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PUBLIC RELATIONS, WHAT IT IS (NOT)

By Idris Katib

The British Institute of Public Relations (BIPR) defines public relations as “the deliberate, planned and sustained efforts to establish and maintain mutual understanding between an organisation and its publics”.

In this write-up, I will jettison copious definitions by gurus and institutions of public relations for a down-to-earth approach to it. Public Relations adds values to brands, products and institutions.

As a pro-active two-way communication for the promotion of a brand, product or organisation to its various publics, it entails not only excellent interpersonal relations but group as well as media relations. Public relations can be better described image-making, image projection and protection. It sees image as a mirror, if you smile at it, it smiles back at you. One of the few professions that give more credence to competence than certification is public relations, as practitioners are recognised and rated based on knowledge, performance and professionalism. This is not without training, continuous training and re-training undergone by practitioners from time to time.

Public Relations—where employed and duly recognised— propagates brands, organisations, establishments, institutions, corporations and states. Since it is a profession that makes use of all variables to follow trends, analyse issues at hand and make recommendations through professional counselling, PR sees beforehand what other professions may not easily pontificate. This is the profession.

What PR is

· PR is a link, a bridge between the organisation or brand and its audience/loyalists referred to in the profession as publics.

· PR is planning—it evolves strategic planning; all we do in it is planning and proactive, prompt implementation with measurement of results: evaluation.

· A PR practitioner is a researcher, a thinker, a bookworm, a planner, a propagator, a believer, a motivator, a wordsmith and a classic. He combines a number of positive attributes to communicate effectively what a brand, organisation, product, state etc stands for.

· A bona fide public relations professional, aside being a repository of knowledge and information of what he represents, is the 'eyes and ears'. He or she sees everything and hears everything from his or her vantage position.

· PR does not exist without writing—records, putting pen on paper, fingers on keyboard, professional e-mails and smses. In fact, 60-70% of what we do in it is writing—the planning, the script, news releases, broadcast, house journals, newsletters, web contents and other appurtenances—all are products of writing.

· Feedback is one veritable tool of PR. Opinion measurement is for action plan.

· Good public speaking.

What PR is not

a) Propaganda—this is synonymous with falsehood. PR thrives on true information.

b) PR is not an instrument of fire brigade method. It is not an afterthought. It is a deliberate, planned method.

c) PR is not a product of undue advantages. Quite unfortunate that most charlatans or those who misconstrue the profession often refer to bribe, kickbacks or gratification as “PR'. This is distasteful and nauseating to the profession.

d) Errand boy/underdog. A PR practitioner is a vital stakeholder, rather than errand boy as perceived by most organisations or executives. A chartered PR person is on the same pedestal with other chartered professionals in accounting, law, advertising, architecture and surveying.

e) A PR practitioner is not exactly the same with a reporter, broadcaster, advertiser, public speaker or sales promoter. Oftentimes, his job may encompass all or some of these professional communicators. A PR man is not an island because other allied professionals play vital roles at the implementation of his planning.

f) PR is never an instrument of vendetta, activism or incitement against the constituted authority. This is as much as it does not romance with incompetence or mediocrity.

g) PR is not crisis management. It prevents crisis, recommends plan of actions and project peace. In PR practice, crisis management comes as a last resort.

Some Qualities of a PR Practitioner

Apart from putting up a good appearance at all times, truth is the watchword of any practitioner of the job always. A PR practitioner does not malign information or personalities.

A public relations professional is a repository of information. He should know something about everything and everything about something. This applies especially to the brand or institution he represents.

A public relations person is she who after receiving your telephone call, you always long to meet interpersonally. This is through courtesy and good mannerisms extended over the telephone line even without having seen her in the first instance. A PR person will never treat people harshly on phone whether on official or personal call. Above this, A PR practitioner is a superb interpersonal communicator.

Public Relations is akin to appreciation. The profession appreciates good service, good performance, customer relations and dedication of members of staff to duties. A good practitioner recommends awards of recognition to staff who perform the most—on quarterly or yearly basis perhaps—on their jobs. At times it may be verbal commendation, letter of appreciation/commendation or presentation of mementos.

As a corporate profession, reliability, punctuality and time management are hallmarks of the noble profession.

§ IIdris Katib, a chartered public relations and advertising practitioner, can be reached via [email protected]

