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Practising The PR That Sells By Stanley Olisa
As communication technology becomes more sophisticated and ubiquitous, public relations practitioners who are sold to the conventions of the profession tend to nurture a concern, some sort of fear. The fear of being displaced and made irrelevant by an evolving digital technology. One can understand the basis for such concern, especially with the increased adoption of Artificial Intelligence (AI).
But on the flip-side, technology is actually redefining the art of reputation management. It is setting new standards and creating new paradigms in the profession, and so, the professionally lack-lustre PR practitioner begins to play catch-up if he does not swim with the tide of technological novelties.
The modern public relations practitioner has a handful of skills to master. He needs to upskill! The era of only drafting and syndicating press releases for positive mentions and favourable coverage has been overtaken by technology. But this does not erase the place of press releases in PR. The practitioner has to acquire the skill of Online Reputation Management (ORM). This entails a lot. Managing corporate reputation today is largely done in the digital space. The reason is not far-flung- an organisation’s stakeholders belong in online communities where they have conversations and share experiences about brands. These ‘brand narratives’ go viral in just a trice. If it’s positive, then it’s good publicity for the brand. But if negative, then the reputation of the organization is on the line. The public relations of today is chiefly prosecuted with digital tools. Digital public relations is the new public relations.
Times are changing. Organisations are becoming more critical of their public relations officers. In fact, some CEOs dismiss PR as a management function, with the belief that PR does not tangibly add to their bottom-line. They are no longer influenced by expressions like ‘our effort (PR) is helping to favourably shape the image of the organisation’, ‘our PR campaign will build lines of understanding between the organisation and its audiences’, ‘we will employ strategic PR in raising the profile of the organisation’, etc.
These are all noble statements, but the CEO is interested in how your communication campaign will increase sales. There has to be a tie-in. The modern PR practitioner has to start tilting towards a different model, which I call ‘the public relations that sells. Your PR must sell. For that to happen, you must shift from the regular kind of PR and embrace some of the tools deployed in 21st century marketing. Do not misconstrue my argument. Public relations clearly differs from marketing. But the truth is that, digital technology seems to be blurring the lines. Both fields are becoming more aligned now than they were a decade ago.
In today’s PR practice, emphasis is on story-telling, social media, influencer marketing, blog leveraging, search engine optimisation, interpreting analytics, Big Data, content performance, Artificial Intelligence, etc. As a result, the modern PR practitioner, to be effective, must adopt a strategic multi-channel approach. Communicating with your stakeholders should go beyond the standard print and electronic placements to incorporate an array of digital platforms. The strides in media technology have made it imperative for the practitioner to broaden into multiple channels, a practice that expands the reach of the message and even its impact. There is a correlation between channel multiplicity and message effect. When you disseminate your message via only one medium, the message will ‘get lost’ and swallowed up by other messages that are multi-channeled. It’s that simple. The media space is saturated, with so many brands pushing out information to the same audience you are trying to reach.
Also, tracking the success of campaigns has become easier. Historically, public relations practitioners have been finding it hard to measure their return on investment and prove the value of PR. They would normally rely on press clippings and off-air dubs. However, with the advancements in digital technology, we now have tools for measuring the impact of PR campaigns. For instance, digital platforms are embedded with a metrics feature which provides insight on audience engagement with message, share of voice among competitors, sentiment ratio, level of impression, message reach, and other data which can help you draw conclusions on the impact of the campaign.
Public relations practitioners should not have hassles demonstrating their value in organisations. Modern PR is one that sells, and has adapted with the times, staying relevant by picking the best from the old and aptly combining it with the best of the new. Organisations need a PR that sells, not a PR that gulps funds but struggles to show value.
Stanley Olisa is a Media and Communications Strategist at Caritas Communications Limited, Lagos. Reach him via Olisastanley513@gmail.com
News
Suspected kidnappers abducts 10 travellers in Ondo
No fewer than 10 passengers have been abducted by gunmen along the Owo-Benin highway in Ose Local Government Area of Ondo State.
The gunmen reportedly attacked the commercial bus the passengers were travelling in after which they were marched into the bush.
It was gathered that the passengers were on their way from Akwa Ibom to Akure when the incident happened.
