Course: MCJ 509 ( Public Relations )

Problems and Challenges of Public Relations in the Public and

Private Sectors of Bangladesh

Submitted by:
Marzia Bhuiya Tabenda
Class roll: 3869
Session: 2023-24
Department of Mass Communication and Journalism
University of Dhaka

Submitted to:
Dr Abul Mansur Ahmed
Professor
Department of Mass Communication and Journalism
University of Dhaka

Date: 05.02.2026
 Problems and Challenges of Public Relations in the Public and
Private Sectors of Bangladesh

Introduction
Public relations is widely recognized in communication scholarship as a strategic management
function that enables organizations to establish and sustain mutually beneficial relationships
with their stakeholders. Rather than being limited to publicity, media relations or promotional
activities, public relations involves research-based planning, ethical decision making and two-
way communication that aligns organizational behavior with societal expectations. Grunig and
Hunt (1984) emphasized that effective public relations contributes to organizational
effectiveness by facilitating dialogue between institutions and their publics. In democratic and
market-oriented societies, public relations plays a critical role in governance, corporate
accountability and social development.

In Bangladesh, however, the practice of public relations remains conceptually underdeveloped

and structurally marginalized in both the public and private sectors. Despite rapid economic
growth, digital media expansion and increased organizational complexity, public relations has
not evolved into a fully strategic function. Instead, it is often misunderstood as publicity,
propaganda or promotional communication. This misinterpretation has resulted in significant
professional, ethical and operational challenges that limit the effectiveness of public relations
and undermine public trust.

This paper critically examines the problems and challenges of public relations in the public and
private sectors of Bangladesh. Drawing on academic literature, real-life examples and
theoretical frameworks. The discussion highlights how structural constraints, political
influence, ethical weaknesses and limited professional capacity have shaped the current PR
landscape. The paper argues that unless public relations is repositioned as a strategic, ethical
and dialogic function, it will continue to fail in fulfilling its potential role in democratic
governance and sustainable corporate development.
Conceptual Understanding of Public Relations

Public Relations (PR) is a strategic communication process that builds mutually beneficial
relationships between organizations and their publics. In modern societies, where information
flows rapidly through traditional and digital media, the importance of effective public relations
has increased significantly. Organizations today are judged not only by the quality of their
products or services but also by their transparency, ethics, social responsibility and
responsiveness during crises. Public relations plays a crucial role in shaping public perception,
managing reputation and maintaining trust between organizations and stakeholders.

Defining Public Relations

Public relations has been defined in multiple ways by scholars and professional bodies.
According to Grunig and Hunt, public relations is “the management of communication between
an organization and its publics” (Grunig & Hunt, 1984). The Public Relations Society of
America defines PR as a strategic communication process that builds mutually beneficial
relationships between organizations and their publics (PRSA, 2012). These definitions
highlight two essential aspects of public relations: communication management and
relationship building. Unlike propaganda or advertising, PR emphasizes dialogue, credibility
and long-term engagement rather than one-way persuasion.

Historical Development of Public Relations

The practice of public relations evolved alongside industrialization, mass media and
democratic societies. Early forms of PR can be traced to ancient civilizations where rulers used
communication to maintain public support. However, modern public relations emerged in the
late nineteenth and early twentieth centuries in the United States. Ivy Lee is often regarded as
one of the pioneers of ethical public relations due to his emphasis on truth and transparency.
His “Declaration of Principles” advocated honest communication with the press and the public
(Cutlip, Center & Broom, 2006). Edward Bernays later introduced psychological and social
science approaches to PR, emphasizing public opinion formation. These developments laid the
foundation for professional PR practice worldwide.
Objectives of Public Relations

The primary objective of public relations is to establish and maintain a favorable relationship
between an organization and its stakeholders. Stakeholders include employees, customers,
investors, media, government bodies and the general public. Public relations aims to build
mutual understanding, goodwill and trust. Another key objective is reputation management,
particularly during times of crisis. PR professionals work to protect organizational credibility
by providing accurate information and responding responsibly to public concerns. In addition,
PR seeks to support organizational goals such as brand positioning, social legitimacy and
sustainable growth through ethical communication strategies.

