By Ranjan Das Gupta
Sangita Reddy looks silently at the street below the 5th floor of her hospital. From the height of where she sits the people walking down Jubilee Hills appear insignificant yet they form a part of her life. Then she is reminiscent of the legendary Pat Boon number Moody River More Deadly. She knows well that Moody River is more deadly than the knaviest knife as corona plays its deadly game throughout the world. As a health baroness she decides to transcend barriers of class to bring best of medical treatment for the Indian people. Her efforts in healthcare public relations are truly praiseworthy.
2020 is the centenary of the youngest tool of management, public relations. A hundred years ago public relations practice first started in the US. Then it grew up in Britain. The well-known definition of public relations is by Sam Black. He defined the profession as a deliberate, planned and sustained effort to establish relations between an organisation and its various public — a technique which gradually every management has started to recognise.
In India, after independence the railways and the Tatas initially started practising public relations. Soon more of the core sectors, FMCGS, pharmaceuticals, hospitality and healthcare industries started opting for public relations. In recent times, it has spread to education, legal and even consultancy sectors. Certain religious bodies like Ramakrishna Mission also practice public relations. Almost every government and public sector requires public relations.
The activity of a public relations person is to maintain good relations with the media. A continuous flow of news from an organisation, countering news which destroys the organisation’s image and providing truthful information is the main work of public relations. It also encompasses government relations, employee relations, relations with shareholders and statutory bodies. Generally the motto of public relations is to advise management, suggest developing ways and remedies. A public relations practitioner seldom has a decision taking ability.
Another important aspect of public relations is that the PR can never come into the limelight. He or she helps to project properly views and policies of the top management remaining in the background. An over ambitious person is never a good PR. In India now often a PR professional acts as a corporate spokesperson. This is not an ethical practice. Similarly, a public relations exercise should not hide but confess the truth. Keeping away facts and false projection of news is bound to boomerang.
There is a sea of difference between public relations and propaganda. Dr Goebbels excelled in propaganda of the Third Reich. It was anti-public relations. Many times a public relations person has to act as a ‘yes man’ and is a victim of circumstances. Only intelligence and tactful dealing of the situation helps him to not be a scapegoat. As George Bernard Shaw rightly said getting annoyed is bad public relations.
It is common sense that a communication cannot reach each and every soul. Yet the best of efforts should be undertaken to approach as many people as possible in one go. When Imperial Tobacco Company changed to Indian Tobacco Company in 1969-70, the public relations exercise was a lesson for everyone in the profession. Similarly, in the 80s, Escort’s valiant effort not to be taken over by Apeejay Group was another brilliant public relations activity.
Macro and small organisations either do not require or cannot afford to keep a public relations department. They generally get PR work conducted by their marketing departments or receptionists. They cannot be blamed for this specially in the present economic morass.
In 1991, Dev Anand visited Jawharlal Nehru University to interact with the students. A group of young pupils started mocking him singing Khoya Khoya Chand in a ridiculous manner. Without getting angry the evergreen hero flashed his famous toothless smile and asked why they were laughing. Within minutes there was pin drop silence. With a heartwarming speech on education values Dev Anand won over the countless students who were not ready to bid goodbye to him. An ideal example of public relations.
Narada Muni, son of Lord Brahma, was the public relation idol of the divine. General Jayanta Chowdhury’s public relations in the Indian army from officers to the common sepoy was instrumental for helping India win the 1965 Indo Pak War.
In its centenary public relations should be more humane transcending barriers of wining and dining of PR professionals, media personalities and others of the same work culture. It is fearful to notice that public relations is at its lowest ebb in recent times.
(The author is a Kolkata-based freelance journalist)