Communications or silence units?

They carry out a range of functions from putting together the company’s newsletter or magazine, to organising events and disseminating information. They used to be called the Public Relations Departments or Public Relations Officers. But today such lowly titles have gone the way of all flesh and we now have only “specialists.”

My colleagues and I in our quest for information have had ample opportunity to see these communications units at work. Not surprisingly, communication is a misnomer for some.

One ministry has earned a reputation for being one of the worst places from which to try and get information.

In fact, according to my colleagues, they “do not know how to communicate.”

A communications specialist at the ministry has his responses prepared for the media, “I am in the process of putting a release together I will send it as soon as I am finished” or “I have sent a release” or “Didn’t you get a release? Why don’t you check the fax machine?”

The same person also has a habit of not being aware of what is being asked of him. He could never “recall the matter. What are you talking about?” even though the newspapers have carried a story on the issue.

On one occasion another communications specialist with the same ministry used a tone of voice that, a colleague said sounded like a scolding mother. “Didn’t I tell you I would call you back tomorrow?”

Trying to get clarification can be as much a headache as getting new information.

Take for instance the classic example of a release from the Prisons Service to the effect they were having an “early Father’s Day” for inmates. Good idea, except that they failed to indicate when the event actually happened or at which prison. It mentioned 60 prisoners benefiting but said 250 families visited. The reporter did not chance misinterpreting anything and decided to call, using the number listed for the communications specialist in case additional information was needed.

She called from morning until afternoon but no one answered although a message was left on the voice mail for the “specialist” to respond.

The reporter decided to call another department of the prison but did not make much progress since the officer did not even know about the programme.Internal communication is just as bad as external it seems.

Some communications specialists do not like to be bothered on their off-days although this inevitably happens when problems arise. A communications specialist was contacted on a Sunday about a problem. After waiting and waiting, and knowing she had a deadline, the reporter decided to call back.

A relative of the specialist said, “She just went for a walk on the beach.”

“She told me when I first called that she was working on getting information,” the reporter said, hoping that would generate some interest.

In the end, the communications specialist did keep her word and was able to provide information. That however, is the exception rather than the rule.

Another communications specialist advised a reporter preparing a story for publication the next day to “call back tomorrow”. Many tomorrows have gone while the reporter awaits a response before the issue loses news value.

There are others who are good talkers but fail to deliver. They speak politely and make us believe that they are indeed working to get the relevant information but silence or excuses follow. One of the most popular cliches to buy time with the media is to say a release is forthcoming.

Now that they have communications departments, senior officials have reason to remain mum.

I called the office of a CEO to get permission for something I wanted to do. The secretary put me on hold, consulted with someone, and when she returned transferred me to the communications department. I had to ask, “Can they give me permission?” So I spoke to the communications department and went through the bureaucratic process.

One of the things I have realised in dealing with communications units is that sometimes the organisations they serve do not realise the importance of responding in a timely manner. Reporters can badger communications specialists on issues but if their bosses do not want to divulge anything, the reporter gets nothing.

Yet when there is an error in a story, these specialists spring into action and are suddenly founts of information!

There are communications officers who try to convince their bosses to deal with a matter directly but their advice is unheeded. Let the media keep it on the front burner and you’d see press conferences being called to give the “facts” when providing the information early could have done better damage control. I have wondered what really goes on behind the scenes with some communications units staffed with communications managers, officers, specialists and analysts? All of a sudden this country is overflowing with communications specialists—but no information.