PR personnel on the basis of their personal attributes rather than academic qualifications. But a qualified PR person is generally preferred and also fares better. There are very few courses in PR offered at the UG level. Certificate and diploma courses in PR are however offered at the PG level. These courses cover areas like marketing, advertising, communication, media, research, news editing, planning, and writing. These courses also include a one-month practical training with a public sector organisation, ad agency or any other company in the PR department.

Institutions offering year-long programmes include:

* Bharatiya Vidya Bhavan in various cities including Chennai, New Delhi, Calcutta and Mumbai.

* Institute for Public Relations and Management, Chennai

* Narsee Monjee Institute of Management Studies, Mumbai

* Sophia Polytechnic, Mumbai

* K C College of Management, Mumbai

* Sommaiya College of Management, Mumbai

* Symbiosis Institute of Journalism and Communication, Pune

* Indian Institute of Mass Communication, New Delhi

* YMCA Institute of Mass Media Studies, New Delhi

* School of Communications and Management Studies, Kochi University, Kochi

careercell@reynolds-india.com

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