Towards optimal corporate performance beyond Towards optimal corporate performance beyond profitability towards perpetual growth and profitability towards perpetual growth and longevity: longevity: Professional Public Relations Professional Public Relations for sustainable internal and for sustainable internal and external communication chain external communication chain Friday, October 31, 2014 By Dr Isah E Momoh At 1 st Lagos NIPR Stakeholders Conference.
Transcript
Towards optimal corporate performance beyond Towards optimal corporate performance beyond profitability towards perpetual growth and longevity:profitability towards perpetual growth and longevity:
Professional Public Relations for sustainable Professional Public Relations for sustainable internal and external communication chaininternal and external communication chain
Friday, October 31, 2014By
Dr Isah E MomohAt 1st Lagos NIPR Stakeholders Conference.
What is Business?What is Business?(A reminder and extensions!)(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
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Essentiality of Essentiality of
Good Image, Trust and GoodwillGood 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-ExternalAll-round Internal-ExternalProfessional CommunicationProfessional Communication
What is Public Relations? 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)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)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? 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 stakeholdersProfitable corporate performance, round the clock through good strategic and tactical management.
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What PR consists of!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 Aims and Objectives of PR
The aim of PR is often A. to persuade 1. the public2. Investors3. Partners4. Employees5. Other stakeholders6. Competitors
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B. To maintain a certain point of viewB. To maintain a certain point of view
About1. It2. Its leadership3. Products4. Or of political decisions5. The Future
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PPR adjusts boundaries in the PPR adjusts boundaries in the growing ICT SM timesgrowing ICT SM times
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PR ActivitiesPR Activities
Common PR activities include1. Speaking 2. Conferencing3. Awards
i. Winning ii. Giving/Organizing
4. Working with the Press5. Employee communication
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Clarifying Questions 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 activityIs it a positive or socially acceptable activity
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Importance of PR!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 PRElements of PR
3 elements of PR make it as old as mankind and society
1. Informing people2. Persuading people3. Integrating peopleThe 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 PRIndividuals 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 For orgs, it is PR on a broader scalescale
They must use PR to1. Interact2. Establish relationships3. Communicate with others4. Coordinate their behaviour5. Affect people6. Be affected by themUse a combination of B2B, B2S, B2C, B2G
communications2020
PR-optimal tool for efficient adaptation, PR-optimal tool for efficient adaptation, performance & Crisis resolutionperformance & 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 ProcessesPR 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 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 firmPPR 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 effectsPPR for different effects
PPR should be deployed for the achievement of different effects
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PPR for different PPR for different publics/stakeholderspublics/stakeholders
All publics/stakeholders should have designed PPR programmes
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PPR Internal CommunicationPPR 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 CommunicationPPR & 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 successPPR 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
PPPOSSSCC
CCORRDDDD
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PPR for failures and difficult times 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 managementPPR 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 What is a Crisis that PR can help prevent, manage & minimize?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 actioni.e.an Emergency Emergencies are our constant companion in the business of living.
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What is Communication in PR?What is Communication in PR?((A reminder and extensions)!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 What drives
PR Communication?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 Functions and goals of PR communication 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 How to evaluate Crisis PR Communication?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 FactorsEvaluation Factors
Goals, Objectives, Mission, Visions (i.e. Purposes).Functions of Communication, especially Crisis communicationEffects of Communication in/on the crisis– Intended– Unintended/likely (remember Pebble theory)
Opportunistic possibilitiesChallengesNew Changes/revelations/Innovationsi.e. Use CreativityAction/Results match/matching
The Multi-principleMulti-dimensionalMulti-directionalMulti- PlatformsMulti-MediaMulti-purpose/functionalMulti-Effects/EffectiveMulti-plansMulti-teamsTherefore more challenging POSCORD,
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Factors for Effective PR Factors for Effective PR Programmes and ProjectsProgrammes and Projects
Management CommitmentPublics’ identificationAudience segregation, positioning and targeting.Media/Audience/Contents/Situations matchTop-Down Involvement i.e. all inclusivenessNeed-to-Know (NTK) principleNecessity considerationSufficiency consideration; charitability?
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Results of Effective Crisis Results of Effective Crisis Communication PR Programmes Communication PR Programmes Crises resolution– Effectiveness– Efficiency
Grounds coverage– All grounds– Aggrieved grounds
Renewed organizationNew organization
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PR for Self-reliancePR for Self-reliance
PR teaches and enthronesSWOT (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)PR for Self-reliance (2)
PR teaches and enthrones1. Care, Concern, Empathy and Sympathy as the foundations of
earning goodwill2. Recognition of goodwill as a tangible and substantive Balance
Sheet (capital asset) item3. 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.
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PR in/for National Development 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)LIONS theme Song (traditional)
The more we are together, together , togetherThe 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 songPPR adapted Lions theme song
The more we talk together, together , togetherThe 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 YouThank You
Dr Isah E. MomohHead, Department of Communication and Media
Enterprise;Director, PhD Programme & Advanced Business
