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MAC425: PUBLIC RELATION PRACTICE
definitions of public relations
1. Public relations is “essentially about positively and systematically using actions and communications to influence
people’s attitudes, opinions, belief, interest and behaviour in a given or desired direction (e.g. Adopting good
environmental behaviours as well as building lasting credibility and reputation for individuals and corporate entities
like profit or non-profit organisations and even nations, states, local government or communities”
2. Public relations is concerned with “the promotion of rapport and goodwill between persons, firms or institutions,
and other persons, special publics or the community at large, through the distribution of interpretative materials, the
development of neighbourly interchange and assessment of public reaction”
3. Public Relations is “the ethical and strategic management of communication and relationship in order to build and
develop coalitions and policy, identify and manage issues and create messages to achieve sound outcomes within a
socially responsible framework”

What is the Implication of the Definitions to Public Relations Practice

Nwodu (2006:3) summarises the implications of these definitions to public relations practice by saying that:
1. public relations actions must be well focused to achieve positive ends
2. the actions must be used systematically (that is in an organized manner)
3. the actions must be properly communicated to the targets
4. the actions must be goal-orientated (that is designed to influence for purpose of achieving favourable image); and
5. the action must be aimed at achieving good social climate for corporate organisations (profit and non-profit,
governments and communities).

definitions of publics
‘Publics’ context refers to all those groups whose activities affect an organisation and are being affected by that of the
organisation.
According to Lattimore (2004:7) publics refers to “groups that are almost always important to an organisation.”
Nwodu (2007:14) broadly defines publics as “various individuals (internal or external), community or corporate
entities who one way or the other, affect and are being affected by the operations or activities of an organisation
which could be corporate, government agency or public institution.”
Nwodu (2007:14) further emphasis that, “it is proper to term a combination of different groups of people who affect
and are also affected by the activities of an organisation as publics”
Newsom and Carrell (2001:7) summarised it by submitting that publics “is any group of people tied together by some
common factor.

What are the internal publics of National Open University of Nigeria (NOUN)
1. The academic staff of the university who do the actual teaching or tutorials as well as rendering other academic-
oriented services.
2. The administration or nonacademic staff such as the registrar, the admission officers, the personal officers, the
bursar etc.
3. V Various categories and levels of students for whose sake the university was established to serve.
4. Junior cadre workers like clerks, cleaners, gardeners, gatemen and security men who are not decision makers but
decision implementer and whose services count a lot in the success or otherwise of the organisation.

What are the external publics of National Open University of Nigeria (NOUN)
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1. Other organisations that are domiciled in the university environment but are not under the control of university
management. Organisation like banks, restaurants etc.
2. Organisations that are not domiciled in the university environment that do also render services to the university
community and management, like banks, insurance companies, affiliate institutions and sundry companies that render
retainer services to the university.
3. The indigenes of the community neighbours or host communities of the university and whose actions can affect
smooth operations of the university.
4. “Contractors that execute infrastructural development of the university which include landscaping; construction of
classrooms, offices, hostels and sundry blocks; construction of parks, seat outs and other beautification media or
recreational/sporting facilities; setting up of laboratories, studios, etc’’(Nwodu,2007:15).
5. “Artisans, food vendors, hawkers, business centre operators etc, who operate within and distant near the university
premises because of the very presence of the university’’ (Nwodu, 2007:15).
6. Suppliers of all kinds who supply stationeries and office equipment, chemicals and reagents for the laboratory,
studies equipment, vehicles etc.

what are some of the major factors influencing the growth and practice of public relations identified by Baran
(1999:25-26)
i. Technological advancement which provided enabling environment for mass production, distribution and marketing
in addition to providing resources for efficient and effective organisational communication and more specific
audiences.
ii. Increase in the number of sufficiently educated middle class who to a large extent are conscious of the world
around and desperate at getting information about people and organisations.
iii. Growth of organisations like private and public sectors, government agencies and corporations, trade unions,
voluntary organisations and sundry organisations that influence peoples’ lives.
iv. Advancement in social science researches which has led to systematic accumulation of reliable, dependable and
sophisticated data needed to plan, execute and evaluate public relations campaigns and interpret public opinions and
or sentiments.
v. The professionalisation of public relations to the extent public relations regulatory bodies now exist at local,
national and international levels.

What are the Functions of Public Relations according to Nwodu (2007:.4)

a) Identifying, interpreting and evaluating public opinions, attitudes, and feelings about prominent individuals,
corporate organisations, government and communities.
b) Imitating, planning and executing special events or programmes on short, medium and long term basis for purpose
of winning publics’ consent and/or sympathy for a noble cause.
c) Sufficiently informing various publics about the policies, activities and future plans of governments, organisational
and community leaders.
d) Engaging in conflict management and crisis settlement and wading off negative trend and press reports likely to mar
the image and reputation of an organisation, government/or community.
e) Providing level playing ground for healthy interactions between management of an organisation and/or government
functionaries and their respective publics and subjects.
f) Maintaining favourable relationship between an organisation and the mass media and by so doing, guard against
engaging in negative and damaging mass media war.
g) Helping to balance organisational vis-a-vis government interest with that of the publics-cum-subjects for optimum
relation.
h) Striving to achieve safe organisational social climate by engaging in community relations needed to enhance
business motives of corporate organisations.

enumerate the basic educational qualifications required to practice public relations in Nigeria
1. The institute’s professional Certificate and Diploma.
2. Communication, Advertising and Marketing (CAM) Foundation Certification and Diploma in Communication Studies.
3. British Institute of Public Relations Membership Diploma.
4. Business Education Exams Council (BEEC) professional
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Certificate and Diploma in Public Relations.

5. Bachelor of Arts, Bachelor of Science, Higher National Diploma, Master of Arts , Master of Science or Doctor of
Philosophy in Public Relations; Bachelor of Science, Bachelor of Arts (Mass Communication); Master’s in Business
Administration with major or specialisation in public relations.
6. Any other qualification as many be approved by the council.

What are the technical requirements one may attain in order to practise public relations in Nigeria as summarised
by Nwodu
Higher Certificate (preferably degree) in mass communication or marketing or professional masters/PhD degree in
public relations.
At least five years cognate corporate relations/affairs management experience in a reputable organisation.
Active membership of regulatory professional body or bodies like International Public Relations Association (IPRA),
Federation of Africa Public Relations Associations (FAPRA), and the Nigeria Institute of Public Relations (NIPR).

What are the normative requirements one may attain in order to practise public relations in Nigeria
Decree Act 16 of 1990 establishing NIPR also touched on some parts of this aspect of the qualities of public relations
practitioners. Section 10 (3) clearly stipulates that “An applicant for registration shall, in addition to evidence of
qualification, satisfy the council that he:
Is of good character.
Has attained the age of twenty-one years; and
Has not been convicted in Nigeria or elsewhere of an offence involving fraud or dishonesty.

Beyond these moral aspects of normative qualities, the practitioner needs to possess other psychological
qualities.what are these qualities
a) possession of sense of history
b) possession of high sense of figure and statistics
c) ability to take full responsibility for actions wrongly taken and learn from such actions
d) ability to communicate effectively using precise, unambiguous, easy to understand language
e) ability to identify and analyse trends in the social system
f) ability to identify and appreciate the target cultures and be able to initiate and package public relations programmes
that do not conflict with the cultures
g) ability to adhere strictly to ethical precepts of the profession.

What is strategy
According to Mintzberg and Quins (1991:5), strategy is a pattern or plan that integrates an organisation’s major goals,
policies and action sequences into a cohesive whole.

What is public relation strategy

public relations strategy entails organisational management’s deliberate and well planned use of communication
activities in the direction that would position the organisation as a credible one and by so doing, enhance both the
image/reputation of the organisation before its publics on one hand and its market share on the other hand

what are the number of questions come to the mind of public relations practitioners about the Roadmap to
Planning a Public Relations Strategy
Allert and Zawawi (2004:174) articulated some of these numbing questions as:
what business are we in?
why does the business exist?
what are our aims?
what do we stand for?
how do we see ourselves?
how do others see us?
what values and benefits do we hold?
how can these be made manifest in our business?
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how do we view our clients?

