Public Relations in the New Context

Bolaji Okusaga

Outline

1. Redefining Public Relations

2. Global Issues

3. Navigating the New Reality

1. Redefining Public Relations

The Definition

Engendering conversations targeted at procuring

predetermined outcomes…

Employee / Labour

Relations

Customer Relations

Investor Relations

Media Relations

Government Relations

Community Relations

Issues Management

Crisis Management

The FrameworkEver Changing

Context

Research

Strategy and Planning

Roll-outTracking and feedback

The Cause

TheReality

The Story

§

,

§ Envisioned Destination

§ Inspire and direct action

Routes and obstacles

The Practice

• Create platforms• Build relationships

Engage

• Information sharing• 24/7 online press

office

Share • Get invited to join in ongoing conversations

• Set the agenda; create conversationsConvers

e

2. Global Issues

Emerging Context

Emerging G-Zero World

• The move to break down economic and political blocs given threats of migration and terrorism

• Manifestation of this move is seen in the success of the Brexit campaign and threats to other regional economic and political blocs

• This will fundamentally alter global trade flows and disrupt trans-national business

The Fourth Industrial Revolution

• The birth of internet of things, connected cars, autonomous driving, next generation manufacturing, robotics and automation

• This will ultimately reduce layers of stakeholder relationships given the crossing of boundaries that will come with artificial intelligence

Opportunities

Creating Awareness• Cultivation of the

environment

Cultivating the Tribe• Building Cause

Communities

Curating rather than Imposing• Continuously

Engaging and Refining the Message

10

The Credibility Question

• Public Relations serves not only to create awareness, unlike advertising, it helps to confer credibility

• The power of public relations is built through frequency and consistency, as each mention in the press heightens the visibility of the Organisation, brand or person, adding another layer of credibility.

• This credibility in turn creates a desire among viewers and listeners to pay attention to the subject.

• Public Relation creates a platform for trust through third party endorsements

11

Sound-bites and Proof-points

• In the process of conferring credibility PR follows a systemic process which involves the use of key words, attributes and sound-bites with proof-points which helps to affirm the truths of the messages.

• PR therefore differs from advertising as it aims not only to sell the strong sides but the strong truths which builds credibility and trust.

• These truths are affirmed through verifiable platforms and third-parties

12

The Power Word of Mouth

1. The Ndomie Noodle Crisis• Spread of information through WOM on the presence of poisonous

noodles in the market

The Result• Threats of closure of factory by regulatory bodies, withdrawal of certain

batches of product from market, Sales problems,

2. The P&G old logo and its Association with the Anti-Christ• Association of the old logo of P&G with the anti-Christ through WOM

The Result• Bad PR affecting sales and forcing a change of corporate logo

13

The Power of the Press

1. The Toronto Certificate Scandal• In 1999 the News magazine ran a story bordering on the allegation

of certificate forgery by the then speaker Salisu Buhari

The Result• Shame and resignation from the House of Representative

2. The Eliot Spitzer Prostitution Scandal• The press carried the news of Governor Spitzer’s adulterous affair

with a prostitute

The Result• Global notoriety with millions visiting the profile page of the

prostitute on Myspace

14

The Power of Endorsements THE OBAMA SYNDROME• Barrak Obama‘s endorsement by Oprah Winfrey and Senator Bob

Kennedy

Result• Instant acceptance by Key constituencies for the Obama candidature

in the build-up to the 2008 American Presidential Election

THE MANDELA MAGIC• Mandela’s endorsement of South Africa’s bid for the 2010 world cup

Result• The winning of the bid by South Africa, making history as the first

African Nation to ever win a world cup bid

3. Navigating the New Reality

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Unleashing the Power of PR• Here's how it works:

– PR Practitioners monitor the media and the social space for news and events that may aligns with your message.

– Then they call the writers, editors or event organisers with a story angle, suggesting you, your product or your service as a focus point. They answer the question the media always wants answered: "Why you? Why now?"

• Once that is done, they follow-up other leads that helps keep you in the news and in peoples minds for the right reasons.

• PR Practitioners use word of mouth, the press and also endorsement platforms heighten interest and confer credibility on a subject, person, institution or product

Seeking a Platform

Strong and active civil society

involvement.

Involvement of Government and

Key Opinion Leaders

Drive participation of Economic Centres

Surreptitiously position it as Open Forum as Opposed

to Sponsored Forum

Key into current issues in operating

environment

Great emphasis on the importance of environmental stewardship and strengthening of environmental management practices.

Draw Partnership from Credible Platforms

Sharing Best Practice

Community and Business

Companies are increasingly engaged

in strategic partnerships with

stakeholders within communities in which

they operate.

How to Build a Social Enterprise

How to align Business Process and

Management of supply chain reflecting consumer concerns in the quest at Building a

Social Enterprise

Becoming a Point of Reference

Discussion PointsEmphasis on the role

of multinational enterprises in

importing good CSR practices, which are emulated by local

corporate community.

Key drivers are the requirements of the global marketplace

and their supply chains.

Tendency for global protocols to

influence CSR practices.

Showing Example

Strong traditions of community outreach including corporate

community investment that extends beyond

charity.

Leverage the Impact Assessment and Social

Reporting Process

Strong Equity

Moving it From Plan to Implementation

Start with a Agenda

Push for Partnership

Select Activities

Thank you