INTRODUCING PUBLIC RELATIONS meAnINg, cOMpoNenTs aNd SCoPE oF pR

Definition PR is a leadership and management function that helps achieve organizational objectives, define philosophy and facilitate organizational change. Public relations practitioners communicate with all relevant internal and external publics to develop positive relationships and to create consistency between organizational goals and societal expectations. Public relations practitioners develop, execute and evaluate organizational programs that promote the exchange of influence and understanding among an organization’s constituent parts and publics - Lattimore et al (2004)

Definition Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on which its success or failure depends PR focuses on relationships PR focuses on publics PR focuses on public opinion PR focuses on goodwill Follow this link and see a relationship breach: http://thewillnigeria.com/news/pay-back-illegally-withdrawn-n5-3bn-from-customers-account-abuja-court-orders-gtb/

Definition PR involves a variety of programmes designed to promote or protect a company’s image or its individual products It acts synergistically along with advertising and other marketing communications tools PR is usually unsponsored and unpaid It is a corporate armour that the company can wear which would protect the company during adverse times PR is essentially defensive and proactive

Press relations or press agency Public Relations Press relations or press agency Creating and placing newsworthy information in the news media to attract attention to a person, product, or service. Product publicity Publicizing specific products. Public affairs Building and maintaining national or local community relationships. Lobbying Building and maintaining relationships with legislators and government officials to influence legislation and regulation. Public relations (PR) build good relations with the company’s various publics by obtaining favorable publicity; build up a good corporate image; and handle or head off unfavorable rumors, stories, and events. PR departments may perform any or all of the following functions: Investor relations Maintaining relationships with shareholders and others in the financial community. Development Working with donors or members of nonprofit organizations to gain financial or volunteer support.

What is involved in Public Relations Issues management Financial and investment relations Development/ fund- raising Minority relations/ multicultural affairs Special events Marketing communications Corporate communications Counselling Research Media relations Publicity Employee/member relations Community relations Public affairs Government affairs Promoting goodwill Countering negatives

The Role and Impact of PR Public relations can have a strong impact on public awareness at a much lower cost than advertising can. Rather, it pays for a staff to develop and circulate information and manage events. Despite its potential strengths, public relations is occasionally described as a marketing stepchild because of its sometimes limited and scattered use. The point is that PR should work hand in hand with advertising within an integrated marketing communications program to help build brands and customer relationships.

Public Relations Practitioners’ work Developing relationships based on two-way communication Influencing groups, policies and issues The publics in public relations Using communication skills effectively Distinguishing public relations from related fields [communication, corporate communication, public information, public affairs, advertising] Important component of the entire communications mix of any organization

Merits and demerits of using PR Very credible and inexpensive PR can hold down promotion costs Difficult to quantify PR benefits Lack of control ‘Deft’ management required

Major Public Relations Tools PR Tools News Special events Written materials Audiovisual materials Corporate identity materials Public service activities

PR Publics A public is a group of people with certain common characteristics It could be large – students, blue-collar workers, a community It could be small – board members, faculty It could be institutional – NUC, NLS, Glo Different organizations have different publics who are called stakeholders because they have interest in the organization Every organizations have publics they deal with anytime

Types of PR publics Functional Enabling Diffused Normative Traditional Internal and external Non-traditional Latent, aware and active Intervening Primary and secondary Domestic and international

A typical PR publics for AUN

PR Functions Programming Relationships Writing and editing Information Production Special events Speaking Research and evaluation

Management and Leadership Functions of PR They perform these roles to advance socially responsible behavior Leadership involves doing the right things and making the right choices Management involved doing things right The PR man is leader and a communication manager aimed at meeting organizational goals. He advances Socially Responsible Behavior [SRB] which can avert crisis among labour, customers, stakeholders, activists Monitor various publics & opinion about the organization through strategic planning/decision making

How do PR people get their job done? Using clout of the agency by virtue of being a space buyer Cultivating relations with media and leveraging that when required Communication that is newsworthy and which media would be glad to carry

PR media

PR media

Jobs in PR Product publicist Investor relations Information officer Community relations officer Employee relations officer Special events management Public affairs manager Issues management Educational public relations Public relations agencies and consultancies

PR Nuggets It must first put its own house in order PR must have the respect of employees and community Management must justify its profits and prove that it is not profiteering Work for the community as an able corporate citizen Every action must be based on truth said at the right time under the right circumstances

More PR Nuggets Customer complaints and redressal It is an opportunity to cement relations with the customer Very important in the service and hospitality industry Combating rumours / falsehoods Confront and disclose facts in leading media Give the positive side of the story Capitalize on rumour to your benefit Rumour can be dismissed as ridiculous

And more PR nuggets PR changes attitudes. Institutional ads which present facts do not change attitudes You need to involve the reader by emotionalizing the information Biased information shall bring in more resistance than acceptance Credibility of media as an unbiased reporter must be maintained. Since most media have their own editorial policies, ensure to follow it.

Task to be accomplished You have applied for a public relations position with AUN. The institution has never employed a public relations person before but they decided to hire you. During the interview, the president admits she is not sure what public relations is, but she is fairly sure she wants the person she hires to plan promotions and stage events that will attract new customers, write stories that will get free space and time in the local media and start an employee publication and other relevant program that should occupy the public relations portfolio

Questions Do the responsibilities outlined by the president indicate that she understands how public relations functions can be utilized most effectively? Use the overview given in these slides to help the president understand public relations better. What will be your plan for an effective public relations program? Base your support on the functions of PR outlined in one of the slides What are the marketing communications tools? Your organization have been accused wrongly, what should we do?

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