Models of Public Relations

Grunig and Hunt proposed four models of public relations that explain how organizations
communicate with their publics. The press agentry model focuses on publicity and promotion,
often without concern for accuracy. The public information model emphasizes one-way
dissemination of truthful information. The two-way asymmetrical model uses research to
persuade publics in favor of the organization. The two-way symmetrical model, considered the
most ethical and effective, promotes dialogue and mutual understanding between organizations
and publics (Grunig & Hunt, 1984). Contemporary PR theory strongly supports the two-way
symmetrical model as it aligns with democratic values and ethical communication.

Ethics and Social Responsibility in Public Relations

Ethics is a fundamental concept in public relations practice. Ethical PR involves honesty,

transparency, accountability and respect for public interest. The credibility of public relations
depends on trust, which can only be maintained through truthful and responsible
communication. Unethical practices such as misinformation, concealment of facts or
manipulation of public opinion can damage organizational reputation irreparably. Corporate
social responsibility has become an integral part of public relations, especially in developing
countries like Bangladesh, where organizations are increasingly expected to contribute to social
development. Ethical PR ensures that organizational actions align with societal values and
public expectations (Bowen, 2007).
Public Relations in the Digital Age

Digital media has transformed public relations practice by enabling direct communication
between organizations and publics. Social media platforms such as Facebook, Twitter and
YouTube allow organizations to engage in real-time dialogue with stakeholders. While digital
media increases transparency and participation, it also poses challenges such as misinformation
and rapid spread of negative content. PR professionals must now monitor online discourse
continuously and respond strategically. The concept of digital PR emphasizes engagement,
responsiveness and authenticity. Organizations that fail to adapt to digital communication risk
losing relevance and credibility in the public sphere (Kent & Taylor, 2016).

Public Relations in Developing Countries

In developing countries like Bangladesh, public relations is still evolving as a professional

field. Many organizations view PR as limited to media relations or event management, rather
than a strategic management function. However, with increasing globalization and media
scrutiny, the demand for professional PR practices is growing. Multinational companies
operating in Bangladesh are increasingly adopting global PR standards, particularly in areas
such as crisis communication, stakeholder engagement and corporate social responsibility.
Public relations education and ethical standards play a crucial role in strengthening the
profession in developing contexts.

Public relations is a dynamic and essential field that connects organizations with society
through strategic communication and relationship management. Its core concepts include
mutual understanding, ethical communication, stakeholder engagement and social
responsibility. The evolution of PR theory, especially the emphasis on two-way symmetrical
communication, highlights the importance of dialogue and transparency in building trust. In an
era of digital media and heightened public awareness, public relations professionals face both
opportunities and challenges. Ultimately, effective public relations contributes not only to
organizational success but also to the functioning of a democratic and informed society.
Conceptual Understanding of Public Relations in Bangladesh

One of the most fundamental challenges facing public relations in Bangladesh is the
widespread conceptual misunderstanding of the discipline. In theory, public relations is
concerned with managing relationships through communication and organizational behavior,
not merely managing information flow. According to Cutlip, Center and Broom (2013), public
relations involves fact-finding, planning, communication and evaluation, all grounded in
ethical responsibility. However, in Bangladesh, public relations is often reduced to press
release distribution, event management or crisis defense.

This misconception exists not only among the general public but also among organizational
leaders and policymakers. In many institutions, PR departments are treated as technical units
rather than strategic advisory bodies. As a result, PR professionals are excluded from decision-
making processes and are expected to justify decisions after they have already been taken. This
reactive role contradicts the two-way symmetrical model of public relations, which emphasizes
dialogue, mutual understanding and organizational adaptation (Grunig, 2001).

The conceptual weakness of public relations in Bangladesh has deep historical and structural
roots. The country’s bureaucratic governance tradition and politically influenced media culture
have contributed to the perception of communication as a tool of control rather than
engagement. Consequently, public relations has evolved as a function of message
dissemination rather than relationship management, affecting both public and private sector
practices.

Public Relations in the Public Sector of Bangladesh

PR as Government Publicity and Propaganda

In the public sector, public relations is largely synonymous with government publicity.
Ministries, departments and state-owned institutions use PR units primarily to publicize official
activities, promote development narratives and defend government actions. This approach
closely resembles propaganda rather than public affairs communication. McNair (2018) notes
that when government communication prioritizes persuasion over participation, it undermines
democratic accountability.