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KASUMU KANYINSOLA | 1/9/2015 3:02:00 PM
Public relations practice has rapidly grown over time at such it has in so many ways increased the life standard of many nigerians . if we are to alight a few advantages of public relations job opportunity would definetely not be left out .
olatunji racheal | 1/20/2015 3:52:00 PM
Public relations is the protection of an organization image and providing the standards of the publics,Public relations help in such a way that it has so many important life standard of many pubblics,and we have too operate a few merit stage of public relations because it gives the individual job opportunity .OLATUNJI RACHEAL ABIMBOLA,MASS COMMUNICATION DEPARTMENT,CALEB UNIVERSITY IMOTA LAGOS STATE.
UKEKO OKEOGHENE .C. | 1/18/2015 4:09:00 PM
MASS COMMUNICATION DEPARTMENT ,CALEB UNIVERSITY . This article emphasis on what public relations is and is not . We are made to understand it serves as a link between the organization and it's publics thereby maintaining mutual understanding between them . Public relations officials have become very important for an organization because they create a good image for the organization . He / she counsels the organization ,analyse trends and predict consequences . public relation activities are planned , it is not accidental . Every effort to public relation is systematically designed . They are not propagandist ,they give truthful information to their publics . They are different from an advertiser , public speaker or sales promoter . They are representatives of their organization . Public relations officials helps to promote their brand and product through two-way communication and they get feed back from their publics .
DORIS NKUMAH NWANNEK | 1/19/2015 10:30:00 PM
The main aim of Public Relation is the protection of an organizations image and maintaining it in good standard such that the public perceive it to be "perfect". A public relation officer ensures that everything in an organization runs smoothly and handles situation during crisis management. Every effort to public relation is systematically designed in such a way that there is no mistake. Without public relation in an organization, such an organization would suffer loss in every of its department because public relation is the eye and ear of the organization. MASS COMMUNICATION DEPARTMENT, CALEB UNIVERSITY, IMOTA, LAGOS.
OJUKWU BENJAMIN | 5/18/2015 1:01:00 AM
Every organisation, no matter how large or small, ultimately depends on its reputation for survival and success. Customers, suppliers, employees, investors, journalists and regulators can have a powerful impact. They all have an opinion about the organisations they come into contact with - whether good or bad, right or wrong. These perceptions will drive their decisions about whether they want to work with, shop with and support these organisations. In today's competitive market, reputation can be a company's biggest asset – the thing that makes you stand out from the crowd and gives you a competitive edge. Effective PR can help manage reputation by communicating and building good relationships with all organisation stakeholders. Implementing a successful Public Relations strategy is a very complicated process. It involves a number of techniques used in other forms of marketing; which seems to confuse many of today's up and coming business owners. Understanding its importance is the first step you need to take. From there you can begin developing the strategies, or possibly hiring the right people; to get the job done effectively, PR as a marketing tool also allows you to gain credibility for your business. Reason being, PR presents people with information from a third party. DEPARTMENT OF MASS COMMUNICATION 200LEVEL CALEB UNIVERSITY, LAGOS.
NWAGBARA CHIDINMA | 5/19/2015 3:58:00 PM
This article i can say covers the main basis of public relations, it started of with what public relations is that is the definitions and then the relationship with other terms and also the qualities of a good PR personnel. In the course, mas 206 - writing and production for PR it teaches that in any corporate working organisation the image of the company whether good or bad can do wonders but this is not restricted to just organisations alone as people, products, goods and services also need a good image and reputation to survive in the global market. Public relations is the protection of an organization image and providing the standards of the publics,Public relations help in such a way that it has so many important life standard of many publics,and we have too operate a few merit stage of public relations because it gives the individual job opportunity.Public relations practice has rapidly grown over time at such it has in so many ways increased the life standard of many nigerians . if we are to alight a few advantages of public relations job opportunity would definetely not be left out . We are made to understand it serves as a link between the organization and it's publics thereby maintaining mutual understanding between them. Without public relation in an organization, such an organization would suffer loss in every of its department because public relation is the eye and ear of the organization. This article is educational because it teaches the basic principles of PR. NWAGBARA CHIDINMA CYNTHIA, 200L, MASS COMMUNICATION, CALEB UNIVERSITY IKORODU ROAD, IMOTA LAGOS.
Oluwafemi Motunrayo | 5/19/2015 5:17:00 PM
This article focuses on what public relation is and is not. It started with public relations is,the relationship with other terms and the qualities of agood PR practitioner. Public relation as profession is very important to all organisation and institution, it serves as the heartbeat of an organisation. No organisation can survive without PR. It serves as a link between the organisation and its publics thereby maintaining mutual understanding between them.PR officials have become very important for an organisation because they create a good image for the organisation, they counsel the organisation, analyse trends and predict consequences. They are representatives of their organisation, they help to promote their brand through the two way communication and they get feedback from their publics. PR involves a number of techniques,you need to first understand its importance before developing your strategies to get the job done effectively. We can say that this article is educational because it enlightens us more about basic principles of PR. OLUWAFEMI MOTUNRAYO. CALEB UNIVERSITY IMOTA LAGOS.
ONUH MARTHA | 5/24/2015 6:38:00 PM
The article says what public relaion is all about. For any organisation to be successful it most have a public relaion practitioner because the public relation practitioner does the work of promoting an organisation, a public relation practitioner interacts withe the public in other to creat a good image of the organisation to the public and also promote the brand. A public relation practitioner has to research, think and plan in other to have an effective communication with either the organisation and the public. A public relation practitioner does not bring crises to the organisation instead it projects peace like the article says the profession appreciates good service, good performance and customer relation. the artice has educated and elightened me more on what public relation ia all about. ONUH EBUBE MARTHA. CALEB UNIVERSITY IMOTA LAGOS.
AROWOLAJU DEMILADE | 5/24/2015 6:10:00 PM
According to the article above, it gives various definitions of what public relations is, what it isn't and the qualities of a good public relations practitioner.For the good success of an organisation or a firm, it has to employ the hand of a public relations practitioner, as he serves as an intermediary, middleman,and mediator between an organisation and its publics Without public relations in an organisation, suuch organisation wouldn't know the likes and dislikes of its publics. Effective public relations sees that the name and image of an organisation does not go into the soil.It ensures solid reputation for such organisation because what is an organisation without a good name or reputation.Another good thing about public relations is the fact that it helps maintain strong relationship between an organisation and its publics.Many people today confuse public relations with advertising, sales promotion, marketing and propaganda which is not supposed to be so because of all these disciplines only public relations seeks to create a good image, reputation, establishment and maintainance of mutual understanding.AROWOLAJU DEMILADE OLAMIDE.CALEB UNIVERSITY' IMOTA LAGOS.
ONWURAH UCHECHUKWU | 5/25/2015 12:12:00 AM
This article simple defines what public relations is all about and gives us definitions of what public relation is all about. Public relation is the practice of managing the spread of information between and individual or an organization such a buisness,government,agency or a non profit organization, public relation may include an organization or individual gaining exposure to their audiences using topics of public interest and news interest and news items that require direct payment. The aim of public relations is to inform the public prospective customers, investors,partners,employees,and stakeholders, and ultimately persuade products or of political decisions. Every organization should have an good image and mutual understanding between one another in other to make the organization grow, public relation stand as an unbreakable bridge between the governed and government, The role of a pr practitioner role is to maintain, create, build relationships with an organization's publics, they are so ethical, being misleading or lying can not only damage the reputation of a practitioner but it can also damage the reputation of whatever organization the practitioner represents. This article makes us no more about PR. ONWURAH UCHECHUKWU, 200 LEVEL, MASS COMMUNICATION, CALEB UNIVERSITY IMORA, LAGOS.
Nsofor Chinenye | 5/28/2015 12:24:00 PM
This article talks about different definitions of public relations, its relationship with other concepts and the qualities of a PR personell.The course "Writing and production PR" explains that the way the image of an organization is projected can make or mar that company.In other words certain strategies need to be adopted by the PR personell in order to project a good image as well as establish and maintain mutual understanding between the organization and its publics. NSOFOR CHINENYE MASS COMMUNICATION DEPARTMENT CALEB UNIVERSITY LAGOS.
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this article is talent abt4rd.kvmuhw
ADEYEMI OMOBOLANLE.B | 2/12/2016 1:09:00 PM
