‘Time’, magazine correspondent in Colombo, Amantha Perera, speaking at the forum ‘Communications solutions for Organizational Success’, innovated by Rainbow Resources Lanka ( Pvt), Ltd.
In keeping with the trends, one could be a Blogger or could have a Twitter address to submit reports to the media through such electronic addresses. This does not mean that the print media will be killed, says Amantha Perera, ‘Time’ magazine’s correspondent in Colombo.
" ‘Time’ has 2.3 million people on their Twitter sites and they constantly receive news stories from all over the world. Somebody had to print these stories, as much as they are read, he told last week’s forum on ‘Communication Solutions for Organizational Success’ organized by Rainbow Resources Lanka ( Pvt) Ltd.
He quoted the present crisis in Egypt. Stories sent to ‘Time’ or any other news medium is submitted electronically. Such stories are not more than 150 words. Electronically transmitted, they should be factual and not comment.
"Comment is not a news story".
Reverting to the Egypt upheaval, Perera said on-site reporting is the order of the day. Whatever is read or seen on TV are all up-to-the- minute of what takes place as it happens.
Dr. Mahim Mendis, Senior Lecturer in Communication Studies, and Dean Faculty of Humanities and Social Sciences, Open University of Sri Lanka, (OUSL), initiated seminar sessions.
His clinical analysis of the subject ‘Towards a New Order of Organizational Communications’ included salient features on the credibility of the local press and its journalistic style.
He said inquiry and advocacy must be balanced and safe space for dialog must be created. Such basic adherence to reporting style is more essential now, than in more spacious times.
"Reading audiences have multiplied to the extent that growth in sections we call the readership have been so phenomenal that ‘Communications with a view to learn’ is now intrinsically focused that each news section is read. Not merely read but critically analyzed to determine its news value and more so its credibility", he explained.
However, any preliminary investigation would reveal that with all the knowledge, what is clearly absent is the ‘Heart’, and ‘Mind’, for communication. Killing potential for dynamic organizational action due to culturally as well as politically rooted constraints, he noted.
Communications Specialist Manique Mendis introduced the subject ‘PR’ ( Public Relations).
Head of National Portfolio Development, and Board Director, EDB/IDB, Rohantha Athukorale said PR did not mean only extending image- building reports in the newspapers, but driving industry communication. It also meant pitching for business. That too not merely in local contexts, but in wider perspectives to apply importance internationally.
He said two industries where Sri Lanka is known in Brand circles globally — tea and garments — have now to establish authenticity of the strength of the Lion Logo. "Does Tea for instance carry the authenticity of pure Ceylon Tea.? That is the Brand we have established and are known for globally. But now that Brand is being desecrated to the extent that inferior Tea is blended with Ceylon Tea and consequences are that the bad reputation should be defused and rectified".
"That is where PR becomes an absolute necessity".
At the panel discussion the Press the question was asked, with increased numbers of Corporates having a PR chair on their Boards, would it still be necessary that they would have to sustain an outside agency to handle PR?
Panelist, Chairman and CEO Bates PR, Nimal Gunawardena said PR people would still be in an employable capacity. They would not be without a job.
The panel was facilitated by Head of Corporate Affairs, Standard Chartered Bank, Rezani Aziz. Other panelists included Dr. Vijith Kannangara, Deepal Sooriyaarachchi and Ravi Fernando.
Courtesy - Sunday Island - by Steve A. Morrell