One of the sources, who craved anonymity, disclosed that the driver of the space bus had initially thought that the gunmen were security operatives but realised that they were criminals when they shot sporadically into the air.
” They were kidnapped on the Owo-Ipele road on Saturday morning at about 12 am. Their vehicles were stopped, and they were dragged into the bush to an unknown destination.
“The hoodlums ambushed them and whisked all the occupants of the vehicle into the bush. All the occupants of the vehicle were abducted and nobody heard anything about them since then.
However, the police image maker in the state, Funmilayo Odunlami, however, stated only seven people were kidnapped.
“The police received information that a vehicle was attacked along the Owo/Ifon road, and seven people were suspected to have been abducted.
“Seven travellers were involved; they were coming from Akwa Ibom State in a commercial bus. Our men are already making efforts to rescue the victims from the kidnappers and arrest the perpetrators.”
News
Banditry: End insecurity by 2025 ending – Tinubu gives military marching orders
President Bola Tinubu has issued marching orders to the military to end banditry and general insecurity by the end of 2025.
This was disclosed by the Minister of Defence, Abubakar Badaru, in a viral video.
Following Tinubu’s order, Badaru said the military will continue its onslaught against bandits and all forms of criminalities.
The Minister said bandits are currently on the run and that the military won’t stop until they are all flushed out.
According to Badaru: “The bandits are now on the run, but the military will not rest until we end this thing. The president has given us marching orders to end insecurity in every part of our country by the end of this year.
“The Chief of Defence Staff, NSA are working day and night to actualize that target, as you have seen we are putting pressure on all the theatre operations.
“And indeed, mining activities have been lifted in Zamfara already and this is part of the reason we are meeting today to look at all areas where we have serious security issues and how best we can secure those areas.”
News
50% telecom tariff hike: NATCOMS backs decision as NLC bows to FG’s pressure
The Nigeria Labour Congress bowed to pressure to halt its planned Tuesday nationwide protest against the 50 percent telecommunication tariff hike.
Also, the National Association of Telecoms Subscribers backed the decision by the organized Labour.
Gatekeeper reports that the NLC signed a Memorandum of Understanding with the Federal Government after a meeting with the Secretary to the Government of the Federation on Monday night.
In the MoU signed by the SGF, Senator George Akume, NLC president Joe Ajaero, and the Minister of Labour and Employment, Muhammadu Dingyadi, and the National Secretary of NLC, Emmanuel Ugboaja, both parties agreed to set up a technical committee to resolve gray areas in the 50 percent telecom tariff approval.
However, NLC reiterated its rejection of the tariff hike.
“Arising from the meeting convened by the Federal Government of Nigeria on the proposed 50% hike in telecommunications tariffs in the country, which the Nigeria Labour Congress (NLC) expressed strong opposition to, citing its potential negative impact on the Nigerian workers and the economy with a threat to proceed on a one-day nationwide mass protest, the following resolutions were reached: That there is a need for the parties to sit together in a technical group to resolve most of the thorny areas raised during the discussion; consequently, a 10-man joint committee was set up of five (5) representatives each from the Federal Government and the Nigeria Labour Congress (NLC); and the committee shall conclude and submit its deliberations within two (2) weeks from this 3rd day of February, 2025.
“The parties call on the Nigerian people to remain calm while this committee concludes its assignment,” the communique after the meeting stated.
Earlier, a civic society organisation known as the National Civil Society Council of Nigeria, NCSCN, had announced the suspension of its planned protest against the 50 percent tariff hike.
Recall that last week, NLC announced Tuesday, 4th February, 2025, as a date for a one-day mass protest against the telecom tariff hike.
In a notice last Thursday by NLC National Secretary, Emmanuel Ugboaja, the union had already asked the state congress and affiliate union to mobilise for Tuesday’s mass protest.
This comes after the Nigerian Communications Commission on January 2025 approved a 50 percent telecommunications tariff hike for operators.
The approval has sparked tariff hike controversy in Nigeria’s telecom sector.
NLC and other telecom subscribers had opposed the tariff implementation, citing the persistent economic hardship Nigerians already face.
Subscribers back nationwide protest suspension.
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