A brief introduction to PR including tools and techniques used to create and maintain a positive publicity and the skills needed to become a PR specialist.. Every effort to public relation is systematically designed in such a way that there is no mistake. Without public relation in an organization, such an organization would suffer loss in every of its department because public relation is the eye and ear of the organization. ADEYEMI OMOBOLANLE BINEY,DEPARTMENT OF MASS COMMUNICATION
EZUMA PEACE,CU IMOTA | 2/13/2016 12:22:00 PM
Public Relations is a much misunderstood term. PR according to the British institute of Public Relations may be defined as the deliberately planned and sustained effort to maintain and establish mutual understanding between the organisation and the publics. In the past PR have been described as mere lies but recently, it have been confused to be goodwill,fine appearance, friendliness, annual parties,cash bonuses, free gifts etc, all these are essential aspects in creating and maintaining an effective relationship between the publics and the organisation. DEPARTMENT OF MASS COMMUNICATION
OYEWOLE AYOMIDE .O. | 1/18/2017 1:57:00 PM
this article has thrown more light on PR.Public relations, this subject has been overly discussed. It is quite unfortunate that most charlatans or those who misconstrue the profession often refer to PR as an avenue to collecting bribe, kickbacks or gratification.PR is not an avenue for making friends and brainwashing people with smiles.PR is a link, a bridge between the organization or brand and its audience/loyalists referred to in the profession as publics.
ALI FAITH OSALUESSE | 6/29/2017 6:03:00 PM
As rightly stated in this article, PR is a deliberate, planned and sustained effort to maintain a mutual relationship/understanding between an organization and its public. This article is good and educative because it tells us what PR is and what it is not. This helps to cancel the misconceptions of PR from people's minds. For example, PR is not only about putting up a good appearance at all times, truth is the watchword of any PR practitioner always.
SEGE | 1/21/2018 8:10:00 PM
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IMU | 1/21/2018 8:45:00 PM
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Bukola Fakeye | 4/27/2019 10:20:00 AM
...my previous comment no showing. Is this page censored or what
Bukola Fakeye | 4/27/2019 3:18:00 PM
The piece puts PR practice in the right perspectves and attempts to dislodge the prevalent notion of inordinate gestures that tends towards self aggrandizement as 'PR'. PR is good relationships nurtured with strategic communication techniques for mutual understanding and benefits. Nothing is haphazard in PR. PR is planning. The whole essence of PR is to establish common grounds for understanding between the organization and its publics.Publics can be very volatile and turned to wild fire to consume the brand if there are no planned communication to tame the situation. One major blessing to the practice of PR is the advent of multimedia digital systems that have given rise to virtual media and online audiences. Publics can easily be reached at the lowest cost, and through the fastest Social Media routes. However, the unfettered and unregulated nature of SM is plague especially in areas where there is low media literacy. People consume a barrage of concocted health and brand strories on social media in Nigeria and they form behavior based on these conjectures. A lacasera case comes to mind. There was a viral message on WhatsApp years back that claimed the apple drink was so acidic that it could was dirtiest toilet dishes and tiles. Few months after the negative message, BiggieApple hit the shelves and scooped the market of Apple drink lovers. Thoughtfully,it was not difficult to ascribe the sponsorship of the lacasera message to emerging competitors. It seemed lacasera employed he conventional PR comunicatives without addressing the virtual audiences who form the market of today's brands. The brand is gradually plunging into oblivion without recognizing the problem - over- concentration on conventional media without virtual media for online target. Though, that could easily be claimed to be marketing ineptitude on the part of lacasera brand manager. But it's also a communication palaver that could have been addressed by the PR. Or may be we should be talking of tarsely defined marketing communication to broaden the scopes of prad to wards off buck passing in situations like that.
ABDULLAHI A MAIWADA | 4/29/2019 2:04:00 PM
The piece place PR Practice in the right perspective to feat into contemporary issues and dynamism in communication trend been an aspect of social science. the addition of value to brands, products and institutions by PR as stated in the write up is an evidence of spontaneous change and evolving nature of PR exiting from mechanical past to more prompt digital era. it is evident that practice of PR most shift from old paradigm to new era through training, retraining and research so as to guide and shape the practitioners and profession in today's digital world. The link between Organizations/Brand and it audiences as highlighted in the piece can be expediently actualized using contemporary digital PR tools. Planning as an integral subset in all PR activities can only get to strategic level if the right digital tools were selected and put into use so as to achieve the set PR objective via proper implementation model. Finally, digital PR is a no go area for charlatans as categorically stated on what PR is not. Therefore, PR is a knowledge based profession that will not allow mediocrity to thrive in today's digital world.
Oyedele Rafiat Adeol | 5/2/2019 4:39:00 PM
This article emphasis on the basis of public Relations.public relations uses communication as the tool to promote the Goodwill of an organisation,to create good image,reputation,mutual understanding,mutual harmony with the publics( internal or external publics of an organisation. A good public Relations officer must be able to uses the varieties of communications as it's strategies and tactics in dealing with the publics of his / her organisation. Communication serve as the nucleus and heart of any relationship.it is the photosynthesis that makes the organisations establish and sustain relationships with the publics. Communication maintains and animates life. Communication
Oyedele Rafiat Adeol | 5/2/2019 4:52:00 PM
The effective use of communication tool to achieve mutual harmony and understanding between an organisation and it's publics is the duty of a good public relations practitioner unlike advertising which is a form of promotion and can be used as a tool of marketing. The functions of public Relations includes promotion of products and services,similar to advertising. A public Relations practitioner projects coporate image and reputation . He/ she counsels the management and analysis the trends and predicting consequences. Oyedele Rafiat Adeola, Mass communication Department,Crescent University Abeokuta.
Oyedele rafiat adeol | 5/2/2019 5:08:00 PM
The link: Nowadays, technology has made the proffession a bit technical and easily achieved. Technology has rebrand the practice by the proffession. The job is more easier more sophisticated with immediate feedback for effective performance by a public relations executive.e.g with the good use of social media platform, a public relations executive can prevent conflict and misunderstanding between his organisation and it's public's.
Ogunnowo Oluwadara G | 5/2/2019 9:36:00 PM
The article emphasis on what public is and not. Public Relations may include an organization gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. As rightly stated in this article, it is a delibrate, planned and sustained effort to maintain a mutual understanding between an organization and its publics. It is also the pratice of delibrately managing the spread of information between an organization and its publics. A strategic communication process that build mutually beneficial relationships between an organization and its publics. Public Relations professionals help a business or an individual cultivate a positive reputation with the public through various unpaid or earned communications, including traditional media, social media and in-person engagement. Public Relations is a link: Public Relations professionals work everyday to get their client mentioned in the press in most cases, the press will provide links in these mentions. These links are far more valuable than any you can get from other sources. Building links is the hardest part of search engine optimization. PR is planning: PR plan is a startegy used to manage the publics perception of a person or organization. It plan typically addresses public disasters and issues with public perception. Public Relations is not Advertising. Public Relations and Advertising are often used together to enhance a client's brand. However, they are not the same thing. The main different is about the final goal. Advertising aims to sell a product or service, while public relations builds mutually beneficial relationship with key audiences. OGUNNOWO OLUWADARA GRACE CRESCENT UNIVERSITY ABEOKUTA DEPARTMENT OF MASS COMMUNICATION
Ademuyiwa kehinde.O | 5/3/2019 12:27:00 AM
This article encompasses, all that is necessarily needed to explain the basis of public relation, even the misconception about the profession. One can imagine the hope or faith of an organization without a public relations department in time of crises, in fact it will not be out of place or Exaggeration to say that public relation is the savior of any organization because it is only through it that the image of an organization is projected and protected. Hence, there should be a distinction between public relation and other related concept which include but not limited to: PR and marketing. Public relations and marketing are often used together to enhance a client’s brand. However, they are not the same thing. The main difference is about the final goal. Marketing aims to sell a product or service, while public relations builds mutually beneficial relationships with key audiences. Public relations creates an environment that fosters marketing efforts. Public relations and advertising Though they’re in the same ballpark, advertising and public relations are in decidedly different sections. For example, Advertising is a one-way street, with the advertiser on one end and the willing customer on the other. On the other hand, public relations is a two-way street, with many trips between both ends. PR is not only for working with the media. Many people associate PR with press releases and organizing news conferences. It’s true that PR professionals write and strategically distribute SEO-optimized news releases as well as build relationships with media representatives. However, that’s just a small fraction of what they do. PR connects your brand with your target audience, so that both your company and your audience benefit. PR is not also all about spin and propaganda. Spinning means providing a biased interpretation of a story to persuade your public. What PR professionals do is share accurate information about clients and their stories. They deliver strategic messages that are the most critical communications points. This is not spinning. It’s developing the priority of key messages so that audiences can easily understand the information. I AM ADEMUYIWA KEHINDE.O CRESCENT UNIVERSITY