In Bangladesh, public relations offices often function as extensions of political authority.

Information officers are expected to highlight the achievements of ministers and suppress
negative information. This practice creates an imbalance between state power and citizen voice,
limiting the ability of public relations to serve the public interest. Instead of facilitating
dialogue, PR becomes an instrument of image management for the ruling elite. This was
specifically true in the past Awami league regime in Bangladesh.

One-Way Communication and Citizen Exclusion

Another major challenge in public sector public relations is the dominance of one-way
communication. Government institutions primarily communicate through press briefings,
official statements and social media posts that allow little or no interaction. Although digital
platforms such as Facebook and government websites are widely used, they are rarely
employed for meaningful engagement with citizens. Most of the websites are not user friendly
and not UpToDate. The general people rarely visits these website.

Habermas’s concept of the public sphere emphasizes dialogue and deliberation as essential
elements of democratic communication (Habermas, 1989). In Bangladesh, however, public
institutions often treat citizens as passive recipients rather than active stakeholders. Complaints,
criticisms and questions raised by the public are frequently ignored or selectively addressed,
contributing to public frustration and mistrust.

Political Interference and Lack of Professional Autonomy

Political interference poses a significant obstacle to ethical public relations practice in the
public sector. PR professionals working in government institutions operate within rigid
bureaucratic hierarchies and are subject to political directives. Their professional judgement is
often overridden by political considerations, limiting their ability to provide honest counsel.

This lack of autonomy creates ethical dilemmas for practitioners. They may be instructed to
justify controversial policies, deny administrative failures or delay the release of critical
information. Such practices conflict with the ethical principles of transparency and
accountability outlined by professional bodies such as the Public Relations Society of America
(PRSA, 2022). Over time, this erodes institutional credibility and damages public trust.

Crisis Communication Failures

Bangladesh is highly vulnerable to natural disasters, public health emergencies and

infrastructure failures. Effective crisis communication requires timely, accurate and
coordinated messaging. However, public sector responses are often characterized by delays,
contradictory statements and poor coordination among agencies.

The COVID-19 pandemic exposed significant weaknesses in government crisis

communication. Conflicting messages regarding lockdowns, testing and healthcare capacity
created confusion and anxiety among citizens. The absence of a centralized crisis
communication strategy highlighted the marginal role of public relations in emergency decision
making (Rahman & Ahmed, 2021). These failures demonstrate how the neglect of professional
PR undermines public confidence during critical moments.

Public Relations in the Private Sector of Bangladesh

Subordination of PR to Marketing

In the private sector, one of the most persistent challenges is the subordination of public
relations to marketing. Many Bangladeshi organizations view PR as a promotional tool
designed to support sales and brand visibility. This narrow understanding reduces public
relations to media coverage, product launches and event sponsorships.

While marketing communication focuses on customers, public relations addresses a broader

range of stakeholders, including employees, investors, regulators and communities. According
to Cornelissen (2020), treating PR as a subset of marketing limits its strategic value and
weakens organizational reputation management. In Bangladesh, this limitation has resulted in
PR departments that lack authority, resources and long-term vision.
Short Term Orientation

The marketing-driven approach to PR creates a short-term orientation. Organizations priorities

immediate publicity gains over sustained relationship building. Consequently, issues such as
corporate governance, labor rights and environmental responsibility receive limited attention
until a crisis emerges.

The garment industry provides a relevant example. Following the Rana Plaza disaster in 2013,
many factory owners relied on defensive communication rather than proactive engagement
with workers and international stakeholders. The absence of a strong PR framework
exacerbated reputational damage and triggered global scrutiny (Islam & Deegan, 2015). This
illustrates how short term communication strategies fail to protect long term organizational
legitimacy.

Ethical Challenges and Paid Media Practices

Ethical challenges are particularly prominent in private sector public relations in Bangladesh.
In the absence of strong professional regulation, practices such as paid news, undisclosed
sponsorships and exaggerated claims are relatively common. These practices blur the line
between journalism and public relations, undermining media credibility and public trust.

