“In ancient history,
Omani people used
to sail for trading in
different directions;
they mixed with
different people
and cultures. If
you think from this
perspective, Oman
already has a good
history in corporate
communications
and public
relations.“
Public Relations (PR) as a management
function is fast growing
to maturity in the Sultanate and is
witnessing a revolutionary change
in its perceptions. The trade and industrial
sectors are realising its advantages
over advertising in building
trust and communicating with
its associates. The emerging scenario
offers immense scope for the
development of PR as a discipline.
Increasing competition in the market
has definitely helped PR to gain
importance. Trade and industry
sector is demanding a synergy of
both internal PR wings and exter-nal PR agencies for its growth. The
current global economic recession
has only increased the prospects of
PR as crisis calls for
confidence building.
Churning out
lengthy press releases
and getting
a prominent display
for it in the broadsheet
are no longer
considered as ultimate PR work. In
the new role, PR sector is no longer
demanding uncritical support from
the media and welcomes critical
scrutiny of press releases by the
media. Absence of healthy critical
reporting in the media is prompting
PR divisions of companies to
explore alternate channels of communicationto find the ground reality
and get feedback on their products.
PR is a planned, deliberate
and sustained investment
in enhancing trust
between a company and
various publics through
sharing and dissemination
of relevant information,
says Radha Mukherjee,
executive director
DDB Oman and regional talent director
of DDB Middle East & Africa,
in an exclusive interview to Oman
Vistas
Radha Mukherji
“PR is much more than media activity
and it should enhance and
manage organisation’s reputation
and defend it against internal
and external crisis,” said Hassan Al
Saleh, managing partner of TRACCS
Oman, a leading PR firm in an interview
granted to OmanVistas.
Hassan Al Saleh
The success of a PR exercise is
now measured more in terms of
its capability to communicate and
convince. PR agencies and departments
are increasingly using novel
tools including mobile phones for
disseminating information.
All types of organisations in the
country including ranging from
government to MNCs have already
recognised PR as an essential tool
in communication within and outside
and brand building. They are
relying on professionals inside and
PR agencies outside. Though it was
in United States that PR emerged
as a independent discipline Oman
is not strange to it.
Hashar Khamis Almandhari
Hashar Khamis Almandhari, public
relations manager, Nawras in an
exclusive interview to the Oman
Vistas says, “In ancient history, Omani
people used to sail for trading
in different directions; they mixed
with different people and cultures.
If you think from this perspective,
Oman already has a good history
in corporate communications and
public relations.” However, he added
that in the modern definition of
public relations people need more
education and greater investment
need to be made in this area.
The new perceptions in PR sector
are leading
to the
realisation
that press
rel eases
need to
p r e s e n t
facts in an
interesting
way.
The trend of media giving importance
to PR in return of advertisements
instead of selecting it on
the basis of news value might not
benefit either the company or the
public. The client, media and the
PR agency may be satisfied if a
lengthy PR is published but its purpose
would not be served if it fails
to evoke reader interest.
Annurag Chawla
Like any other form of communications
good PR must be able to
communicate the right message,
to the right audience and at the
right time, says Annurag Chawla,
head of marketing and communications,
Towell Centre in an exclusive
chat with Oman Vistas. Every
organisation whether commercial
or non- commercial must have a PR strategy as a part of their overall
strategy and it must be planned,
deliberate and should be sustainable,
he says.
The PR sector in the Sultanate is
facing lesser challenges compared
to the international scenario as the
media in Oman never publishes
any negative report unlike international
media, says Rajiv Ahuja,
head of communications, Khimji
Ramdas group in a free-wheeling
interview to Oman Vistas. In the international
scenario journalists go
deep into press releases and might
write negative reports and there is
challenge for the public relations
sector to build up confidence in
the face of opposition.
“Here in Oman, I don’t think still we
have reached a point where media
is ready to take the risk of giving
out
negative
reports.
E v e r y -
thing is
positive
and if it is
not positive
they
will keep
quiet about it. Negative reports are
never seen, says Ahuja. Absence of
critical response from the media is
forcing PR specialists to seek other
avenues to get feedback on various
issues. Ahuja says they have
launched a corporate blog which
helps customers to register their
complaints. However Ahuja is confident
that the coming age of PR in
Oman will happen.