OGUNRINDE J. A. | 5/3/2019 8:30:00 AM
Previous comments in the not box are not being posted
OGUNRINDE J. A. | 5/3/2019 8:34:00 AM
A form of education such as this is frequently needed even among mass communication students. I am convinced that the objective of this article "Public Relations and what it is not" is to dispel mis-perceptions, mis-interpretation, hasty generalization, false assumptions and presumptions, etc that many people including mass communication students and management/ administrative personnel have formed about Public Relations . Many of really do not understand Public Relations as much, we do not see her beauty, hence we call it any name we perceive, or hear others call it. I am also guilty in some of such ignorant assumption; this article has shed brighter light to my eyes of understanding about Public Relations. In short, reading through the article reminded me of a book I once read "Influencing People and Winning Friends". Public Relations will not force people but it would end up winning their favour to the side of the organization using all communication tools in line with truth and mutual understanding. I use to perceive that Public Relations is to " Sugarcoat bitter pills" telling people what they want to hear and hiding the actual situation; but this article has shed light on how Public Relations face the truth even if it were bitter, then seek ways to secure public support, having understand that the 'truth always wins". In essence, Public Relations is a whole lot than what we know about it, and mass communication students and practitioners such as me have the urgent duty of calling the profession how we want it addressed, so as not to allow those who do not yet understand it, call it what it is not. Managers and administrators often see public relations as their personal aids, newspaper boy, or MC truly. Many of them are yet to identify that a whole lot of crisis that their organization pass through is just because they fail to see, adopt and place Public Relations within their management considerations. The moment they start to see the need to study trends, predict consequences, and take proactive measures using appropriate communication tools base on understanding, truth and full information, they will have dispel many crises before such will even come near and they would have equally put the organization right within public favour, support and loyalty. In essence, Public Relations is a whole lot than what we know about it, and mass communication students and practitioners such as me have the urgent duty of calling the profession how we want it addressed, so as not to allow those who do not yet understand it, call it what it is not. OGUNRINDE JOHN ADEOLUWA MASS COMMUNICATION DEPARTMENT, CRESCENT UNIVERSITY, ABEOKUTA
ATINSOLA AZEEZAT | 5/3/2019 12:37:00 PM
The article above focuses on public relations; what is and what is not. Public relations is the link between an organisation and the publics. The publics in the sense are individuals, group of people or corporate entities that are either directly or indirectly affected by the actions and policies of a particular organisation. A public relations practitioner promotes the image of a company or organisation they represent. Without public relations in an organisation, such organisation will suffer loss in every of its department because public relations is the eye and ear of every organisation that desires to thrive. Thus, the article is educative as it emphases the basic principles of PR Truthfulness, Authenticity, Respect, Equity, etcetera. Truthfulness is one of the fundamental principles of public relations. It states that public relations communication must equip the audience with appropriate and adequate information to make an informed choice on issues affecting the organisation. Therefore,the message should not be misleading and must be tailored to meeting providing solutions tothe challenges confronting the organisation. Authenticity questions motive of the communication message, requiring public relations practitioners to ask themselves if the message they are crafting will benefit someone other than their client. In addition,authenticity places premium on the originality of the content and the credibility of the public relations practitioner involved in the creation of such message. Respect demands that communicators perceive their target audience as "human beings",and that messages are shaped and transmitted with appropriate respect. This implies that the audience should be considered in terms of their choice of words and overall presentation of the communication message. For example, the message must be devoid of contents that threaten the doctrinal belief, political ideology or cultural philosophy of the target audience. Equity calls for a responsibility by public relations practitioners to avoid communication that intentionally takes advantage of the vulnerabilities of a specific audience. Thus,the message must be carefully designed to factor individual peculiarity and uniqueness of every stratum of the general audience. Social responsibility as earlier discussed is a theoretical model and it is often cited within sister disciplines. It's an expectation of service by mass media practitioners toward the public at large.
Yinusa Olalekan | 5/3/2019 1:43:00 PM
Such article as this makes one have a second thought about PR, despite different definitions and interpretations flying around. No doubt, the writer has not learnt the concept of PR in the four walls of a classroom, he's been on the field to have a taste of the reality. To this end, he has been able to match what some people perceive as two polls apart together. From a distance however, one may be tempted not to agree with some of the do's and don'ts absolutely. This is because a mixture of both have been observed in the practice of PR over the years. Some practitioners, with the exemption of the highly professional ones, have not lived up to the task. They have given room for speculations as to what is expected of practitioners. These set of individuals have left much to he desired in terms of standard practice. They have blamed this on some factors including media ownership, societal values e.t.c. On the other hand, other have shown great sense of responsibility in the discharge of their primary assignment. Coupled with the role being played by the Nigerian Institute of Public Relations (NIPR), the profession has however witnessed significant progress in recent times. There is need however for government and major stakeholders to synergize at purge the profession of charlatans and mediocre that have portrayed the profession in bad light. A Media Practitioner, 'Lekan Yinusa is of the Mass Communications Department, Crescent University, Abeokuta.
S217303032 | 5/3/2019 6:12:00 PM
This article emphasis on the basis of public Relations.public relations uses communication as the tool to promote the Goodwill of an organisation,to create good image,reputation,mutual understanding,mutual harmony with the publics( internal or external publics of an organisation. A good public Relations officer must be able to uses the varieties of communications as it's strategies and tactics in dealing with the publics of his / her organisation. Communication serve as the nucleus and heart of any relationship.it is the photosynthesis that makes the organisations establish and sustain relationships with the publics. Communication maintains and animates life. Communication
ATINSOLA AZEEZAT | 5/3/2019 6:24:00 PM
ATINSOLA AZEEZAT | 5/3/2019 12:37:00 PM� The article above focuses on public relations; what is and what is not. Public relations is the link between an organisation and the publics. The publics in the sense are individuals, group of people or corporate entities that are either directly or indirectly affected by the actions and policies of a particular organisation. A public relations practitioner promotes the image of a company or organisation they represent. Without public relations in an organisation, such organisation will suffer loss in every of its department because public relations is the eye and ear of every organisation that desires to thrive. Thus, the article is educative as it emphases the basic principles of PR Truthfulness, Authenticity, Respect, Equity, etcetera. Truthfulness is one of the fundamental principles of public relations. It states that public relations communication must equip the audience with appropriate and adequate information to make an informed choice on issues affecting the organisation. Therefore,the message should not be misleading and must be tailored to meeting providing solutions tothe challenges confronting the organisation.� Authenticity questions motive of the communication message, requiring public relations practitioners to ask themselves if the message they are crafting will benefit someone other than their client. In addition,authenticity places premium on the originality of the content and the credibility of the public relations practitioner involved in the creation of such message. Respect demands that communicators perceive their target audience as "human beings",and that messages are shaped and transmitted with appropriate respect. This implies that the audience should be considered in terms of their choice of words and overall presentation of the communication message. For example, the message must be devoid of contents that threaten the doctrinal belief, political ideology or cultural philosophy of the target audience. Equity calls for a responsibility by public relations practitioners to avoid communication that intentionally takes advantage of the vulnerabilities of a specific audience. Thus,the message must be carefully designed to factor individual peculiarity and uniqueness of every stratum of the general audience.� Social responsibility as earlier discussed is a theoretical model and it is often cited within sister disciplines. It's an expectation of service by mass media practitioners toward the public at large. ATINSOLA AZEEZAT CRESCENT UNIVERSITY S217303020 finalist
