Category: Media/PR

The interesting feature of the present democracy about the Nigerian Press is its independent mind, objectivity in analysis of topical and sensitive issues and its reiteration to its audience to abide by constitutional provisions, especially those aspects that deal with the right to personal liberty, fair hearing, freedom of thought and conscience. It also campaigns and promotes freedom of expression, peaceful assembly and freedom to form and belong to associations which are also clearly stated in the national law.

But recently, calls were made by sections of media ownership, which impinge on the right of association by specialized journalists in the industry. It is an attempt to outlaw outright the existence of news beat associations and glaring contravention of the statute’s book, by no ordinary mortals, but the alliance of the alpha and omega in the media, the Newspapers Proprietors Association of Nigeria (NPAN) and the Nigerian Guild of Editors (NGE).

In most developed worlds, there are alliances of people of specialized occupations and professions coming together to form associations – some emerge from already existing union or bodies. Even though the Nigeria Union of Journalists (NUJ) is the central and national body of journalists it has branches and affiliates with such names as NAWOJ, Correspondents’ Chapels etc. The brotherhood of media moguls, NPAN and the league of gatekeepers, NGE may claim not to belong to Nigeria Union of Journalists (NUJ), they are nevertheless, from their professional attachment, seen as part and parcel of the union and offshoot of the Nigerian Press Council. If the Nigerian Institute of Public Relations, (NIPR) could endorse the emergence of groupings from its fold, such as Association of Corporate Affairs Manager of Banks (ACAMB) and Public Relations Consultants Association of Nigeria (PRCAN), there is no reason to punish correspondents on beats for forming a fraternity.

In their separate communiqués after their routine meetings, NPAN and NGE zealously rejected the idea of the established and existing associations of news-beat-correspondents but they could not give convincing rationale and justification for the resentment.

For instance, in its two-paged communiqué released recently, the Nigerian Guild of Editors (NGE) agrees that it supports specialization in the media but frowns at members of news beat who have transformed themselves into cartels. They added that they support the position of the NPAN which bans all working journalists from such cartels and call on their members to implement the ban to the letter.

This call is quite worrisome if one knows the effort made by those associations to maintain a high level of integrity, credibility and professionalism thereby making journalism to be respected by the stakeholders. Some of these associations include Finance Correspondents Association of Nigeria, Sports Writers Association of Nigeria, Business Editors Forum, Aviation Correspondents, Political Correspondents, Legislative Correspondents, State House Correspondents and Entertainment Reporters.

It is no more news that in the recent past, once an individual or group invites the media for briefing or press conferences, a motley of news hounds thronged the venue like bees with the aim to compel organizers of such fora to cough out monetary incentives which are coined qua, brown envelops, allawee, logistics and dividends of democracy. These shameless gratifications are perpetuated by quack journalists who have neither beat nor existing medium and have for long given the noble profession bad names.

Surprisingly, the young and vibrant columnists noted for timely and incisive write-ups, have kept mute on the contention. It is hoped that ownership control and proprietorial influence are not responsible for the silence as such may be interpreted as circuitous gagging of the press from their social responsibility.

It is doubtful if the media owners understand that those fake journalists, four-one-niners and the unemployed make brisk business by attending media functions, while denying practising journalists vantage positions to cover such assignments. This unbecoming attitude was checkmated by the associations who screened their members regularly. If the correspondents have behaved in ways inimical to the ethics of journalism, the best thing to do is to call the erring correspondents to order or sanction those involved.

The news beat associations have, in several ways, through their acts and deeds, been the toast of individuals and organizations and highly regarded for their objective, fair and balanced reportage. In addition to this, they maintain high level of professionalism and dress immaculately. With well-informed and inquiring minds, they ask penetrating questions which help them in their analytical, critical and sound journalistic judgements.

In Nigeria, where the private media ownership is strong and striving, but without real financial rewards, which makes sustenance of regular publication tedious and payment of salaries of personnel another burden, professionalism and training of the journalists are greatly being promoted by corporate organizations. A mention may be made of the World Bank extensive training for finance correspondents. The Central Bank of Nigeria, Bureau of Public Enterprise, and even some of the finance institutions assist the media, through the organization of workshops, seminars, conference and training programmes, where accommodation, feeding and materials are provided free as part of corporate social responsibilities of organizations to the press and the public.

While no public relations officer will like to be a victim of quack journalists, deliberate isolation of any medium is not an acceptable norm by reputable institutions. Some of the associations have eased the task of the companies in detecting fraudulent acts. Some of those associations have controlled the excesses of some few members whose tool of trade is misrepresentation of facts, which may take litigation processes but are resolved amicably without bothering the publishers and the editors with such damaging complaints from the public.

It will be appreciated if the publishers and the editors reconsider their stance and allow beat associations to exist, just like them, in maintaining discipline, professionalism and adherence to ethical standards. After all, we have seen, not even ordinary, but executive members of the real cartelists of the Fourth Estate of the Realm ( I mean the NPAN and Guild of Editors) who neither own any existing newspapers nor practise as journalist or editor for long but are accommodated and accepted into the fold of the elitist clubs.

