4. Emerging Context
• Emerging G-Zero World
• The move to break down economic and political
blocs given threats of migration and terrorism
• Manifestation of this move is seen in the success
of the Brexit campaign and threats to other
regional economic and political blocs
• This will fundamentally alter global trade flows
and disrupt trans-national business
• The Fourth Industrial Revolution
• The birth of internet of things, connected cars,
autonomous driving, next generation
manufacturing, robotics and automation
• This will ultimately reduce layers of stakeholder
relationships given the crossing of boundaries
that will come with artificial intelligence
5. Opportunities
Creating Awareness
• Cultivation of the
environment
1
Cultivating the Tribe
• Building Cause
Communities
2
Curating rather than
Imposing
• Continuously Engaging
and Refining the
Message
3
6. What is Public Relations
Public Relations is the
art and science of
building relationships.
WHAT REALLY IS
IT?
Public Relations
engenders purposeful
communications
between an
organisation and its
publics, it is proactive
and future orientated,
and has the goal of
building and
maintaining a positive
perception of an
organisation in the
mind of its publics.
WHAT REALLY IS IT
ABOUT?
In the dialogue
between Organisations
and their stakeholders,
the following branches
of Public Relations
suffice:
• Employee / Labour
Relations
• Customer Relations
• Investor Relations
• Media Relations
• Government Relations
• Community Relations
• Issues Management
• Crisis Management
HOW DOES IT
MANIFEST?
8. The Public Relations Process
• Public Relations plans are launched
for one of two reasons:
• To maintain or change a
relationship with an important
public or publics.
9. Starting a Conversation – Who Do We Target?
PUBLICS • a group of people with similar interests
STAKEHOLDERS
• a special public, composed of those who have a
particular interest (or stake) in your organisation (e.g.
universities)
AUDIENCES • a “public” with whom you are communicating
PRIMARY PUBLICS
• the audiences you specifically want to influence (the
people whose behaviour we are trying to change)
SECONDARY
PUBLICS
• the people who can intervene on your behalf and
influence your primary publics (e.g. the media)
TERTIARY PUBLICS
• the “special” publics composed primarily of organised
groups that can mobilise quickly and endorse your cause9
10. Public Relations Plans Consist of ...
A goal or goals
Objectives that focus on
particular public
• Public relations actions designed to affect
an organization’s relationships with
particular publics.
Recommended Tactics
11. Tactics as Messages and Channels
The Communication Model
Source Message Channel Receiver
Noise
• Generally, a tactic is a message with a channel.
• Effective channels are those that appeal to the receiver.
12. Channels of Communication
Special
events:
Highly visible actions designed as
public relations tactics for
participants and observers.
These types of tactics are helpful
when an organizations actions need
to speak louder than words. Special
events can help build relationships
with many different publics.
These events are also designed to
attract news media audiences.
13. Channels of
Communication
• Pseudoevents:
• An activity created solely to attract
the attention of the news media.
• “Real” event or publicity stunt?
• However, PR practitioners do not
have a final say of what is news and
what is not. That is up to the
media.
14. Channels of Communication
• Controlled media:
• Communication channels where
practitioners have direct control over the
message, as well as where and how often
it is distributed.
• Examples include various forms of
advertising, employee newsletters,
speeches, brochures, and web sites.
15. Channels of Communication
• Uncontrolled media:
• Where someone else serves as the
gatekeeper and determines the form a
message takes, as well as where and
how often it is distributed – the news
media.
• Press Releases and online news
providers is a common use of
uncontrolled media. Just because we
provide the information doesn’t
guarantee your message will be
distributed to your publics.
16. Channels of Communication
Controlled
versus
uncontrolled
media: Which
is better?
Each has its
advantages.
Control of words and
images; however, there
is the issue of
credibility.
Third party
endorsements and less
costs; however, there
are no guarantees of
placement, or that the
message will be correct.
17. Tactics and Traditional Publics ...
• Tactics are part of a written, approved plan that is
tied to an organization’s goals.
• Tactics target publics one at a time. What works
for one, might not work for another.
