Transcript - Addefort

Towards optimal corporate performance beyond
profitability towards perpetual growth and longevity:
Professional Public Relations for sustainable
internal and external communication chain
Friday, October 31, 2014
By
Dr Isah E Momoh
At 1st Lagos NIPR Stakeholders Conference.
What is Business?
(A reminder and extensions!)
Being busy doing something using
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P
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Profitable undertaking by
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both Government(s)
– Private Persons/bodies
• Corporate or Natural.
Earning money systematically, structurally, usually continuously
& increasingly
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Essentiality of
Good Image, Trust and Goodwill
To earn money systematically, structurally,
usually continuously & increasingly, GiTG are
essential.
The surest, efficient and most sustained path
towards these is through Public Relations.
The best PR path is Professional Public
Relations which delivers Information and
Communication on NtK, TmI and VaW basis
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All-round Internal-External
Professional Communication
Upwards
Leftwards
PPR guided
Communication
Downwards
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Rightwards
Internal
Continuous Communication,
professionally!
Internal
Source
publics
Adjacent
Adjacent
Environmental
Environmental
Layersoutwards
Layers-inwards
External
Publics
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Two-way systematic
communication
Upwards
Leftwards
PPRC
Downwards
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Rightwards
What is Public Relations?
Professional Public Relations practice is the
deliberate, planned and sustained effort to establish
and maintain mutual understanding between an
organization and its public(s). (BIPR).
PR practice is the art and science of analyzing trends,
predicting their consequences , counseling
organization leaders, and implementing planned
programmes of action which will serve both the
organization and the public interests
(WAPRA/Mexican Statement on PR)
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What is Public Relations? (2)
PR is the management function which tabulates
public attitudes, defines the policies, procedures and
interests of an organization followed by executing a
programme of action to earn public understanding
and acceptance (Edward Bernays).
PR is the practice of managing the spread of
information between an individual or an organization
and the public. Includes gaining exposure to their
audiences using topics of public interest and news
items that do not require direct payment.
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What is PR ?(3)
PR is a strategic communication process that
builds mutually beneficial relationships
between organizations and their publics
(PRSA)
PR can be defined as the practice of managing
communication between an organization and
its publics (WSPRA)
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What is Public Relations about?
Image building is what Public Relations is all about;
and corporate image building is the ultimate concern
of corporate Public Relations (Chris Doghudje, 2014)
Effective and efficient all-round communication
throughout the corporate environment and among
all stakeholders
Profitable corporate performance, round the clock
through good strategic and tactical management.
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What PR consists of!
PR consists of all forms of planned
communication, outwards and inwards,
between an organization and its publics for
the purpose of achieving specific objectives
concerning mutual understanding (Frank
Jefkins)
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Aims and Objectives of PR
The aim of PR is often
A. to persuade
1. the public
2. Investors
3. Partners
4. Employees
5. Other stakeholders
6. Competitors
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B. To maintain a certain point of view
1.
2.
3.
4.
5.
About
It
Its leadership
Products
Or of political decisions
The Future
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PPR adjusts boundaries in the
growing ICT SM times
PPR-SM driven
boundaries
Communication
driven boundaries
Media –driven
boundaries
Traditional
boundaries
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PR Activities
1.
2.
3.
Common PR activities include
Speaking
Conferencing
Awards
i. Winning
ii. Giving/Organizing
4.
5.
Working with the Press
Employee communication
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Clarifying Questions
Is PR an activity or process that is actively
engaged in; i.e. Is it a 24/7 challenge?
Is it a condition or characteristic of an
organization; i.e. do organizations have great
PR?
Is it an end in itself
Is it solely a business or profit –oriented
activity
Is it a positive or socially acceptable activity
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Importance of PR!
PR is inherent in living in society. The Dartnell
PR handbook, the bible of the industry says
“Every org, institution and individual has PR
whether or not that fact is recognized. As long
as there are people living together in
communities, working together in
organizations and forming a society, there will
be an intricate web of relationships among
them.
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Elements of PR
3 elements of PR make it as old as mankind
and society
1. Informing people
2. Persuading people
3. Integrating people
The means and methods of accomplishing these
ends have changed as society changes.
