Let PR ex­perts play lead­ing, not lap­dog role

Daily Nation (Kenya) - - OPINION -

Pub­lic re­la­tions has had a tremen­dous and in­ter­est­ing growth, al­beit with chal­lenges, since its beginnings dur­ing the Sec­ond World War as pro­pa­ganda. But it’s un­der­stood that even Cleopa­tra and Julius Cae­sar had mas­sive suc­cess in PR

The prac­tice has since de­vel­oped ethics and gov­ern­ing bod­ies, but noth­ing much has changed in the dis­charge of du­ties. It’s un­eth­i­cal for a PR ex­pert to do things at the ex­pense of a client so as to sat­isfy the boss’s needs.

We have seen PR ex­perts danc­ing to the tune of the ex­ec­u­tive. The era of al­ways say­ing “yes” to the boss should end and the spin masters be­come the ex­perts to ad­vise the ex­ec­u­tive.

In Kenya, spin has be­come syn­ony­mous with PR. The phrase “that’s gov­ern­ment PR” is com­mon. The “or­ders from above” syn­drome need to be changed to “or­der from the ex­pert”, where the PR ex­pert plays the role of ad­vis­ing the ex­ec­u­tive on how to achieve mu­tual un­der­stand­ing be­tween the com­pany and clients.

The Pub­lic Re­la­tions So­ci­ety of Kenya needs to come out strong and play the watch­dog role over PR prac­ti­tion­ers.

CHRISTO­PHER OKINDA, pub­lic re­la­tions

ex­pert. christo­phern­golo@gmail.com

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