Meaning of Tactics
tactics is the actual steps, or actions taken to achieve those organisational goals and objectives. According to Hudson
(2004:198) “every tactics must relate directly back to its defined purpose: achieving the strategic outcome”.

What is controlled tactics

Controlled public relations tactics are those public relations activities which the practitioner has absolute control of all
the processes. In this case, the practitioner is in full control of the communication activities right from the ideation to
message development and distribution-cumdissemination. Major examples of controlled public relations tactics are:
advertising, annual report, brochures, posters, direct mail, corporate gifts and advertorials.

What is uncontrolled tactics

As the name implies, public relations practitioners usually have, if any, minimal control over this form of tactics. Unlike
controlled tactics, uncontrolled tactics can be altered by external influences. In this context, public relations
practitioners are incapable of determining the length of message to be disseminated/distributed, when to distribute
and how.

What are the Major Tools for PR Tactics

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Distinguish between public relations strategy and the tactics

strategy is the overriding plan that allows a public relations practitioner to help ensure that organisational goals and
objectives are achieved (Hudson, 2004:198). On the one hand, tactics is the actual steps, or actions taken to achieve
those organisational goals and objectives.

What is research
Research is defined as “a systematic, controlled, empirical and critical investigation of hypothetical proposition about
the presumed relationship among natural phenomenon. research “is concerned with systematic probing of the
relationship existing between variables”

What are the forms or types of public relations research

1. Applied Research: As the name implies, applied research is usually carried out to solve specific problem facing the
industry. The essence is not to add to knowledge. Rather, it seeks to find solution to the problems of strategy and
tactical effectiveness.
2. Pure (Basic) Research: This is a knowledge–based research. It is more of academic value than problem solving. It
helps in the generation of public relations ideas, principles, models, theories, concepts and constructs that aid the
classification and increase in the body and understanding of knowledge of public relations: According to Wimmer and
Dominick (2003:380) pure research “is most interested in examining the underlying process of and in constructing
theory that explain public relations process.”
3. Introspective Research: The word “introspective” according to Summers et al (1996:748) is the process of thinking
deeply about your own thoughts and feelings to find out their real meaning. This in the context public relations means
“an inward look at public relations as distinct field of learning”

What Is the Scope of Public Relations Research

the scope of public relations research are;
i. Environmental monitoring which involves accumulation of baseline data concerning social, political and economic
issues and trends; determining publics acceptance or otherwise of change in policy matters; tracking issues arising
from social environment and predicting the future trends based on the outcome of environmental scanning
ii. Public Relations Audits which entail introspective studies of public relations practitioners’ disposition to the
profession. It involves deliberate studies aimed at finding out “the stakeholders’ overall attitudes, behaviours and
perceptions towards their organisation”
iii. Communication Audit which bothers on the effectiveness of corporate channels of communication. Emphasis here
is usually on what proportions of organisation’s publics are exposed to the organisation’s channels of communication.
iv. Social Audit which is “one of the potent means an organisation can use to find out the publics’ perception of its
social action”. The emphasis here is on investigating the public’s assessment of an organisation’s level of commitment
to its social responsibility.
v. Evaluation research which as the name implies entails systematic study of the outcome of a public relations
campaign/programme. It involves pre and post project/campaign evaluation geared towards ascertaining among
others, what to plans, why, for whom, at what cost and what benefit.

what is budgeting
Budgeting is very essential in the planning of public relations activities. It is needed for effective and economic
accomplishment of a public relations task as well as profitable engagement of consultants. Budget is therefore, a
forecast of expenses which are to be expended in the administration of public relations programme/activities
including the coordination and execution of such programme/activities

What are the four domains of budgeting in public relations practice as identified by Jefkins (1972:42)
1. Labour covering salaries (for both management and staff), honourarium for consultants and other hired staff.
2. Office overhead covering payment for rents and rates, telecommunications and insurance services, power supply
and client liaison.
3. Material cost involving stationeries, postages, photographs, printed matter, visual aids, exhibition stand, alternative
power supply, vehicle and sundry material needs.
4. Miscellaneous which covers out-of-pocket expenses incurred by staff members while carrying out official duties.
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Such expenses according to Nwodu (2007:176) include unbudgeted but necessary transport fares, hotel bills, and
entertainment allowances

definition of Community relations

Community relations is a branch of public relations concerned with the cultivating and sustaining healthy relationship
between an organisation and the community or communities where the organisation exists. It is simply conceptualised
as “social service responsibility of an organisation”
Peak (1991:177) cited in Nwosu (2001:49) therefore defines community relations as an institution’s planned, active
and continuing participation within a community to maintain and enhance its environment to the benefit of the
institution, its employees and shareholders and the larger community.

What are the rationale or need for community relations practice as articulated by Nwodu (2007:221- 222)
These includes but is not limited to;
a. Understanding the power-cum-leadership structure inherent in the community and fashion out how to use the
potentials of the power structures to achieve common understanding between the organisation and the host
community
b. Understanding the state of social institutions like schools, hospital, market etc, existing in a community in order to
know how such institutions could be enhanced.
c. Understanding the cultures including the norms, values, mores, social events (festivals) and general life style of the
community members.
d. Understanding clearly, the core needs of the community and prioritise such needs according to their relative degree
of importance.
e. Providing enabling environment for constant dialogue between various arms of or interest groups in a community
and by extension, monitor their feelings and dispositions toward the company.
f. Understanding how best to go about the management the organisation’s social responsibility functions without
provoking negative reactions from the community residents.

What are the primary Strategies/objectives for Community Relations Practice

Raya (2001) cited in Onabanjo (2005:88) identifies the primary objectives of community relations as to;
increase sales and patronage of its product or service;
exhibit commitment in the area of social responsibility of business – the contemporary prime objectives of business;
make the community a better place for both the organisation and the people of the community alike;
maintains peace and harmony with the community, and
prove good corporate citizenship.

What are the Nuggets for Improving Relationship between an Organisation and Host Communities
(i). Event Sponsorship: A corporate organisation can enhance its relationship with the community neighbours through
event sponsorship. The community neighbours may therefore develop a sense of belonging when the corporate
organisation operating in their area decided to sponsor an event that is so dear to them
(ii). Physical Infrastructural Development: Part of the social responsibility functions of corporate organisations
demands that organisations should carryout physical development of the community neighbours. Note that public
relations business is all about action and communication. So, taking action in this direction and communicating same
will help immensely to enhance the image and reputation of corporate organisations before the host communities.
(iii). Assisting in Community Development Projects: By collaborating with town unions to organise fund raising for the
execution of community initiated development projects.
(iv). Social Visits: The management team of a corporate organisation can also help to achieve cooperation of host
communities by visiting community leaders, the management of some institutions located in the communities and
influential people in the community.
(v). Creating Employment: The image and reputation of an organisation can further be enhanced by employing
members of the host communities in the organisations operating within the area. Such employment will give the
employers a sense of ‘oneness’ and by extension, make them to treat the organisation as their own.
(vi). Patronising Local Contractors/Suppliers: Where necessary local contractors/suppliers should be patronised to
further give them a sense of belonging. As Nwodu (2010, p.285) puts it, this will make such contractors/suppliers “feel
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belonged and by extension, become favourably disposed towards the corporate organisation”.
(vii). Being a Good Corporate Citizens of Host Community: The corporate organisation should always strive to position
itself as good corporate citizen of the host community. This the organisation can do by responding positively,
identifying and participate actively in community activities as well as paying its corporate tax promptly.