• Tactics are based on research.
• Tactics send a clear message that targets a
public’s values and interests; and strives to
achieve the specified objective.
• Tactics are evaluated.
18. Media Relations Tactics
• News releases:
• The most important and most
misused documents. Studies
show that gatekeepers throw away
more than 90% of the releases
they receive because they do not
appeal to their audiences or
they’re too promotional.
• Objective news stories written in
newspaper style that are
distributed to appropriate news
media by mail, fax, e-mail,
newswire services, or web sites.
• Online / Social Media Release
• Close to the traditional
Release, but targeted at
Bloggers and Social Media
Influencers
19. Media Relations Tactics
• Media kits:
• Informational packets used
to publicize an event or very
detailed services.
• fact sheets
• Backgrounders
• photo opportunity
sheets
• product samples
• news releases
• brochures.
20. Media Relations
Tactics
• Media advisories:
• Sometimes there is no time to write or distribute a
news release. Media advisories are informational
sheets (fact sheets) that inform journalist of
breaking news stories.
• They are also used to remind the media of
important upcoming events.
21. Media Relations Tactics
• Pitch letters:
• A pitch letter (query) is a personalized and
direct invitation to a reporter or editor to
develop an idea into a story.
• Unlike news releases that are sent too several
news media, a pitch letter is sent to only one
at a time. In other words, they offer an
exclusive to the news medium.
22. Media Relations
Tactics
• Video news releases:
• VNR’s are distributed to
television stations for use as
news stories.
• VNR’s are finished products
and ready for broadcast.
• VNR’s are expensive to
produce, and therefore used
for highly visual and highly
newsworthy stories.
24. Media Relations
Tactics
• News conferences:
• Scheduled meetings between a representative of
an organization and the news media. A news
conference is used when three conditions exist:
• A breaking story that is extremely timely
• It is advantageous to meet with reporters as a
group
• The story is GOOD.
25. Media Relations Tactics
• Public Service Announcements:
• PSA’s are announcements
that the media runs for free.
• Most broadcast stations are
legally required to run a
certain amount of PSA’s.
• Rotary may benefit here from
free electronic coverage for
Charitable Activities and
Development Projects at
Community Levels.
26. Media Relations Tactics
• Letters to the editor: This allows a
member of your organization to
express an opinion on an
important issue.
• Interviews: A way for you to
publicize a point of view is for a
high-ranking official to different
news media for interviews.
• Trade or association magazines:
These stories target specialized
media that cater to special interest
groups.
27. Employee Relations Tactics
• Face to face meetings
• Newsletters
• Magazines
• Bulletin boards
• Speeches
• Intranets
• E-mail
• Instant messaging
• Special events
28. Investor Relations Tactics
• Newsletters and magazines
• Letters
• Annual meetings
• Annual reports
• Web sites
• webcasts
• News releases
• Media advisories
• Teleconferences, videoconferences
and webcasts
29. Community
Relations
Tactics
Volunteering builds relations
Donations and sponsorships for special causes
Cause marketing to meet a particular social need
Guest speakers
Open houses/tours for building goodwill
Face-to-face meetings, the most effective form of
communications.
30. Government Relations Tactics
• Lobbies and lobbyists:
• Lobbies are special interest groups
that seek to influence government
action. Lobbyist represent these
lobbies. Both are closely monitored
and regulated.
• Grassroots Lobbyists:
• If you write a letter to the House of
Representatives member in your
constituency asking them to
increase funding for student loans,
you are acting unofficially as a
lobbyist for this group.
31. Government
Relations Tactics
• Political action committees: Legal mechanisms that
allow organizations or groups of individuals to contribute
money to political candidates.
• Soft money: Money donated to political parties, and not
on particular candidates.
• Disclosure documents: Publicly held documents are
required to disclose information about their financial
status to the federal government on a regular basis.
32. Customer Relations Tactics
• Product-oriented news releases
and media kits
• Special events
• Open houses and tours
• Responses to customer contacts
• Bill inserts
• Cell-phone text messaging
33. Constituent Relations Tactics
• Letters
• Newsletters
• News releases and media
advisories
• News conferences
• Speeches
• Face-to-face meetings
• Interactive web sites
34. Accomplishing the Tactics
• Delegation: You need to know who
is responsible for seeing that the job
will get done.
