The Hindu Business Line : `PR agencies must adopt clear professional practices'

THE role of public relations (PR) agencies has assumed greater importance in the globalised economic environment where professionalism is a critical factor in acquitting their role.

PR professionals have to rise beyond the limited horizons of information management for their clients and should use their communicative skills to create awareness on education and social issues.

This was the refrain at the inaugural function of the launching of the Public Relations Council of India (PRCI), a new organisation floated by the PR professionals.

In his address to PRCI here on Saturday, Mr Vinod Mehta, Editor-in-chief of Outlook , said the importance of PR has been felt even by small enterprises to project their values and thus imposing on the professionals the need to meet greater expectations more objectively. There is also need for better professional relationship between the PR and the media for the former to deliver its objectives effectively.

In a reference to the practices of the PR agencies in managing the media, Mr Mehta felt the latter must adopt clear professional practices in understanding the media to fulfil their clients' needs.

Earlier, Mr M.B. Jayaram, senior executive in the communications department of Karnataka Power Corporation Ltd (KPCL), and the chairman of the governing council of PRCI, said the new body has been formed to promote PR as a specialised profession on par with the management disciplines and to promote PR education and training.

Mr S.D. Reuben from Bangalore has been made as the National President of PRCI, while Mr R. Neelamegham, Senior Vice-President, Akshara Advertising, as the Executive Vice President. Mr R. Sudershan, ITI-Bangalore, will be the secretary-general and Mrs Martha Butala, Mumbai, has been named the treasurer.