PR: MORE THAN PRESS RELEASES AND MEDIA RELATIONS!

Hello again,

While on internship at the MCB, I had to review my understanding of PR. I had discussions on several occasions with my colleagues about the function of PR. Some told me that PR is just communication and maintaining relationships with stakeholders. Others told me that the scope of PR goes beyond this. It is undeniable that there is a general misconception that the profession is just about communicating. Even at the MCB, there is confusion about this. But after having completed 22 days in the communication department of the MCB group, I can now confidently say that, yes, PR is more than just doing technical tasks like writing and drafting news articles, annual reports, or handle the media.


Strategic Planning and Research
PR practitioners at the MCB are involved in strategic planning. They do a lot of research about the micro and macro environments to proactively advise the management on the necessary solutions. They assist in the planning of the solutions. Practitioners are alert to current and new trends in social and public policies that might affect the company. They, then, help the management, not only in terms of communication, but also planning and delegating responsibilities to make corresponding changes within the organisation. At the MCB, the communication department advises the management about issues such as environmentalism’s impact on the MCB’s operations and how to better communicate about it and bring about a change within the organisational culture.

Problem Solving
As such, the communication specialists of the MCB are problem solvers, assisting the management in finding solutions to pressing social issues. They follow the developments in the legal system of the country and assess whether these would impact on the operations of their company. Therefore, they also become a kind of ‘protector’, a shield for the company. They become the eyes and ears of the bank.
There is now a drastic shift in the profession. PR is not anymore confined to the lower level within the organisation structure of companies. They are now moving more and more to the management level, intervening and guiding management decisions. The work of PR practitioners is not merely technical but is now more productive. More is expected from the PR professional now and this calls for re-examination of the qualities of a good PR person.

Will update more soon with “Qualities of a good PR person” ;)
Your comments are most welcomed. I’d really like to know whether PR professionals have the same importance in the organisation you had your internship.

Take care guys and best of luck for your report.

Youshrina