Restraint in PR job stressed
Tribune News Service
Chandigarh, November 23
Public relations men have to educate people through the media, said the Editor-in-Chief of the Tribune Group, Mr H.K. Dua, here today. Mr Dua was speaking at a function organised by the Chandigarh chapter of the Public Relations Society of India to honour a former Editor of the Dainik Tribune, Mr Vijay Sehgal and a former national president of the Public Relations Society of India, Mrs Adity Dua.
Referring to the episode of British Prime Minister Tony Blair’s top aide Alastair Campbell, Mr Dua said the spin doctors selling the image of a Prime Minister or a President need to observe restraint. At times, reporters are a victim of the public relation exercise.
“A public relation man operates in a subtle manner and it is a challenging job”, said the Editor-in-Chief adding that often the credit for the success of a PR exercise is taken by the chief executive of a company.
Coming to the subject of the evening, Mr Dua described Mr Vijay Sehgal as a prolific writer. He said a writer looks into the soul of society. Though the role of a journalist as an opinion maker could not be ruled out, the impact of his writing was shortlived. “Very few journalists can aspire to become writers. A writer’s contribution lasts long”, said the Editor-in-Chief.
Earlier, Mr Sehgal said he was thankful to Mr H.S. Dilgir, patron of the Public Relations Society of India, for refining his work. He also praised the Department of Mass Communication of Panjab University for churning out three generations of journalists.
The former Editor expressed concern at the depleting moral values among scribes. “The PR agencies and the media have a joint role to guide society”, said Mr sehgal.
Mrs Adity Dua, said the profession of public relations was being projected in a wrong manner. The role of a PR man was not to just hand over a press handout.
“Public relations is more of a strategy, proper action and proper feedback. There is need to educate the chief executives”, said Mrs Dua, adding that public relations was an exercise of sign and art. She felt that a code of conduct and ethics should be followed by the media and the PR agencies.
Earlier, Mr Dilgir, Mr Charanjit Singh and Mr Ashutosh Kapila, Patron and Chairman, respectively, of the Public Relations Society of India, spoke on the occasion.
Mr H.K. Dua, Mrs Adity Dua and Mr Vijay Sehgal were honoured with a shawl and a token of appreciation.