Public Relations Officers: What Are They Good For?
By BT Staff Reporters

Bandar Seri Begawan - Since the post-1997 Asian financial crisis period, there have been countless calls from His Majesty the Sultan and Yang Di-Pertuan of Brunei Darussalam as well as prominent and senior high ranking government officials to improve the standards of the country's public service delivery.

Catchwords such as 'transparency', 'accountability', and 'responsibility' have long been around since the turn of the century, but decades on, nothing much has changed for end-users and customers of the public service. It would seem that these words have fallen on deaf ears to those whom it matters the most the public relations officers.

Journalists know this as much as end-users of the civil service, as ' phrases such as "Inda kami tau tu ah (We don't know about that)," or "Bukan pulang kami tu (That's not us)," can frequently, on a daily basis, be heard as expected replies from those in the frontline service delivery.

Permanent secretary at the Prime Minister's Office, Dato Paduka Hj Mustappa Hj Sirat, reiterated the importance of the media in today's world when he addressed police recruits upon completing their basic training last year, stating that, "many have read or heard of the public complaints towards the efficiency of the civil service. All sorts of criticisms, in many forms, have been thrown in our direction. This is the reality of an increasingly globalised world where the media exists to shape one's opinion."

From time to time; journalists in Brunei face a tough task of obtaining crucial information in order to produce quality and substantial news for the public.

Media relations officers, most notably from the government sector (and certain organisations within the private sector), are often kept out of the loop of certain (sometimes crucial) developments, leaving journalists with no choice but to return to their workplace empty-handed or with lack-lustre material, that is to be disseminated for the public's benefit and welfare.

While this affects the quality of news that Bruneians receive on a daily basis, the blame cannot be solely placed on these officers alone. It is up to the powers that be to back up their words with real actions, and not just stop at uttered words.

There is a substantial number of modernists and intellectuals who want to see the country develop, both economically and politically, but are left feeling hampered and frustrated because of the restraints, the red-tape in the bureaucracy, and everything else that is slowing down the process of `economic diversification'. Oh, that's another catchphrase; by the way, - it has been around since Independence Day in 1984. Talking, it seems, are what we are all good for.

International research and personal experiences have proven that there is a love-hate relationship between journalists and public relations officers, and Brunei is no exception to this phenomenon.

According to the guidelines of Brunei's committee of public relations (PR), `the role of public relations practitioners is to disseminate accurate and quick information through effective communication channels'.

Their responsibilities include raising public awareness and understanding to improve and maintain their organisations' image and credibility.

Not a single hand was raised when government public relations officers were asked whether they had a university degree in the field.

This brings the question of whether they have been properly-trained before practising their PR skills in the workplace.

In a recent survey, nearly two thirds of journalists receive up to 20 press releases a day, yet 55 per cent say they actually use less than 10 'per cent of the releases they receive. A proper platform should be set up for PR practitioners and journalists to discuss ways to improve the way information is disseminated to the public.

Bad relations between journalists and PR practitioners creates a lose-lose situation for both parties, in particular the general public, for whom all these were meant for in the first place. -- Courtesy of The Brunei Times

Click Here To Have Your Say On This Story

Brudirect.com News

Brunei's Fastest Growing Website with