PR discussions: [prpoint]

our friend shri srinivasan has made several thought-provoking points.
by and large he is right. but then there is another side of the story
as well. let me share.

a question is asked in the Paper of PR - if the performance of an
organisation is not good, PR just can't do anything in image-building.
do you agree?

in such a situation, the challenge is all the more for PR people in
the organisation. surely, they cannot and should not put out a rosy
picture of the organisation bereft of facts, yet they must face the
challenge. it is only in a crisis situation that the merit of a PR
professional tested. no running away and no excuses.

while monitoring media writings, he should simultaneously collect
factual information from knowledgeable and committed people in the
organisation to counteract negative writings. once he understands what
is what, he can prepare an appropriate write-up/brief/story, contact
that correspondent and put his side of the story to him. if the PR
person knows how to prepare and how to communicate with the media
persons, he should go ahead and put the record, particularly the
'other' side of the story straight.

in such a situation, he must keep collecting information on the plus
points of the organisation through dialogue with the top man as also
with knowledgeable people, keep preparing publishable/usable stories
and keep sharing with the media. the media is surely interested in
covering that organisation because of the magnitude and importance of
operations. if the media person gets detailed information on a
sustained basis, he is happy. but never expect him to put that story
through but offer him your availability to give him additional
information. all this has to be done diligently and smartly.

FOR PR PROFESSIONALS - gear up my friends,. success shall be yours as
long as you keep functioning and acting intelligently on a sustained
basis. do peruse good stories on other organisations in the media, do
keep meeting your counterparts, enrich yourself. you will succeed.
good luck. do call me up if you wish.

C.K. Sardana
Retd. GM/Corporate Commn/BHEL/New Delhi.
Now settled at Bhopal.
email ID: casardana@gmail.com
M-09893556483

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Prof. C.K. Sardana
Editor/UPKRAM/Bhopal
General Manager (Retd.)/BHEL/New Delhi.
09893556483 - M