• Deadlines: Each tactic has a
deadline that must be met.
• Quality control: To make certain
that the communications you
distribute are the very best they can
be.
35. Accomplishing
the Tactics
• Communication within the team: Everyone needs to
know what everyone else is doing.
• Communication with the Target Stakeholder: They must
be informed of the progress at all times.
• Constant evaluation: This allows for timely and
meaningful adjustments and to make sure that you are
adhering to the values of the organization.
36. You Cannot
Leave out Digital
• In this era of E-mail, Phones and Digital Devices such as I-
pad, and Social Communities such as Facebook,
Instagram, Linked-in and Twitter, PR has become more
and more interactive
• Furthermore, there is opportunity for Citizen Journalism
– Anyone can set-up a Blog and broadcast information to
the world
38. The Changing Media Landscape
The Internet
The invention of the computer, internet
and mobile telephone has changed our
world and the way we communicate.
Setting a Basis for Interactive
Communication
Today, the changing media landscape
offers an opportunity to change media
selections and also offers an opportunity
for the co-creation of value between
businesses and their Consumers.
39. From Mass Media
to YOU Media
• With the coming of the world-wide-web and with it the e-
mail, blogs, pods and chats as well as mobile-
telecommunications offering a platform for verbal exchange,
music and picture downloads as well as multi-media and text
messaging, the world has changed.
The Creation of a World-wide Web
• In this era of media fragmentation, the power of the
Consumer springs from his/her ablity to make a choice in
terms of media selection as different from the old net-works
which tended to box the Consumer in.
Media Fragmentation
• To sway the Consumer therefore, you must listen to the
things that informs his/her choices and customise your
communication platform and the content of your media
messages to suit the demographics and psychograpics of the
Consumer.
The Era of Mass Customisation
40. The Death of One Message Fits All
As the world evolves,
so do the differences
in demographics and
psychographics
become deeper.
DIFFERENCES
However, in this era of
media fragmentation,
the Consumer has not
only found his/her
voice but now leads
the communication
trends.
DIVERSITY
Consumers now tell
the brand story
themselves as
opposed to the
traditional way of
thinking for the
Consumer - data now
dominates decision.
DATA-DRIVEN
42. The Community Service Environment
• Rotary is essentially an NGO involved with
Communities and intervening in diverse areas of
human needs from Health, Education, Environment
• Has certain need areas it needs to continuously build
capacity:
• Fields of Community involvement
• Benefits, Risks
• Perception within Community; Best practices,
Case studies, Benchmarking
• Resource centre for membership
• Structured & analytical information on potential
partners / recipients in business-NGO cooperation
43. Opportunities
• Awareness : Cultivation of the
environment
• Ccommunity philanthropy
development
• Engaging donors and
volunteers
44. Threats
• Economic situation Global to
local
• The nature of city living – too
much to do, too little time to
do it
• Donor fatigue
• Nigeria’s corporate reputation
– Terrorism, Banditry,
Corruption, etc.
45. Rallying the Community
1. Organise a Walk for a Social
Cause or Community Concern.
• Rally key community leaders
• Get their buy-in
• Agree the programme
• Call a Press Conference
• Follow up with a Press Release explaining the
reason for your intervention
• Invite a Public Figure to lead the Walk
• Get TV Coverage
• Leverage interviews
• Visit key media outfits post-event
45
46. Rallying the Community
2. Organise a Public Lecture on Rotary and the Spirit of
Community
• Get great Speaker(s)
• Agree the programme
• Call a Press Conference
• Follow up with a Press Release explaining the
reason for Lecture
• Get TV Coverage
• Leverage interviews
• Visit key media outfits with Speakers Post Event
46
47. Rallying the Community
3. Have a Volunteer Day
• Pick a School, Hospital,
Market or Public Square
• Choose to Clean, Scrub
and Paint
• Invite the Media to join
you at site
• Leverage Interviews
• Distribute Brochures on
Rotary
48. Rallying the Community
4. Set-up a Face-book, Instagram,
Linked-in and Twitter Pages
• Invite followers
• Manage Information on Platform
• Engage followers
• Mine Data on Followers
• Follow-up with frequent e-mail
and SMS Blitz
50. Public Opinion: The Actors
•The media
•The Entity
Public opinion
•The
public
51. Elements of Public Opinion
Public
Opinion
Beliefs
Values
Norms
Knowledge
Public Opinion is
usually an effect of media
coverage:
1. Influence the decoding
by audiences: the
setting of media
agendas and framing
2. Influence audience
decoding via effect on
knowledge, attitudes,
and practices.
