By Gian Singh Sandhu
A public relations was once synonymous with publicity, and for many years this was its chief mission. Unfortunately, the Sikh community, somehow still believes this philosophy.
The World Sikh Organization recognizes that the technological advancement especially in the electronic media has become a very powerful tool to change public opinion, positive or negative. The media is not an advertising agency. Its aim is to supply news. Their matter has to be verified and carefully analyzed before they can report them to the public.
It is difficult to give specific guidelines for a specific situation, because organizations like ours are faced with public relation dilemma every day. We are also responsible for carrying the burden of our brethren from India, who do not have freedom of speech and press.
The following points will assist to understand the public relations field:
Recognize that we are continuously engaged in public relations, whether we do anything about it or not.
Information that is dispersed must be based upon facts. This will create a fair interpretation and may be sympathetic with a cause. Public opinion that is misinformation or is uniformed can be hostile and damaging.
Integrity is the basic element of good relations for any organization. Without it, there can be no successful public relations program.
Policies and Programs must keep the general public interest in mind at all times. In any organization the starting point for public relation is the development of sound policies. Policies and programs which are not in the public in test have not vested rights; they operate on a franchise from the general population, and that franchise can be removed any time by dissatisfied public.
Emotions have no place in public relations. Emotional outburst does more harm than good. Sentiments can be expressed more effectively with logic.
Public understanding and approval must be deserved before they can be earned. Public relations are not, as so many believe, and face lifting pursuit. The superficial use of public relations techniques to mislead, obfuscate, or cover up demeans both the public and the organization using such techniques. Keep the following in mind at all times:
(a) Today, individuals in the remotest corners of the country or of the world, can read, hear or see what is going on in countless places far and near.
(b) They are better educated, better and more quickly informed, more fully aware of the world around them.
(c) Thus they are in a position to wield more influence upon events than in any previous age. Combine the ideas, desired, feelings ideals, likes and dislikes of the average man with those of thousands, or millions of others, and you have public opinion.
“This is the ultimate, final and supreme collective human power in the modern world, and as far as the Sikhs are concerned, it is all in your hands as representatives of the Panth.””
Article extracted from this publication >> March 2, 1990
