Cloreth Greene (Third from left, in heavy discussion with her IABC colleagues)
Here’s the second instalment of the Profiling Caribbean PR interview series, featuring Cloreth Greene (Accredited Business Communicator), Managing Director of the communications consultancy Wild and Wonderful, and past President of the IABC Caribbean chapter (based in Jamaica).
Where do you work, and what does your job entail?
I operate Wild & Wonderful, a communications consultancy based in St Catherine, Jamaica. My core functions are managing projects/events, designing and delivering training programmes, and effecting general communications strategies on behalf of clients.
Tell me about your background, and how you came to be in the public relations field.
Before becoming a primary school teacher, for several years my professional experience was in administration/management at various levels within both the private and public sectors of Jamaica. I became a communications practitioner in 1994, and have professional experience in the industries of health and education.
Locally, are public relations, marketing, advertising and related fields respected as professions?
Yes they are, as more and more corporate entities are recognizing the unparallel value of communications in accomplishing their missions/visions.
Describe the public relations industry in your country, its history, reach etc?
Business leaders have come to acknowledge that the communicator’s role is not merely planning photo opportunities or disseminating press releases. The industry has, over time, evolved into the understanding that a business communicator is one whose input is integral to the development, growth and profitability of his/her organization. Accordingly, he/she is now called upon to be a part of the strategic planning and implementation process of the company. The competitive nature of today’s business environment has also led to (in some instances) an expansion of communications departments in an effort to maintain a good corporate image, and to establish prominence and a competitive edge.
Are there any local, professional associations?
For communications professionals, there is the Caribbean Chapter of the International Association of Business Communicators (IABC), which is headquartered in Jamaica. Its membership represents 14 Caribbean territories (English, Dutch, French and Spanish speaking). The Public Relations Society of Jamaica (now inactive) was another option up to three years ago.
What’s the media landscape like?
There have been several technological advances that have helped to enhance the quality of broadcasts and extended the number of services available. Over the past decade, new players have entered the media marketplace. Some media houses have sought to reposition themselves, and a few acquisitions have resulted in a shift in market share. Generally, the industry is energetic and competitive.
Social media has influenced how people view various, traditional, communication channels, and has given target publics free and easy ways to express themselves. How does this affect integrated communications?
Its influence has driven a high level of awareness of and responsiveness within the global corporate realm. Social media has in some instances forced business practitioners across industrial and demographic boundaries to attend to issues raised by its communities, internal and external. In my view it has resulted in a more strategic, relevant and honest approach to communicating by the corporate society. This effort seems intended to strike the balance between protecting image, satisfying communities and remaining viable.
Do you think that blogging and other social media tools will become mainstream media for your countrymen/ Caribbean publics?
Currently, these tools are not a major part of the local business culture, but there are indicators that a change is likely to emerge within the next five years. On account of its global impact, social media is a key factor for consideration by every astute professional no matter if he/she is from the Caribbean. It is difficult to predict whether they will become ‘mainstream’ in Jamaica, but the application of some of these tools is now prevalent in some sister territories. Global market trends will determine the scope and use of social media in business within the Caribbean region.
What are the critical elements needed to build a successful PR campaign within your country’s/ the Caribbean context?
Successful communications campaigns are characterized by: full client support (financial and otherwise), strong media relations and promotion, and the support of business partners/clients.
What are the challenges that practitioners face?
The most glaring is that of the perception that the communications profession is not a science, but something that ‘anyone can do’. This leads to unqualified, untrained and unskilled persons who are neither equipped nor suitable being confirmed to function in positions that they are unable to manage. Ultimately, this undermines the integrity of the industry.
What advice would you give to practitioners abroad who have to communicate with the Caribbean Diaspora, abroad and within the region? Anything special about your nationality)/ the Caribbean psyche they should know?
One of the fascinating things about the Caribbean region is the fact that despite similarities in each territory, the cultures are diverse. Practitioners who intend to engage with persons from the Diaspora need to understand of what import (if any) is the influence of the country in which the individual presently resides. Meeting and befriending local professionals, interacting with them socially, learning their language and culture are just a few of the foundation stones that must be firmly laid. For the most part, Caribbean people are expressive, energetic and creative, and are usually very formal in their manner of doing business. Knowing and understanding the target group is the first step to any business transaction, and when it is cross-cultural, this is more than an imperative. It becomes the key to survival.
What advice would you give to someone wanting to enter this profession?
It could be said that a career in communications puts the professional at the ‘epicentre’ of every activity of a business enterprise, barring no industry. This level of responsibility demands a high standard of ethics, professionalism, resolve, teamwork and strategic thinking. My recommendation is that one should keenly and objectively assess whether he/she is willing and able to uphold these standards. The profession is judged by the integrity and value of each individual member, who should aim to be guided by these standards at all costs.
What educational or training opportunities are there locally for communications professionals?
Communicators may access tertiary academic training (baccalaureate and post graduate programmes) via our universities. Professional development courses are possible by way of professional organizations such as the IABC and Toastmasters International. Which local/ Caribbean practitioner(s) do you admire? Why?Retired President/Editor-in-chief of the Barbados Nation Harold Hoyte, who has contributed much to journalism in the Caribbean journalism. I admire his passion for the profession and his call for Caribbean journalists (and by extension all Caribbean communications practitioners) to “…convert to meet and exceed new expectations or expire”.
Any last thoughts about PR in general?
Communications is one of the most noble of professions. The fact that communicating is the most fundamental aspect of life and of business validates its worth. Communicators should ensure that they earn the respect deserving of the profession by way of their occupational practices.
You can read the previous interview with Barbados’ Christal McIntosh. To participate in this series, email me at caribbeanprblog@yahoo.com.
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