What are the Problems of Community Relations Practice in Nigeria

1. Rumour: many times few selfish interest seekers and dubious enlightened cliques in communities often sponsor
destabilising rumour against the corporate organisation. The interest is usually to incite the numerous illiterate
community neighbours against the corporate organisation just to service their selfish interest.
2. Some communities’ demands are often numerous, in fact, much more than what the corporate organisations can
afford.
3. Brazen hostility by host communities: In this case the communities may not have any cogent or justifiable reason for
disrupting the business activities of the companies they play host to.
4. Unfair treatment of host communities by some corporate organisations. Chukwu (2000:53) observes that many a
time organisations “may decide to establish a project that will not have much relevance to the needs of the
community”.
5. Government influence to some extent also impact negatively on the relationship between corporate organisation
and its host communities. This is usually the case when organisation are made to pay heavy or excessive taxes to the
government to the extent the companies may not have enough to pay their staff, pay suppliers, service machines and
meet their social responsibility obligation to the host communities.
6. Ignorance: Most time community neighbours are easily brainwashed and mobilised against a corporate organisation
that is doing its best to impact positively on the host communities due to ignorance.

Definitions of Financial Public Relations

According to Nwosu (1996:132), financial public relations are a “specialised area of modern public relations
management that is concerned with all matters that affect or could affect the financial existence, standing or survival
of any organisation.
Nwanwene (1993:.9) defines financial public relations as: the relationship of a corporation with all the publics is
important to its financial success. It aims at fostering easy and accurate lines of communication between a company’s
financial and commercial activities, and the various publics or groups affected by the activities or can have influence
on the company’s prospect and successes.

What are the Publics of Financial Public Relations in an organization

The financial publics of an organisation include:
real and potential share holders of an organisation
stock brokers who help organisations to sell or buy shares
financial institutions like banks, insurance and assurance companies that contribute to the financial growth of an
organisation
employees of an organisation responsible for financial transactions of the organisation
employees of other organisations who consult with other organisations on financial matters. Examples here are
employees of auditing, public relations and marketing firms
financial press (like Financial Times and Financial Standard) and financial analysts in various media organisations
whose comments, views, opinions and financial news reports can affect the financial success of an organisation
consumers who part with their discretional income in order to consume the products or secure the services of an
organisation
wholesalers and retailers who help to distribute the products of the organisation
research institutes that conduct periodic applied research needed to improve on the offerings of an organisation and
by extension, enhance its financial success
security analysts and operators who from time to time advise corporate organisations on strategic ways of moving
their financial resources from place to place as it is often the case with financial institutions.

What are the Factors Influencing Financial Public Relations Practice

continued increase in the number, expansion and diversification of corporate organisations, the intense demand on
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corporate organisation by stock and shareholders to maintain sound financial credibility and reputation; the pressure
on organisations to keep clean record of account; and their actual investment on corporate organisations among
others, combine to enhance the growth of financial public relations in modern times.

What are the eight factors responsible for the growth of financial public relations
i. increase in the number and sophistication of security analysts
ii. increase in the number of organisations going public
iii. the ever-rising number of companies that are listed on the stock exchange
iv. increase in the demand for better management
v. the rising rate of corporate mergers and acquisitions and the desire for higher stock prices
vi. the rising awareness of the need for expert guidance especially in view of court cases
vii. growing awareness, education and sophistication of investing public
viii. higher ethical and professional standards in relation to disclosing information by securities and exchanging
commission.

what are the Steps for Planning Financial Public Relations Activities
i. itemising special programmes or activities that will feature in the event
ii. deciding who should do what activity for the overall success of the entire programme
iii. making a detailed budget for the activities, material and other logistics needed to actualise programme plan
iv. midwifing the packaging and production of programmes of events, brochures, hand bill, and so on with company’s
corporate identity engraved on such publications to further promote the image of the organisations during the
occasion
v. ensuring maximum coverage of the event for publication in the national media and company’s newsletter or house
journal
vi. arranging for press kit and sundry facilities needed to facilitate press work and by extension, attract favourable
press reports
vii. defining mechanism for evaluating the effectiveness of programme execution and implementation as well as
measuring the programme outfit.

Definition of Media Relations

According to Onabajo (2005:13): Media relations are essentially a two-way operation. It is the link between an
organisation and the media, comprising the press, radio and television. The organisation, on the other hand, supplies
information and provides facilities to the media on request while, on the other hand, it takes steps to initiate
comments and news.

What is the Relationship between Media and Public Relations

Public relations practice and media practice share a lot in common to the extent Habermas (1989:263) emphasises
that press demands or requirements enhance the growth of public relations industry. Research evidence has also lend
weight to the fact that both public relations/practice influences media practice
The relationship between public relations practice and media practice was aptly summarised by Johnston (2004:263)
where the authors says:
But while public relations practitioners may rightly see their role as vital to the media, it is not a one-way relationship.
Just as public relations provide information to the media, so too does the media provide information to the public
relations profession. This is done through the simple task of media monitoring: reading, watching and listening to the
media every day - a simple, yet vital form of research.... The practitioner will use the media in their role of issues
management, monitoring trends, government policy and legislation, debates and opinions. In daily monitoring of the
news media, a range of areas should be covered to gauge public opinion and trends. These include the news and
features pages, the editorial or leader, columns, letters to the editor, talkback, radio and television panel and review
programmes.

What are the essential tools of media relations practice

i) Press release: Which is often called news or media release. According to Nwodu (2007:49) it is “corporate news
issued out by an organisation via the instrument of the mass media for public consumption with the purpose of
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enhancing the corporate image of the organisation.” Press releases are therefore generated by corporate
organisations who use the tool to tell stories about their activities with emphasis on the events happening or about to
happen in an organisation; refute negative publications; comment on issues affecting the interest of the organisation
or government agencies concerned
ii) Press conference: Which is also called news or media conference. According to Johnston (2001:275), three major
reasons account for the organisation of press conference and these reasons are to allow for a wide dissemination of a
story; to give all media access to the news at once; and to allow journalists to ask follow-up questions.
iii) Media tour: Which is usually arranged for the purpose of getting new chief executive of an organisation acquainted
with media men.
iv) Media parley: The primary purpose of which is meant to establish a rapport with people who will always write
about you and your organisation
v) Information kit: Which showcases varied write-ups concerning the history of the organisation issuing the kit; the
product range; the mission and vision; and colourful pictures of departments and personalities in the organisation.
vi) Interviews: Which could be either exclusive or general press interviews. Regardless of the form, it usually takes
place either in the office of the chief executive or the organisation’s conference room.
vii) Personality broadcast interviews: In which the company’s chief executive officers “are oftentimes invited to
feature on a personality interview either on the radio or television”

what are the media for internal publics

1. Newsletters: Which communicate news in a timely and targeted fashion to the internal publics.
2. Supplementary publications: This includes pamphlets, brochures, manuals and books. According to Cutlip et al.
(2000:293) they serve three major purposes which are indoctrination, references and institutional promotion.
3. Letters: Which Onabajo (2003:67) rightly says “support line communication by ensuring accuracy of information...
4. Inserts and enclosures: Which to a large extent guarantee high message receptivity (inserts) and many a time,
induces the targets to imitate actions in the positive direction (enclosure).
5. Reprinted speeches: Which can be used to inform and reassure the target publics about issues of mutual interest.
6. The grapevine: This fills the information gaps left by an inadequate communication process
7. Meetings: Which brings people together and provide opportunities to speak and listen to others, speak in a two-
way communication system.
8. Teleconferencing: Which enables speakers or conferees to meet and discuss online without having to physically
travel several kilometres to participate.
9. Closed-Circuit Television (CCTV): This allows for live telecast and beaming of messages for the consumption of
many employees at the same time.
10. Video film and slide presentations: This aims at developing favourable ideas, innovations, attitudes or behaviours
in viewing audiences.
11. Displays and exhibits: Which seek to achieve marketing and sales objectives and by so doing, boost employer-
employee relationships.

