George John and professional representation - a lesson from an icon of Caribbean journalism

In the many eulogy-like and biographical articles that have been published since his death, one thing struck me. Paraphrased, it was the line, being such a good writer, he was chosen by Prime Minister Eric Williams to be his chief public relations officer. The article alludes that being a great writer is the crucial factor for making someone eligible for the field of public relations. Now I mean no disrespect to Mr John, but really, I think being a great writer is key for every profession. While excellent writing skills are crucial for a successful communicator, the reality is that analytical and strategic abilities, among others, also play a key role. It is a combination of skills that creates an excellent communicator, as opposed to one superb skill.

But can I fault the reporter for implying that great writing is a chief decision-maker in hiring someone for a public relations job? Or is it that public relations practitioners in Trinidad and Tobago have not really taken up the mantle in educating people about what public relations is really all about, and dismantling the belief that one only needs to be a good writer?

The perception of public relations worldwide is still in need of a facelift. I remember watching British television in 2006, and a well-respected doctor stated that public relations is all about spin. Mixing up the likes of Max Clifford, a popular publicist to celebrities, and real public relations practitioners contributes to such a perception. Movies also help to reinforce this stereotype. Right here in Trinidad and Tobago, the perception still remains. This became quite clear to me last year when I sat in on the public relations class I was taking over, and the then lecturer asked students what they thought public relations was. Spin. They said it was spin. Of course, I then raised my hand to give them a full explanation. I didn’t go all idealist on them though. I told them that public relations is meant to cultivate understanding and meaningful, beneficial relationships with stakeholders through dialogue and genuine respect. Of course each party might not come out equally pleased, but achieving compromise based on discussion and persuasion, as opposed to manipulation is the key method. Additionally, like any other industry, there are the true professionals (excellent) and then the quacks (worse representation of a profession). This set the stage for a lecture on Grunig’s four models of public relations, which portrays the wide gamut public relations can run.

So what’s the lesson after my rambling from George John, to the skills needed for public relations, to the perception of public relations? Like John, public relations practitioners need to strive for being great professionals, and true representatives of their profession. Just as John has shown the Caribbean what true journalism is, we should also seek to show the Caribbean what real public relations and corporate communication are about, and communicate that message to the rest of the world.