January 2017

So what would you do when pressure groups and environmentalists single out your industry as the cause of a major health crisis? How do you cope with all the negative reports when the media is one sided and your voice is drowned by sensationalism? What can you do when expert views and scientific facts are ignored? How do you react when leaders of the country are advised by Buddhist Monks who have no knowledge and expertise on a subject in question and decisions are taken that will affect the food security of the country? That is when you have to turn to public relations and citizen’s journalism.

Those who fight for the well-being of poor communities are hailed as heroes and especially in the case where the opponents are depicted as multinationals,rich industrialists and businessmen. The so called crusaders are considered worthy to be given state honor. However in this case scientific facts are brushed aside ’cause they are a hindrance to their goal. Whose goal if I may ask? Politicians often consider only the number of votes they could gather at the next elections… and in Sri Lanka we have plenty of it. Frustration abounds when decision makers block their ears to reasoning but who are all ears to Rasputin  types who are most likely maneuvered and controlled by global corporations and imperialists. Rasputin of old knew what he was up to but Rasputin of Sri Lanka probably has no clue as to whom he is working for. Brick by brick a new edifice is being built to safeguard an industry. Rasputin has to be silenced, a conspiracy to cripple agriculture in Sri Lanka has to be exposed. Let’s see whether Avanke` communications model would work because the food on our table is at stake.

Many years ago, during the last century, when I was a child going to school, our teachers used to ask us what we would like to be when we grew up. Most of the students in my class would blurt out “Doctor”, “Engineer” , “Lawyer” in an attempt to impress our teachers regarding their supposed ambition and to show their knowledge about many professions that are out there… which appeared as if it is kept on a super market shelf, just waiting to be picked. I was a student who was quietly pondering about my future and asking myself the question, “Now what exactly do I want to be, and what can I be when I grow up?” None of the teachers to my recollection gave us career guidance or counseling of any sort. They responded with either a “Good” or a “Great” just to encourage us but never showed us how to find our life’s purpose. No one spoke of multiple intelligence theory… well this was in 1970’s but yet surely someone should have told us that the chances of becoming a medical doctor is kind of bleak (currently in Sri Lanka there is only one Doctor for 1187 persons)

50 years later I realize that I am still growing, I have many roles to play and I relate to different groups of people at the same time. I am a husband, a father, a son, a brother etc.,.. among many other things. Many of us who are in the informal sector play many roles;- service provider, supplier, consultant etc., etc. But I guess I lead parallel lives and I wear many hats. I am a Christian and a Father and have a role to play in bringing up my children. I am responsible to play a part in my community. I do not get paid for this type of work I do, and I am in the same boat as my wife who does not get paid for being a “home maker”. Today I am involved with civil society work, I am a researcher, a marketing communications and public relations strategist, internal communications expert, creative writer… and the list is rather long for a visiting card isn’t it? Jack of all trades and mater of none? Not quite. If I could be a husband, a father, a son, a brother etc.,.. among many other things why can’t I do many things to make a living? Does it make sense?

I think it does.

So when someone asks me what I do for a living I say I wear many hats. However I do not wear more than one hat at any given time. It keeps me fulfilled in life and happy. And most of all I am prepared for a rainy day… because I have many hats

“We need to build a team”, “We need to increase productivity and efficiency” “we need to change the culture” these are buzz words I often hear at large organizations. My first reaction is to tell the Head of the organization that he needs to listen to his people. Well he may think that he knows what his people are at … but after an internal survey they are often surprised. I believe that the approach should be to first open the ‘Can’. … It is a Can of worms you say? Then you better take all the worms out , clean it and use it for all its worth.

To change the company culture an internal survey is a must. One needs to know the aspirations of the staff, their emotional needs, how the company relates to their personal career, their relationship with management, superiors, peers and team members, their personal goals for 2017/18 and values, attitudes and staff engagement levels.

Once we get a thorough understanding of the staff, the internal communication strategy that is developed will be sound and robust and most importantly honest and credible. All messages will be accepted.

So don’t be afraid to open the ‘Can of Worms’. Maybe it is filled with that which is good and nice!

Listen to your staff. Get all the bright ideas you can get from them. After all people within may have better ideas than people without.