Good PR

publicrelations.jpgMany years ago, I attended a demonstration where thousands of Sikhs gathered in the city. Onlookers were curious as to who we were and why we had gathered. As I was handing out information pamphlets, a passerby approached me, took one of the pamphlets, quickly looked it over and in a thick British accent said, “Ah yes…Sikhs! Wonderful religion…wonderful people…brave soldiers…” Then he leaned over to whisper something in my ear and said “…but whoever handles your public relations sucks!”

As I see patterns and trends on the way Sikhs are portrayed in the media, that incident always comes to mind. Seeing how positive acts from Sikh individuals rarely mention the word Sikh yet negative acts from Sikh individuals turn in to an expos of our community, I started to wonder how non-Sikhs were learning about us and what can we do to proactively present a more accurate image.

Here in North America, our approach to public relations and education is largely reactionary. After a violent event at a Gurdwara, we explain to the public how Sikhs are not violent. After September 11th, we explained how were not terrorists. It seems we spend more time explaining who were not rather than who we are.

There are some positive efforts as well. Traditionally, many Sikh communities flood the interfaith networks as a means of outreach. Ive participated in many interfaith events over the years, and although it may be beneficial for relationship building and dialogue, its impact on educating large parts of society over time is debatable.

In the past few months, somewhere in the plethora of press release emails I receive from Sikh organizations, I learned of two significant initiatives by the Sikh Coalition that seemed to pass quietly without much fanfare.

On May 21, the Texas Board of Education voted to include information on Sikhs and Sikh practices in the state-mandated curriculum for public school students. This is the first time Sikhs or Sikhi has ever before been included in a state-wide curriculum. Convincing a fairly conservative state like Texas to incorporate Sikhs in to their curriculum is an impressive feat in itself, but even more encouraging is how influential Texas is for textbook manufacturers. The Sikh Coalition press release states Experts estimate that the decisions made by the Texas Board of Education affect the textbooks used in 46 other states because it is one of the largest purchasers of textbooks in the nation. This accomplishment shows that by being proactive and working at a grassroots level to mobilize the local community, establish strategic partnerships, take a professional and systematic approach, and patiently work through the process – people will listen and policies will change. This is a major achievement – what better way to educate people on Sikhs and Sikhi than through the school system?

Another impressive initiative is the Sikh Coalition Presenters Course that was launched this past February in New York City. After a rigorous application and interview process, 15 students are selected to participate in an intensive 3 day training course led by a public speaking expert and Sikh Coalition staff members. Those who complete the course and pass their evaluation become certified Sikh Coalition presenters. In addition to public speaking skills, presenters are trained to deliver a standard presentation on Sikhi that has been reviewed, discussed, and vetted at length. Certified presenters must make 2 public presentations a year to maintain their credential and are regularly provided updates as materials are revised. Rather than re-inventing the wheel every time a presentation is needed, now one community can have several resources prepared with a standard presentation and consistent message. Imagine having 15 people in your community who can respond to any incident at a school or workplace with such a presentation, or better yet, proactively seek out opportunities to educate! Check out the YouTube video to learn more about the course. Other cities have already inquired on how the presenters course can be brought to their community.

You might ask why is education so important? Sikhs have settled here for over a hundred years with our identity intact, Sikhs have been elected to public office and hold senior corporate positions, why waste the resources? Or as some commenters have challenged me in previous posts, who cares what the goray think of us? That attitude might be okay for some people…not for me.

As long as Sikh passengers are being profiled, Sikh kids are being bullied, and Sikh taxi drivers are being attacked…then we have a job to do. And even then, I dont want my children and grandchildren to simply settle here in the US and still be looked at as foreigners. I want Sikhs to have a voice and be recognized as the law-abiding citizens and the community activists we are. Id like us to be viewed as a powerful and influential community who must have a seat at the table in policy decisions. Unless people know who we are, what were about, and what we stand for, how can we expect to be heard and have our issues addressed? All of this requires us to shift our paradigm when it comes to education and congratulations to the Sikh Coalition for taking the lead and being proactive!

