The Windhoek Observer (WO) caught up with Erongo Red’s Public Relations Officer, Simon Lukas (SL), to discuss his views on changes and developments in the public relations profession.
WO: What are some of the growing trends in the Public Relations industry?
SL: One of the notable growing trends is the explosion of digital and social media. Digital and social media has significantly changed ways of communications to our audiences; in terms of content creation; transforming the way people interact with one another; and the way they receive and consume information.
In addition, digital and social media has given people access to a wealth of information. Thus, companies should incorporate social media platforms such as Facebook, Twitter and Instagram in their communication strategies and channels to interact and communicate with customers.
WO: Do you think all PR graduates should be registered as specialists like any other fields such as health officers?
SL: Graduates will indeed enormously benefit from being a registered or accredited member/specialist with a representative body such PRISA. However, I am of the opinion that registration should occur after one gained extensive practical skills and knowledge in the discipline. What matters most is that PR professionals should stick to a set code of ethics on how to deal with certain situations.
WO: What does it take to be a public relations specialist?
SL: Human relations skills, influencer, proactively thinkers, networker and poses excellent writing and speaking skills. It further requires valuable practical skills and knowledge in various functions of PR such as crisis communication, stakeholder engagements, media relations, brand and image communication and internal communication. In brief, one needs to be knowledgeable and an expert in the discipline.
WO: What is the state of public relations in Namibia?
SL: Public relations, as a discipline, is steadily growing fast in the country. Although PR is a relatively less respected and recognised discipline in the country, in recent years, I have observed a notable increase in the number of qualified and accredited public relations professionals. In the same vein, most of the companies, both private and public institutions have realised the optimal and strategic value PR contributes to succession and attainment of their goals or mandates. Thus, we have either a public relations or communication officer in almost every company in the country. In addition, local tertiary institutions such as UNAM and NUST are offering bachelor’s degree qualifications in PR, hence, a rapid growth in the discipline.
WO: Do you think PROs get the recognition they deserve both from their internal and external publics?
SL: Not really. PR professionals are relatively undermined and less respected, specifically in companies, were management or the leadership team doesn’t understand what PR professionals actually do or the strategic value of PR to the company. I have learnt that internal publics think PR is merely about publicity. They don’t know that PR is a strategic communication process that builds mutually beneficial and sound relationships between organisations and their publics using different communication platforms.
The external publics hold the misconception that PR professionals are “liars”, who are always defending their companies. But in reality, public relations professionals work to share accurate information about a client and their story. In doing this, we deliver strategic, measured messages that have been defined as the most important and impactful communication points. It is a public relations officer’s responsibility to defend the company’s brand and message and promote and maintain the positive image of the company internally and externally.
WO: Have you ever had to handle a social media crisis? What did you do?
SL: Yes I did. There was “fake news” circulating on social media about my employer.
As a custodian of image building, maintaining and protection of the organisation’s image, I took remedial action and quickly informed our esteemed customers about it because “fake news”, widely circulated has the potential to destroy the brand and reputation of a company.
WO: What is the most challenging aspect of your job?
SL: One needs to build up a public profile to get into the PR industry. That’s why today, we have former journalists occupying positions of public relations or corporate communications, because they are well known. However, journalism and public relations are two different disciplines.
WO: Do you see media practitioners as partners or a threat?
SL: Media practitioners are one of our primary stakeholders or partners as they help us to promptly and timely disseminate information to our customers. It is very vital that we build a healthy working relationship with media practitioners.
WO: Do you have a specific strategy of handling the media?
SL: Yes, through establishing sound relationships (professional and personal) with media practitioners.
WO: How did you end up in PR?
SL: Initially, I wanted to become an Electrical Engineer. I was even admitted at the then Polytechnic of Namibia in that discipline, but due to financial constraints I couldn’t register. However, my family advised me to consider a second option which was less costly, thus I ended up in Public Relations and have no regrets at all. So far, since I joined the industry I can confidently say that I am really enjoying it. I am even planning to register for my Master’s degree very soon.
WO: What do you do to unwind?
SL: In my spare time, I enjoy playing pool and hanging out with my friends.
WO: What is your favourite sport and team?
SL: I like soccer dearly and I am die hard supporter and follower of the English Premier League and Manchester United.