Building that web of relationships is what PR is
all about
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Individuals and PR
Anytime one consciously act in a particular
way to influence how someone perceives or
thinks about one, PR is being practiced. This is
often called: interpersonal relations.
Interpersonal communication is essential for
winning friends and influencing people
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For orgs, it is PR on a broader
scale
They must use PR to
1. Interact
2. Establish relationships
3. Communicate with others
4. Coordinate their behaviour
5. Affect people
6. Be affected by them
Use a combination of B2B, B2S, B2C, B2G
communications
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PR-optimal tool for efficient adaptation,
performance & Crisis resolution
Therefore PR helps an organization and its
publics adapt mutually to each other for
optimal performance, utmost commitment to,
care for, and concern about/with each other
resulting in desirable profitability ethically,
with minimum crisis.
Here-in lie the opportunities for PR
practitioners/professionals especially in
corporate performance, societal and national
development.
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PR in Corporate Processes
PPR must be involved in all corporate process;
hence it is best to locate PR as close as
possible to the top of the corporate hierarchy,
and cascade it down the line through
executives, functions, training and orientation.
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PPR in different functional areas
All functional areas must think PR, the more if
they interface with publics
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PPR at different levels of the firm
PPR must be present and seen to be driving
different levels of the organization.
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PPR for different effects
PPR should be deployed for the achievement
of different effects
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PPR for different
publics/stakeholders
All publics/stakeholders should have designed
PPR programmes
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PPR Internal Communication
Internal branding- i.e. true branding through
internal capacity and consistency is not
achievable except through robust consistent
and committed internal communication
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PPR & External Communication
The external is where desired resources
reside.
They can only be siphoned into the
organization through a chain-like win-win
winning professional communication.
Goodwill has become a tangible measurable
balance sheet item; and only PPR (partly in
the form of truthful branding) achieves it.
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PPR for managing success
Managing success is as important as managing
for success.
There is no stand-still in nature.
Nature also abhors a vacuum.
Management seems to become:
– Continuous striving to do better as the largest
room in Life is the room for improvement
– No man is an Island.
Remember Gulliver’s Travels and Robinson
Crusoe
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PPR & POSCORD
P
P
P
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S
S
C
C
C
C
O
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R
D
D
D
D
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PPR for failures and difficult times
PPR should be pre-emptive
PPR could be reactive (not reactionary)
PPR could be preventive
PPR could be minimizing
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PPR for Crisis management
Crisis are a frequent and constant companion
in the business journey of life.
PPR smoothens crisis moments and is the best
tool for managing them through a continuous
chain of communication
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What is a Crisis that PR can help
prevent, manage & minimize?
A crisis (krisis; plural: "crises"; adjectival form: "critical") is any
event that is, or is expected to lead to, an unstable and
dangerous situation.
a stage in a sequence of events at which the trend of all future
events is determined, especially for better or for worse; a
turning point. 2. a condition of instability or a difficult or
dangerous situation that needs serious attention .
a time or state of affairs requiring prompt or decisive action
i.e.an Emergency
Emergencies are our constant companion in the business of
living.
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What is Communication in PR?
(A reminder and extensions)!
A purposeful transmission from a sender to a
receiver (S-R model)
A targeted message (M), from a Sender/source (S)
encoded (E), transmitted/delivered (T) to a
Receiver/Responder (R) through multiple
Channels/Media (C),decoded/decodable (D)
meaningfully for a possible/usual Feedback (F)
purposefully (P), persuasively.
Sharing; making common; spreading; informing;
educating, entertaining
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What drives
PR Communication?
PR communication;
– usually purposeful
– Usually reactive
– Should be pro-active
– Should be always Positive
– Never be negative
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Functions and goals of PR
communication
Functions of Communication
– Lasswell’s 3 functions
– Agee, Emery and Ault’s 3 functions
– Wright’s Entertainment function
– Steve’s Play theory
– McQuail’s Sensitization and Mobilization functions
Goals
– Effective communication to achieve intended effects
– Efficient communication; at what costs
Determinants
– News Values
– Focus
– Styles/tone and language(s)
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How to evaluate
Crisis PR Communication?