Now what can you do? In addition to bringing the presenters course to your community, what changes can you make at your local Gurdwara? Gurdwaras are still a good place for education and outreach. What about the creating a Welcoming Committee that prepares materials for non-Sikh visitors, facilitates organized tours, and perhaps invites community groups and neighbors to visit the Gurdwara? What if this committee organized charity or social events for their local surrounding community to participate in? Anybody have any other tangible ideas to share?


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27 Responses to “Good PR”

  1. Dosanjh says:

    "took one of the pamphlets, quickly looked it over and in a thick British accent said…"

    ^ Never mind 'thick' British accent…what in the name of god is a 'British' accent ? I think the first step in your public relations should be a realisation that you shouldn't make up an accent where one does not exist. I mean, do you mean Scottish accent ? Was it a Welsh accent ? Was it a Cornish or west country English accent ? Was it an Ulster accent ? Perhaps you're confusing England with Britain and you mean't an upper class English accent….in which the accents from the British Isles mentioned above would be closer to American and Canadian accents than they are to the upper class English one. Perhaps it was a West London accent…which in itself is very different to an East London accent. perhaps the accent was a brummie from Birmingham ? perhaps a geordie from Newcastle ? Perhaps a Scouser from Liverpool ?

  2. Dosanjh says:

    You call all go back to commenting on the actual story now. I just had to say my piece. If you learn the history of the origins of the English language (and remember for those of us here in England this history is a living history rather than one read about in books) you will learn that there is nothing more nonsensical than describing an accent as a 'British' accent.

  3. Dosanjh says:

    "took one of the pamphlets, quickly looked it over and in a thick British accent said…"

    ^ Never mind 'thick' British accent…what in the name of god is a 'British' accent ? I think the first step in your public relations should be a realisation that you shouldn't make up an accent where one does not exist. I mean, do you mean Scottish accent ? Was it a Welsh accent ? Was it a Cornish or west country English accent ? Was it an Ulster accent ? Perhaps you're confusing England with Britain and you mean't an upper class English accent….in which the accents from the British Isles mentioned above would be closer to American and Canadian accents than they are to the upper class English one. Perhaps it was a West London accent…which in itself is very different to an East London accent. perhaps the accent was a brummie from Birmingham ? perhaps a geordie from Newcastle ? Perhaps a Scouser from Liverpool ?

  4. Dosanjh says:

    You call all go back to commenting on the actual story now. I just had to say my piece. If you learn the history of the origins of the English language (and remember for those of us here in England this history is a living history rather than one read about in books) you will learn that there is nothing more nonsensical than describing an accent as a 'British' accent.

  5. Anupreet Kaur Anand says:

    Hi Mr Singh! Read the article. I agree… seeing is believing. If the world has seen a few negative incidents that's exactly what they'll believe. I live in Singapore and fortunately there isn't a problem of discrimination here. But yes, as a peace loving and Godfearing community, the world doesnt know enough about us. I personnally feel that the comment should be taken very positively '……pr sucks'. Grassroot level of handing it is as important as exploiting the media to get noticed by a way larger audience. Just a few movies like 'Singh is King' may help in a very small way, but wont do the job. No one wants to read articles and gain knowledge, it has to to done through entertainment. I think the leaders of our community should this of ways to use the popular forms of media aggressively to bring us to light.

  6. Anupreet Kaur Anand says:

    Hi Mr Singh! Read the article. I agree… seeing is believing. If the world has seen a few negative incidents that's exactly what they'll believe. I live in Singapore and fortunately there isn't a problem of discrimination here. But yes, as a peace loving and Godfearing community, the world doesnt know enough about us. I personnally feel that the comment should be taken very positively '……pr sucks'. Grassroot level of handing it is as important as exploiting the media to get noticed by a way larger audience. Just a few movies like 'Singh is King' may help in a very small way, but wont do the job. No one wants to read articles and gain knowledge, it has to to done through entertainment. I think the leaders of our community should this of ways to use the popular forms of media aggressively to bring us to light.