What are the media of external publics

the organs of mass media, social media; and the wire services and news syndicate.

explain the rudiments of government relations

For as long there is a nation state therefore, there must be a government. And for any government to win the
sympathy and confidence of the governed, that government must ensure that healthy relationship exist between it
and the citizens including corporate citizen on one side and between the government and other national governments.
Since government “regulates the socio-political environment in which individuals, private institutions, businesses and
public institutions interact” (Ogbidi, 2007:51).It (government) is therefore an important public relations client. Every
level of government has intense need for favourable image in order to remain relevant among the subjects.

discuss the major scope of government public relations

Ogbidi (2007:51) is therefore right where he identifies the working domain of government public relations practitioner
as:
1. creating contacts and programmes to improve communication with government personnel and agencies
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2. monitoring the activities of legislators and regulatory agencies regarding statutes and prospective laws affecting
business
3. facilitating participation in carrying out social programmes
4. advancing awareness and understanding natural constituencies about matters affecting their interests
5. encouraging the participation of constituents in the political process at all levels of government.

What are the functions of public relations in politics/government as identified by Odigbo (2007:203-204)
1. Issues monitoring and trend analysis of event likely to impact either positively or negatively on the client(s) and
mapping out strategic plans to take advantages of the positive one, while nipping the negative ones in the bud.
2. Carrying out planned public education and enlightenment programmes aimed at disseminating relevant information
on government policies, programmes and actions.
3. Taking concerted professional efforts to correct the misrepresentation, misinformation, disinformation, prejudice
and biases against the government, political parties or politicians.
4. Daily mass media auditing to discover areas of negative press and fashion out public relations initiatives to correct
these while strengthening or consolidating on the areas of positive press.
5. Counselling, building and maintaining a positive public image, reputation and conducts for the government.
6. Winning public goodwill, acceptance, co-operation and support to the government’s view, policies, programmes and
projects.
7. Influencing and ensuring at all times mutual understanding and more harmonious relationship between the
government, party or politicians and their publics.
8. Ensuring effective two-way communication mechanics between the government and the governed.
9. Helping to achieve without much opposition or dissent all the bottom line objectives, policies and programmes of
the government, party and politicians
10. Encouraging the governed to view life and future with hope as against despair which is a precursor to antagonisms
and ill feelings.
11. Representing government interests effectively before government’s key publics like the press, labour unions,
students union, organised private sectors etc.
12. Counselling on and helping to see that the government meets up public expectations as public relations does not
carve a rotten wood.
13. Training the leaders on better communication ways and public speech manners
14. Encouraging the leaders to live up to their social responsibility obligations to the led and the entire society.
15. Ensure citizens willingly show obedience/compliance to the laws of the land.

What is lobbying
Lobbying means deliberate effort by groups of individuals, businesses and or an organ of government to facilitate or
stop the passage of legislation.

explain the rudiments of lobbying as a public relations too

According to Ogbidi (2007:52) lobbying involves:
digging out information from officials or records that ought to be known
persuasively informing government officials
promoting legislative or administrative actions for an organisation or against an adverse interest
obtaining government cooperation or sponsorship

Meaning of press release

The concept, ‘press release’ has other terms for which it is known in public relations literature. It is therefore the same
as ‘news release’. It is also called ‘media release’. Press Release is therefore defined as “corporate news issued out for
consumption by an organisation via the instrument of the mass media with the purpose of enhancing the corporate
image of the organisation”

What are the basic rules of news writing in order to excel in the business of writing news releases
Some of those rules, according to Nwodu (2007), included:
1. Be accurate on the use of facts and figures; objective in the presentation of issues; fair to all concerned with or likely
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to be affected by the release by balancing your story; prompt in writing and delivery of the release (that is being timely
and/or current); punchy (brevity) in language use; and clear in the expression of thoughts and ideas.
2. Ensure that the lead (that is the first paragraph of the release) provides answer to what is most important about the
issue for which the release is being issued. This is so because the release will be meaningless if it is silent on the
“action” which in fact is the news.
3. Stick to news writing style. News release is simply a news item not an essay. Therefore, the lead and subsequent
paragraphs like that of news story must of necessity provide answers to the who; the what; the why; the where; the
when and the how of the story. Besides, the writer must be at home with writing rules with greater emphases on
brevity (use of concrete words); concise (use of shorts sentences and paragraphs); precision (use of exact
expressions/words to communicate the intended ideas/meanings); and simplicity (use of common language that is
free from confounding technical jargons).
4. Ensure proper use of quotation lead when necessary. Whether the quote is created by the consultant (or
information officer) or originated from the client (chief executive) the most important thing is to ensure that it
properly fits where it is placed.
5. Do not assume that editors and readers already know the subject your release is meant to address. Avoid
expressions like “as you all know”, “we are aware that”, “it is common knowledge,” and “everybody knows”. They are
misleading, irritating and should be avoided like plague
6. Be conscious of the length of the release. If your release becomes too lengthy, it may face the risk of not being used.
7. Avoid too much use of statistics. Too much statistics usually bore your audience and therefore should be used
sparingly.
8. Ensure the entire structure of the release conforms to the structure of a typical news stories. Most times public
relations officers write to impress their Chief Executives.

What are the Forms of Press Release

Below are some of the commonly used forms of press release:
a) Response Release which is usually issued to serve as a company’s response to an issue in the media that is critical of
the company’s actions and/or inactions.
b) Spot News Release which companies affected by unprecedented occurrences like fire outbreak, aero hijack,
bombing of oil sites and sundry man-made/natural mishaps often use to hint members of the public about the
problem
c) Bad News Release which companies often use to state their positions on image damaging news or issue already in
circulation.
d) Features News which is used to publicise the achievements and/or success stories of a corporate organisation.
e) Announcement Releases which as the name implies, announces “the marketing of a new products, the opening of a
new plant, the company’s latest financial results or a new company’s policy”

what are the Factors that Impede on the Use of Press Release
Nwodu (2007:65) isolates six factors that could prompt editors to reject a release as:
a) If the release lacks local angle, colouration or interest.
b) If the release has manifest commercials undertone. That is, it is
an advertisement packaged in the form of press release.
c) If the release is full of grammatical, spelling and syntax errors.
d) If the release is very drab, uninteresting, vague and essentially lacking factual and concrete information.
e) If the release is maliciously done and as such, capable of provoking legal tussle.
f) If the language and style of presentation of the release runs counter to the policy of the news medium and/or its
house style.

Definition of Press Conference

The press conference in also regarded as news conference or media conference. It is often organised to “create a two–
way communication situation for an organisation to share information and ideas with media on major break – through
and controversial complex facts that need proper explanation and in similar important information exchange situation

What are the six conditions that lead to warrant the need for press conference According to Wilcox and Nolte
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1. When an announcement of considerable importance to a large number of people in the community is to be made
(Example: an election date);
2. When a matter of public concerns needs to be explained (Example: a food recall);
3. Where reporters have requested access to a key individual and it is important to give all media equal access to that
person (Example: a visiting celebrity).
4. If a new product or an invention in the public interest is to be unveiled , demonstrated or explained to the media
(Example: A solar–powered vehicle);
5. When a person of importance is coming to town and there are many media requests for interviews (Example: The
Minister); and
6. When a complex issue or situation is to be announced and the media need access to someone who can answer their
question (Example: Company Manager).

What are the “ five nuggets” of press conference planning according to Nwodu (2007:69-74)
a. Who should be invited which entails drawing list of media organisations within a locality and deciding which among
the lot to invite based on specific reason(s).
b. Deciding the most convenient and efficient way of distributing the invitation to ensure it sets the targets.
c. When to hold the conference which entails deciding on a date that will not clash with major or bigger event.
d. Venue of the conference which requires deciding on a venue that is centrally to the invitees.
e. Cost of the conference which entails proper articulation of the cost implications of the conference. Costing is the
same as budgeting; it requires itemising all that it will take to organise a successful conference and fixing prices to
them in line with market realities.

