Media-marketing needs proper grooming
Sunday, 28 October 2007
FE Special
In an interview with the Financial Express (FE), Habib Mohammad Ali, public relation officer of East West University said that a journalism graduate may find the job of a public relations officer (PRO) in educational institutions in a very relevant and positive way. It is a very challenging and goal-oriented job and offers the options to deal with varying skilled people from different backgrounds.
Below is the excerpt of the interview:
FE: How do you feel in serving as public relations officer in East West university?
Habib: It is a very challenging job, and also an opportunity to interact with skilled people and scholars. The important thing is the responsibility over my shoulders: that is the image of the university. The image of the university means the image of some renowned scholars of my country. So, when I write any report of my university, I always think of the importance of such personalities and their expectations from me. After joining here, I really have got a scholarly environment where I always learn some new things everyday.
The important thing I perceived is the deadline of any event. I have to cover in time and send them to the news-editors. Otherwise, the news will go to waste.
FE: Where did you serve before joining here?
Habib: I served as a research information officer in BGMEA before coming here. That too is a dynamic organisation. People are very active there as the organisation deals with the highest foreign currency earners in Bangladesh. I also served in a private electronics firm as a PRO. My basic knowledge of journalismwas acquired from working with my father's newspaper which is Weekly Beer Barta, published from Chapai Nawabganj. I worked as sub-editor of the weekly while continuing my studies. I also worked for Weekly Holiday.
FE: What do you think about the job of public relation in Bangladesh?
Habib: Bangladesh is a third world country where the concept of media-marketing has not evolved properly. Therefore, the job of a PRO is different from the theoretical ground of public relations. Sometime, he serves as a writer, sometime as a spokesperson, and sometime as a good communicator in an organisation.
FE: What do you think about the role of media in Bangladesh?
Habib: Media itself is a mechanism that we can describe as a sub-system like economics and politics. We can't go beyond its impact in our society. So, we have to utilise its positive sides to develop our nation. A number of local and foreign organisations are using the media as a tool for development in public health and environment. I do think our media is working for the sake of the country, and it has a very good role to set a consistent economy and environment in future. There are a good number of local and regional newspapers in the country. They are also feeding the information need of the local people. Some mainstream newspapers have reshaped their makeup and already have got a unique form in news presentation, and total make-up. I also appreciate the FM radio which is getting attention day in and day out in the city life today. We should feel proud for that.
FE: Do you have any suggestion to the media-educators over public relation?
Habib: First of all, I would like to apologise while making any suggestion before them, as I confess my theoretical and natural immaturity in teaching or imparting public relation education in our country. In this regard, my proposition is to include marketing concepts, at least one or two, in the programme of journalism and mass communication. It will help them to serve like a business graduate, to some extent. The main role of a PRO is to sell his/her organisation to the audience of the media. So, he/she needs to learn about basic marketing concepts also.
FE: What basic things you would like to suggest to the newcomers?
Habib: A person needs to go out of his/her home to understand the reality and life. Then a real human being will come out from the visible one. A PRO must be a good communicator, and be proficient in a number of major languages. Also the technique of soft talking, and having tolerance must be achieved before filling this position, as a PRO deals with the people from top to bottom level of an organisation. He/she should have the quality to read the nature of human beings and the intention to listen before talking. Otherwise, problems will come at every step of professional life.
FE: What are your hobbies?
Habib: My hobby is traveling, photography and reading. Also I enjoy shooting sports.
FE: Tell us something about your future desire?
Habib: I am trying my best for my organisation, and when I sit everyday on my chair, I remember the responsibilities towards my organisation. If everything is okay, I will pursue higher study abroad, but my involvement with media will remain until my death as it's the mirror of 21st century. Media is just like a science and platform, where everyday our social reality is produced. What we will think, what we will do, the media tells us very superficially. We do not understand that all the time. I hope in my future area of research, I will also cover the media. I will also want to work for the well being of distressed children and this has started from my honours monograph on Combating Women and Child Trafficking in Bangladesh. Now, I need blessing from my well wishers.
FE: Thank you for your time.
