Opinion | Columnists
The PRO who created clones
A public relations officer’s (PRO) job is to manage information in such a way as to create a flattering image of his or her employer. In doing so, the PRO serves as a bridge between the employer and the public, which usually entails working hand-in-hand with the media.
- By Lalit Raizada, Special to Gulf News
- Published: 23:52 March 30, 2009
A public relations officer's (PRO) job is to manage information in such a way as to create a flattering image of his or her employer. In doing so, the PRO serves as a bridge between the employer and the public, which usually entails working hand-in-hand with the media.
The risk is that any faux pas on the part of the PRO can create severe embarrassment for his or her employer and bring the public relations industry into disrepute.
Here is the story of an overzealous PRO, who made a laughing stock of his boss and about 30 members of the media.
The PRO in question worked for a senior minister in the Indian federal government. During the course of his duties, he regularly provided both official and unofficial tips to the media in the hope that they would generate news stories.
As you would expect, these stories generated both favourable and unfavourable reportage. Being a seasoned politician, the minister took the negative publicity in his stride. But the PRO was not satisfied with this state of affairs and set out to ingratiate himself with the media.
However, it did not take him long to realise that his efforts were not paying off — the flow of positive and negative publicity continued as usual. This would not do.
As the PRO's luck would have it, the minister's only son was going to be married shortly. This gave the PRO an idea. He convinced the minister that it would only be fitting to invite members of the media to attend the reception and to show them a good time on the happy occasion.
But he didn't stop there. He sent separate invitations to each journalist and took great care that none knew that the others had been invited.
Furthermore, each newsman was given a gift pack that contained the fabric for a suit and a matching necktie, together with a note saying that Minister Sahib would be happy to see him appropriately dressed at the reception. Playing on a journalist's craving for exclusivity, the PRO told each recipient that it was an exclusive gift from the minister.
The big day
The journalists duly visited tailors to ensure that their suits were completed in time for the reception. On the happy day, the PRO stood at the brightly illuminated entrance to receive his guests.
They arrived one by one, smiling broadly, and were escorted to the minister, who welcomed them. At this point, the smiles disappeared. Something unusual had happened. The journalists were looking at one another sheepishly, some avoiding direct eye contact.
Many curious eyes turned towards the 30 or so reporters. The reason: they were all wearing suits of the same shade and fabric, many with similar matching neckties. It was a strange spectacle — they looked like a reserve troop of waiters or security men.
Apparently, the minister was too distracted to notice, but the journalists were red-faced and seething. Some tried to laugh it off, but others took their embarrassment out on the hapless PRO.
It turned out that the PRO had, in his wisdom, made a bulk purchase of only one fabric. And in doing so, instead of pleasing the minister and the journalists, he had embarrassed one and all.
Nothing was heard of the PRO thereafter, while each of the journalists took great care not to wear their suits to an event where there was any risk of finding themselves once more in the company of clones.
Lalit Raizada is a journalist based in India.
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