Bangladesh and the World

Although the institutional practice of Public Relations (PR) began in the early 20th century, it emerged in Bangladesh almost a century later, at the end of the 20th century and the current century. Although there has been a delay in adopting this effective propaganda strategy, considering the history of the birth of independent Bangladesh, post-war economic struggles, political changes, and socioeconomic status, several PR organizations in the country are struggling to keep pace with the evolution of this trend. While the progress and success rate of the country’s PR sector in the past two decades is not enviable, it is not disappointing either. Instead, the development and growth of this sector are undoubtedly inevitable with the adoption and implementation of some timely initiatives.

However, in order to realize the potential future development and growth, it is essential for all those directly and indirectly involved in this sector to have a clear understanding of what Public Relations is, the evolution of the PR trend, the prevailing trends of PR in the current world and its development in Bangladesh, its current status and what the potential influential trends for the future could be, and there is scope for detailed discussion on this. Because there is still much confusion in our country about this cutting-edge profession, even people not directly involved in the communications sector still need to learn that such a profession exists and that there are vast opportunities and possibilities for building a successful career. This lack of knowledge is quite significant and is acting as a particular obstacle to the development of this sector.

What Is Public Relations?

In very general terms, Public Relations is communication that involves the public. In practice, PR is a specific strategic process for establishing and developing a mutually positive relationship with an individual or organization’s desired public.

It is different from other media, including advertising, one of the most popular forms of promotion. In advertising, the action is considered to be completed once the campaign message is disseminated, but in public relations, the post-promotional impact is also verified, and there is also an opportunity for direct involvement of the public concerned in the interest of improving the relationship between both parties. PR has been considered and practiced as a unique strategic communication process worldwide.

In a nutshell, when an individual or organization collects relevant information for a specific purpose, organizes its dissemination to the public, and takes the necessary steps after examining the post-dissemination response, it is collectively called public relations.

History of Institutional Public Relations

The exact starting time of the organizational PR application has yet to be determined. However, PR has been used informally since the beginning of human civilization. Various steps were taken by the ruling party to establish relations with the public. One example is the appointment of sophists (expert teachers in specialized subjects such as mathematics, philosophy, and music) in ancient Greece. The main task of these sophists was to present their arguments correctly through writing epistles and poems. The Roman emperor Julius Caesar also used the same method to gain political support for himself.

In the modern world, the current PR, i.e. organizational PR, began at the beginning of the last century. It has yet to be able to give accurate information about when and from where the practice of PR officially became institutionalized. For this reason, there are differences of opinion on both the time of its inception and the source. One side claims that the formal and institutional journey of the PR profession began in the United States, while others believe that the practice of this profession began in the United Kingdom and the United States at roughly the same time. However, the world’s first PR organization is listed as the ‘Publicity Bureau’ based in the United States. One of the founders of this public relations organization, established in 1900 by a few former journalists in the city of Boston, United States, was Ivy Lee, who is still remembered for his significant contribution to this field and a group of PR experts had recognized him as the ‘Father of Public Relations.’

There are two popular opinions on who the father of public relations is. Some consider Edward Bernays the most suitable for this title because of his unique contribution to establishing public relations as a modern profession and its development. However, there is an additional addition to this title of Edward Bernays, and this is the one that is reasonably well known, the ‘Father of Public Relations and Propaganda.’ The addition is ‘propaganda’; Bernays is more popular as the ‘Father of Public Relations and Propaganda’ in this field. He considered propaganda to be positive and necessary in public relations, and he successfully applied it in some of his campaigns. At the same time, he is also considered the first Public Relations theorist. Influenced by the theory of ‘scientific respectability’ of the legendary psychologist Uncle Sigmund Freud, Bernays applied it to determine strategies for controlling public thought and behaviour.

Public Relations Trends

In order to provide a clear idea of the management and institutional continuity and practice patterns of PR over time, Jim Grunig and Todd Hunt (1984), in their research article titled ‘Managing Public Relations’ have mentioned four models of public relations, which are known as the ‘Four Models of Public Relations.’ Grunig and Hunt’s ‘Four Models’ of Public Relations Practice have enormously impacted this sector and are equally effective in modern PR. This model shows in detail how PR has evolved over the past 130 years, and Grunig and Hunt have selected one of these four trends as the ‘model’ for effective public relations, which they have named the Two-Way Symmetrical Model. The remaining three models or branches of the Four Models are the Press Agency Model, the Public Information Model, and the Two-Way Asymmetrical Model. All four models have been prevalent at various stages of PR and are still used, sometimes partially and sometimes in combination.

