The department of an organization that is entrusted with the responsibility of communicating with other organizations and individuals on behalf of its organization is known as PR Division or Public Relations. The main responsibility of employees in this department is to contact the others.

Seeing the name of the profession, it is assumed that what is the PR profession. The department of public relations is a division of an organizationthat familiarizes the organization to the outside institutions and person. Public relations department work includes business relationship with other organizations, advertising and news and the promotion of own organization. The work of those who are working in this section is to properly highlight their organization. The main thing that needs to be done is communication and network. It is the responsibility of a public relations officer to establish communication with different types of people and develop good relations with them.

Firstly, Public Relations Officer (PRO) is a journalist, writer, feature writer and later, he is an information bank, who will collect business and financial news, designs and media plans for the organization continuously. A PRO must be proficient in English language as well as his own language. It is necessary to have these skills as well as to write and listen. Secondly, those who work in this profession will have to be extremely tactful. The role of this section is very important to increase the confidence of the people in the organization.

This department needs to be aware about all the marketing promises and offers through continuous discussion and communication with the marketing leaders. PR office must be uncompromising to protect its honesty about the offers of the organization. It should be highlighted very carefully by the organization head or group management council.

In particular, a design plan should be presented with the expertise and discretion on the promotion of high budget of the organization. Thirdly, a professional of this profession has to work with people from all walks of life. Therefore, it is necessary to know the right strategy for how to talk to people at any level and how to make them believe about the organizations goals.

In the era of information technology, public relations has become very important in all types of public and private sector organizations. The organization which has strong public relations department, is well-known in the entire region.

The public relations officer of the organization has to work closely with the organization to develop relationships with different individuals, buyer-vendors, customers or other organizations and develop contacts.

Not only this, it is also in the responsibility of public relations officer to maintain good relations with all the officials and employees of the organization.

Besides, it is the responsibility of public relations officer to successfully organize all kinds of events. Public relations officers do the job of arranging the appointment of overseas visitors, appointing and implementing the appointment of MD/ Chairman of the organization with the MD/Chairman of other organizations. Public relations officer of the public relations department is responsible for overall co-operation. The public relations officer is needs to be run in every field of the organization. Public relations officials play the main role of marketing. Above all, maintaining good relations with the media workers and to highlight the activities of the organization amongst the public is the key responsibility of the Public Relations Officer.

In this profession, anyone can join by acquiring a degree in any subject.

In order to come to this profession, there is no compulsion for any particular study. Apart from the educational qualification, many additional qualifications are also needed in this profession. For example, if anyone want to come to this profession, he have to be kind, modest, personal and tactical. Since the work is to maintain communication, it is necessary to have the ability to combine the higher level of society with the general public. And if anyone do not have that habit, at least have mentality. Besides, there must be qualities of good speech, well-spoken and presenting ability, organizational skills, sincerity, concentration of work, strong morale, enthusiasm etc. And good command in English and skill in various computer work is now equally important for all jobs. These are equally applicable for public relations.

Sadly, in this era of extreme excellence in science and technology, PR career in Bangladesh is still far behind. Even years after years, there was no change in the ideas of top officials of the government around this profession, there was no change in the mentality and outlook.

Many of them are also reluctant to develop the image through proper use of human communication. Many public relations activists trapped in various restrictions and people were

deprived from the full right of information.

Many authorities do not want to understand what public relations is about. That's why the number of public relations workers in this country has not increased very much. Most public relations officers are not receiving their due respect and dignity.

On the other hand, the budget for public relations is very low. Most public relations workers are deprived of modern information and communication technology. If questions are raised about pruning or manpower reduction in officers and employees, first look is given at public relations officers or public relations branch. Private and public relations companies are not being established in Bangladesh as the public and non-governmental public sector activities are not increased. Because of this, the people don't able to know about the government or the development activities of the organization properly and a large field of employment is being neglected. But hopefully nowadays, the situation is changing gradually with the increasing demand of this profession, many organizations now offer various courses in this respective issue.

If you are determined to succeed in this profession,

you can take these courses before entering the profession.

The writer works with the Public Relations Department,

Southeast University.

E-mail: [email protected]