What are some of the things that are involved in actual execution of press conference by Nwodu (2007:76)
a) Making adequate provision for the registration of media men in attendance and proper distribution of conference
kits/materials to them
b) Ensuring proper arrangement of the hall in a manner that would enable the pressmen see and hear the speakers
and actions at the high table with less friction
c) Ensure a seasoned reporter is on ground to take accurate record of major issues raised and discussed at the
conference, responses to press questions, and useful comments made by both the speakers and other participants.
) Arrange for alternative power supply and mini-information processing centre stuffed with computers, photocopying
machines, fax, and internet facilities to enhance the work of print and electronic journalists in attendance.
e) Ensure the hall is well lit to enhance the shootings and shots by camera men

what are some of Post Press Conference actions or Activities

i. Distribution media Kits and Sundry Conference Materials to invited pressmen who were unable to make it to the
conference.
ii. Evaluate press reports on the conference by ascertaining the quantity and quality of news feature and opinions.
Editorial within in the matter.
iii. Evaluate the success or other wise of the conference in terms of the impact of the conference on the image the
organisation.
iv. Evaluate the on-the-spot impression of the participants (particularly the press – men) regarding the conference.

Definition of crisis
According to Summers et al (1996:322b) crisis is “a period or moment of great danger, difficulty, or uncertainty,
especially in politics or economics”.

Categories of crisis according to Black (1989:13)

1. Known and Unknown
Every organisation has a defined line of business. The nature of the business therefore makes it imperative that certain
defined catastrophe would actually occur in the corporate organisation. For instance, “a company that produces
chemical or nuclear weapon may” according to “anticipate a radioactive or lethal discharge as its potential danger.
2. Unknown Crisis
Unlike known unknown crisis, the unknown crisis can hardly be predicted nor anticipated. It just takes the organisation
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by surprise. According Black (1989:11) unknown crises are “sudden calamitous events that cannot be foreseen by
anybody.” It is hardly anticipated and when it occurs, the affected organisation must react to the issue concerned so
the approach for managing this kind of crisis is the reactive approach.

What are the Major Sources of Corporate Crises

Mackey (2004:16) however, identifies seven factors that could cause crisis as:
A takeover bid: A planned takeover of ownership and management of a company can lead to crisis if the members of
staff of the organisation are not certain that the security of their job will be guaranteed.
Product tampering which usually occurs when the consumers of product suspect that the quality of the product has
been tampered to the negative.
Flood, fire, storm or drought which is caused by naturalphenomena like the flooding in most of Nigeria’s coastal
plain. Also, accidents like plane crashes can cause crisis.
Faulty product which usually occurs when the product fails to perform the functions claimed by the advertiser.
Challenges and changes to the leadership can also induce crisis where the change is deemed to be unfair or “where
the new leader manifest evidence of inexperience, ineptitude, corruption and lack of focus...”
Industrial dispute which emanates from dispute between one department of an organisation and another; between
the management and staff; between the organisation and the host community; or between the management and the
stakeholders etc
A terrorist action like the bombing of the WTC Tower in the USA and the UN House in Nigeria.

Stages for Managing Crisis

Nwodu (2007:87) categorised the procedures for managing crisis into three broad categories these are:
1. Pre - crisis measures which entails planning for potential crisis. Pre-crisis measure would therefore, require the
public relations officers to advise their organisations’ management to:
a. Always ensure it conducts its activities in line with the corporate objectives and the socio-culture, political,
economic trends and the legal provision within their areas of operation.
b. Engage on periodic risk audit as the organisation expands in terms of operational special, volume of production or
services staff strength etc.
c. Strive to cultivate public confidence in advance since it has been established that “if people known and trust the
organisation, it will be far easier for you to maintain that trust in difficult times”
d. Create a risk or crisis management team that should thinker out concrete and practicable strategies on the
procedures for managing crisis.
e. Decide in advance who should be the spokes person or persons in time of challenge.
f. Ensure that the Chief Executive Officer (CEO) does not double as the spokesperson.
g. Expose the members of the crisis management team to periodic media training and retraining
2. On-the-crisis Management Measures. The emphasis here is on the tactics that is the actual execution of crisis
management strategies. According to Ademolekun and Ekundayo (2001:116), the functional tactics for managing crisis
included but not limited to:
a. Understand the nature, extent and impact of the crisis.
b. Accept blames and responsibilities; never deny or denounce the existing problem
c. Operate an open policy and promptly communicate action to all stakeholders.
d. Map out planes to solve the problem so that it will never re-occur
e. Show concern to victims, let affected parties understand that you care
f. Do not count your losses in public. Let that be for management consumption only.
g. Be ready to pay compensation to victims. It is your cross, bear it boldly.
h. The Chief Executive should lead the way in communicating crisis resolution programmes; being self – evasive is not
advisable.
3.Post Crisis Measures
post crisis measures involves:
evaluation of the entire actions taken in the process of managing a crisis to ascertain what lessons to be learnt from
the action
make public thank you speeches appreciating both the internal and external publics of the organisation for the
patient and understanding during the crisis
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organise a memorial service for the diseased as a show of love, care and concern where lives are involved. This is
usually the case when there is plane or auto crash
write and dispatch letter of appreciation to concerned publics who stood by the company at the trial period.

Definition of issues
In the context of public relations practice, issues is “a condition or pressure, either internal or external, that, if it
continues, will have significant effects on the functioning of the organisation or its future interests”

What is issue management

According to Mackey (2004:334) issues management is defined as “maintaining the viability and reputation of the
organisation or industry by anticipating, understanding and keeping in touch with significance currents of thought in
society”
Nwosu (1996:115) defines issues management as “...tracking, analysing, collecting and presentation of data and
making practical recommendations to management or administration of the organisation on issues and problems that
may have negative or positive impact on the growth and survival of the organisation”.

What is the nature of issues management

The nature and essence of issues management according to Nwodu (2007:99) involves:
a. Scanning the environment primarily to identify salient policy issue (like the introduction of 100% inspections of
imported goods in Nigeria sea ports; or emerging ugly natural phenomenon like Avian Flu influenza.
b. Sourcing for and collating sufficient data pertaining to policy issue, trend and phenomenon.
c. Organising and analysing data obtained with a view to determining the most credible, reliable and dependable
approach to handle the issue.
d. Designing, budgeting for and enlisting management support to execute a programme of action needed to
realistically address theissue.
e. Taking stock by way of evaluating the overall programme planning and executions vis-a-vis the results obtained for
purpose of pointing out what needed to be changed or reinforced in future action plans.

Stages involved in Issues Management

Lesely (1981) for instance prescribes seven-point approach to issues management as:
a. structure, which sues for the establishment of issues management team in an organisation comprising of top
management team
b. preparing, by means of various research techniques for every issue opportunity
c. identify or select the relevant publics concerned
d. design realisable action packed plans for managing the issues
e. set timetable, making room for flexibility
f. establish realistic budget
g. review and evaluate actions and results.

What are the six nuggets of issues management.

1. Issues identification which involves close monitoring sociocultural, economic, political and ecological trends within
and outside the organisation to identify any emerging issue likely to affect the interest of the organisation monitoring
here entails periodic opinion research, corporate image assessment and evaluation research, communication audit
and content analysis/record review.
2. Issues analysis and salience which entails thorough and systematic issues identified during environmental scanning.
The analysis will help to determine the degree of importance of the issues and how they related to the organisation.
3. Issues prioritisation which involves scaling or ranking the issues in terms of the urgency required to deal with the
issues.
4. Issues programme planning which involves stating objectives and diversing strategies for dealing with the issues.
5. Issues programme implementation which involves putting plans into action. It simply means actualising plans
already mapped out to deal with the issues.
6. Evaluation which entails critical review of the overall plans and actions taken in dealing with the issues.

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Define speech
According to Nwosu (1992:74) speech is a specialised essay written for oral delivery to a usually specialised audience

Definition of speech communication

speech communication means a specialised written communication designed for oral presentation to a specific
audience.

