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.
