• Public Relations and Communications Association Asia Pacific Regional Board Member Thanzyl Thajudeen, whilst observing the status quo of the PR field in Sri Lanka, notes the need for skills development to achieve its fullest potential

 In an exclusive interview with The Daily Morning Business, Public Relations and Communications Association Asia Pacific Regional Board Member Thanzyl Thajudeen, discusses his journey into the world of public relations and sheds light on the role of PRCA. Thajudeen also shares his observations on the state of the PR industry in Sri Lanka, its potential, and the need for skill development. Additionally, he offers valuable insights into the country's tourism marketing strategies.

Following are the excerpts from the interview. 

How did you enter the field of public relations and communication?

I initially worked as a marketer and later transitioned into PR marketing. After freelancing for some time, I established my own firm, Mark and Comm LTD, approximately seven or eight years ago. Throughout my career, I gained experience as a freelancer, within agencies, and on the client side. Last year, the Public Relations and Communications Association (PRCA), the world's largest professional PR organisation, appointed me as their PR representative in Sri Lanka and subsequently invited me to join their board in the Asian Pacific Region.

Can you provide more details on your role and the functions of PRCA?

PRCA is a global organisation and the largest PR body in the world. In the Asia Pacific region, they have a separate division called PRC-APAC. PRCA focuses on various industry-related activities, including collaboration, engagement with state officials and industry directors, and the development of frameworks and policies. In Sri Lanka, PRCA has around 5,000 members. The organisation is managed by ITCO, which serves as an umbrella for 41 PR associations worldwide, comprising approximately 4,000 agents. As the country representative for PRCA, I aimed to fill the void of a unified PR voice in Sri Lanka. Together with other PR agencies, we conducted surveys and webinars to foster awareness and knowledge sharing. Currently, I serve on the PRCA board and engage with members from different regions, gaining valuable cross-cultural insights.

How would you assess the state of the PR industry in Sri Lanka? Are businesses recognising the importance of PR amidst economic volatility?

Since the onset of the post-COVID era, PR has garnered increased attention. Many organisations have realised the value of internal communication and have invested more in PR. While budgets for traditional marketing have been heavily cut, there has been a shift towards digital platforms and social media. However, there remains a challenge concerning the limited budget allocated for traditional mediums such as print. To sustain and thrive, the PR industry in Sri Lanka must collaborate and explore innovative business models. Overall, PR is currently reigning supreme, with clients placing greater emphasis on public relations over other marketing and communication channels.

Is the perception of PR in Sri Lankan businesses limited to surface-level media coverage? Is there a lack of awareness about the broader scope of PR?

Indeed, the understanding of PR among clients in Sri Lanka often remains superficial. Many are aware of PR's outcomes, such as research articles, events, press briefings, and interviews. However, they fail to comprehend the comprehensive nature of PR strategies. As a judge for prestigious PR awards, I have observed a significant disparity between international standards and practices within Sri Lankan agencies. To bridge this gap, industry practitioners must proactively raise awareness about the multifaceted aspects of PR, including internal communication, employer branding, executive comms, and reputation building. Creating discussion platforms, awareness campaigns, and vocational training programs will be crucial to enhancing understanding within the industry.

How Fast is Sri Lanka in keeping up with Global or Regional PR trends? What trends are we slow to catch up with?

To be honest, before we can catch up with the trends, there are several issues that need to be resolved. We have a skill issue in the PR industry at the moment. Many PR agencies have shared incidents where they are able to hire talent, but not the right talent. Graduates from state universities or other institutions who have studied mass media often have no idea about PR, whereas other countries have integrated PR and AI into their school and university curricula. They also have vocational training and professional education in PR, which Sri Lanka lacks. Specialist education in public relations is missing. These two areas are severely lacking in our industry.

Moreover, our progress is hindered by the fact that our clients are not ready for such advancements. When we talk about emerging opportunities like utilizing AI or various tools to make our work easier in monitoring and writing stories, we are still far behind. This is because we lack the necessary skills and knowledge. There is a significant knowledge gap, and the industry is not taking any initiative to address it. Our recent survey conducted among Sri Lankan agencies revealed that over 70-80 percent of them have not received any training in the past year or so. These gaps must be addressed if we want to seize contemporary opportunities that other regions are already capitalising on.

We need to address these skill gaps, upskill our professionals, and develop the necessary capabilities. Only then can we embrace technologies like AI, and discuss ESG (Environmental, Social, and Governance), AI, and DGI (Data Governance Initiative), among other things. Organisations will turn to agencies as their counsellors, so it is crucial for PR professionals to be knowledgeable and insightful. We must collaborate extensively with professionals outside Sri Lanka to learn from their best practices and benchmarks. Unfortunately, our industry tends to be introverted and less open. I hope this mindset will change in the future. Without addressing these fundamental issues, we cannot claim to be lacking in new technologies or teams. It all starts with addressing these gaps.

You addressed the skills gap issue in the country. Now, with the brain drain and related complications emerged, how has the PR industry been affected? Additionally, because a lot of talented people are leaving the country for better opportunities, has this led to individuals without expertise in the field joining the industry and diluting it with the brain drain?

Yes, that is indeed what has been happening, even in the past few months. I don't think we've been experiencing a significant talent migration in terms of PR and some industries. However, we are aware that several senior journalists and PR practitioners have relocated abroad. The current influx of talent often comes from state universities with mass media degrees and other related fields, but they lack a thorough understanding of public relations. They need to be provided with training, as it's not merely about writing a press release. Agencies also have a responsibility to assess and address any skills gaps. The government alone cannot be expected to fulfill this role; industry practitioners need to make the effort. They should approach universities, conduct workshops, and raise awareness. They need to take the initiative and understand that it is an investment, not just an industry or personal endeavour. The influx of individuals with lower calibre skills is concerning, particularly considering the existing issues and claims of unethical practices. Since Sri Lanka lacks a proper act or policy governing public relations, the industry needs a framework or guidelines to work with.

How do you suggest we market our country for tourism purposes? There have been complaints that Sri Lanka isn't promoting itself enough or efficiently and that the marketing campaigns are not effective. What suggestions do you have as a PR professional?

Sri Lanka has significant potential for attracting upper-market tourists. Ideally, that is the segment we should primarily target, as we have predominantly focused on low-end markets in the past. We need to launch extensive campaigns targeting these markets, which are quite distinct. It's not just a matter of hiring a PR agency there and getting the job done. We should send a team to learn and engage in various activities, rather than solely relying on brochures and spending substantial amounts of money. We need to adopt such an approach, putting in substantial effort. We shouldn't depend solely on another PR agency to develop a two- or three-year PR campaign for Sri Lanka. Instead, we should collaborate with local professionals, and understand the audiences, channels, and messaging. Many other countries are successfully implementing a more localised approach, speaking to the local audience and addressing their interests and desires.

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