Types of Speeches
1. Informing speeches which in public relations context, are designed to share a company’s information with specific
or a number of its publics. This is usually done during Annual General Meeting (AGM). During such meetings the
organisation usually the executives share the success stories of their organisations as well as the challenges facing
their organisations with the shareholders.
2. Persuasive speeches which according to Nwodu (2007:111) are usually designed to “subtly yet incisively appeal to
the audience to show greater commitment to a particular action or cause.
3. Entertaining speeches which as the name implies are meant to amuse the audience. This kind of speeches usually
take place when organisations organise special functions like silver or golden jubilee celebration; dinner parties, end of
the year parties, executives luncheon, and sundry social activities
4. Technical speeches which are usually rendered by professionals in special field of endeavours. The major skill
required of a speaker in this context is expertise. So the speaker should possess superior skill and erudition to be able
to teach his/her professional colleagues important professional case(s).
5. Brief remarks which is usually a feature at the beginning or closing of an event. This kind of speech comes in form of
the “opening or closing remark in an occasion; welcome or acceptance speech; vote of thanks and sundry speeches”

What are the different styles or forms of speech delivery.

a. Impromptu speech, which according to Nwosu (1992:108) is “delivered or made with no advance notice and with
little if any advanced preparation”. Since it is not planned ahead of the time, it usually takes the speaker by surprise.
The in thing here is that public relations managers should always get prepared at all times to deliver impromptu
speeches or guide their Chief Executives on how to cope with impromptu speeches.
b. Extemporaneous speech, which differ from impromptu speech in many respects. One, the speaker is aware he/she
is going to make a speech at given time, place and occasion. Two, the speaker prepares his/her mind by organising
his/her thought on what to say and how to say. Three, the speaker prepares a full script or outline of the highlights of
his/her speech. It is important to note however that although the speech may be scripted, the actual presentation
does not require reading through a script.
c. Written speeches, which are considered as the most important and most widely used speech delivery pattern in
public relations (Nwosu, 1996:57). This is so given that “every word, phrase, sentence or idea is thoroughly vetted and
the real and implied meaning ascertained before presentation”

What are the advantages of extemporaneous speech delivery

i. it boosts audience rating of the speaker’s credibility, integrity and intelligent quotient
ii. it is flexible in nature and therefore allows for easy adaptability and adjustability of the speech to suit the
actual or real situation on ground
iii. it makes a speech fresh, natural, original and exciting
iv. it offers the speaker wide latitude of freedom to choose his words and restructures his language to suit the
immediate speech situation.

Definition of a system
a system in technological perspective is “the summation of related interdependent functional parts or components of
a machine like computer that has various parts or components”
In the context of sociology and other related social-cum-behavioural sciences, a system is “a complex whole formed
from related parts, a combination of related parts organised into a complex whole”
System in the natural sciences also means “a configuration of parts that are in a relationship of interdependence”

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What is a system theory

system theory is simply a theory that helps us to understand how a system functions. Simply put, the theory according
to Nwodu (2009:251) states that “in a system, the whole is greater than the summation of its component parts”.

Application of System Theory in PR Practice

The knowledge of the theory will equip the practitioner to:
1. Appreciate that his/her organisation is first an organic part of the larger society in which it exists and must conduct
its business activities in a manner compatible and consistent with the laws and norms of the society.
2. The organisation is also a whole in a way with the publics as organic parts. Therefore, official communications must
be fashioned in a manner that would not unnecessarily hurt any of the publics of the organisation regardless of
whether such public is internal or external.
3. Engage in effective monitoring of communication arising from parts (publics) of the organisation that may affect the
interest and image of the whole and fashion out proper public relations response or strategy that would properly
address it before it gets out of hand.

Explain Meaning and Major Premise of Situational Theory

The Situational theory was developed by Grunnig and Hunt (1984:160). It is one of the major theories developed
under public relations scholarship. According to Mackey (2004:43) “the theory suggests that the situation in which
people find themselves influences whether or not they will protest or try to get their opinions heard”.

What are the three independent variables for predicting people According to Mackey (2004:630)
1. Problem Recognition: Do people recognise a problem which should be fixed for instance, global warming) and do
they think about it.
2. Constraint Recognition: Do people think there is very little they can do about an issue for instance, global warming
because of the political complexities and their ability to understand those complexities or to assert any political
power?
3 Level of Involvement: The extent to which they are affected by the problem for instance, people on low-lying pacific
atolls may recognise and feel very involved in the issues of global warming even though they see big constraints on
what they can do about it in terms of protesting to oversee governments and polluting industries.

Explain the Implications of Situational Theory to Public Relations Practice

The implication is that organisations can use knowledge of the theory to fathom “which groups of people are unlikely
to protest even if their interests are harmed, because they do not feel they have the literacy, unity or because they
fear retaliation in a political or economic sense” (Mackey, 2004:63).There are therefore, situations where powerful
and wealth organisations may deal with powerless or disadvantaged groups within and outside the organisation.

Explain the Background to Individual Differences Theory

The major pioneer assumption regarding media effects is that mass mediated communication posses magical powers.
The assumption was that audience members react to mass media content on impulse. The import is that “mass
mediated messages have inoculation effects on the mass media audience”.

What are the Application of Individual Differences Theory to PR Practice

In applying individual differences theory to public relations practice therefore would require the public relations
officers to:
See each of the major public of the organisation as separate entity whose needs and expectations from the company
vary.
Design different public relations programmes for each of the major publics in line with their varied characteristics,
needs and expectations.
Perceive each major public as a very dynamic social system. In view of this programmes designed for them should
not be static. It should be reviewed from time to time in line with their emerging priority needs.
Avoid generalising that what worked for a given public will work for the other or that what worked for a public last
year will still work for the same public this year

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what is innovation and diffusion

‘innovation’ means an idea, practice or object perceived as new by an individual. According to Nwodu (2007:263), the
“idea, practice or objective of innovation may not be entirely new to the target or individual.
Diffusion
according to Katz (1961), diffusion is “the process of spread of a given new idea, or practice over time via specifiable
channels, through a social structure.”

What are the five factors which should guide innovators in measuring the strength an innovation programme
according to Rogers (1983:15–16)
1. Relative advantage: Which measures or assesses the level of superiority of the innovation over the idea or the
practice it is meant to replace or better still, innovate.
2. Compatibility: This measures or assesses the degrees of compatibility or consequence of the innovation with
executing ideas or practice vis-a-vis the needs of the targets of innovation.
3. Complexity: Which determines the extent the innovation is likely to be perceived by potential adopters as complex,
ambiguous, hard to comprehend and difficult to use.
4. Triability: This is concerned with the degree of susceptibility of the innovation to experimentation, using small group
drawn from potential adopters.
5. Observability: This emphasises visible manifestation of the innovation on the adopters.

What are the stages of Innovation and Diffusion of Public Relations Practice
i. the awareness or knowledge stage where the individual in a social groups age is exposed to the nature and
importance of innovation
ii. formation stage, where the potential adopters are persuaded to form favourable opinion about the innovation
iii. doing stage, where the individual tries or begins to practise or implement the innovation
iv. adoption stage where the individual makes decisions to embrace and imbibe the innovation based on self
conviction
v. advocacy stage, where the individual begins to testify to the efficiency of the innovation by talking with others to try
out the innovation

uses/application of knowledge of innovation diffusion in public relation practice

Knowledge of innovation diffusion will therefore aid public relations practice in
i. Planning realistic and effective public relations programmes that will be beneficial to the publics to the extent of
encouraging adoption;
ii. Designing messages of innovation that are highly informative to the extent of increasing the publics’ knowledge
about the innovative idea, practice or project;
iii. Packaging and delivering innovation programmes in a manner that will encourage the publics to be favourably
disposed to the programme;
iv. Creating healthier atmosphere for encouraging the programme targets to start implementing innovation ideas,
practice or practice;
v. Enable public relations programme planners to fashion out practicable strategies for encouraging public relations
programme target to adopt and internalise innovative programmes as well as encouraging others to develop
favourable disposition towards the programme; and
vi. Determining appropriate medium or media vehicle that could carry the message of innovation for effective
diffusion

“Public Relations research like other social science research can be categorized into different forms”. Explain.
1. Applied Research: As the name implies, applied research is usually carried out to solve specific problem facing the
industry. The essence is not to add to knowledge. Rather, it seeks to find solution to the problems of strategy and
tactical effectiveness.
2. Pure (Basic) Research: This is a knowledge–based research. It is more of academic value than problem solving. It
helps in the generation of public relations ideas, principles, models, theories, concepts and constructs that aid the
classification and increase in the body and understanding of knowledge of public relations: According to Wimmer and

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Dominick (2003:380) pure research “is most interested in examining the underlying process of and in constructing
theory that explain public relations process.
3. Introspective Research: The word “introspective” according to Summers et al (1996:748) is the process of thinking
deeply about your own thoughts and feelings to find out their real meaning. This in the context public relations means
“an inward look at public relations as distinct field of learning”

Define the term public as it is used in public relations

‘Publics’ in this context refers to all those groups whose activities affect an organisation and are being affected by that
of the organisation. According to Lattimore (2004:7) publics refers to “groups that are almost always important to an
organisation.”