52. The Credibility Question
• Public Relations serves not only to create
awareness, unlike advertising, it helps to
confer credibility
• The power of public relations is built
through frequency and consistency, as
each mention in the press heightens the
visibility of the Organisation, brand or
person, adding another layer of
credibility.
• This credibility in turn creates a desire
among viewers and listeners to pay
attention to the subject.
• Public Relation creates a platform for
trust through third party endorsements
52
53. Sound-bites and Proof-points
• In the process of conferring credibility PR follows
a systemic process which involves the use of key
words, attributes and sound-bites with proof-
points which helps to affirm the truths of the
messages.
• PR therefore differs from advertising as it aims
not only to sell the strong sides but the strong
truths which builds credibility and trust.
• These truths are affirmed through verifiable
platforms and third-parties
53
54. Unleashing the Power of PR
Here's
how it
works:
PR Practitioners monitor the media and the social space
for news and events that may aligns with your message.
Then they call the writers, editors or event organisers
with a story angle, suggesting you, your product or your
service as a focus point. They answer the question the
media always wants answered: "Why you? Why now?“
Once that is done, they follow-up other leads that helps
keep you in the news and in peoples minds for the right
reasons.
PR Practitioners use word of mouth, the press and also
endorsement platforms heighten interest and confer
credibility on a subject, person, institution or product
54
55. The Power Word of Mouth
1. The Ndomie Noodle Crisis
• Spread of information through WOM on the presence of
poisonous noodles in the market
• The Result
• Threats of closure of factory by regulatory bodies,
withdrawal of certain batches of product from market,
Sales problems,
2. The P&G old logo and its Association with the Anti-Christ
• Association of the old logo of P&G with the anti-Christ
through WOM
• The Result
• Bad PR affecting sales and forcing a change of corporate
logo
55
56. The Power of the Press
1. The Toronto Certificate Scandal
• In 1999 the News magazine ran a story bordering on the
allegation of certificate forgery by the then speaker Salisu
Buhari
• The Result
• Shame and resignation from the House of Representative
2. The Eliot Spitzer Prostitution Scandal
• The press carried the news of Governor Spitzer's adulterous
affair with a prostitute
• The Result
• Global notoriety with millions visiting the profile page of
the prostitute on Myspace
56
57. The Power of Endorsements
1. The Obama Syndrome
• Barrak Obama‘s endorsement by Oprah Winfrey and
Senator Bob Kennedy
• Result
• Instant acceptance by Key constituencies for the
Obama candidature in the build-up to the 2008
American Presidential Election
2. The Mandela Magic
• Mandela’s endorsement of South Africa’s bid for the 2010
world cup
• Result
• The winning of the bid by South Africa, making history
as the first African Nation to ever win a world cup bid 57
58. Harnessing the Power of PR
Craft a
Strategy
to Achieve
Objectives
Set
Objectives
Develop a
Strategic
Vision
and
Mission
Implement
and
Execute
Strategy
Improve/
Change
Revise as
Needed
Revise as
Needed
Improve/
Change
Recycle
as Needed
Step 1 Step 2 Step 3 Step 4 Step 5
Monitor,
Evaluate,
and Take
Corrective
Action
59. Recreating the Narrative – Achieving the Desired Objective
Personal Experience and Interpersonal Communication
Real World Indicators of the Importance of an Agenda, Issue or Event
