Written by Busuyi Ojo-Jobus
A PRO's job is all about effective communication that enhances the reputation of their service or brand, whether in times of crisis or peace.
Therefore, know that PR isn't about speaking perfect grammar. You can still communicate in your dialect and be effective. English, alone, is not communication—good PR is about being friendly with your target audience.
This strikes me deeply when a university PRO fails to communicate effectively with students. It means they have failed, and the entire management has failed. The UNIBEN PRO once said during a crisis that "Education is not a right but a privilege." That statement still stings.
The students you talk to rudely are customers in your service, and they deserve the same respect you'd give to customers in your personal businesses.
They say the customer is always right, but in this context, students are not given any rights. Instead, they’re treated like slaves, which goes against all business ethics. This happens a lot on campus, where lecturers attack students—the same students who pay the fees that fund their salaries.
Soon, many lecturers may find themselves jobless. The ones who will survive are those who have good character and show appreciation for their students.