Public Relation is a vital social obligation
The Head of Fajr Petrochemical Company’s Public Relation:
Public Relation is a vital social obligation.
Public Relation is not merely a job, but can be considered as an important social obligation, as well, said Behnam Seifoori The Head of the Fajr Petrochemical Company (FPC)’s Public Relation (PR) Department.
Pointing to a workshop held on social responsibility in FPC’s main headquarter, he said:Fajr Petrochemical Company ( FPC) held the one-day workshop on May 17th for the occasion of the Public Relation and Communication (National) Day at its main conference hall in which the chiefs of public relation departments of most petrochemical companies of the region participated.
As Seifoori said, the workshop held in order to provide the managers of the relevant organizations with more expanded vision of social
responsibilities and to further awaken the organizations’ authorities and the staffers, as well.
Pointing to "Increasing the organizational accountability and responsible behavior and attitudes toward the work forces and social
phenomenon, Interaction and interchange between the adjacent environment and the organization, and The necessity of
a systematic approach to social responsibilities in the organization as the main axis and themes to be trained in the workshop, he
reiterated that social responsibility in public relation departments serves at mean time as accountability, therefore PR practitioners
have important responsibilities to be well done and executed and also the social responsibility makes them to consider PR as moral conscience.
"Therefore, from the perspective of social responsibility, communication practitioners such as PR directors and media
agents are not always responsible only for production, distribution and dissemination of information and other communication
activities in their organizations, but also they must be responsive and approachable to all clients and customers, beneficiaries,
the share and interest holders in the organization and the nearby community and environment, as well, Seyfoori added.
As he indicated, at the long run, all organizations and human societies are in need of confidence building, reinforcing human
communication and interaction, public participation, accountability to public opinions, reinforcing the sense of
affiliation and identity, social integration, respect to human capabilities and abilities and such goals, all of which should be met
and possible, but only through considering social responsibility and insisting on them in PR departments.
Indicating on human issues as the first priority in this regard, the chief of the FPC said: “Not only the managers and the
staffers of an organization but the public also expect their PR colleagues to do professional actions to recognize the problems and
give a solution to them and also to act more actively and usefully in the way of their country’s progress and excellence.
“In fact, PR as a concept and an activity has a direct relation to the environments in which the public opinion affects the social
activists, hence we can claim that social responsibility is the main element of PR,” He said.
Normally the more strong communication and interaction, the easier access to good services and best products, the more
satisfied clients, and consequently the more efficiency and profitability,” said the director of FPC.
According to Seyfoori, any human interaction in any environment can be considered as a kind of communication with clients and
customers in different ways with which a PR agent can easily communicate with his/her clients.