Present a detailed definition of public relations.

Public relations is “essentially about positively and systematically using actions and communications to influence
people’s attitudes, opinions, belief, interest and behaviour in a given or desired direction (e.g. Adopting good
environmental behaviours as well as building lasting credibility and reputation for individuals and corporate entities
like profit or non-profit organisations and even nations, states, local government or communities”

What qualities must the public relations manager of any corporate organisation poses? (15%)
The Technical Qualities
This legal provision clearly indicates that a given standard of knowledge and skill is required to practice the profession.
To this end, Section 10(1) of the Act spells out the condition for registering one as a practitioner of public relations in
Nigeria thus, if:
a) He passes the qualifying examination accepted by the institute under this decree and completes the practical
training prescribed by the council, from time to time; or
b) He holds a qualification granted outside Nigeria and for the time being accepted by the institute and is by law
entitled to practice for all purpose as a public relations practitioner in the country in which qualification was granted
and the council that he has had sufficient experience as a public relations practitioners; or
c) He holds at least one of the qualifications prescribed in Schedule
4 to this Decree for purpose of registration or the register and has complied with the other requirements prescribed
under section 8
(4) of this Decree.
The Normative Qualities
Section 10 (3) clearly stipulates that “An applicant for registration shall, in addition to evidence of qualification, satisfy
the council that he:
Is of good character.
Has attained the age of twenty-one years; and
Has not been convicted in Nigeria or elsewhere of an offence involving fraud or dishonesty.
Beyond these moral aspects of normative qualities, the practitioner needs to possess other psychological qualities.
Nwodu (2007: 27-29) encapsulates these qualities. Below are the warts and all of these qualities, as Nwodu puts it:
a) possession of sense of history
b) possession of high sense of figure and statistics
c) ability to take full responsibility for actions wrongly taken and learn from such actions
d) ability to communicate effectively using precise, unambiguous, easy to understand language
e) ability to identify and analyse trends in the social system
f) ability to identify and appreciate the target cultures and be able to initiate and package public relations programmes
that do not conflict with the cultures
g) ability to adhere strictly to ethical precepts of the profession.

Who constitutes the internal and external publics of the National Open University of Nigeria?
the internal publics of National Open University of Nigeria (NOUN):
1. The academic staff of the university who do the actual teaching or tutorials as well as rendering other academic-
oriented services.

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2. The administration or nonacademic staff such as the registrar, the admission officers, the personal officers, the
bursar etc.
3. Various categories and levels of students for whose sake the university was established to serve.
4. Junior cadre workers like clerks, cleaners, gardeners, gatemen and security men who are not decision makers but
decision implementer and whose services count a lot in the success or otherwise of the organisation.
In case of external publics, NOUN can also have the following as some of its external publics.
1. Other organisations that are domiciled in the university environment but are not under the control of university
management. Organisation like banks, restaurants etc.
2. Organisations that are not domiciled in the university environment that do also render services to the university
community and management, like banks, insurance companies, affiliate institutions and sundry companies that render
retainer services to the university.
3. The indigenes of the community neighbours or host communities of the university and whose actions can affect
smooth operations of the university.
4. “Contractors that execute infrastructural development of the university which include landscaping; construction of
classrooms, offices, hostels and sundry blocks; construction of parks, seat outs and other beautification media or
recreational/sporting facilities; setting up of laboratories, studios, etc’

Are they of any use to the sustainability of the university?

Yes they are

Discuss five of the tools required in media relations practice and how they are used.
i) Press release: Which is often called news or media release. According to Nwodu (2007:49) it is “corporate news
issued out by an organisation via the instrument of the mass media for public consumption with the purpose of
enhancing the corporate image of the organisation.”
ii) Press conference: Which is also called news or media conference. According to Johnston (2001:275), three major
reasons account for the organisation of press conference and these reasons are to allow for a wide dissemination of a
story; to give all media access to the news at once; and to allow journalists to ask follow-up questions.
iii) Media tour: Which is usually arranged for the purpose of getting new chief executive of an organisation acquainted
with media men.
iv) Media parley: The primary purpose of which is meant to establish a rapport with people who will always write
about you and your organisation
v) Information kit: Which showcases varied write-ups concerning the history of the organisation issuing the kit; the
product range; the mission and vision; and colourful pictures of departments and personalities in the organisation.

Enumerate and discuss the classification of public relations research

1. Applied Research: As the name implies, applied research is usually carried out to solve specific problem facing the
industry. The essence is not to add to knowledge. Rather, it seeks to find solution to the problems of strategy and
tactical effectiveness.
2. Pure (Basic) Research: This is a knowledge–based research. It is more of academic value than problem solving. It
helps in the generation of public relations ideas, principles, models, theories, concepts and constructs that aid the
classification and increase in the body and understanding of knowledge of public relations: According to Wimmer and
Dominick (2003:380) pure research “is most interested in examining the underlying process of and in constructing
theory that explain public relations process
3. Introspective Research: The word “introspective” according to Summers et al (1996:748) is the process of thinking
deeply about your own thoughts and feelings to find out their real meaning. This in the context public relations means
“an inward look at public relations as distinct field of learning”

Identify, discuss and illustrate with not four categories under the structure of internal and external publics of
National Open University of Nigeria as a typical organisation.
the internal publics of National Open University of Nigeria (NOUN):
1. The academic staff of the university who do the actual teaching or tutorials as well as rendering other academic-
oriented services.

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2. The administration or nonacademic staff such as the registrar, the admission officers, the personal officers, the
bursar etc.
3. Various categories and levels of students for whose sake the university was established to serve.
4. Junior cadre workers like clerks, cleaners, gardeners, gatemen and security men who are not decision makers but
decision implementer and whose services count a lot in the success or otherwise of the organisation.
In case of external publics, NOUN can also have the following as some of its external publics.
1. Other organisations that are domiciled in the university environment but are not under the
control of university management. Organisation like banks, restaurants etc.
2. Organisations that are not domiciled in the university environment that do also render services to the university
community and management, like banks, insurance companies, affiliate institutions and sundry companies that render
retainer services to the university.
3. The indigenes of the community neighbours or host communities of the university and whose actions can affect
smooth operations of the university.
4. “Contractors that execute infrastructural development of the university which include landscaping; construction of
classrooms, offices, hostels and sundry blocks; construction of parks, seat outs and other
beautification media or recreational/sporting facilities; setting up of laboratories, studios, etc’

