business of building and maintaining positive public perception rests on
the fundamental pillar of Passion with Purpose. This article attempts to
decipher the elements that go into the making of a successful public
The Power of Passion
Passion is an extraordinarily powerful spring. Without it religion,
history, romance, and art are useless. Likewise, Public Relations
too becomes completely deflated without the essential ingredient of
Passion. It demonstrates avowed belief, everlasting appeal and steadfast
loyalty. So why does passion become so much more important in the
business of public relations as compared to any other service industry?
To convert others to your way of thinking, being a believer first is
essential. It is then that you can take a convincing stand with people of
different attitudes, perceptions and sensitivities. It is necessary to
have an obsessive faith in your client's business & philosophy and
your own organizational vision to be able to transmit it through written
and spoken word such that its effervescence is delivered undiluted.
Whether it is body language of a PR professional is sitting across the
table, or it is through a written document, or a presentation, it is
passion which communicates. Without passion, there is no story to
In a PR agency, passion must become a management mission -- an everyday
task taken on by the Organizational Head, Team Leaders and Managers --
allowing it to spread infectiously throughout the entire organization.
Percolating down the agency, passion must show even in the most mundane
tasks that the organization does.
The Zeal of Purpose
Many people have a wrong idea
of what constitutes true happiness. It is not attained through
self-gratification, but through fidelity to a worthy purpose. In a
self-made organization, one that emerges from the grassroots, where the
milestones for the first few years are just survival, the purpose often
gets diluted with time. This usually occurs due to a lack of sound
fundamentals, or the lack of attention to the basics.
For an organization to have
common purpose, a vision of common destinies is essential. Common purpose
is easy to maintain when you are a small organization working out of one
office, but as the company grows geographically and numerically, this
common purpose very often gets diluted.
To ensure that the organizational
purpose maintains its purity, it is necessary that enough time be spent
with each new inductee, to ingrain them with the organizational
principles, beliefs and ethos. Revisiting this purpose frequently is also
critical to ensuring an unadulterated sense of purpose over decades of
Chandramouli is the CEO of Blue Lotus Communications Consultancy,
the fastest growing PR agencies in India.
He is an Engineer-MBA with over 16 years of
multifunctional experience in various fields.
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