This article by Yushau A. Shuaib was originally published in Daily Trust April 25, The Guardian April 28, Thisday April 28, 2002, Post Express May 1, 2002, Tribune May 6, 2002, New Nigerian (NNN) May 22, 2002

MANY definitions have been given regarding public relations, but unfortunately, as clarification is given on its principle and practices, the public becomes more confused and wrongly relates it with other marketing communication. Some definitions, particularly from those on related fields, are mischievously construed in the most incredible phrases that are in themselves a blatant euphemism. Many see public relations as cheap publicity, hidden persuasion, errand work, protocol, reception in action, etc.

The most acceptable definitions of public relations have always remained those made by the Institute of Public Relations (UK) and Mexican Statement. According to IPR, PR practice is “the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its publics.” The other globally accepted definition is the popular Mexican statement issued at an international conference of PR held in Mexico city in August 1978. It defined PR as “the art or science of analyzing trends, predicting their consequences, counseling organisation leaders and implementing planned program of actions which will serve both the organization and the public interest.” From the above, it can be seen that PR has theoretical and practical approaches to issues. Its art and science stand for planning, execution and appraisal of programmes. From a good perspective, public relations could easily foresee crises, which could be averted. It is the management function where the practitioner relates freely with the leaders in the organization in giving fruitful advice, which are beneficial to the organisation’s existence. As a subject in Mass Communication, it has channels and techniques in reaching the target public or audience at any given time.

It is more than just a communication process. It is a scientific and acceptable norm of relating favourably between an organization and its public on whom its success or failure depends. The importance of public relations can be noticed from its various users: from profit and non-profit organisations, public and private institutions and to politicians and rulers who desire to have maximum supports and understanding from their publics.

The public relations officer goes with many names to suit his disposition, environment and for clear and distinct perception of his role. Since names go in different forms, the practitioner goes with different designations such as Corporate Affairs, Public affairs, Media Relations, Public Relations, Press Relations and even Information Officer. In fact, in any given situation, public relations is represented in any organization that believes in the power of the public where, to some extent, it derives its strength.

There are other professions that, to some extent, have one or two similar activities which public relations performs. Some of the professions include marketing, advertising, sales and even journalism. There is a recurring argument that PR is under Marketing in functions and vice-versa. Marketing concentrates more on the identification of the consumers’ need and wants and satisfying them by providing the product and services required.

Marketing is centrally the transaction and interaction between the seller and the buyer for profitable relationship. It can succinctly be put that marketing relies more on its 4Ps which are interrelated, i.e., product, price, promotion and place. It takes place around the four popular marketing mix. Basically, there is no much difference between marketing and sales; in fact, the latter is an aspect of the former. What distinguishes the two is the marketing environment as it is designed to get buyers through wholesale and retails. It may adopt the town-crier strategy to draw the attention of prospective buyers to its proximity to buy the products.

Over the years, there is a misconception that advertising is the same as public relations practice and this is far from the truth. While public relations employs all rightful channels to keep the public adequately informed truthfully and maintain goodwill and beneficial relationship between the organisation and the public, advertising is the process of buying space and airtime of media services and persuading the public to accept its products and services.

In advertising, an identified praise-singer blows his trumpet and credits himself as the best. It does not matter how the public perceives the message. Advertising tries to assert its relevance among the gullible public. Take the example of all those ads on cigarette smoking, alcoholic drinks and nude fashion which are not only immoral, but also dangerous to health, as well as naked abuse of morality and righteousness.

As the advertiser uses the instrument of financial power to say and get his message across, so also does the propagandist employ the instrument of state and political might to hoodwink the target audience into believing and accepting whatever is dished out. Propaganda is the propagation of indefensible action through falsehoods and tricks to dissuade the target from any challenge. Bad governments use this type of communication and exploitative organisations who, for selfish reasons, fail to address the real issue at stake.

To a larger extent, even in Nigeria, public relations practice, like journalism, strongly believes in objectivity and style. Even though many journalists have found a place in the public relations environment, their experience cannot be an automatic licence to hop on the image-making field, if they fail to understand those basic principles underlying the practice. The best a journalist can do in a PR set-up with his background knowledge in journalism, is in the aspect of media relations and issuance of press releases which are just very few of the many functions of PR.

Since the public is becoming knowledgeable, wise and sometimes aggressive on available products and services, public relations supports the activities of other related professions. It creates goodwill among the public by creating awareness, maintaining credibility, minimizing competition and correcting wrong impressions about products. In general, PR comes in different stages of product tests, the launch, and trade fair, among others. The claim that products speak for themselves cannot be tenable in the modern society.