  7. Ajj Kaim Singh says:

    You raised genuine valid points. I am excited about " organized tours, invite community groups and neighbors to visit the Gurdwara".
    I wonder if this is already being done at some of the Gurdwaras. Will try to dig deeper into this.

  8. Ajj Kaim Singh says:

    You raised genuine valid points. I am excited about " organized tours, invite community groups and neighbors to visit the Gurdwara".
    I wonder if this is already being done at some of the Gurdwaras. Will try to dig deeper into this.

  9. mitali kapoor says:

    i really appreciate ur initiative…..in today's modern society its very necessary that our coming generation will have their powerful sikh religion backround….its a very good step to tell them what the exactly we are and your article becoming play a vital role to encourage people that be alert about their identity…its really very matters what the other community or gorrey's think about sikh community…..its not an individual matter…its the matter of whole community…everyone need to get together and
    fight against that evil so that sikh community will become a powerful n influential community in this world…

  10. Harinder says:

    My take for achieving the goal :—-

    "I’d like us to be viewed as a powerful and influential community who must have a “seat at the table” in policy decisions. "

    1) Design a "Anti gravity" space ship and call it "NANAK JHAJ" on which all people of the planet could go visiting different universes.
    or
    2) Find a "Worm hole" so that people could go visiting different civilization like in "Alice in Wonder land "

    Technology is the way forward in 2010

  11. mitali kapoor says:

    i really appreciate ur initiative…..in today's modern society its very necessary that our coming generation will have their powerful sikh religion backround….its a very good step to tell them what the exactly we are and your article becoming play a vital role to encourage people that be alert about their identity…its really very matters what the other community or gorrey's think about sikh community…..its not an individual matter…its the matter of whole community…everyone need to get together and
    fight against that evil so that sikh community will become a powerful n influential community in this world…

  12. Harinder says:

    My take for achieving the goal :—-

    "I’d like us to be viewed as a powerful and influential community who must have a “seat at the table” in policy decisions. "

    1) Design a "Anti gravity" space ship and call it "NANAK JHAJ" on which all people of the planet could go visiting different universes.
    or
    2) Find a "Worm hole" so that people could go visiting different civilization like in "Alice in Wonder land "

    Technology is the way forward in 2010

  13. balmeet says:

    Here's a couple of ideas:

    Police Departments have volunteer or paid part-time Chaplains of various faiths. Volunteer as a "Sikh Chaplain" to interact with law enforcement before an issue arises.

    Schools literally beg community members to get involved. Spend some time volunteering where your child gets the majority of his/her formal education and actively participate in the local Parent Teacher Association.

    Libraries are usually understaffed and welcome help from reading to children to stacking bookshelves. Remember to bring a few Sikh books in English to donate or sponsor your library: http://www.thesikhcoalition.org/libraryproject.ph

    City Hall maintains a list of volunteer opportunities. Work with your local public officials and become power brokers for your community.

  14. balmeet says:

    Here’s a couple of ideas:

    Police Departments have volunteer or paid part-time Chaplains of various faiths. Volunteer as a “Sikh Chaplain” to interact with law enforcement before an issue arises.

    Schools literally beg community members to get involved. Spend some time volunteering where your child gets the majority of his/her formal education and actively participate in the local Parent Teacher Association.

    Libraries are usually understaffed and welcome help from reading to children to stacking bookshelves. Remember to bring a few Sikh books in English to donate or sponsor your library: http://www.thesikhcoalition.org/libraryproject.php

    City Hall maintains a list of volunteer opportunities. Work with your local public officials and become power brokers for your community.

  15. kabza says:

    Balmeet your comments remind me of a lecture given by professor balbinder bhogal at a uni lecture. he suggested that we send sardars into elementary schools so that they become acquainted with Sikhs. he recounted a story in which a child remarked that the singh looked like a wizard. shahid wizards better than Arabs.

  16. kabza says:

    Balmeet your comments remind me of a lecture given by professor balbinder bhogal at a uni lecture. he suggested that we send sardars into elementary schools so that they become acquainted with Sikhs. he recounted a story in which a child remarked that the singh looked like a wizard. shahid wizards better than Arabs.

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