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Towards optimal corporate performance beyond profitability towards perpetual growth and longevity: Professional Public Relations for sustainable internal.

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Presentation on theme: "Towards optimal corporate performance beyond profitability towards perpetual growth and longevity: Professional Public Relations for sustainable internal."— Presentation transcript:

1 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 1 st Lagos NIPR Stakeholders Conference.

2 What is Business? (A reminder and extensions!) Being busy doing something using – P – O – S – C – O – R – D Profitable undertaking by – both Government(s) – Private Persons/bodies Corporate or Natural. Earning money systematically, structurally, usually continuously & increasingly 2

3 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 3

4 All-round Internal-External Professional Communication PPR guided Communication Upwards Rightwards Internal DownwardsLeftwards 4

5 Continuous Communication, professionally! Internal publics Adjacent Environmental Layers- outwards External Publics Adjacent Environmental Layers- inwards Source5

6 Two-way systematic communication PPRC UpwardsRightwardsDownwardsLeftwards 6

7 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) 7

8 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. 8

9 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) 9

10 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. 10

11 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) 11

12 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 12

13 B. To maintain a certain point of view About 1. It 2. Its leadership 3. Products 4. Or of political decisions 5. The Future 13

14 PPR adjusts boundaries in the growing ICT SM times PPR-SM driven boundaries Communication driven boundaries Media –driven boundaries Traditional boundaries 14

15 PR Activities Common PR activities include 1. Speaking 2. Conferencing 3. Awards i.Winning ii.Giving/Organizing 4. Working with the Press 5. Employee communication 15

16 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 16

17 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. 17

18 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 18

19 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 19

20 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 20

21 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. 21

22 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. 22

23 PPR in different functional areas All functional areas must think PR, the more if they interface with publics 23

24 PPR at different levels of the firm PPR must be present and seen to be driving different levels of the organization. 24

25 PPR for different effects PPR should be deployed for the achievement of different effects 25

26 PPR for different publics/stakeholders All publics/stakeholders should have designed PPR programmes 26

27 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 27

28 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. 28

29 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 29


31 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 31

32 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 32

33 What is a Crisis that PR can help prevent, manage & minimize? 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 Emergency Emergencies are our constant companion in the business of living. 33

34 What is Communication in PR? (A reminder and extensions)! 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 34

35 What drives PR Communication? PR communication; – usually purposeful – Usually reactive – Should be pro-active – Should be always Positive – Never be negative 35

36 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) 36

37 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 37

38 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 38

39 PR Management process /Evaluation Results Strategy, strategic choices, strategy execution using POSSSCCCOPOSSSCCCO RRRDDDDDRRRDDDDD 39

40 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 40

41 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 41

42 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, 42

43 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? 43

44 Results of Effective Crisis Communication PR Programmes Crises resolution – Effectiveness – Efficiency Grounds coverage – All grounds – Aggrieved grounds Renewed organization New organization 44

45 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; 45

46 PR for Self-reliance (2) PR teaches and enthrones 1. Care, Concern, Empathy and Sympathy as the foundations of earning goodwill 2. Recognition of goodwill as a tangible and substantive Balance Sheet (capital asset) item 3. Attention to details, striving for perfection, commitment to excellence, positive communication as sine qua non for good citizenship 4. Team playing, shared vision, mission, goals and objectives as path to progress/performance 5. Strategic planning, involvement, effective and efficient management and operation as the essential for success. 46

47 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 47

48 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! 48

49 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! 49

50 Thank You Dr Isah E. Momoh Head, Department of Communication and Media Enterprise; Director, PhD Programme & Advanced Business Communication, SMC, PAU, 234 803 196 1363 0703 121 2452 50

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