Public relations provides effective communication to create an enlightened environment for sales to take place. Enquiries and information boxes are provided by serious PR Units to respond promptly and adequately to public complaints on sales activities. As it supports marketing and sales, so also does it assist greatly in scripting adverts which may be inevitable in special project adverts like supplements, corporate profile, public announcement, annual statements of accounts and rejoinders.

From the foregoing, therefore, public relations involves many awareness campaigns and promotional activities which include events sponsorship, social responsibility, facility visits, community relations, spokesperson, publication of in-house journal and presentation of corporate gifts and lobbying with reason (government relations), placing institutional and corporate advertisements, for some obvious reasons in the media.

In a nutshell, PR is the protector of the entire organization and what it stands for. It plans all its activities, aimed at promoting, protecting and projecting the good image of the organization, its personality and services through the establishment, continuous maintenance of and beneficial relationship with its various publics.

This article by Yushau A. Shuaib was originally published in Nigerian Tribune March 1 and New Nigerian March 27, 2001

The option A4 system, fashioned out for the success of the transition to the civil rule programme of the Babangida government, has now come to its final stage, a stage where campaigns to the nook and crannies of the federation to win public support is inevitable. The Presidential Election is renewing interests in one of Nigeria’s most enduring businesses, politics. In Nigeria, as in other parts of the world, the secret of getting elected by the populace is not in massive publicity and investing in advertising. It involves something a lot more personal; image building and presenting good credentials. This is where public relations comes in. Unfortunately, little is known by party stalwarts of the significance of public relations and how it can serve them.

A great majority of voters consciously belong to some sort of special interest group. The candidates who can appeal to most of these groups may end up being the victors. It’s quite unfortunate that most politicians believe only in the advertisement game, where gutter language is often used, and money politics becomes the order of the day. With public relations, the office seeker easily receives feedbacks of his campaign and gets public acceptance by his appropriate response.

The field of public relations is large. Its boundaries include marketing, advertising, promotion, sales and journalism. To sum it, PR is the mother of all publicity. Public Relations helps its users to anticipate and optimize new values and life styles. It also helps media houses to enlighten and educate the public on particular subjects.

According to the authors of Effective Public Relations, public relations is the management function that identifies, establishes, maintains mutual beneficial relationships between an organization and the various publics on whom its success or failure depends. Although public relations has gained a lot of grounds in developed countries, the idea is comparatively new in third world countries. In recent times, Nigeria has gradually realized the importance of PR through the efforts of former and incumbent chairmen of the Nigerian Institute of Public Relations, Chief Mike Okereke and Alhaji Sabo Mohammed, respectively who fought doggedly to ensure that the general public is aware of the significant roles PR can play in people’s lives.

In America, where it is firmly established, it was initiated as an effort to persuade and promote the settlement of unsettled West and to build up political heroes with the use of the press. It was also intended to assist politicians in their campaign strategies when voters became more and more out of reach and mass communication was inevitably pushed to the fore.

Though some critics allege that PR cheapens publicity when it is compared with the advert, they fail to realize that while advertisements are designed to influence the public of the need to vote for the candidate, public relations is more subtle. Its campaigns are designed to influence attitudes and beliefs of the electorate (general public). And there is no room for campaigns of calumny in PR. In adverts, gutter languages and senseless arguments are freely used and raised.

Decree 16 of June 1990 empowers the Nigerian Institute of Public Relations (NIPR) to regulate the practice of PR in the country, already, the Institute, under its present chairman, Alhaji Sabo Mohammed, has set up a monitoring committee, which will ensure the enforcement of the Decree. There are many features of PR: Seasons greetings, condolence visits, courtesy calls, congratulatory messages, letters to the editor, favourable news stories, feature articles and rejoinders which we read are the hand work of hidden persuaders, i.e., public relations practitioners.

The practitioner is endowed with an appreciative demeanour. The practitioner, who is often called image-maker, image merchant, information officer, etc. studies the attitudes and values of the public concerned so that he can develop effective relationship between his candidate and the electorate (public). He adopts persuasive devices to win people over to his man. It is obvious from the foregoing that PR has to do with publicity, awareness, mutual cooperation and understanding and goodwill. Its abuse should be avoided.

For a successful transition to civil rule devoid of rancour, acrimony and political abuse, which consumed and caused the demise of the first and second republic, the politicians should boost their image by presenting themselves to the public through press briefings, attending conferences, and honouring invitations to occasions and cultural shows.

The politicians can write articles for and grant interviews to the press. Indeed, the politicians should fall in love with pressmen and the editors who are the determinants of what goes out to the public through their media. And if he is lucky to get the support of columnists and writers, the politician would get his name frequently mentioned in feature articles as a reference point in discussions. The politicians may probably find public relations very cheap but they should avoid unnecessary press briefings, blind arguments, childish statements, disrespect for particular groups in the society and failure to watch their tongue whenever they are chipping in their views on sensitive issues of public interest.

This article by Yushau A. Shuaib was originally published in The Triumph March 1993. It is one of his early wrtitings on Public Relations