Oyedele Rafiat Adeol | 5/3/2019 6:38:00 PM
Oyedele Rafiat Adeola Matric Number: S217303032 Mass Communication Department, Crescent University, Abeokuta This article emphasis on the basis of public Relations.public relations uses communication as the tool to promote the Goodwill of an organisation,to create good image,reputation,mutual understanding,mutual harmony with the publics( internal or external publics of an organisation. A good public Relations officer must be able to uses the varieties of communications as it's strategies and tactics in dealing with the publics of his / her organisation. Communication serve as the nucleus and heart of any relationship.it is the photosynthesis that makes the organisations establish and sustain relationships with the publics. Communication maintains and animates life. The effective use of communication tool to achieve mutual harmony and understanding between an organisation and it's publics is the duty of a good public relations practitioner unlike advertising which is a form of promotion and can be used as a tool of marketing. The functions of public Relations includes promotion of products and services,similar to advertising. A public Relations practitioner projects coporate image and reputation . He/ she counsels the management and analysis the trends and predicting consequences. Nowadays, technology has made the proffession a bit technical and easily achieved. Technology has rebrand the practice by the proffession. The job is more easier more sophisticated with immediate feedback for effective performance by a public relations executive.e.g with the good use of social media platform, a public relations executive can prevent conflict and misunderstanding between his organisation and it's public's.
Fakeye Olubukola | 5/3/2019 7:40:00 PM
The piece puts PR practice in the right perspectves and attempts to dislodge the prevalent notion of inordinate gestures that tends towards self aggrandizement as 'PR'. PR is good relationships nurtured with strategic communication techniques for mutual understanding and benefits. Nothing is haphazard in PR. PR is planning. The whole essence of PR is to establish common grounds for understanding between the organization and its publics.Publics can be very volatile and turned to wild fire to consume the brand if there are no planned communication to tame the situation. One major blessing to the practice of PR is the advent of multimedia digital systems that have given rise to virtual media and online audiences. Publics can easily be reached at the lowest cost, and through the fastest Social Media routes. However, the unfettered and unregulated nature of SM is a plague especially in areas where there is low media literacy. People consume a barrage of concocted health and brand strories on social media in Nigeria and they form behavior based on these conjectures. A lacasera case comes to mind. There was a viral message on WhatsApp years back that claimed the apple drink was so acidic that it could wash dirtiest toilet dishes and tiles. Few months after the negative message, BiggieApple hit the shelves and scooped the market of Apple drink lovers. Thoughtfully,it was not difficult to ascribe the sponsorship of the lacasera message to emerging competitors. It seemed lacasera employed he conventional PR comunicatives without addressing the virtual audiences who form the market of today's brands. The brand is gradually plunging into oblivion without recognizing the problem - over- concentration on conventional media without virtual media for online target. Though, that could easily be claimed to be marketing ineptitude on the part of lacasera brand manager. But it's also a communication palaver that could have been addressed by the PR. Or may be we should be talking of tarsely defined marketing communication to broaden the scopes of prad to wards off buck passing in situations like that. Fakeye Olubukola Crescent Unv. Abk S217303021 finalist
Oyegunle Ibrahim G | 5/3/2019 10:21:00 PM
Public Relations may include an organization gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. As stated in this article, it is a deliberate, planned and sustained effort to maintain a mutual understanding between an organization and its publics. It is also the practice of delibrate managing the spread of information between an organization and its publics. A strategic communication process that build mutually beneficial relationships between an organization and its publics. Public Relations professionals help business or an individual cultivate a positive reputation with the public through various unpaid or earned communications, including traditional media, social media and in-person engagement. Public Relations professionals work everyday to get their client mentioned in the press in most cases, the press will provide links in these mentions. These links are far more valuable than any you can get from other sources. Building links is the hardest part of search engine optimization. PR is planning: PR plan is a startegy used to manage the publics perception of a person or organization. It plan typically addresses public disasters and issues with public perception. Public Relations is not Advertising. Public Relations and Advertising are often used together to enhance a client's brand. However, they are not the same thing. The main different is about the final goal. Advertising aims to sell a product or service, while public relations builds mutually beneficial relationship. And finally public relations is a professional job not an eran boy as said by the writer. Oyegunle Gbenga Ibrahim S215303008 Finalist
Lekan Yinusa | 5/3/2019 10:34:00 PM
Such article as this makes one have a second thought about PR, despite different definitions and interpretations flying around. No doubt, the writer has not learnt the concept of PR in the four walls of a classroom, he's been on the field to have a taste of the reality. To this end, he has been able to match what some people perceive as two polls apart together. From a distance however, one may be tempted not to agree with some of the do's and don'ts absolutely. This is because a mixture of both have been observed in the practice of PR over the years. Some practitioners, with the exemption of the highly professional ones, have not lived up to the task. They have given room for speculations as to what is expected of practitioners. These set of individuals have left much to he desired in terms of standard practice. They have blamed this on some factors including media ownership, societal values e.t.c. On the other hand, other have shown great sense of responsibility in the discharge of their primary assignment. Coupled with the role being played by the Nigerian Institute of Public Relations (NIPR), the profession has however witnessed significant progress in recent times. There is need however for government and major stakeholders to synergize at purge the profession of charlatans and mediocre that have portrayed the profession in bad light. Based the advent of technology, there's urgent need to PR practitioners of acquaint themselves with latest methods of getting their work done with the aide of internet and social media. All the do's and don'ts mentioned above must be put to use but this time, via various social media platforms online. 'Lekan Yinusa is of the Mass Communications Department, Crescent University, Abeokuta Matric Number: 217303037
OGUNRINDE J. A. | 5/3/2019 11:06:00 PM
A form of education such as this is frequently needed even among mass communication students. I am convinced that the objective of this article "Public Relations and what it is not" is to dispel mis-perceptions, mis-interpretation, hasty generalization, false assumptions and presumptions, etc that many people including mass communication students and management/ administrative personnel have formed about Public Relations. Many of really do not understand Public Relations as much, we do not see her beauty, hence we call it any name we perceive, or hear others call it. I am also guilty in some of such ignorant assumption; this article has shed brighter light to my eyes of understanding about Public Relations. In short, reading through the article reminded me of a book I once read "Influencing People and Winning Friends". Public Relations will not force people but it would end up winning their favour to the side of the organization using all communication tools in line with truth and mutual understanding. I use to perceive that Public Relations is to " Sugarcoat bitter pills" telling people what they want to hear and hiding the actual situation; but this article has shed light on how Public Relations face the truth even if it were bitter, then seek ways to secure public support, having understand that the 'truth always wins". In essence, Public Relations is a whole lot than what we know about it, and mass communication students and practitioners such as me have the urgent duty of calling the profession how we want it addressed, so as not to allow those who do not yet understand it, call it what it is not. Managers and administrators often see public relations as their personal aids, newspaper boy, or MC truly. Many of them are yet to identify that a whole lot of crisis that their organization pass through is just because they fail to see, adopt and place Public Relations within their management considerations. The moment they start to see the need to study trends, predict consequences, and take proactive measures using appropriate communication tools base on understanding, truth and full information, they will have dispel many crises before such will even come near and they would have equally put the organization right within public favour, support and loyalty. In essence, Public Relations is a whole lot than what we know about it, and mass communication students and practitioners such as me have the urgent duty of calling the profession how we want it addressed, so as not to allow those who do not yet understand it, call it what it is not. OGUNRINDE JOHN ADEOLUWA- (S217303026) writes from Mass Communication Department, Crescent University, Abeokuta
Shobitan Busirat | 5/3/2019 11:08:00 PM