Bowen (2008) argues that ethical public relations requires transparency, honesty and respect
for stakeholder autonomy. When organizations manipulate information or conceal negative
facts, they violate these principles. Over time, such practices damage not only individual
organizations but also the reputation of the PR profession as a whole.
Weak Internal Communication

Internal communication is another neglected area in private sector public relations. Employees
are key stakeholders who influence organizational reputation through their behavior and
communication. However, many Bangladeshi companies fail to engage employees effectively,
particularly during periods of organizational change or crisis.

Poor internal communication leads to misinformation, low morale and resistance to

organizational initiatives. During labor disputes or restructuring processes, the absence of
transparent communication intensifies conflict. As Welch and Jackson (2007) note, effective
internal communication is essential for organizational commitment and reputation
management.

PR in Both Sectors

Lack of Professional Education and Training

Both public and private sectors suffer from a shortage of professionally trained PR
practitioners. Although mass communication and journalism programmed exist in Bangladesh,
specialized public relations education remains limited. Many practitioners enter the field
without formal training in research methods, strategic planning or ethics.

This skills gap leads to intuition based practice rather than evidence based decision making.
Without research, organizations fail to understand stakeholder expectations or evaluate
communication outcomes. As a result, public relations remains reactive and tactical rather than
strategic.

Absence of Strong Professional Associations

The lack of strong professional PR associations further weakens the field. In countries where
public relations is well established, professional bodies set ethical standards, provide training
and advocate for the profession’s strategic role. In Bangladesh, the absence of a unified and
influential PR association limits collective action and professional development.

Digital Media Challenges

The rise of digital media has transformed the communication environment, presenting both
opportunities and challenges. Social media enables direct engagement with publics but also
demands responsiveness and transparency. Many organizations in Bangladesh use digital
platforms as extensions of traditional one-way communication, ignoring audience interaction.
Misinformation spreads rapidly online, requiring skilled monitoring and crisis response.
Organizations that lack digital PR expertise struggle to manage online narratives, increasing
reputational risk.

Marginal Position in Decision Making

Perhaps the most significant challenge across both sectors is the marginal position of public
relations within organizational structures. PR professionals are often excluded from policy
formulation and strategic planning. They are consulted only after decisions have been made,
limiting their ability to anticipate public reaction or manage risks.

This reactive role contradicts the theoretical understanding of public relations as an early
warning system that supports organizational adaptation (Grunig, 2006). Without access to
leadership and authority, PR cannot fulfil its strategic function.

Recommendations for improving public relations in Bangladesh

This analysis shows that public relations in Bangladesh needs to be understood and practiced
as a strategic management function, not just as publicity or media work. Both public and private
organizations should involve PR professionals in important decision making. When PR officers
are included at the planning stage, organizations can better understand public opinion, reduce
risks and maintain good relationships with stakeholders.

Ethical communication must be given more importance in both sectors. Public institutions
should avoid using public relations only to promote political leaders or hide problems. Private
organizations should stop unethical practices such as paid news, misleading information and
hiding negative facts. Clear communication rules based on honesty, transparency and
accountability are necessary to rebuild public trust.

Professional skills and training in public relations also need improvement. Universities and
training centers should offer more specialized PR education, focusing on research, crisis
communication and digital media. Organizations should also provide regular training for PR
professionals so that they can plan communication based on evidence rather than guesswork.
This will help PR practitioners respond more effectively to public concerns.

Strong professional public relations associations are also important for the growth of the field.
Such organizations can set ethical standards, support professional development and protect the
independence of PR practitioners. With these changes, public relations in Bangladesh can play
a more meaningful role in strengthening democracy, improving corporate responsibility and
building long-term trust between organizations and the public.

Conclusion

The problems and challenges of public relations in the public and private sectors of Bangladesh
are deeply rooted in conceptual misunderstanding, ethical vulnerability and structural
marginalization. In the public sector, PR is often reduced to propaganda and political image
management, undermining democratic accountability and citizen trust. In the private sector,
public relations is subordinated to marketing, limiting its strategic scope and long-term value.

Across both sectors, the dominance of one-way communication, lack of professional training,
weak ethical standards and limited organizational authority prevent public relations from
achieving its full potential. For public relations to contribute meaningfully to governance,
corporate responsibility and social development in Bangladesh, it must be repositioned as a
strategic management function grounded in ethics, dialogue and public interest. Only through
this transformation can public relations build trust between institutions and the society they
serve.
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