DON URGES ORGANISATIONS TO HIRE TRAINED PR PROFESSIONALS

A university don has called on organisations to engage trained public relations professionals to manage their communication and public image.

The don said the growing importance of effective communication in both the public and private sectors makes it necessary for organisations to employ qualified PR practitioners.

According to the academic, professional public relations goes beyond promoting an organisation, as it also involves building trust, managing relationships and responding appropriately to public concerns.

The don urged government institutions, businesses and other organisations to recognise the role of trained PR personnel and give them the opportunity to contribute to strategic decision-making.

He noted that unprofessional communication could damage an organisation’s reputation and create misunderstandings among stakeholders.

The academic also encouraged PR professionals to continue improving their skills and adapting to changes in communication technology and the media landscape.

He stressed that practitioners must understand modern communication tools while maintaining professional and ethical standards.

The call comes amid increasing reliance on digital platforms, where information can spread quickly and organisations are often required to respond to public issues in real time.

The don said trained PR personnel could help organisations communicate accurately, manage crises and maintain positive relationships with their stakeholders.

He also urged universities and professional bodies to continue producing well-trained practitioners capable of meeting the changing demands of the communication industry.

The academic maintained that investing in professional public relations would help organisations strengthen their reputation and improve their relationships with the public.