It is important for PR pros to educate others about what we can do for organizations. This means explaining how our work benefits bottom-line goals. Part of this is showing and telling people what PR is and isn’t. Here is a quick checklist of what PR is not: 1. The department whose sole purpose is to write, edit, and hawk press releases. 2. The business function whose only raison d’etre is publicity. 3. A business function that deals with the media and/or bloggers and nothing else. However, they are not the same thing. The main difference is about the final goal. Marketing aims to sell a product or service, while public relations builds mutually beneficial relationships with key audiences. Public relations creates an environment that fosters marketing efforts. 4. A way to get free advertising—pure and simple. 5. Ever guaranteed to generate coverage. 6. Ever 100 percent controllable. 7. A profession filled entirely with unctuous jackasses. 8. Journalism’s peon. 9. A highly scientific discipline. 10. A craft that has figured out—with any sort of consensus—how its true organizational value should be measured. 11. A business function from w 12. The vocation that id**ts who could not make it as journalists go into. 13. Always best carried out by former journalists. 14. The only place to house social media. 15. A complex voodoo priesthood that can only be carried out by geniuses with tons of experience. 16. Capable of whitewashing all sins. 17. A profession whose practitioners are all adept at speaking plain English. 18. Necessarily or invariably the adversary of media. 19. A synonym for spin. MASS COMMUNICATION DEPARTMENT CRESCENT UNIVERSITY, ABEOKUTA NAME: SHOBITAN BUSIRAT MATRIC NUMBER: S217303034
Shobitan Busirat | 5/3/2019 11:08:00 PM
It is important for PR pros to educate others about what we can do for organizations. This means explaining how our work benefits bottom-line goals. Part of this is showing and telling people what PR is and isn’t. Here is a quick checklist of what PR is not: 1. The department whose sole purpose is to write, edit, and hawk press releases. 2. The business function whose only raison d’etre is publicity. 3. A business function that deals with the media and/or bloggers and nothing else. However, they are not the same thing. The main difference is about the final goal. Marketing aims to sell a product or service, while public relations builds mutually beneficial relationships with key audiences. Public relations creates an environment that fosters marketing efforts. 4. A way to get free advertising—pure and simple. 5. Ever guaranteed to generate coverage. 6. Ever 100 percent controllable. 7. A profession filled entirely with unctuous jackasses. 8. Journalism’s peon. 9. A highly scientific discipline. 10. A craft that has figured out—with any sort of consensus—how its true organizational value should be measured. 11. A business function from w 12. The vocation that id**ts who could not make it as journalists go into. 13. Always best carried out by former journalists. 14. The only place to house social media. 15. A complex voodoo priesthood that can only be carried out by geniuses with tons of experience. 16. Capable of whitewashing all sins. 17. A profession whose practitioners are all adept at speaking plain English. 18. Necessarily or invariably the adversary of media. 19. A synonym for spin. MASS COMMUNICATION DEPARTMENT CRESCENT UNIVERSITY, ABEOKUTA NAME: SHOBITAN BUSIRAT MATRIC NUMBER: S217303034
ABDULLAHI A MAIWADA | 5/3/2019 11:20:00 PM
The piece place PR Practice in the right perspective to feat into contemporary issues and dynamism in communication trend been an aspect of social science. the addition of value to brands, products and institutions by PR as stated in the write up is an evidence of spontaneous change and evolving nature of PR exiting from mechanical past to more prompt digital era. it is evident that practice of PR most shift from old paradigm to new era through training, retraining and research so as to guide and shape the practitioners and profession in today's digital world. The link between Organizations/Brand and it audiences as highlighted in the piece can be expediently actualized using contemporary digital PR tools. Planning as an integral subset in all PR activities can only get to strategic level if the right digital tools were selected and put into use so as to achieve the set PR objective via proper implementation model. Finally, digital PR is a no go area for charlatans as categorically stated on what PR is not. Therefore, PR is a knowledge based profession that will not allow mediocrity to thrive in today's digital world. ABDULLAHI A MAIWADA- S217303025- MASS COMMUNICATION DEPARTMENT CRESCENT UNIVERSITY,ABEOKUTA
Orisajo Olusegun E | 5/3/2019 11:16:00 PM
Crescent University.Matric No S217303031 The scholarly article under reference by the erudite PR practitioner convincingly disabused the minds of many Nigerians on the misconception surrounding the Public Relations profession. However, between 2013 and now when the article was published, a lot of phenomenal innovations had been recorded especially in the manner at which technology is redefining the public relations practice. From twitter to mash-up media, new technology presents significant implications for public relations. Whether in the form of blogs, podcasts, or YouTube videos, the internet and World Wide Web have transformed how the public accesses information. Technology has long influenced how public relations practitioners do their work.Once typed on paper and sent via mail or fax, press releases are now produced on a computer and delivered via email and other social media platforms occasioned by digitization of information and communication processes. Through social media, a PR practitioner can conveniently conduct research on his brand and assured of immediate response among several other advantages and benefits. There is little doubt therefore that the internet and the new technology have reshaped the practice of PR and advertising for the better. The professionals must however guard against the negative consequences of abuse of the new technology on the brand and institution. Orisajo Olusegun Ezekiel Crescent University S 217 3030 31
Sholanke Motunrayo | 5/3/2019 11:38:00 PM
Sholanke Motunrayo Mass Communication Dept. Crescent University, Abk. Matric No: S217303033 This article defines Public Relations. It gives the function of PR and distinguishes a PR professional from others. The article elaborates the importance of PR to all organisations and sectors, stating why it is a tool of promoting the true identity of any organisation. Differences between propaganda and public relations is analysed in the article with references to major tool of PR as writing. Thus the professionals practising the PR must be proactive and creative without derailing from projecting the facts needed to promote any organisation. This article, intensifies more on the need for professionals on the field of PR not to consider themselves to be broadcasters, news men or other related professionals. Copies of PR are distributed or go through means of those related fields but there should be no illusion of what PR is and what is not. Public Relation stands out.
Adekunbi Oluwaseun S | 5/3/2019 11:43:00 PM
ADEKUNBI, OLUWASEUN A. (S217303014- 500L CUAB) Public Relations is the process of establishing and building a mutual relationship between and organisation and its publics for the purpose of building goodwill with its stakeholders. The activities of Public relations cannot be over quantified. These reasons are not far fetch for both government and private sectors. In a competitive market such as banking, journalism, manufacturing to mention but a few, and the need for organizations to continuously inter-facing their publics-internal and external, highly imperative for corporate reputations, acceptance, building of trust, brand loyalty among others. I quite agreed with your views that PR adds values to brand, product and institution. Also, the misconceptions about what PR is not. In addition to what you have stated, PR is not publicity as people perceived it is. It is a two ways- communication that aims to receive from its publics for better performances and building that brand loyalty the organisation desire for its products, services including ideas. It is on this quest that organisation cannot do but create and build various medium by which they can engage its public. Conventionally, PR makes use of press conferences, press releases, facility visits, letters, etc to disseminate and maintain mutual relationship with its internal and external publics. Fortunately, the growth in technological development has brought about new challenges for PR professionals but ‘a blessing’ in disguise to their organisations as various platforms such as twitter, whatsapp,facebook, pinterest,linkedin, to mentions but a few as facilitates the activities and implementation of PR programmes using some of these platforms. Furthermore, the era of digital PR and advertising are already evolving in a highly competitive market across the world; and all these social media platforms that are products of growth in technologies can be a blessing or otherwise to an organisation corporate identity and reputations. For example, the presence of virtually all organisations be it SMEs, Multi-International organisations, etc do have online platforms.
Olanrewaju Oluwaseun | 5/3/2019 11:54:00 PM
Public relations is the protection of an organization image and providing the standards of the publics,Public relations help in such a way that it has so many important life standard of many publics,and we have too operate a few merit stage of public relations because it gives the individual job opportunity.Public relations practice has rapidly grown over time at such it has in so many ways increased the life standard of many nigerians . if we are to alight a few advantages of public relations job opportunity would definetely not be left out . We are made to understand it serves as a link between the organization and it's publics thereby maintaining mutual understanding between them. Without public relation in an organization, such an organization would suffer loss in every of its department because public relation is the eye and ear of the organization. This article is educational because it teaches the basic principles of PR. OLANREWAJU OLUWASEUN CHRISTIANAH S217303028 CRESCENT UNIVERSITY 500 LEVEL MASS COMMUNICATION
Adekunbi Oluwaseun | 5/4/2019 12:02:00 AM
