While preparing for and celebrating 50 years of political independence, it is necessary to reflect on how we have been practicing Public Relations (PR) in this country; and how far such an approach to PR practice has benefited us or how it has created some challenges not only to our organisations but also to the country as a whole.
This article highlights critical differences between PR and propaganda; and shows that the former leads to sustained profits and expansion of an organisation leading to more job creation for the Zambian citizens while the latter, both in the short and long-term, disadvantages most, if not all stakeholders; and in the process distances the concerned organisation from its stakeholders; thereby creating more challenges for the organisation concerned and for the country.
If one doubts such an assertion, one should explain how a country that has been politically independent for 50 years with peace and stability coupled with vast rich natural resources can have only one million out of a population of 13 million people in formal employment; and only four million people in informal sector; thereby leaving about nine million being neither in formal nor in informal sector.
Such an analysis should go further to find out why about 60 per cent of the same population is in poverty while 80 per cent of the rural population struggles to raise a meal per day.
Because of high unemployment, high poverty levels still vanquishing and anguishing most individuals and families, it is reported that some Zambians live on less than US $2.50 per day.
Why is it that in Africa, despite the reported economic growth Zambia has recorded so far,  the country is ranked number 1 in highest levels of malnutrition in children under the age of five; making it the second highest in the whole world?
This is proof that because most organisations aren’t addressing the needs of relevant stakeholders, such organisations haven’t attracted enough customers to raise sales and profits to expand and employ more citizens in their respective organisations. It also means that, because of the common propaganda approach to stakeholders, most organisations weren’t adequately supported by their respective stakeholders; thereby creating difficulties for such organisations to operate smoothly; and expand to reasonable levels.
If labour and taxation laws were strong; and effectively enforced, even some organisations that are reported to be recording high profits would have been struggling to survive.
It is because of cheap labour and low and poor tax legislation; and weak enforcement of such tax laws that make most firms in this country realize more profits while there PR remains much to be desired.
Had it been that employee monthly salaries and wages; and tax obligations were economic and tax obligations were enforced accordingly, few businesses would have been making profits.
It is good PR that includes effective employee and government relations and respecting tax obligations that facilitate an organisation to be in good books with all stakeholders; and in the process earn more profits, expand and sustain its operations without serious challenges.
Some organisations have been using propaganda in place of PR. This approach to PR practice has, in a short-term, benefited some organisations; but has created many medium and long-term challenges not only for the concerned organisations but also for the country as a whole.
Propaganda is a one-way communication. It only serves the interests of the sender of the message; and expects the receiver to accept the message sent unconditionally. This approach to communication doesn’t consider the views of the receiver of that message.
Contrary to propaganda, many definitions of PR promote mutual understanding and mutual benefit between the receiver of the message (stakeholders) and the sender (organisation).
The major qualities of professional PR which differentiate it from propaganda are that it is honest, objective, factual, fair and promotes the integrity of not only PR professional but also that of the respective organisation.
Integrity of respective top management officials, of the CEO and of all Board of Directors attracts unwavering stakeholders’ support to an organisation.
Because of most organisations in this country; and in Africa in general have for many decades now sustained their inclination to propaganda as opposed to professional PR practice, it might be helpful to give some definitions that clearly differentiate professional PR from propaganda; and in the process show how the former should be practiced to benefit all stakeholders and the respective organization; and all citizens in a country.
The following PR definitions will help us understand what PR is; and how it should be practiced; especially after 50 years of political independence:
(a) According to British Institute of Public Relations, PR is ‘a deliberate, planned and sustained effort to establish and maintain mutual understanding and goodwill between an organisation and its publics’ (revised in 1987).
(b) Scot M Cutlip et al in ‘Effective Public Relations’ define PR as ‘the management function that identifies, establishes and maintains mutually beneficial relationship between an organisation and the various publics on whom its success or failure depends’.
(c) According to a 1978 Mexican Statement where 34 national PR organisations met, PR is ‘the art and science of analysing trends, predicting their consequences, counselling organisation’s leaders, and implementing planned programmes of action which serve both the organisation and the public’s interest’.
(d) Professors Lawrence W Long and Vincent Hazelton, define PR is a communication function of management through which organisations adapt to, alter or maintain their environment for the purpose of achieving organisation’s goals.
It is from such a background that PR is said (e) to be management function which evaluates public attitudes, identifies the policies and procedures of an organisation in relation to public interest, and plans and executes a programme of action to earn public understanding and acceptance.
Propaganda is deceitful and manipulative to stakeholders. But in modern societies, who cannot see deceit and manipulation? When stakeholders see deceit and manipulation from an organisation, they start disassociating and distancing themselves from such an organisation. Now which organisation can have no employees, customers, members, suppliers and distributors? Or which organisation doesn’t need the support of local community, trade unions, legislators and that of the government?
It is from such a background that professional PR can reduce most of the challenges most organisations are facing; and in the process increase smooth operations and profitability of most organisations. If all businesses practice professional PR, in turn, most firms can improve on quality of their product or services and increase sales and profits. Such a situation can lead to expansion of an organisation.
Expansion of an organisation creates more gainful employment for many citizens.
This means that professional PR is a tool for reducing many challenges most organisation face. With professional PR practices in each organisation, high levels of unemployment can be a thing of the past. Such a situation can reduce high poverty levels in our country.
One can argue that even organisations and countries practicing high professional PR have challenges, unemployment and poverty levels.
This is true. No organisation and country on this Earth has no challenges, no unemployment and no poverty. What is critical are the types and levels of challenges, and also levels of unemployment and those of poverty. Zambia and many other African countries have unnecessary extreme levels of challenges such as high unemployment and high poverty levels.
The poorer the PR practice in most organisations; the more and the higher the challenges an organisation faces; and the higher the unemployment and high poverty levels a country experiences.
So, between propaganda and professional PR, which one is beneficial; and to who?
In this light, organisations in Zambia should reflect on the pros and cons of using propaganda; and the benefits of adopting and sustaining professional PR to an organisation and to the country as a whole.
Consequently, one can argue that patriotism to one’s country starts with practicing professional PR.
From such an analysis, because of many challenges professional PR is facing in this country, Zambia Association of Public Relations (ZAPRA) should start putting its members in professional PR gears and moods if ZAPRA is to benefit public interest.
Top management of each organisation should also start practicing professional PR so that they start accruing the benefits of good PR.
And all political parties; whether a ruling or opposition political party can also benefit a lot from practicing professional PR because the more professional a political party is in PR practice; the more it attracts support and votes from citizens.
Since both propaganda and professional PR directly affect government of the day through high levels of unemployment and high poverty levels which lead high malnutrition rates among children, it is necessary for the government to develop special interest; and ensure that all government institutions and private organisations in the country practice professional PR because such have positive multiplier effects on all citizens.
Therefore, to reduce high unemployment and high poverty levels, each organisation should practice professional PR.
The author is a PR and Governance National Trainer and Consultant.
For comments and ideas, contact:
Cell: 0967/0977 450151
E-mail:sycoraxtndhlovu@yahoo.co.uk