In a democratic set up undoubtedly the ruling dispensation always strives to fulfil the aspirations of the people. The elected representatives who represent people from their respective areas also endeavours to shoulder their responsibilities and work ceaselessly to gain the confidence and credibility of the people and achieve robust growth and development of the Ward/Constituencies they represent.
On one hand, the government is endeavouring for the progress and development of the State and the wellbeing of its people, and on the other hand, many times it faces the brunt of the adverse publicity appearing against it in the mainstream media. Sometimes the news in the media is sans authenticity. Critics with false news related to the development and in other aspects sometimes lead to a hue and cry among the general public, which can create a stumbling block towards development.
The PRO’s role, in this case, is crucial to act and to see that critics are countered with appropriate facts. Taking this into account the Department of Information and Publicity organised a workshop a month ago at Secretariat, Porvorim for HOD’s, Public Relation Officers and officers on special duty to the Cabinet ministers to train them about their responsibilities and to strike back forthwith in countering the criticism and boost the image of the Government.
To accomplish this goal, the onus lies on the PROs to plan strategies for publicity and information campaigns of their respective departments. In fact, the PROs are responsible for managing the reputation of an organization. This can be effectively dealt with by organising Press Conferences and Press Releases
Media is regarded as the fourth pillar of democracy and journalists are considered as the eyes and ears of society. Taking this aspect into consideration the PROs should get themselves abreast with new realities of the information age and make use of Social Media effectively. Adverse publicity appearing in the media can be best countered through rebuttal/clarification with timely action rather than causing undue delay and making it is stale news.
