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An image building exercise

IF YOU thought PR (Public Relations) was just about cocktails and keeping on the right side of those who matter, think again. It's a management function today, it's about image building and establishing communication between an organisation and the public and much more.

It is in this light that the contributions of the Public Relations Society of India's Chennai Chapter gain significance.

Started 33 years ago, the chapter provides a forum for PR professionals to meet, interact and enhance their professional skills and keep abreast of emerging concepts and tools of PR and recognise excellence and promote PR education. It does this by organising seminars, workshops and other programmes.

In keeping with its objective, it launched its website, www.prsichennai.org, which is a window to Indian PR and revived its newsletter, Precis, which captures the activities of the chapter.

Says Thomas Abraham, chairman of the Chapter, "The focus on internal communications and stricter disclosure norms are but two recent trends that have made corporate communications an important management function of both strategic and tactical import. It follows that communicators understand business and talk the business language. That is why PRSI has been focussing on professional development especially of late."

The Chennai chapter is considered among the most active of the 27 regional chapters affiliated to the national body (the Public Relations Society of India).

The organisation with members drawn from public and private sector organisations, the Government, NGOs, advertising professionals, PR practitioners, students and educationists, is on a membership drive to widen its base.

In the pipeline are a number of activities, including a national house journal competition for corporates.

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