IN the world of public relations (PR), perception is everything. PR practitioners are not merely employees — they are the face, voice and personality of the organisation they represent. Their behaviour, communication, and even appearance send powerful messages about the institution’s culture and values.
In a sense, PR persons are the human embodiment of the brand. That is why grooming and deportment are not optional niceties but essential professional tools that can make or break the image of an organisation.
At its core, grooming refers to how one maintains one’s personal appearance, dressing, cleanliness, and general presentation, while deportment is about how one carries oneself through posture, speech, etiquette and mannerisms.
Together, grooming and deportment form the visual and behavioural language through which others interpret our professionalism. For PR practitioners, this language is the first line of communication before a single word is even spoken.
The adage, “you are addressed the way you are dressed,” could not be truer in public relations.
A poorly dressed PR practitioner undermines the credibility of their message. Imagine attending a Press briefing where the spokesperson appears unkempt, with wrinkled clothes and untidy hair.
No matter how articulate or intelligent they may be, the audience subconsciously associates their lack of grooming with the organisation’s lack of seriousness. In contrast, a well-groomed PR practitioner exudes confidence, competence and respect. Qualities that build trust and admiration.
In many organisations today, management has realised that staff presentation has a direct link to brand image. This explains the growing trend of corporate uniforms and dress codes.
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The logic is simple: uniforms project unity, professionalism and brand consistency. They make employees easily identifiable, creating a sense of belonging and pride. When PR officers wear corporate colours or logos, they literally carry the brand wherever they go. Every handshake, every meeting, every photo opportunity becomes a silent advertisement of the organisation’s values.
However, grooming goes beyond clothing. It extends to hairstyles, hygiene and even accessories. Excessive jewellery, flamboyant hairstyles or overpowering perfumes may distract people from the message being communicated.
A PR practitioner’s appearance should always complement the brand — not compete with it. For instance, a university public relations officer representing an academic institution should project intellectual elegance and modesty, not extravagance. The goal is to strike a balance between personality and professionalism.
Deportment, on the other hand, concerns how one behaves — how they talk, walk, sit and interact with others.
Good deportment conveys confidence and respect. It means maintaining good posture, showing courtesy, listening attentively and expressing oneself with clarity and poise. These subtle behaviours shape public perception of the organisation.
A PR practitioner, who interrupts journalists during a Press conference, speaks rudely to clients, or appears disinterested during meetings reflects poorly on the institution.
Even outside the workplace, PR practitioners remain brand ambassadors. What they post on social media, how they behave in public spaces and the company they keep can all impact the organisation’s reputation.
In an age where the line between private and public life is blurred, personal branding is corporate branding.
A careless post, a viral video or an inappropriate public outburst can undo years of brand building. Therefore, discipline and discretion are key virtues for every PR professional.
Grooming and deportment are also tied to emotional intelligence. Knowing how to read the room, adapt one’s tone or handle difficult questions requires composure and empathy. These soft skills are part of professional deportment.
A calm and respectful demeanour during crises reassures stakeholders that the organisation is in capable hands. As the bridge between the company and the public, a PR practitioner must always project confidence under pressure — never panic or show hostility.
Importantly, grooming and deportment should not be viewed as superficial or elitist expectations. They are strategic communication tools that help organisations to maintain credibility and trust.
Just as a logo or slogan must align with a brand’s identity, so too must the behaviour and appearance of its representatives.
When PR practitioners present themselves with dignity, they reinforce the organisation’s values of professionalism, excellence and respect.
Ultimately, public relations is about storytelling — and every story begins with the storyteller.
The way a PR practitioner dresses, speaks, and behaves tells the public a silent story about the organisation’s standards. Inconsistent grooming or unprofessional deportment creates a communication gap, eroding public confidence. But when the messenger embodies the message, the brand’s reputation grows stronger.
As such, grooming and deportment are not just matters of personal choice; they are matters of institutional identity.
The polished image of a PR practitioner mirrors the integrity, discipline and aspirations of their organisation.
In every sense, professionalism is not just about what we say — it is about what we show. Indeed, in public relations, it is all about grooming and deportment.
