PROs urged to cultivate voracious reading culture

PUBLIC Relation Officers (PROs) have been urged to cultivate high reading culture in effort to develop knowledge to plan strategically for their organisation transformation and country’s inclusive sustainable development at large.

The call was made recently by public relation experts from different institutions during the launch of the Roundtable Discussion at the Saint Augustine University of Tanzania (SAUT).

The event themed “Significance of Public Relation Management for Natural Resource in Sustaining National Harmony and Peace” was organised by SAUT in collaboration with Tanzania Public Relations Society of Tanzania (PRST) as a platform for advocating public relation practitioners to observe professionalism.

Energy and Water Utilities Regulatory Authority’s (EWURA) Communication and Public Relation Manager, Mr Titus Kaguo, said the PROs should have a wide knowledge on all matters related to their organisations as well as those of external stakeholders including customers and media people.

“Any PRO should be well informed than his boss such as Chief Executive Officer or Director, this is essential when it comes to crisis management,” Mr Kaguo said.

He called such professionals to understand how media work, noting that media including newspaper, television and radio are the main communication tool for them to channel their organisations’ daily information to the public.

Geita Gold Mine Limited’s (GGML) Public Relation Manager Mhando Stephen said their company operates by upholding sustainable development perspectives by engaging surrounding community whenever they undertake Cooperate Social Responsibility (CSR) in various areas particularly health sector by building hospitals and dispensaries.

NMB Bank’s Acting Head of Communications and Corporate Affairs, Mr Vicent Mnyanyika, urged undergraduate students to prepare themselves practically by mastering all essential public relation writings including press release and speeches as they eye taping employment opportunities after completing studies.

Earlier, SAUT Vice Councillor (VC), Prof Cosa Ricky Mahalu when opening the round table discussion urged PROs to demonstrate professionalism as they promote the country’s available resources thus attracting both local and Foreign Direct Investment (FDI).

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