PR maintains mutually beneficial relationship – Experts
By Ibidunni Banjoko
Public Relations experts have expressed similar views on PR as the management function that establishes and maintains mutually beneficial relationships between an organization and the public. They argued that the success or failure of organizations depends on how well they deploy and manage PR.
Expressing his view, Yomi Badejo-Okusanya, President of Africa Public Relations Association (APRA), advised that PR practitioners must take their place by force.
“Don’t be apologetic about it. You are a rare breed, a counselor, an adviser; without your counsel things don’t work. Communication is at the heart of anything anybody is doing. You must aggressively defend your turf,” he said.
Tolulope Olorundero, Founder and Principal Consultant at Mosron Communications, explained what public relations can do for a business or brand, she said, it can guide and coach you through a crisis so that reputational damage is minimised and brand trust is retained or regained.
“Tell a continuous strategic story of an impactful, conscientious and result-oriented brand led by expert professionals – way before there is a whiff of crisis. The strategies may differ, but the principles remain the same. For the public, clients, regulators, contractors, employees, and investors to trust any brand or organisation, they must demonstrate transparency and truthfulness in business dealings,” she said.
Olorundero maintained that public relations professionals are not errand boys/girls, or glorified secretaries who are there to blindly follow instructions passed down through a memo from the MD’s office.
“The how and the disposition of management to resolve issues should determine to what extent PR can work its magic.
“The truth can be hard for those who do not want to put in the work or face up to their mistakes, but PR is not the blood that washes away corporate sins, customer dissatisfaction or financial misappropriation,” she asserted.
On his part, Dayo Jagun, Assistant Director Fiscal Responsibility Commission, said: “It’s appalling that most of the Chief Executives don’t understand the nitty-gritty of Public Relations and its importance to the survival of the organisation.
“The PR manager or officer that does not know his onions can easily be pushed around to dance to the whims of his boss, but a Public Relations Manager or Director who knows the job and dignifies himself would not allow his boss to turn him to an errand boy or Mr. Fix It during a crisis.”
“As a matter of fact, Public Relations is a management function and the PR person should be carried along when crucial decisions about the organisation are being taken. He should not be remembered in times of crisis when things are going south,” he stated.
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