Promoting a positive image

By Wathsala Mendis

That's when Public Relations or PR comes into play and has to act fast. And mind you, crisis management is just one of the numerous roles of PR. It's big business and serious business, undertaken by individuals or organizations in order to persuade, sell, educate, stimulate action or desire, raise awareness, develop interest, or to gain third party endorsement.

In simple terms PR is all about maintaining mutual understanding and a beneficial cooperative relationship between an organization and its publics. The range would be from media publicity, political/lobbying, corporate communications, issues management, community programmes, event marketing, launch events, promotions, sponsorship maximization, or exhibition planning. 

Entry into a public relations career does not require any defined standards. However, a college degree combined with public relations experience, usually gained through an internship, could be considered excellent preparation for this field. While a college major in advertising or communications will put you at a definite advantage, some firms may seek college graduates with a journalistic background.

The idea here is that most of the skills required by anyone within PR are the same as most other communication/creative jobs. The ability to write good clear prose, to communicate well under pressure, to meet deadlines and assume considerable responsibility, and, above all, to like working with people and within a team are particularly important. 

Initiative, good judgment as well as decision making, problem solving, and research skills are essential. To appreciate and help facilitate the commercial growth or profitability of a client, you have to think in a business sense. You should be able to listen carefully and take a brief from a client and express your thoughts clearly and simply. You need an outgoing personality, self-confidence, an understanding of human psychology, and an enthusiasm for motivating people. You should be competitive, yet flexible and able to function as a team player. 

The younger you start, the better, because that's when you're brimming with fresh ideas, enthusiasm, and energy. Did I say energy? Oh yeah, you'll need a lot of that as you have to run around quite a lot and be able to cope with 10 things at once!

Schedules will often have to be rearranged to meet deadlines. You'll be called on to deliver speeches, attend meetings and community activities, or travel out of town. There'll be the occasional emergency or crisis situation which puts you at the job or on call around the clock. 

One thing is for sure. It's not routine. Variety is what you're looking for? You got it. There's desk work as well as outdoor work. You pick up things fast as you're exposed to a far bigger world at a young age, not to mention the many interesting and valuable contacts you will develop over the years.

The Sri Lanka Foundation Institute (100, Independence Square, Colombo 7/ Tel:691814, 695886) offers the only professional course in public relations available in Sri Lanka in their Diploma Course in Journalism and Communication.

With knowledge and experience, you can handle more demanding managerial assignments, climbing the career path in the agency you work for or, better still, you can start your own consulting firm. In PR, you prove yourself and there's no looking back. 

"Hair Asia Pacific '99"

The Sri Lanka Association of Hair dressers and Beauticians (SLAHAB) was able to gather renowned hairdressers from all over the world, including Jun Encarnacion of Philippines. The best from over 200 participants from countries including India, Thailand, Japan and Sri Lanka vied for the many prizes on offer. 

The year after, in 1998, "Hair Asia Pacific 98" was held at the Oberoi Hotel, and attracted an even bigger participation. Winners were given cash awards of US $500/- each along with trophies and certificates. This championship was listed in the British weekly "Hairdressers International Journal". This year too, "Hair Asia Pacific 99" will be held in Sri Lanka and on a much grander scale at the Sri Lanka Exhibition and Convention Centre. 

The competition will be in the following categories; ladies' hair cut and blow dry, gents' hair cut and blow dry, ladies' evening hairstyle, nail art, bridal make-up, and the open fantasy event. Winners of each category and the grand champion will receive cash prizes, certificates and trophies. 

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