Habib: Thank you very much.
In an interview with the Financial Express (FE), Habib Mohammad Ali, public relation officer of East West University said that a journalism graduate may find the job of a public relations officer (PRO) in educational institutions in a very relevant and positive way. It is a very challenging and goal-oriented job and offers the options to deal with varying skilled people from different backgrounds.
Below is the excerpt of the interview:
FE: How do you feel in serving as public relations officer in East West university?
Habib: It is a very challenging job, and also an opportunity to interact with skilled people and scholars. The important thing is the responsibility over my shoulders: that is the image of the university. The image of the university means the image of some renowned scholars of my country. So, when I write any report of my university, I always think of the importance of such personalities and their expectations from me. After joining here, I really have got a scholarly environment where I always learn some new things everyday.
The important thing I perceived is the deadline of any event. I have to cover in time and send them to the news-editors. Otherwise, the news will go to waste.
FE: Where did you serve before joining here?
Habib: I served as a research information officer in BGMEA before coming here. That too is a dynamic organisation. People are very active there as the organisation deals with the highest foreign currency earners in Bangladesh. I also served in a private electronics firm as a PRO. My basic knowledge of journalismwas acquired from working with my father's newspaper which is Weekly Beer Barta, published from Chapai Nawabganj. I worked as sub-editor of the weekly while continuing my studies. I also worked for Weekly Holiday.
FE: What do you think about the job of public relation in Bangladesh?
Habib: Bangladesh is a third world country where the concept of media-marketing has not evolved properly. Therefore, the job of a PRO is different from the theoretical ground of public relations. Sometime, he serves as a writer, sometime as a spokesperson, and sometime as a good communicator in an organisation.
FE: What do you think about the role of media in Bangladesh?
Habib: Media itself is a mechanism that we can describe as a sub-system like economics and politics. We can't go beyond its impact in our society. So, we have to utilise its positive sides to develop our nation. A number of local and foreign organisations are using the media as a tool for development in public health and environment. I do think our media is working for the sake of the country, and it has a very good role to set a consistent economy and environment in future. There are a good number of local and regional newspapers in the country. They are also feeding the information need of the local people. Some mainstream newspapers have reshaped their makeup and already have got a unique form in news presentation, and total make-up. I also appreciate the FM radio which is getting attention day in and day out in the city life today. We should feel proud for that.
FE: Do you have any suggestion to the media-educators over public relation?
Habib: First of all, I would like to apologise while making any suggestion before them, as I confess my theoretical and natural immaturity in teaching or imparting public relation education in our country. In this regard, my proposition is to include marketing concepts, at least one or two, in the programme of journalism and mass communication. It will help them to serve like a business graduate, to some extent. The main role of a PRO is to sell his/her organisation to the audience of the media. So, he/she needs to learn about basic marketing concepts also.
FE: What basic things you would like to suggest to the newcomers?
Habib: A person needs to go out of his/her home to understand the reality and life. Then a real human being will come out from the visible one. A PRO must be a good communicator, and be proficient in a number of major languages. Also the technique of soft talking, and having tolerance must be achieved before filling this position, as a PRO deals with the people from top to bottom level of an organisation. He/she should have the quality to read the nature of human beings and the intention to listen before talking. Otherwise, problems will come at every step of professional life.
FE: What are your hobbies?
Habib: My hobby is traveling, photography and reading. Also I enjoy shooting sports.
FE: Tell us something about your future desire?
Habib: I am trying my best for my organisation, and when I sit everyday on my chair, I remember the responsibilities towards my organisation. If everything is okay, I will pursue higher study abroad, but my involvement with media will remain until my death as it's the mirror of 21st century. Media is just like a science and platform, where everyday our social reality is produced. What we will think, what we will do, the media tells us very superficially. We do not understand that all the time. I hope in my future area of research, I will also cover the media. I will also want to work for the well being of distressed children and this has started from my honours monograph on Combating Women and Child Trafficking in Bangladesh. Now, I need blessing from my well wishers.
FE: Thank you for your time.
Habib: Thank you very much.