Daily Times

Democratic norms and procedures have to be adopted and adapted as a new culture of cooperation and conciliation. Political parties have to develop and follow code of ethics, particularly to build positive image of Pakistan. Competitiveness in politics is essential. Leaders must understand the gravity of challenges Pakistan faces, specially economic and governance crisis and issues of human rights and values. Effective administration means effective communication, which is conditioned by the attitude of a communicator, formalism in giving orders and messages and the way and frequency with which the messages are followed. Besides the above stated phenomenon dignity and worth of man should be the pivot on which the whole edifice of Public Administration is to be built

An effective manager or administrator is one who helps develop potentialities and individual capabilities. This is building in element of self-actualisation. If we want to be respected and treated fairly we have to proceed from position of strengths. We need to analyse our strengths and weaknesses to adopt the right course and methodology for path success. We must enhance our strengths to reduce weaknesses to the minimum possible or to zero level, good governance and transparency can help build an effective environment for knowledge based achievement through strong systems of internal and external public relations.

Today’s environment dictates more refinement and advancement in methodology to meet the challenge of the ‘organizational society’, the public relations man can be described as a facilitator to change

Public relations must support management. It is a management function. It is for the management to decide what message is to be imparted to whom and how closely associated with this is the dimension of purpose. Understanding the organization thoroughly, communicating the understanding to others, and evaluating are some of the underlying tenents of the discipline of public relations. It is an art of convincing people to a certain course of action, and of projecting the image of an organization. Public Relations is not a concealment of true facts, it is not influencing for wrong purpose it is the analysis of relationships of a person of an organization with its public. It is the removal of the mistakes of administration by better communication. As a top management function it is a projection of views of those making policy and delineating objectives, of ends and means. This obviously requires participation in both the evolution of policy and planning. The dimensions of public relations have broadened with increase in publicity and the proliferation of mass media. The publicity output of public relations is largely journalistic in nature. The knowledge of media, the publics and techniques of communication are therefore essential factors. Closely associated with public relations is, the ability of thorough writing and editing skills. Knowledge of how to make personal presentations on Television, Radio Newspapers and Magazines is essential. Too much rigidity is harmful as it would be an inhibiting factor in an environment requiring the public relations practioners to contrive. The practice of public relations is however based on logical and objective thinking, discretion and imagination and a capacity for expression of ideas. Closely linked with this is a need for an active desire to understand and help people. Above all is the element of integrity.

The problem area of public relations has been one of integration with policy. Therefore the research aspect requires analysis of relationships between the client and the publics such as employers, customers, distributors, competitors, federal states and local authorities etc.

The press clubs of Pakistan have served as an institution promoting freedom of speech and expression. Even when these freedoms were at risk, the grounds of our press clubs were home to all kinds of journalists and reporters. It is expected that promotion of progressive ideas and independent media will continue as usual to recognize the important role of public relations in its various dimensions and scope, in areas of public administration, business management and matters related to special interest groups. Public relations must remain attuned to human values and attitudes. Perhaps here research and education support is necessary so that one can speak with confidence from the premises of empirical validation. Public relations, therefore, has advanced from asterile know-how to management functions of considerable importance. Distrust of public opinion will be against our National Interests. It needs to be understood that a public relations agency is more than an advertising agency. It requires a feel of the knowledge of a multiple discipline. Today’s environment dictates more refinement and advancement in methodology to meet the challenge of the ‘organizational society’, the public relations man can be described as a facilitator to change, he/she helps relieve friction and let us dig deep into the complexities of public administration with host of issues and problems that need to be tackled and understood with knowledge base.

The writer is a former director, National Institute of Public Administration (NTPA) Government of Pakistan, a political analyst, a public policy expert and a published author