1. Press agency

This is one-way communication. Here, the main objective is to disseminate necessary information to fulfil the interests of the organization’ in exchange for anything or ‘by any means’, and in order to fulfil the objective, the message prepared for the public contains misleading information, a mixture of truth and lies so that the attempt to influence the public’s thinking is intense. In this model, no formal research is done before determining the communication strategy. Generally, this model is still followed in sports, showbiz, and product promotion.

2. Public Information Model

This model also has a one-way communication nature. Press releases and other one-way communication strategies are dominant here to disseminate information about the organization. Public relations officers are considered ‘in-house journalists.’ In this model, too, no formal research is done before determining the communication strategy. Governments, non-profit organizations, and businesses generally use this model.

3. Two-Way Asymmetrical Model

This is a two-way communication process. The two-way asymmetric model is also considered ‘scientific persuasion’ or ‘scientific influence’. Here, the entire communication process is arranged according to the organization’s needs, with the main priority being to ensure the desired behaviour of the public. This model determines communication strategies by including customer feedback obtained through formal research. The use of this model is observed in competitive businesses and agencies.

4. Two-Way Symmetrical Model

This is a two-way communication process. In this model, communication strategies are made by keeping the opportunity for interaction between the organization and the public. Here, efforts are made to resolve conflicts between the organization and the customer, ensuring mutual benefits are given priority, and understanding and respecting all stakeholders, including the organization and the public, is considered very important. In this model, regular formal research is carried out, and customer feedback is incorporated into the communication process based on the research results to determine effective communication strategies. Above all, open and transparent communication is considered very important in this model. This model is used in regulated businesses and agencies.

Grunig and Hunt have chosen the two-way symmetrical model as the ideal for effective PR. The effectiveness of PR depends mainly on maintaining two-way, balanced communication with all stakeholders of the organization, including the organization and the customers. The interests of any one party will not prevail for Public Relations Officers (PRO), but the main goal will be to ensure mutual benefit by maintaining respect for both parties. Only when this can be ensured can the real taste of PR, that is, the principal effectiveness, be enjoyed, and this is where PR becomes most effective and fruitful.

Recent Trends: World

Currently, the two-way symmetrical model is considered the ‘gold standard’ in PR practice almost everywhere. Grunig and Hunt also considered this model the most ethical and practical approach to PR. Although it is established as the most accepted and popular PR theory, organizations competing to gain more profits are primarily uninterested in establishing effective PR. As a result, the active practice of two-way balanced communication processes is neglected.

On the other hand, some modern organizations are establishing the most suitable and unique communication model by combining the necessary techniques, eliminating the identified weaknesses of each of the ‘four models,’ considering their nature of work, needs, goals, and stakeholders’ interests. Respect, mutual benefit, and cooperation of all concerned are given special priority.

Today, the established and widely studied PR media are press conferences, press releases, interviews, statements, articles, advertorials, etc. All these are media-dependent, and therefore, organizations have to rely directly on the media to conduct and implement PR activities. For this reason, media relations management, along with stakeholder relationship management, is equally important for organizations.

As a result of the recent technological revolution, the latest addition to this sector is digital PR, which is currently widely used and popular and, in some cases, more effective than other traditional media. One reason for this is that by using digital media, a large number of people can be reached very quickly at a low cost, which is very important in communication, especially in times of crisis. Another significant reason is that digital PR is helping to reduce direct dependence on the media to some extent.

Due to digital PR’s unique advantage, many organizations worldwide are leaning towards it, and some are adopting it as their primary medium. However, the role of the media has remained relatively high, and the essential characteristics of PR will mostly stay the same.

Development in Bangladesh

Although PR has been refined to a sophisticated form in many developed countries, its journey in Bangladesh began not very long ago. However, it is noteworthy that Bangladesh realized the importance of public relations at the beginning of its independence. As a result, PR experts have taken various initiatives at various times for the overall development of PR practice. Establishing the Bangladesh Public Relations Association in 1979, just 8 years after independence, is a notable step. The main task of this association is to take the necessary initiatives to expand the PR profession in the country and implement them.

At the beginning of the current century, several specialized PR institutions in the country started their journey at about the same time, but the country was still being prepared to adopt the overall process of public relations together, and the practice had yet to begin. Initially, PR was thought of as meant to be press releases. Due to the lack of a clear understanding of this issue, all other aspects of PR were neglected here. At that time, various initiatives were taken with the advice and assistance of international experts, thanks to the affiliation of some PR firms with international organizations.

