Public Relations Matters More Than Ever

Prof. M Zahidul Haque

Prof. M Zahidul Haque

Public Relations in Organizations In today’s interconnected world, Public Relations (PR) plays a pivotal role in maintaining effective communication between organizations and their stakeholders. A strong PR department works to build long-term relationships with the aim of developing and sustaining a positive image and trust. To achieve this, PR professionals employ tools such as press releases, events, media outreach, and social media engagement, ensuring transparent and consistent communication across all stakeholder groups.

Public Relations at the Global Level 

Even international bodies recognize the importance of PR. The United Nations Organization (UNO), through its Department of Global Communications (DGC)—formerly known as the Department of Public Information—maintains a robust communication system to share the ideals and work of the UN with people across member states. The DGC produces multilingual news, press releases, web content, social media updates, and broadcasts that present accurate and timely information about UN actions and decisions.

The United Nations Information Centers (UNICs), located in over 60 countries, act as the UN’s local delivery network. They adapt global messages to fit cultural contexts and reach diverse audiences. Their campaigns support peace, human rights, climate action, and the Sustainable Development Goals (SDGs), ensuring that global initiatives resonate at the local level.

Public Relations in Governance

PR is widely regarded as an essential component of effective governance. By fostering transparency, building trust, and engaging the public, PR ensures that government policies and services are understood and appreciated by citizens.

In any country, the highest offices of government require strong PR mechanisms to keep citizens informed about policies and actions. For example,

in Bangladesh, the Press Wing of the current interim government’s Chief Adviser has been active in disseminating information about government initiatives. The Chief Adviser’s Press Secretary, Shafiqul Alam, frequently briefs the media on government goals, activities, and accomplishments. Such communication fulfills citizens’ expectations and upholds the philosophy of the public’s “right to know,” thereby strengthening transparency, accountability, and democratic participation. It is hoped that future governments after elections will continue this practice.

PR Across Government Departments

Every government department should maintain effective PR. For instance, during the ongoing crisis concerning LPG and natural gas supply in the capital, citizens expect timely updates on progress and resolution. Quick, accurate communication can prevent confusion and reduce the spread of misinformation.

Both print and electronic media play a crucial role in this process. For example, The Daily Star recently reported via social media about a gas supply line mishap (valve damage) in the Gonobhaban area, which caused a temporary stoppage of supply. The issue was repaired within hours by the concerned authority. This kind of rapid information flow helps reduce chaos, control rumors, and maintain public confidence.

Public Relations in Universities

PR is equally vital in universities, both public and private. University PR departments protect and promote the institution’s image, build trust with stakeholders, and support strategic growth in areas such as admissions, reputation, and partnerships. They also disseminate important information to students, including examination schedules, stipends, and welfare-related matters, using diverse communication channels.

At Sher-e-Bangla Agricultural University (SAU), the PR office presently is functioning well under the In-charge Public Relations Officer (PRO) Md. Nazrul Islam. But the PR and Publications Office could be further strengthened by up-grading it into a full Directorate and increasing technical staff. In the original organogram of SAU (established in 2001 through the up-gradation of BAI, founded in 1938) included a Director position. As one of SAU’s first Syndicate Members, this author often performed PR duties and acted as Director PR when required by the university’s highest authority. The department has ample scope for expansion, including increasing university publications, producing merchandise, and creating visual documentation of extension and research work.

The Future of Public Relations

We live in a rapidly changing world. The future of PR in both public and private sectors will depend on innovation, adaptability, and a strong commitment to transparency, accountability, and public service. Ultimately, PR will continue to serve as a bridge between institutions and the public, ensuring that communication remains clear, credible, and impactful.

(Prof. M Zahidul Haque is a former Faculty and currently teaches Agricultural Journalism as an “Adjunct Faculty” at Sher-e-Bangla Agricultural University (SAU), Dhaka.)