Since the dawn of civilization, the children of Adam and Eve have had the art of developing relations. Right from individuals to the nations, the significance of being interlinked and connected has been deeply understood. We, the human beings, are truly ‘the social animals’. No doubt, change is inevitable. From tribal men to Cyber Souls, a lot of things including cultures, religions, choices of dresses and foods, ways of living and the communication skills have been changed so far. Nothing in the world remains constant, but only the change itself. Individuals as well as nations have their own needs and interests. From a consumer to producer, the world of needs and interests need to be well protected and well promoted. The best way to be more civilized is to be more advanced in public relations.
Public Relations (PR) is a kind of ”promotion intended to create goodwill for a person or institution.” (Word Net Web) Like all other fields, the World Wide Web has also digitalized Public Relations. Just with some electronic clicks, the relations are getting worst on one hand; and the best on the other. In present era when the scenarios are changing so rapidly, the field of Public Relations has also become very fast. In such speedy competitive environment, it has become challenging both for the persons and the organizations to maintain their goodwill the way it is meant to be. No matter what it takes to build the image, efforts are being made; policies are being drafted. Gone are the days when we had plenty of time to build our image. Now, it is happening in micro seconds and beyond. The process of image building is being painted on the canvass of tiny bits and megabytes.
The inhabitants of ‘Global Village’ are sharing their views and news online. The impact of being online for a purpose remains afresh at offline mode. The relations are being created and destroyed with a furious speed. It becomes hard, sometimes, to slow down the ongoing process of public relations. It is worth mentioning that speed, for some persons and institutions, is exploring new vistas both in productive and non-productive way. It depends upon the ‘Men behind the Gun’ i.e. the Public Relation Officers to combat the speed with a big hope to cope it professionally. Those persons, institutions and organizations, who have planned their public relation programs well, shall proudly survive in the years to come. On the other hand, those who are unaware of the ‘Need for Speed, to tailor their relations’ shall be left behind helpless and miserable.
Having learnt a few precious lessons from World War I and II, the advanced countries have become teachers and preachers for having public relations among all governments. Without having defined the boundaries and limits of future relations, the persons as well as nations suffer a lot. Surely, we cannot afford another war of such a terrible volume of destructions. Any single clash might lead the nations into a catastrophic situation once again. The Global Image Building of Mankind is all that we need.
Whatever the nature of relationship is, one thing remains common i.e. seeking attention. It is a must in the relations that our status be set as ‘available’ all the time. Any sort of sheer carelessness would spoil the beauty and pollute the ponds of mutual understanding. As a result, the devastating elements would crush the innocence of constructive thoughts. This is the lesson that we learnt from World War II.
Individuals depart and nations fight when certain issues remain un-attended when they were demanding ‘Intensive Care’. A product loses its image if not advertised attentively. A driver may crash the car being unaware of the intensity of attention that is needed on the road. Likewise, public relations professionals need to know the ingredients required to cook the food of marvelous taste. In terms of professionalism, there are three things obligatory in hitting the target accurately:
– First, we need to point the gun in a right direction;
– Secondly, we need to control the rate of breaths; and
– Finally we need to hit the target with a confidence of hitting it accurately.
Same is the case in public relations. In public relations, the story starts from a mission statement; it becomes a mission; the mission is accomplished. More expert the professionals, better the public relations. All we need to do is to value the values of all without any criminal intention but a gesture of friendly attention. Products or producers, consumptions or consumers and above all; living souls or life itself demand for the advocacy and propagation of Global Public Relations all around the world so that the human civilization could be made exemplary for all other creatures, seen or un-seen.
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