ADEKUNBI, OLUWASEUN A. (S217303014- 500L CUAB) Public Relations is the process of establishing and building a mutual relationship between and organisation and its publics for the purpose of building goodwill with its stakeholders. The activities of Public relations cannot be over quantified. These reasons are not far fetch for both government and private sectors. In a competitive market such as banking, journalism, manufacturing to mention but a few, and the need for organizations to continuously inter-facing their publics-internal and external, highly imperative for corporate reputations, acceptance, building of trust, brand loyalty among others. I quite agreed with your views that PR adds values to brand, product and institution. Also, the misconceptions about what PR is not. In addition to what you have stated, PR is not publicity as people perceived it is. It is a two ways- communication that aims to receive from its publics for better performances and building that brand loyalty the organisation desire for its products, services including ideas. It is on this quest that organisation cannot do but create and build various medium by which they can engage its public. Conventionally, PR makes use of press conferences, press releases, facility visits, letters, etc to disseminate and maintain mutual relationship with its internal and external publics. Fortunately, the growth in technological development has brought about new challenges for PR professionals but ‘a blessing’ in disguise to their organisations as various platforms such as twitter, whatsapp,facebook, pinterest,linkedin, to mentions but a few as facilitates the activities and implementation of PR programmes using some of these platforms. Furthermore, the era of digital PR and advertising are already evolving in a highly competitive market across the world; and all these social media platforms that are products of growth in technologies can be a blessing or otherwise to an organisation corporate identity and reputations. For example, the presence of virtually all organisations be it SMEs, Multi-International organisations, etc do have online platforms.
I am Adenubi Samuel | 5/4/2019 12:18:00 AM
ADENUBI, SAMUEL O. (S217303016- 500L CUAB) I quite agreed with your positions as regards the concepts, definitions and in particular what Public Relations is (not). Public Relations is a deliberate planned efforts put in place to build and maintain an organisation reputations between the organisation and its internal and external publics for better mutual relationship. Let me equally add that PR is not advertising that aims to directly sell a product and service of an organisation. Similarly, PR is not publicity that involves one-way dissemination of information to the publics. PR preaches pro-activeness as you have earlier stated. Meanwhile, PR is a continuum process. This implies that from its genesis to the ‘end’ of its implementation policies as depicted by one of its model RACE- Research, Action, Channel and Evaluation. Prior to the digital PR, radio, TV, newspapers among others conventional media were the main sources of information dissemination. These were the only mediums that could deliver a message and left the PR professionals to measure the effectiveness of their messages towards their brands. In a global village society as predicted by Marshal McLuhan. The activity of Public relations is ever emerging as organisations want to continuously reach their audience frequently. Hence, Social media have become a major influential means of communication today and PR professionals are swiftly tapping from these huge benefits. Though, Africa Public Relations industry is yet to have solid market penetrations in the continent as it is being experienced in Europe and other part of the world. Presence of digital PR and advertising professionals that is ever dynamic in scope, operations and market coverage. This because, digital PRAD not just only helps in creating a two-way communication flow where the professionals of PRAD get to determine the aspirations of the audiences and shape their products. Also, modern day PR channels like blogs, social media, and general online promotional campaigns give the PR professionals an exact picture of the effect of their PR activities.
Nurat Yusuf | 5/4/2019 12:35:00 AM
Before being exposed to some things in Mass Communication class, I usually see Public Relations Officer as one- man band; a dogsbody with many jobs as being witnessed in many of our organisations today. That impression however changed when I learnt more about Public Relations as an abridger between an organisation and its internal and external publics. During this period, a PR Officer to me is a sugar-coated man who has what it takes to wriggle his or her organisation out of the storm whenever the need arise while also combining some skilled and unskilled jobs to his primary responsibility, and they hardly involve such officers in the decision-making process. This is the position of PR Managers in many organisations today. However, an organisation that values the statutory responsibility of PR cannot relegate its PR Managers to be background as they know that engaging in such acts will impact negatively on the image of the organisation. Meanwhile, the influx of charlatans to the noble professions has undermined the status of PR Executives as such officers engage in unethical acts which include the use of propaganda as a tool of PR, fire brigade approach to incidents, amongst others. In the meantime, having regulatory body checkmating the activities of PR will not be out of place. Or is there any criteria used in appointing someone as a PR Manager? If the question in ‘no’, it means that quacks and charlatans will continue to wriggle their way into the profession. The author of the above article should be commended for putting pen on paper to correct some notions on PR as the above article encapsulates the nitty gritty of PR as a noble profession. Nurat Yusuf A Journalist and 500-level Student of Crescent University, Abeokuta Matric No:S215303010
Ibrahim Oguntoyinbo | 5/4/2019 12:42:00 AM
The entrance of challants into the Public Relations profession has brought about a different kind of practices. PR is so many things, but non of those which the author Idris Katib mentioned in the article. Public Relations serves as a bridge between an Organization and its Public(s), whether external or internal. Organizations must engage the communities in which they operate for smooth running of their business else, the community may revolt and halt business activities. A PR practitioner must be equipped with communication strategies that will clearly show the position of the company and communicate effectively all program of the company to the public(s). Like Idris explicitly stated, "a PR practitioner should know everything about something and something about everything. He should be a repository of information and not act as errand boy" Public Relations gives every organizations to create image for itself and build brand loyalty. It is also advisable that company embark on community relations program to further build a strong relationship within the environment in which they operate. PR is the information and communication backbone of every organizations or government.
Ibrahim Oguntoyinbo | 5/4/2019 12:47:00 AM
Matric No:S217303027 500 level
Busari Abiola Rashee | 5/4/2019 12:47:00 AM
Busari Abiola Rasheed S215403007 500level Part time Public relation is the creation of mutual understanding between the organization and the people. I agree with your position about the context of public relation. This article, intensifies more on the need for professionals on the field of PR to always focus on truth and full information. Also, public relation is not propaganda and its not sugarcoating of bitter pills. As its clearly stated in the article one of the primary objective of public relation is to create and maintain mutual understanding between the organization and its publics. This article has justified what public relation is and not. Crescent University Busari Abiola Rasheed S215303007 Part Time 500 Level
Fatai Lateefhat | 5/4/2019 12:55:00 AM
The article shed more light on What Public relations is, and what it is not; The Public Relations Society of America defines PR as a strategic communication process that builds mutually beneficial relationships between organizations and its publics. I will like to pen more on what PR is not .....people often confuse PR as marketing, PR is not marketing. PR and marketing are two different things, though they both used to enhance client's brand but their end results are different. Marketing aims at selling a product or services while PR builds mutual relationships between an organisation and its internal and external publics and thereby creating an enabling environment that aids marketing efforts Public relations and marketing are often used together to enhance a client’s brand. However, they are not the same thing. The main difference is about their final goal. Marketing aims at selling a product or service, while public relations builds mutual relationship between an organisation and its internal and external publics and thereby creating an enabling environment that aids marketing PR used old tactics back in the day but with the invention of new technology, no other profession uses media channels, social media to communicate with their audience as much as PR PR is only for working with the media. Many people associate PR with press releases and organizing news conferences. It’s true that PR professionals write and strategically distribute SEO-optimized news releases as well as build relationships with media representatives. However, that’s just a small fraction of what they do. PR connects your brand with your target audience, so that both your company and your audience benefit. PR is not a propaganda, PR experts share accurate information about clients and their stories. S217302022 Crescent University 500L
Solanke Funmilayo | 5/4/2019 1:02:00 AM
Public Relations should be seen as policy and action by an organisation. It is policy in the sense that it is 'deliberate, planned and sustained', and it is action because it involves '...efforts to establish and maintain mutual understanding'. The aim of PR is to ensure that all concerned have a better understanding of the organization's policies and methods of conducting its operations. Its focuses on creating and maintaining cordial relationship between an organisation and its publics(internal and external). The article gives clarification on what PR is and misconception about it. Public Relations practice make use of two-way communication as a basic tool for achieving its objectives.There must be adequate feedback mechanism to ensure smooth resolution of conflicts of interests. Its emphasises on truth, knowledge and full information. SOLANKE FUNMILAYO S215303009 Crescent University 500L
Akinyemi Bolaji | 5/4/2019 1:19:00 AM
