By Lucy Mawufemor Kpeglo
A Public Relations lecturer at the University of Media Arts and Communications, Institute of Journalism, Mr. Fuseini Iddrisu, has highlighted the critical role of public relations (PR) in fostering strong customer relationships and building organisational trust.
Speaking on the GTV Breakfast Show, Mr. Iddrisu underscored the importance of PR in managing crises and cultivating positive perceptions among stakeholders. He noted that PR is more than just communication; it is a strategic tool for building mutually beneficial relationships between organisations and the public.
“Public relations is about building trust and influencing public opinion through strategies like news releases, social media engagement, event planning, and crisis management. It’s essential for maintaining a positive image and reputation for any organisation,” he explained.
The lecturer emphasised that customers are integral to the success of businesses, as they are the primary source of revenue. He advised organisations to invest in creating cordial relationships with their customers.
“If the customer is happy, that is the only way they will return. Businesses need to treat customers with the same care and attention they would give to any other important relationship,” he said.
Addressing the popular adage that “the customer is always right,” Mr. Iddrisu clarified that while this may not always hold true, PR professionals play a key role in equipping staff with the skills to handle difficult customer interactions.
“The idea that the customer is always right doesn’t mean they actually are. That’s why PR experts are essential in training staff to deal with challenging customers in a professional manner,” he remarked.
He also criticised the misconception that PR is merely about talking or basic communication, often leading organisations to undervalue the profession.
“Many organisations think they don’t need PR because they believe the CEO or any eloquent employee can handle it. But PR is a strategic industry requiring proper training. Not just anyone can perform this function,” he concluded.
