FINANCIAL PUBLIC RELATIONS By Yushau A. Shuaib

Social Responsibility

Home
Foreward by Prof. Jerry Gana
Preface by Senator J. M. Kuye
Introduction
Financial Environment
Public Finance
Financial Institutions
Public Relations Concepts
Financial Public Relations
Marketing Concepts
Advertising and Integrated Communication
In-House and Consultancy
Target Publics
Research in PR
Budgeting in PR
Planning in PR
Regulating Financial Information
Getting Started and PR Unit
Basic Functions
Requirement for Media Event
Annual Events
Publications
Social Responsibility
Information Technology
Reputation Management
Crises Management
Media of FPR
Corporate Identification
Building Brand
Membership of Professional Bodies
Conduct and Ethical Standards
Conclusion
Appendix NIPR Code
Appendix II: IPR Code
Appendix III: PRSA Code
Appendix IV: IPRA Code
BIBLIOGRAPHY
Contributions and Reviews

SOCIAL RESPONSIBILITY

The moment issues of social responsibility are mentioned, many people see it as a non-profit venture undertaken by a firm to seek support. Even though it may cost an organisation a fortune to execute social responsibility programmes, at the end of the day, it will profit the organisation. One private institution from the banking sector that succeeded immensely in doing this is Omega Bank. For instance, through good media relations, it once gave the succour to the first independent television in Nigeria, the African Independent Television (AIT), during its financial distress with a donation of a million Naira and the opening of accounts for other donors to make contributions, with the conviction that prayers could be used to persuade God to forgive sins. And for protection and prosperity, Omega Bank occasionally assembles large religious followers for praise worships annually. The MD of the bank, Mr. Agbetuyi, who is an evangelist-turned banker, reiterates that if man has faith in God and fears Him, there would be love and national development.

 

CORPORATE ADVERTISING          

Most adverts focus greatly on paid products and services marketing.  Once a firm maintains good reputation and provides quality goods and services, protection of corporate image becomes the next step for survival in the competitive world. An institution that is blacklisted due to bankruptcy or for condoning illegality, no matter the degree of paid adverts on its product or service, would not receive public patronage.  Managing corporate reputations and image can only be fruitful through practical, acceptable norms and principles and it polished with public relations advertising, which is popularly known as corporate advertising.

 

Corporate advertising becomes necessary in view of the competition for news space and the fact that the media are not obliged to publish all favourable news and press releases about organisations.  Not all good news is news unless it has an element of high public interest or a little controversy, which are all elements of news worthiness.  It is in view of the editorial discretion of the media to use or not to use a story, that public relations employs corporate advertising to express all the good and favourable information about organisations.  It is the best approach to control the entire contents of their information, unedited, with respect to space and timing.  Annual Statements of Account of private institutions and budget breakdowns of government are paid for because of their length and the importance of allowing the publics get the full information.

 

Such special advertisements, which mostly have the sources of the information identified, improves continued public awareness, maintain acceptable corporate image makes for regular contact with the public and influence public opinions on issues of significance to the organisation.  Such advertisements include congratulatory messages on the country’s independence anniversary, on accomplishment in sporting and social activities, reports on the organisation’s achievements and success stories and sharing grieves with the public on misfortunes.

 

LOBBYING

With democratic institution in place in Nigeria, where all tiers of government have roles to play in guiding the operation of any corporate entity, the need to seek a favourable disposition of the arms of government is quite obvious.  Meeting and working with regulatory and legislative bodies are the responsibility of a public relations unit.  Within the few months of the emergence of the Obasanjo’s civilian administration, the Ministry of Finance like other government establishments was requested to appear before members of the National Assembly to defend its budget or provide answer to sensitive issues brought before the House.  Even top government functionaries  were queried and sanctioned by the legislative arms while companies’ Chief Executives  have been queried on their administrative and operational styles. The pioneer Director General of Debt Management Office, Mr. Akin Arikawe used effective lobbying techniques to get the National Assembly to recognise the importance of the office. For the private firms too, issues bordering on welfare of their staff, recruitment policies, and performance of the organisation, as related to the interest of the citizenry, are of some issues the National Assembly usually looks into.

 

Therefore, public relations staff advise the management on public perceptions of the organisation and show support to the working of such group through encouragements, political contributions and showing greater supports to the arms of government.           

 

SPOKESPERSON AND SPEECH WRITINGSPOKESPERSON / SPEECH WRITING

It is not only speaking in public that a good speaker can be recognised, but also courtesy on phone, group discussions and personal contacts, are efficient strategies for spokespersons. This is so because a responsible public relations officer represents the organisation often, to speak on the company’s position on issues bordering on public quest for information. Even though it is always recommended that the Chief Executive should take the responsibility of speaking to the public, a public relations officer who is eloquent, intelligent and knows how to avoid controversies would be desirable.  Pleading anonymity too sometimes pays off for public relations men who speak to the press on the basis of anonymity.  A good spokesperson should always know why, when, where, how and what to say.

The Chief Executive should be able to know the theme and points in his speech wherever invited to do so.  The PR unit recommends areas of concentration for the Chief Executive in presenting a well-researched and articulated speech. In some ministries, relevant departments that handle issues relating to the theme or the organisers of the occasion at which the speech is to be made, may be required to make input.

 

The department of Planning Research and Statistics is occasionally requested to gather relevant materials for such speeches, but a PR Unit points out areas of media and public interests.  The daily press reviews and paper cuttings may be useful as a guide to recent opinions on the issue in question.

 

To be a good speaker, a research may be conducted on the theme and the subject matter. Self-confidence, discipline and mastery of the language of delivery are very important, if only to get acceptance from the unpredictable audience.

CORPORATE GIFTS

Traditionally, occasions warrant presentation of gifts during seasonal periods, special events and in appreciation of exemplary qualities. This does not, by any means, justify those whose gifts are to wrongfully influence dubious and wrong actions. Corporate gifts are presented to create indelible mark in the minds of the recipients.  It is therefore reasonable that corporate gifts like wall clocks, artifacts and bags bear the name of the recipients and that of the organisation be presented.

 

COMMUNITY RELATIONS:

According to Peak W.J. in his  “Community Relations” handbook, he described community relations as a public relations function in which an institution plans an active and continuing participation within a community to maintain and enhance its environment to the benefit of both the institution and the community.

 

The organisation should strive to be seen as a partner to the community by providing employment opportunities, scholarships, sponsorship of programmes and sporting competitions, free interaction with the host community, engaging in developmental efforts like building school drainage systems and participating in conflict resolutions.

 

In any given community, there are groups and individuals of diverse characters. Each group wants to be acknowledged and accorded the due respect to avoid conflict, which may be detrimental to the operations of the organisation. It is therefore necessary to study and know the dynamics of the community and deal with it through, possibly, the opinion/influential leaders, social critics/opposition popularly known as vocal agitators and the on-lookers who may not be concerned.

You may reach the author at yashuaib@yahoo.com or visit another related website: yashuaib.tripod.com/writing