Why Public Relations is Important for Every Organization?

By Jean Claude Habimana.

Nowadays, everyone appears to know the term public relations “PR“, but not everyone understands its meaning.

Though many organizations understand that public relation is a great way to build their branding, very few know much about what PR people do.

As example UN agencies, International NGOs, Humanitarian organizations to list few invest so much of their money to have Public Relations or Communications Person. In some organization in developed world, you will find an institution has PR department or Communications Department.

Contrary to developing world. The majority of organizations in developing countries do not pay attention to public relations. They believe that PR is job anyone in any organization can handle easily without spending money to recruit someone else.  Most of organizations failed when there is communication crisis, external conflicts, media crisis or poor event management to list few.

This is a major cause behind their failure. An organization remains alive due to its relationship with the public. Strengthening public relations means strengthening institution’s visibility and its reputation.

Public relation is about sharing the right information to right places, time and people to build the brand reputation. PR not only protects good reputation of organization but also creates very good media relations, handle both internal and external communications. He/she manages event management, crisis, and promotional materials.

PR is vital for any brand, and for numerous reasons. That is why having PR person with background in journalism or communications as well as equipped with designing tools such as Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Adobe Premiere to list few is paramount in organization.

Every organization needs promotional materials such as pull up banners, wide banners, social media platforms, video documentaries, brochures, flyers among others. These are few duties of PR person.

As we are in 21st century and the whole world has shifted to digital platforms, it is important for organization to recognize and strengthen PR person in organization for long-term success of organization.

About the Author

Jean Claude HABIMANA is a Rwandan Science communications professional with more than a decade’s experience working as a science, environment, agriculture and rural development science communications specialist. He currently works with IUCN, one of largest and oldest international organizations in nature conservation.

Jean Claude develops, manages and produces the overall communications, branding, media relations, contents, and social media of IUCN in Rwanda. He also provides technical support on Communications, Media, Public Relations, social media and Content Development of IUCN in Eastern and Southern Africa Office.

He previously worked as Communications Manager of YPARD, one of largest global organization of Young Professionals in agriculture with duty station in Kigali, Rwanda.

He worked also as Science Journalist for various media industries in Rwanda including Rwanda’s largest public media house known as Radio Rwanda by Rwanda Broadcasting Agency and Radio Salus, one of the most popular University of Rwanda radio stations known as Radio Salus.

Mr. Jean Claude has various skills in Video, Audio, and Photo editing using different editing software such as Adobe Premiere, Adobe Audition, and Adobe Photoshop. He also knows Adobe Illustrator and InDesign while producing branding materials such as brochures, flyers, factsheets, and infographics and so on. He mastered Photojournalism and photo-editing.

Jean Claude has been recognized with over six local and international awards, including the best Agricultural Journalist of the year in 2018. His stories on rural development challenges in Rwanda have helped local communities secure food, water, education, health, and infrastructure and gender equity from government and development partners.

Jean Claude was a Global Leadership Fellow with US based Cornell University’s Alliance for Science Program. He is also Champion of the Cartagena Protocol on Biosafety, and it’s Nagoya—Kuala Lumpur Supplementary Protocol on Liability and Redress in Rwanda and in the region.

He holds an undergraduate degree in Communications and Media studies from University of Rwanda, and he is looking to undergo his master’s program in Communication and Media studies.

He is also Director of communications firm Alliance for Science Rwanda. He also provides communications and media relations advocacy and support to OFAB Rwanda.

Mr. Jean Claude has extensive experiences in influencing the world to fight climate change related disasters through documenting and writing success stories on climate smart agriculture, sustainable agriculture, soil and water conservation and soil fertility management, forest landscape restoration, integrated water resources management, biodiversity conservation, One Health, Circular Economy, innovative community approach, agroforestry, afforestation, ground water, and species in green and red list to list few.

He is a champion of the Post-2020 Global Biodiversity Framework.

Jean Claude’ career in international development spans since 2016. He worked with the United Nations Food and Agriculture (FAO) and several other international nongovernmental organizations including USAID, FOJO MEDIA Institute, Alliance for Science, and YPARD providing strategy development, writing and editing, media relations, positioning and branding guidance, and marketing and communication tools development and photography.

Addition to that Jean Claude has written and developed successful communications strategies and plans in agriculture’ sector including Climate Smart Agriculture, Urban farming, Sustainable agriculture, agroforestry, modern biotechnology, malnutrition and stunting focusing on rural women and youth.

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