Evaluate first
– The Crisis
• Magnitude
• Potentials
• Implications
• Complications
• Possible Resolution
• After-math/after-effects.
Then determine
– Required Communications
– Required Actions
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Evaluation Factors
Goals, Objectives, Mission, Visions (i.e. Purposes).
Functions of Communication, especially Crisis communication
Effects of Communication in/on the crisis
– Intended
– Unintended/likely (remember Pebble theory)
Opportunistic possibilities
Challenges
New Changes/revelations/Innovations
i.e. Use Creativity
Action/Results match/matching
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PR Management process
/Evaluation Results
Strategy, strategic choices, strategy execution using
P
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R
D
D
D
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Image Building Procedure in good
PR practice
LIP = Listening, Interpretation, Planning;
AOTTMBE
– A =Analysis
– O=Objectives
– T=Target
– T=Theme
– M=Media
– B=Budget
– E=Execution
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PR communication Strategies
Personal communication strategies
Intra-personal
Inter-personal
– Group, including interest-groups, publics, stakeholder type
– Class/level
– Structure
• Organizational
• Social e.g. Gender, Unions, Trade, technical skills
Mass communication
– broadcasting
Social Media
Marketing
Administration
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What constitutes
Effective PR Communication?
The Multi-principle
Multi-dimensional
Multi-directional
Multi- Platforms
Multi-Media
Multi-purpose/functional
Multi-Effects/Effective
Multi-plans
Multi-teams
Therefore more challenging
POSCORD,
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Factors for Effective PR
Programmes and Projects
Management Commitment
Publics’ identification
Audience segregation, positioning and
targeting.
Media/Audience/Contents/Situations match
Top-Down Involvement i.e. all inclusiveness
Need-to-Know (NTK) principle
Necessity consideration
Sufficiency consideration; charitability?
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Results of Effective Crisis
Communication PR Programmes
Crises resolution
– Effectiveness
– Efficiency
Grounds coverage
– All grounds
– Aggrieved grounds
Renewed organization
New organization
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PR for Self-reliance
PR teaches and enthrones
SWOT (by Research as surveillance of the environment in
accordance with Lasswell)
Research (as correlation of Responses to perceived
Opportunities and Threats)
Popularizing PR practice, orientation, usage, patronage across
al segments and parts of Nigerian/West African society over
time
Sensitizing people, especially leaders in business and
governments to the benefits, methods, principles, philosophy,
in accordance with McQuail.
Ethics, etiquette, and courtesy as routes to good image;
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PR for Self-reliance (2)
1.
2.
3.
4.
5.
PR teaches and enthrones
Care, Concern, Empathy and Sympathy as the foundations of
earning goodwill
Recognition of goodwill as a tangible and substantive
Balance Sheet (capital asset) item
Attention to details, striving for perfection, commitment to
excellence, positive communication as sine qua non for good
citizenship
Team playing, shared vision, mission, goals and objectives as
path to progress/performance
Strategic planning, involvement, effective and efficient
management and operation as the essential for success.
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PR in/for National Development
What is a Nation?- a community of persons with
common/shared values, orientation, history, territory, culture,
aspirations, government(s), institutions, Laws, within defined
and protected boundaries.
People with identifiably close relationships occupying same
place and time with the same ancestry and descendants in a
closely bound future
Governed under the same Constitution.
Therefore require same, similar (i.e. shared) ways obtainable
mainly through Information and Communication via
Communication, Education and Entertainment; sensitization
and mobilization, mutual respect and courteous living
together as the following Lions song teaches/preaches
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LIONS theme Song (traditional)
The more we are together, together ,
together
The more we are together, the happier we
shall be;
For your friends are my friends, and my
friends are your friends;
The more we are together, together,
together,
The happier we shall be!
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PPR adapted Lions theme song
The more we talk together, together ,
together
The more we chat together, the happier we
shall be;
For your friends are my friends, and my
friends are your friends;
The more we share together, together,
together,
The happier we shall be!
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Thank You
Dr Isah E. Momoh
Head, Department of Communication and Media
Enterprise;
Director, PhD Programme & Advanced Business
Communication,
SMC, PAU,
[email protected]
[email protected]
234 803 196 1363
0703 121 2452
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