The activity of Public relations and advertising cannot be over too simplified in an ever emerging and competitive market in the society. Digital PRAD has redefined the concepts of PR and advertising due to its mass interactions to the audience at a go. It is on this benefit and many more that the practitioners of PRAD wants to leverage on so as to provide them with other medium of reaching to their teeming audience aside from the conventional medium. Since every organisations aim to constantly and consistently enlarge its customers base, the idea of embracing digital PRAD as always being a welcome for those organisations that understand it benefits. Aside from firms and Mult international organisations, government agencies,ministries are equally embracing this phenomenon called technologies so as to facilitate getting in touch with their market audience despite the distant and timeliness. To organisations, government agencies,minnitries ,etc no doubt, time and space have indeed vanished as they are more closer to their customers/publics better than before. And they can easily access their attitudinal behaviour towards their policies and programmes in the society better than before. Akinyemi Bolaji S217303019 500L Crescent University
SOLANKE FUNMILAYO | 5/4/2019 2:17:00 AM
Public Relations should be seen as policy and action by an organisation. It is policy in the sense that it is 'deliberate, planned and sustained', and it is action because it involves '...efforts to establish and maintain mutual understanding'. The aim of PR is to ensure that all concerned have a better understanding of the organization's policies and methods of conducting its operations. Its focuses on creating and maintaining cordial relationship between an organisation and its publics(internal and external). The article gives clarification on what PR is and misconception about it. Public Relations practice make use of two-way communication as a basic tool for achieving its objectives. There must be adequate feedback mechanism to ensure smooth resolution of conflicts of interests. PR thrives on truth, knowledge and full information. Planning PR programme requires a systematic and scientific approach because its involves fact finding. The advert of digitalization has made has made PR practice to be more easy and effective since its gives room for feedback. PR starts and ends with research, a PR practitioner can research and evaluate his planned actions through the social media, thereby achieving two-way communication. Solanke Funmilayo Olubunmi S215303009 Crescent University 500L
Usibe Pauline | 5/4/2019 9:19:00 AM
This write-up explains what PR is all about; it gives the dos and don'ts of Public relations. It tells the nitty-gritty of Public relations to not just organisations but also the society at large. This is because PR helps to bring the people to a greater light; it carries the people along. It is people oriented. Public relations is basically a two-way communication process about an organisation or brand to project a positive image to it's internal and external publics. It uses true information to analyse, interpret and proffer solutions to issues. It is not biased, it is not subjective, it is not a fire brigade method; it is based on full truth. Public relations thrives on strategic planning— which entails proactive implementation and evaluation. It involves constant writing, researching and planning. This helps to build the repository of knowledge of the PR practitioner. Public relations follows trends. It keeps up-to-date about what is in vogue. It now uses social media platforms to reach out to it's various publics (just like Digital PRAD). It serves as a link or bridge between an organisation and it's publics. S217303036. 500 Level, Mass Communication Crescent University, Abeokuta.
Bello Quadri O | 5/4/2019 12:29:00 PM
A great deal of time has been spent in analyzing and demystifying the functionalities of Public Relations and what it is not. It is quintessential that Public Relations adds values to brands, products and institutions which inconvertibly extends to digital PR and advertising via social media like Twitter, Facebook, Whatsapp, Instagram and Telegram just to mention a few. In other words, PR can be seen among other professions as one that gives more credence to competence than certification. Then, what PR is not? In this article what PR is not is well spelt out alongside some qualities of a PR practitioner. To cap it all, it should be noted that in today's ever conscious competitive market, reputation can never be toiled with as a company's biggest asset – it incrovertibly makes a unique entity among others and pragmatically gives you a competitive edge, any time, any day, any where. Therefore, Effective PR can help manage reputation by communicating and building good relationships with all organisation stakeholders. S214303002 Crescent University Abeokuta. Bello Quadri Olusanjo
Sodeinde Kolawole S2 | 5/4/2019 1:31:00 PM
First and formost, digital Public Relations Advertising ( Digital PRAD)? digital PRAD is a platform practitioners both in public relations and Advertising Unit make their headway to reach customers where they spend the vast majority of their time. The internet. It leverages the popularity of trusted site like Facebook, YouTube, Yelp, Google and more. In order to deliver service to their own customers. Equally, digital PRAD is the avenue to reach people with the right message, this form if advertising allows the practitioners or agents to reach the people with the right time. S217303035 Mass Communication Department 500L Crescent University Abeokuta Sodeinde Kolawole
Ogunnowo Oluwadara G | 5/4/2019 6:36:00 PM
Ogunnowo Oluwadara G | 5/2/2019 9:36:00 PM The article emphasis on what public is and not. Public Relations may include an organization gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. As rightly stated in this article, it is a delibrate, planned and sustained effort to maintain a mutual understanding between an organization and its publics. It is also the pratice of delibrately managing the spread of information between an organization and its publics. A strategic communication process that build mutually beneficial relationships between an organization and its publics. Public Relations professionals help a business or an individual cultivate a positive reputation with the public through various unpaid or earned communications, including traditional media, social media and in-person engagement. Public Relations is a link: Public Relations professionals work everyday to get their client mentioned in the press in most cases, the press will provide links in these mentions. These links are far more valuable than any you can get from other sources. Building links is the hardest part of search engine optimization. PR is planning: PR plan is a startegy used to manage the publics perception of a person or organization. It plan typically addresses public disasters and issues with public perception. Public Relations is not Advertising. Public Relations and Advertising are often used together to enhance a client's brand. However, they are not the same thing. The main different is about the final goal. Advertising aims to sell a product or service, while public relations builds mutually beneficial relationship with key audiences. OGUNNOWO OLUWADARA GRACE S214303004 500L DEPARTMENT OF MASS COMMUNICATION CRESCENT UNIVERSITY ABEOKUTA
Yusuf, Tawakalitu A. | 5/5/2019 3:44:00 AM
This article further expose us to the nitty-gritty of Public Relations which many who may not have background in mass communication, journalism or media and communication studies have knowledge. Before now, even up till this present time, many people still see the profession as just a position which anybody can occupy. This availed many unprofessional individuals to occupy the position without solid background. Whereas public relations is a profession that thrives on communication, research and delibrate plan. In fact, one can say, communication and research are the rostrum upon which PR rest in line with available PR research models. Without the research into the existing problem or envisaged problem in any organisation many organisations would have packed up or continued to be at logger head with their publics. Of course this often assists the professionals to prevent imminent crisis between the management and the employee by informing management to engage in Employee relations. Or by extending the hand of fellowship to external publics through community relations etc. This also lay credence to two way symmetrical model of PR. In the same vein, communication is the lifeblood of PR. That is, PR professionals must at all times communicate via the available platforms to air their side of the story which publics may not have knowledge of. The above negates the notion which many CEOs have held about PR as firebridgade profession since it can be used to douse the tension between it and the entire publics but the narration has changed in some organisations thereyby realigning the profession as part of management functions. The above implies that unprofessional person may not have requisite knowledge on how to go about it without further training and certification on the profession. Yusuf, Tawakalitu Abolade 500Level Crescent University Abeokuta.
Bello Temitope Oriyo | 5/12/2019 1:21:00 AM
Bello Temitope Oriyomi Matric number : S217303038 Mass communication Department Crescent university Abeouta Ogun state These write up has given me many definitions of what Public Relations is from different people and the job functions of a public relations practitioner. The write up also emphasized the significance of public relations in all sectors and what is expected from a public relations practitioner in any sectors he or she find himself. Also why every company needs a public relations person in their company, for example good image for the company, maintaining good relationship between the company and its clients. Etc
Olukoga Olusegun Pel | 6/21/2019 9:24:00 PM
This article emphasis on what public relations is and is not . We are made to understand it serves as a link between the organization and it's publics thereby maintaining mutual understanding between them . Public relations officials have become very important for an organization because they create a good image for the organization . He / she counsels the organization ,analyse trends and predict consequences . public relation activities are planned , it is not accidental . Every effort to public relation is systematically designed . They are not propagandist ,they give truthful information to their publics . They are different from an advertiser , public speaker or sales promoter . They are representatives of their organization . Public relations officials helps to promote their brand and product through two-way communication and they get feed back from their publics . Olukoga Olusegun Pelumi S217303029 Crescent university Abeokuta 500L