Public relations in the government sector is very important at the same time difficult and demanding. It is important because people should understand how they are being governed. Once they appreciate this, government will find it easier to secure their support for and participation in implementing its policies and program, thus ensuring quicker national development.
This is difficult in the sense that communication between the Government and its public has increased, sometimes creating a wide gap. This distance is not only physical, but social, cultural and also emotional. Whatever is decided in the Parliament, economic plans, and on overall view of the different sectors, their long and short-term perspectives.
Public relations in a government department has two main functions. The first and foremost is, to give regular information on policy plans and achievement of the department and second is, to inform and educate the public on legislation, regulations and all matters that affect the daily lives of citizens.
In the government section, PRO speaks on behalf of the government. Whatsoever he says or releases to the press are comments of the government. He must, therefore, be precise and should know policies thoroughly because his job is to elaborate and clarify. This is possible only when he himself is quite clear about p[olicy implications.
Public relations is the responsibility of every one in an organization. It is not the sole prerogative of the public relations staff. The minister and indeed every civil servant has his own contacts with the people and with authorities who are able to give him evidence of what people are doing and saying. The public relations officer can supply supplementary intelligence, and it is an important part of his duties to keep the rest of his departments promptly informed on what is appearing in the press and what is being said and shown on radio and television
PR man should also guard against VIP publicity. He should avoid issuing long handouts particularly when they relate to personal achievements or speeches of VIPs. PRO should be a proficient journalist. He has to maintain high ethical and moral standards. His behavior reflects the conduct of the government. Feedback is yet another important duty of the PR man. Government should be well informed about what has been said in the diverse media about the particular policy program. PR man should create an atmosphere in which press people are automatically attracted to him as a source of information.
Whenever a press conference is to be held it is the duty of the information officer that he should decide in advance about the date and the time of the conference. There is general lack of understanding about what PR is supposed to do or can do. Most PR people are drawn from the press, or are supposed to have very good relations with newsmen. Some government officials think that whatever information is passed on to a PRO, he should immediately get it published. They should, therefore, be kept at arm’s length and told only what needs to be told. PROs must do some internal PR with the authorities and inform them about the actual position.
Sometimes PROs do not do their homework properly. If they are not well informed, if they cannot secure proper publicity for the activities of their ministry if they have not been giving proper publicity for the activities of their ministry if they have not been giving proper advice to the authorities on public relations, nobody can help them get a better status. PROs have to work hard and with greater care, to maintain freedom of expression and reliability of what they release care, to maintain freedom of expression and credibility of what they release to the public through various media.
[This article is published by Media Center-IMAC in interest of student awareness and career guidance. Media Center-IMAC specializes in Post-Graduate/Under-Graduate diploma courses in Media Studies and Mass Communication & TV journalism. With practical oriented and industry specific course, Media Center- IMAC is a prominent institution in Delhi.
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