The Business Bytes
By Priyabrat Biswal
Today, April 21, is observed across the nation as National Public Relations Day — a day meant to appreciate the bridge-builders between organisations and the public, the ones who craft messages, manage reputations, and build trust. Newspapers, social media, and digital platforms are teeming with praise and textbook definitions of who a PR professional should be. And while this annual observance is much needed, I cannot help but feel a stark contrast between theory and practice.
This feature may raise a few eyebrows. It may even draw criticism. But I write this not as an outsider, nor from a place of malice, but purely based on personal experience — years of engaging with PR personnel as part of my role in an English daily newspaper, where I serve as Deputy Resident Editor. My primary responsibility is editing the Edit Page and the Business section, a space often filled with press releases and communication from the corporate world.
Let me start by saying: media persons and PR professionals are two sides of the same coin. We are meant to coexist, cooperate, and complement each other. Unfortunately, over the years, I’ve witnessed a widening chasm, especially when it comes to PR executives from large corporate houses and public undertakings.
A good PR professional is expected to be accessible, communicative, and responsive. But in today’s reality, many seem to believe their role ends with hitting the “send” button on an email. I have lost count of the number of times I’ve tried to reach out for clarifications, only to be met with radio silence. What’s even more disappointing is the blatant discrimination based on designation — several PR executives simply refuse to engage with anyone below the Editor’s rank, treating Deputy Editors, Chief Subs, and Reporters as unworthy of their time.
If you do dare to point out an error in their press release or ask a tough question, you often find yourself ghosted, blocked, or in some cases, even threatened. I’ve had PR teams unceremoniously drop me from mailing lists after I flagged factual errors — mistakes that could have harmed the reputation of the very organisations they claim to safeguard.
One such incident involved a Union Minister’s press release that contained a factual blunder. Rather than rectifying the issue, the response was to cut communication entirely. Another example: A power distribution company (discom) recently issued a press release with a misleading headline. I reached out multiple times to their PR agency and Corporate Communications head. No response. Ironically, when a minor editing oversight occurred from our end, the same agency sprang into action and demanded a corrigendum — which they successfully got published.
It’s this double standard that chips away at the respect for the PR profession.
The role of a Public Relations Officer is not just to promote a brand or send out press releases. It’s about building trust, being accountable, and most importantly, maintaining relationships. When a PR person refuses to answer a legitimate query, what message does it send about the transparency of the organisation? When they ignore calls but jump to attention only when the Editor phones in, what does it say about their understanding of media dynamics?
A good PR professional must embody humility, patience, and proactiveness. They are not just messengers — they are brand ambassadors who must carry the values of the organisation in every interaction.
And yes, to err is human. We all make mistakes. I’ve made my share while editing stories. But what sets true professionals apart is the willingness to acknowledge mistakes, communicate openly, and rectify errors without ego.
The best PR professionals I’ve worked with are not the ones with the glossiest press kits or the flashiest campaigns. They are the ones who pick up the phone, who admit when something’s gone wrong, who treat every media person — whether a senior editor or a junior reporter — with equal respect. They understand that reputation is not built by silence or superiority, but by sincerity and service.
As we celebrate National Public Relations Day, let’s reflect not just on the ideal definitions from textbooks, but also on the lived experiences of journalists and media persons. Let’s aim for a future where PR is not just a role, but a responsibility — one that upholds dignity, encourages dialogue, and values every individual on the other side of the coin.
Because in the end, everyone can be polite to a king — it takes a lot to be polite to a beggar.
