The importance of being earnest at PR

Growing global interdependence is undeniable: the impact of the oil price and the US dollar exchange rate on most world economies are examples. This globalisation is manifesting itself through virtually instantaneous, worldwide-linked communications systems and reinforces the need for more effective, specific and formal communication skills. The ability to create, and respond to, messages in a professional - focused, unambiguous and, above all, concise - way is paramount if one is going to keep up to speed and be relevant in today's fast-paced and competitive world. Business leaders are increasingly looking to their public relations practitioners to bring vital communications support in all its facets to their endeavours to survive and grow in a globally-related business environment.

It's hardly surprising that research among managers from all sectors of business reveals that the majority now regard communication skills as the most important strategic management tool.

In the introductory, ice-breaker sessions of my basic public relations courses, students are told that no matter what their discipline, if they commit fully to the programme, they will emerge as better communicators. This will stand them in good stead not only in their business world but in their personal lives too. If one cannot communicate effectively in the written, spoken (and unspoken) word, one cannot hope to optimise one's contribution at work or be lastingly happy in one's relationships.

The Public Relations Institute of South Africa (PRISA) is echoing the plea made in the editorial of the inaugural edition of COMMUNICATE (14 April 2003) for the elevation of public relations to its rightful place in the marketing mix.

In an open letter, dated 1 April 2003, to PRISA members, Executive Director Margaret Moscardi says: "We have entered an era where professionalism is key - locally and globally... The public relations and communication management sector has been fragmented for many years. PRISA has taken the initiative in facilitating the formation of one professional body to represent the sector and be the 'one voice for the profession' and partner with the Services SETA in the certification activities."

Her letter concludes, "Make this profession what you want it to be and not what others will make it for you - be part of these exciting developments by participating in the process."

A logical conclusion in the recognition, professionalism and up-grading moves for public relations is the mooted compulsory registration of practitioners with PRISA - just as doctors are required to be members of the Medical Council, lawyers of the Law Society and Chartered Accountants pf the Institute of Chartered Accountants.

We are indeed living in interesting times. The challenges for public relations is here and now. It's time to be bold and to rally behind PRISA's new initiatives on behalf of our profession.

The advent of the COMMUNICATE ezine is timely and I commend its founders. I foresee it rapidly reaching its objective of being a widely recognised "platform" for communications industry information, debate and best practice features and, above all, see it becoming a potent weapon in the communications industry armoury.