In-house publications are other effective methods of communication. Creating a distinguished style and format provides
a unique corporate personality for the organisation. Such publications, which
public relations units handle, include newsletters, bulletin, brochures, annual reports, letter headings, calendars, seasonal
cards and even complimentary cards.
It is believed that public relations staff have sound editorial judgements for producing corporate publications.
The importance of an in-house journal is to fully inform, educate and entertain the organisation’s internal
and external publics on its social responsibilities and activities for promoting understanding among its internal and external
In-house journals are not intended for profit or commercial reasons, but creation of marketing and publicity strategies. Selecting a good printer through sampling products earlier produced is a better way
of getting quality production. The Public Relations Unit receives, gathers, edits
and writes stories and features of public importance, with pictures of special events, for the publication. If little fund is available, a newsletter or bulletin could be produced directly from computer print-outs
and copies reproduced for circulation. Copies of the publication are distributed to the target audience. The same goes for handbooks or a brief on the organisation. This may be incorporated in the Annual Statement
of Account booklet. The purpose of the in-house publication is to maintain regular contacts with the company’s publics,
including the press, who may extract excerpts from the periodicals.
Publications have remained the veritable instrument being employed by the Nigeria Deposit Insurance Corporation
(NDIC) for public enlightenment. According to Ganiyu Ogunleye, the Chief Executive of the corporation, since its establishment,
it has been providing financial information on insured banks to the public. Such information, which hitherto was not articulated,
has enabled the public to know the financial conditions of the Nigerian banks. The dissemination of financial information
is done through the Annual Report and NDIC Quarterly, which are now regarded by operators and the academia, as veritable sources
of information on the banking industry.
Seasonal cards are considered as the most affordable medium of exchanging goodwill and fraternity with the public,
which is unlike other media, which may be regarded as very expensive to produce. But still, like other special publications
for presentation, it is so designed that it projects the name and identity of the organisation in such a way that it becomes
admirable and attractive. Seasonal cards, which are beautifully designed and emotionally worded, are produced for distribution
during festivities or on special occasions, which may be religious, political or social. For instance, during Sallah and Christmas
celebrations, festive cards are recommended for a display of affection. Some organisations go the extra mile of making special
copies for placement as adverts in the media to catch the fancy of the general public.
While calendars and diaries are produced as presents for the New Year, stickers can also be distributed, to commemorate
special occasion, or celebrate the anniversary of the existence of the organisation, as well as introduce its new products.
All these are intended at expressing goodwill to loved ones, customers and community leaders and also to improve
on the public image perception of the organisation. The time of distribution may also go with special events, picnics, price
discounting, product promotion/launch, and trade fair/bonanza.
These create conviviality and remain indelible in the minds of the participants and the receivers. This, additionally,
is by far another method, which is a measure of social responsibility by the organisation to its teeming publics. In a nutshell,
the essence of the publications is for the name of the organisation to be more conspicuous and registered at all times in
places where they are displayed.
Letters to convey messages of congratulations, condolence and sympathy are officially written to create sense of
solidarity show love sensitivity and care to others. The public relations officer advises on the need for such and recommends
to his Chief Executive for endorsement. He replies to enquiries and attends to
public-spirited programmes on behalf of the organisation. Preparing and sending
seasonal cards and presents too, are to some extent, showcasing the company’s social responsibility.