Dear fellow-members of this discussion group,
The PRCI's International Conference on Glocal Communication 2011 held last Saturday in collaboration with the Bangalore University, Karnataka Press Academy and Press Club of Bangalore was different, in that, the underlying effort was to bring the industry and the educational institutions together and impress upon practitioners the importance of training the aspirants.
Besides students from several colleges in Bangalore where media courses are taught at the PG level, there were students from as far afield as Mumbai. The participation of teachers -- 25 research papers -- was truly encouraging.
Before you get your hands on the PRCI periodical "Chanakya" that was released on that day, here's the editorial from that issue for your thought and discussion.
cheers
john thomas
Teach PR in universities... and well.
There hasn't been a time as now when the public relations as a profession has been playing on public conscience, but, sadly, when corporate greed and misdemeanours engage public discourse on a daily basis in our country and elsewhere. It's made doubly poignant as the demand to join the profession, after rising steadily for a decade, has grossly outweighed interest in journalistic pursuits among media students.
This unusual situation should be seen as a heaven-sent opportunity for those in the PR industry to do a serious rethink about the profession, chart the direction it should take and lay down quality standards for intake. In that sense, this seminar supported by the universities at PRCI's home base, which will pay special attention to education and re-training, is most timely.
Key to a rethink with a view to improve is to first deal with a perception problem the PR industry now faces. How do people view PR professionals now? One can blame a few rotten apples in any profession, but is that all?
Time was, when some PROs in the state and central government organisations and companies had a larger-than-life image as writers and artistes. Some were influencers of policy and great trouble-shooters. The Indian Information Service itself had stalwarts whom people looked up to in their many roles as communicators – from broadcast and print to publicity jobs – and as vital feedback processors. They were spokesmen who mattered. But in the private sector, they were the facilitators and often liaison persons with the officialdom. There was the early difference in perception.
With the government's role being steadily reduced or made less obtrusive and private enterprise being encouraged in line with economic liberalisation, the practice of public relations also evolved to assume roles that suited commercial interests better. This radical change in the business model is what made PR to be seen as the new frontier of financial opportunity for many from the mass media establishments to explore. The surge in demand that outstripped supply of suitable talent let all kinds of people into what has become an industry in its own right and led PR practice into the plight we face today.
Perception problem means a people problem right across the board. Ask yourselves: What do we think of some of the PR practitioners we work among, whether in the public sector or private sector. How many would you have thought should not have belonged to the fraternity? If you have a view that is uncomplimentary or you feel things should have been better, surely something needs to be done to raise the standard of those in the field and those seeking to enter.
When we talk of raising standards, it implies qualities that are appropriate. Appropriate to what, is the logical question. Which brings us back to the question: What is a public relations officer in the changed circumstances? Is he/she primarily someone who ensures that his/her department or company or client gets favourable mention periodically in the media for which good news is bad and bad is good? Or is there more to a PRO's role than being a publicist?
There always has been more. Proactively getting good news in, preventing the bad from getting into the media, fire-fighting if there is a negative report, assessing feedback and maintaining lines of communication to the staff and clients of the company or department as well as to the public to maintain goodwill and create helpful public opinion… A good PR person is expected to be a multi-tasker and many things rolled in one who keeps in step with changing modes and moods to manage communications. But the basic working capital he/she has is information.
Information is power. But to realise that potential, one needs to be able to process any bit of information and see what makes a story. Curiosity may be an innate trait, but the capacity to process information comes from subject knowledge and willingness to research. Anyone who can chat effectively doesn't make a good RJ. You need to know a lot about the genre of music you are presenting and be able to talk well. There is substance and form.
This is where education comes in. A PR aspirant needs to have a broad spectrum education, but who can do without understanding economics or business in corporate PR? Is this taught in the mass communication classes? What can be also taught is to effectively present it in the written and spoken forms, depending on the situation. Is the application side of theory being taught in colleges?
Anyone in recruiting will lament that the quality of applicants is falling. Why? The blame is easily on the education system that has low vocational orientation even when it comes to media courses. Why is no one trying to tell educators what is required? If they are not responsive, PR practitioners need to question their persuasive powers.
Try volunteering to teach, even pro bono, for the future of the profession. Maybe that will persuade dyed-in-the-wool academics to make requisite changes or even craft dedicated PR courses at graduate and post-graduate levels instead of the mass communication degrees, which neither turn out industry-ready journalists nor PR professionals. In fact the academics must wake up to the fact that the overwhelming majority of students in these masscom classes which are tailored to print and broadcast journalism, want to go into PR.
The PR industry of this country needs good minds that are trained well in form and substance, for it to stay relevant and competitive in this globalised world. Industry conferences such as what the PRCI is organising in partnership with the universities in Bengaluru should be the start of a determined campaign to raise the quality of PR training in other parts of the country. It is a challenge the PRCI must take on.
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This was the message Karnataka Chief Minister sent for publication in the Chanakya issue.
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