BUSCA

Links Patrocinados

Destaques NetSaber:
- Apostilas para Concursos Públicos
- Resumo de O Mundo de Sofia
- Telecurso 2000
- Apostila para Concursos
- Apostilas de Direito
- Apostilas de Contabilidade
- Resumo de O Guarani
- Resumo de Iracema
- Resumo de Dom Quixote
- Apostilas de Inglês
- Resumo de Dom Casmurro
- Apostilas de Informática
- Resumo de A Moreninha
- Apostilas para Vestibular
- Resumo de A Arte da Guerra
- Receitas Culinárias
- Dicionário de Português
- Frases e Citações
- Interpretação dos Sonhos
- Fontes Grátis
- Notícias
- Artigos
- Artigos sobre Fisioterapia
- Livros de Machado de Assis
- Livros de Casimiro de Abreu
- Download de Livros
- Livros de Filosofia
- Livros de Administração
- Livros de Direito
- Livros de Agronomia

PR: The Eyes & Ears of CEO


Making PR indispensable to CEO is one of the ten points, which constitute the Kolkata Public Relations Roadmap, that emerged from the 26th All India PR Conference held last December. ?PR needs PR?. These three words aptly sum up the existing scenario of a typical PR set-up(PRS), especially that of a business organisation. PRS is supposed to build and sustain a good image of the organisation in the eyes of the publics. In the process of doing so, and in the larger interest of the organisation, PRS takes backstage. Ideally speaking there seems to be no harm in maintaining this low profile. However in the long run, it is advantageous if PRS gradually attains a pride of place in the top management echelons.
Because till the time, a CEO is PR-savvy, there won?t be any problem as far as full utilisation of PR resources is concerned. But if PR activities are only top-driven, there will arise problems if another CEO joins, whose list of priorities has no place for PR at the top. In that case, not only will the PRS face an identity crisis, but it will also lead to obvious problems for the organisation in terms of image management.
Functional Distinction
The best possible course in view of the above facts, indubitably is to make PR indispensable to CEO. This, however is easier said than done. Not only does it require concerted efforts on the part of PR team but also unstinted support from the top, to put in place a functional framework that strengthens the PR set-up. Once absolute role clarity and functional distinction have been established as a part of the system, it will be practically irreversible.
Having said this, I would like to point out that the major responsibility for establishing such a framework lies on PRS itself. It will have to prove its worth through deeds. PRS will have to project an image of a modern, dynamic and effective set-up that can face any challenge of present and future. Needless to say, PRS must perform each of the designated function efficiently and in the best possible manner.
Credible Information
In addition, certain specific points need to be taken care of. First and foremost, PRS will have to focus on providing reliable and credible information to CEO. PRS has to be the eyes and ears of CEO. Each member of the PR team should be sensitive to the surroundings. His perceptive dimension will be more pertinent if he is well aware inter-alia , of the organisation?s products/services and processes, competitors? profile, industry scene and socio-economic milieu. PR Chief can play a significant role in guiding and directing such a team to benefit the organisation.
Networking by the PR professionals is also a necessity as it helps in widening the information source. Significant information thus collected should be communicated to the CEO on a regular basis. USP of PR feedback is its wide source-base viz. Media, community, opinion leaders et al.
Call PR
PRS is often used as a fire-fighting department in most of the organisations barring some of course. An accident, fire, oil-spillage, IR unrest has happened, situation has got out of control, chances are that media and general public may misunderstand and aggravate the problem, ?Call PR?. Now instead of grumbling over such a treatment, PRS should convert the challenge into opportunity. Outcome of the activities does matter in a crisis, but more significant is the response time and response behaviour. If PRS can handle a couple of crises effectively and efficiently, they will be the first to be called during future crisis situations. And who is called first when we face problem? One without whom you can?t manage, also called incidentally as ?Indispensable?.
Documentation
Another area where PRS can carve a niche for itself is in having a well-planned documentation and retrieval system. Whenever the top management needs certain information about some person or event, the promptness and accuracy demonstrated at such times reflects on the effectiveness or otherwise of the documentation system and PRS. With Computers and Internet, this has become easier provided the PR professionals are tech-savvy.
Conclusively it can be said that PR can become indispensable to CEO, only if the practicing PR professionals are true to their profession and keep pace with the times.