After going through various ups and downs on the path of new creation, the country’s PR sector at the government and private levels has now been significantly refined. Currently, almost all high-level government and private institutions have separate positions for PR, where professional Staff are appointed, and about 10 PR companies are working on a large scale in the country. This sector has already gained a good reputation within and outside the country. As a result, multinational companies interested in working in Bangladesh hire specialized PR firms at the initial stage of undertaking any promotional activities.

PR is now taught in both government and private universities. In most of them, PR is kept under the Department of Communication and Journalism, but some universities have established separate departments for public relations. Through this, students clearly understand this internationally well-established profession and dream of building a career in this sector. Through this, the PR profession in the country is gradually moving towards becoming prosperous and well-established despite some minor shortcomings.

Today and Tomorrow

Although we cannot fully keep up with the world, Bangladesh is still catching up. It has been moving forward, albeit slowly, with some shortcomings. The practice of Grunig and Hunt’s two-way symmetrical model, which has been established as the 'gold standard’ in PR practice in the current world, is partially present here. The step that differentiates this model from the other three models is left out here. And that is research. Routine PR tasks are done here, but audience-level research can be completely absent.

Currently, the country’s PR companies are facing challenges in managing digital PR, the latest addition to this sector at the international level, the most studied and appreciated medium. Due to the lack of a clear concept of digital PR, a fog has been created. Agencies are failing to distinguish clearly between digital PR and digital agencies.

A vital function of public relations, lobbying, making recommendations, or advocacy, is utterly absent from the country’s public relations sector, which international PR agencies do. Establishing connections with the relevant authorities for the organization’s benefit falls under the practice of PR, which is not practised in our country. Change is needed here, too.

We need to catch up in another area, and that is the inclusion of influencers or bloggers in this sector. This practice is also quite popular at the international level. It is an effective communication strategy in PR that is cost-effective and creates opportunities for everyone involved to benefit from it. This practice has already started; now, it needs a refined form.

In our country, PR activities at the international level, which can be briefly called country branding, still need to be carried out. Bangladesh still needs to establish an effective relationship with the international media. The proof of this is the absence of news about Bangladesh in the international media; even if Bangladesh’s name comes up, it is negative. The stories of Bangladesh’s development and prosperity or potential have yet to come up in the international media. The country is lagging in this area due to the lack of PR at the national level. If proper planning initiatives are taken, it is possible to use the international media for PR work.

Research is necessary to make this sector’s development an international standard, which is almost impossible in our country. Universities and institutions specializing in PR have yet to be able to create research opportunities and an environment, as a result of which there has been no significant change in this sector. There is no alternative to research to gain specialized knowledge in any subject. This is where a promising sector of the country and a globally well-established and respected cutting-edge profession are stalled. To move forward, we need to create extensive research opportunities at the national and international levels.

There is a huge gap between the universities that study communication and those involved in the country’s PR sector. If an effective connection can be created between the two sides, this sector will be richer and more well-structured through the combination of theoretical and practical PR practices, making it easier and possible to keep up with the world.

It would be particularly beneficial if universities made Public Relations a compulsory subject at the undergraduate level. Under this, subjects such as strategic communication, crisis management, PR content development, media communication, new/social media communication, brand communication, and relationship management could be added to institutional courses. One particularly noteworthy thing here is that universities should provide adequate opportunities for students to conduct research at the undergraduate, graduate and postgraduate levels. The cooperation of established media and universities in the developed world can be sought to implement the work, including the necessary courses and conducting research activities. Several such activities are currently being conducted. Germany’s DW Akademie is organizing seminars, training, and workshops on various communication topics in coordination with departments teaching communication, media, and PR at government and university universities in the country, and they are also assisting in establishing studio labs if necessary. Such an initiative is indeed commendable and necessary. Similarly, if countries like the United States, which are leading in PR at the international level, were to cooperate, the PR sector of Bangladesh would have the opportunity to develop very well. Sincere efforts are required from all concerned in this regard.

By further expanding the scope of studying PR, creating opportunities and an environment for conducting research, creating opportunities for advanced education in countries rich and sophisticated in this field, receiving and implementing necessary cooperation, and providing international standard training and workshops for those currently employed in this profession, Bangladesh, which relies on the indomitable power of its youth, can become an up-and-coming destination for this sector.

 
Aklima Jannat is a columnist
and a PR Professional.