Public relations tactics are actionable steps put in motion to achieve the organisational objectives infused in the
Public Relations strategy. Justify this assertion by discussing the major tactics used in Public relations.
Controlled Tactics
Controlled public relations tactics are those public relations activities which the practitioner has absolute control of all
the processes. In this case, the practitioner is in full control of the communication activities right from the ideation to
message development and distribution-cumdissemination. Major examples of controlled public relations tactics are:
advertising, annual report, brochures, posters, direct mail, corporate gifts and advertorials. These forms of
communication are branded controlled in the sense that the practitioner takes absolute decision on the length of
message, the wordings, the accompanying visuals, demonstrations etc.
Uncontrolled Tactics
Unlike controlled tactics, uncontrolled tactics can be altered by external influences. In this context, public relations
practitioners are incapable of determining the length of message to be disseminated/distributed, when to distribute
and how. It is important to note that most media relations practitioner who issues press release on behalf of their
organisations cannot determine whether the release will be used, what quantity of it will be used, when it will be used
etc. Other forms of uncontrolled public relations tactics include but are not limited to:
i. press conferences which the practitioner cannot determine the angle the press will take in reporting the issues
arising at the conference neither can he/she determine whether the press will actually cover the issues
ii. public meetings which may be hijacked by various interest groups especially in a conflict situation
iii. plant visits/tours in which the press men can decide what to report, when and how
iv. public functions like the end of the year party where the participants decide what to say and the press will report
what it considers news worthy

Hostility of an organisation immediate community most often constitutes impediments to the success of such
organisation. Identify and discuss at least seven nuggets that an organisation can engage in to improve its
relationship with its host communities in its community relations practice.
(i). Event Sponsorship: A corporate organisation can enhance its relationship with the community neighbours through
event sponsorship. The community neighbours may therefore develop a sense of belonging when the corporate
organisation operating in their area decided to sponsor an event that is so dear to them. In Nigeria for instance, the
sponsorship of traditional events like new yam, Mmanwu (Masquerade), Oro and Argungu festivals; educational
programmes like quiz and essay competitions, and sporting competitions can go a long way to cement the relationship
between an organisation and the host communities.
(ii). Physical Infrastructural Development: Part of the social responsibility functions of corporate organisations
demands that organisations should carryout physical development of the community neighbours. Note that public
relations business is all about action and communication. So, taking action in this direction and communicating same
will help immensely to enhance the image and reputation of corporate organizations before the host communities.
(iii). Assisting in Community Development Projects: By collaborating with town unions to organise fund raising for the
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execution of community initiated development projects.

(iv). Social Visits: The management team of a corporate organisation can also help to achieve cooperation of host
communities by visiting community leaders, the management of some institutions located in the communities and
influential people in the community.
(v). Creating Employment: The image and reputation of an organisation can further be enhanced by employing
members of the host communities in the organisations operating within the area. Such employment will give the
employers a sense of ‘oneness’ and by extension, make them to treat the organisation as their own.
(vi). Patronising Local Contractors/Suppliers: Where necessary local contractors/suppliers should be patronised to
further give them a sense of belonging. As Nwodu (2010, p.285) puts it, this will make such contractors/suppliers “feel
belonged and by extension, become favourably disposed towards the corporate organisation”.
(vii). Being a Good Corporate Citizens of Host Community: The corporate organisation should always strive to position
itself as good corporate citizen of the host community. This the organisation can do by responding positively,
identifying and participate actively in community activities as well as paying its corporate tax promptly.

Community Relations Practice in Nigeria still falls of what is obtainable in the advanced countries. Identify and
discuss at least five problems that are responsible for the ineffectiveness of community relations practice in Nigeria.
1. Rumour: many times few selfish interest seekers and dubious enlightened cliques in communities often sponsor
destabilizing rumour against the corporate organisation. The interest is usually to incite the numerous illiterate
community neighbours against the corporate organisation just to service their selfish interest.
2. Some communities’ demands are often numerous, in fact, much more than what the corporate organisations can
afford.
3. Brazen hostility by host communities: In this case the communities may not have any cogent or justifiable reason for
disrupting the business activities of the companies they play host to. This is often demonstrated through frequent,
boring and impracticable demands with a view to deliberately provoke the companies’ staff and management.
4. Unfair treatment of host communities by some corporate organisations. Chukwu (2000:53) observes that many a
time organisations “may decide to establish a project that will not have much relevance to the needs of the
community”.
5. Government influence to some extent also impact negatively on the relationship between corporate organisation
and its host communities. This is usually the case when organisation are made to pay heavy or excessive taxes to the
government to the extent the companies may not have enough to pay their staff, pay suppliers, service machines and
meet their social responsibility obligation to the host communities.
6. Ignorance: Most time community neighbours are easily brainwashed and mobilised against a corporate organisation
that is doing its best to impact positively on the host communities due to ignorance. Cases abound where some
dubious cliques in the community deliberately hijack a company’s welfare packages meant for the entire community
without the community residence knowing about it.

“Mass media are at the core of Public Relations Practice”. Justify this assertion by discussing not less than seven of the
tools for Media Relations Practice.
i) Press release: Which is often called news or media release. According to Nwodu (2007:49) it is “corporate news
issued out by an organisation via the instrument of the mass media for public consumption with the purpose of
enhancing the corporate image of the organisation.” Press releases are therefore generated by corporate
organisations who use the tool to tell stories about their activities with emphasis on the events happening or about to
happen in an organisation; refute negative publications; comment on issues affecting the interest of the organisation
or government agencies concerned
ii) Press conference: Which is also called news or media conference. According to Johnston (2001:275), three major
reasons account for the organisation of press conference and these reasons are to allow for a wide dissemination of a
story; to give all media access to the news at once; and to allow journalists to ask follow-up questions.
iii) Media tour: Which is usually arranged for the purpose of getting new chief executive of an organisation acquainted
with media men.
iv) Media parley: The primary purpose of which is meant to establish a rapport with people who will always write
about you and your organisation
v) Information kit: Which showcases varied write-ups concerning the history of the organisation issuing the kit; the
product range; the mission and vision; and colourful pictures of departments and personalities in the organisation.
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vi) Interviews: Which could be either exclusive or general press interviews. Regardless of the form, it usually takes
place either in the office of the chief executive or the organisation’s conference room.
vii) Personality broadcast interviews: In which the company’s chief executive officers “are oftentimes invited to
feature on a personality interview either on the radio or television”

Crisis is inevitable in the life of any corporate organisation. Discuss the three procedures in managing crisis, identify
some actionable measures under each, and cite relevant examples where applicable
1. Pre - crisis measures which entails planning for potential crisis. Pre-crisis measure would therefore, require the
public relations officers to advise their organisations’ management to:
a. Always ensure it conducts its activities in line with the corporate objectives and the socio-culture, political,
economic trends and the legal provision within their areas of operation.
b. Engage on periodic risk audit as the organisation expands in terms of operational special, volume of production or
services staff strength etc.
c. Strive to cultivate public confidence in advance since it has been established that “if people known and trust the
organisation, it will be far easier for you to maintain that trust in difficult times”
d. Create a risk or crisis management team that should thinker out concrete and practicable strategies on the
procedures for managing crisis.
e. Decide in advance who should be the spokes person or persons in time of challenge.
f. Ensure that the Chief Executive Officer (CEO) does not double as the spokesperson.
2. On-the-crisis Management Measures. The emphasis here is on the tactics that is the actual execution of crisis
management strategies. According to Ademolekun and Ekundayo (2001:116), the functional tactics for managing crisis
included but not limited to:
a. Understand the nature, extent and impact of the crisis.
b. Accept blames and responsibilities; never deny or denounce the existing problem
c. Operate an open policy and promptly communicate action to all stakeholders.
d. Map out planes to solve the problem so that it will never re-occur
e. Show concern to victims, let affected parties understand that you care
f. Do not count your losses in public. Let that be for management consumption only.
g. Be ready to pay compensation to victims. It is your cross, bear it boldly.
h. The Chief Executive should lead the way in communicating crisis resolution programmes; being self – evasive is not
advisable
Post Crisis Measures
This stage is very crucial in dealing with crisis. After taking practical steps in managing crisis it is important to review
actions taken at the onthe-crisis management stage. This is what is meant by post crisis measures and it involves:
evaluation of the entire actions taken in the process of managing a crisis to ascertain what lessons to be learnt from
the action
make public thank you speeches appreciating both the internal and external publics of the organisation for the
patient and understanding during the crisis
organise a memorial service for the diseased as a show of love, care and concern where lives are involved. This is
usually the case when there is plane or auto crash
write and dispatch letter of appreciation to concerned publics who stood by the company at the trial period.

Discuss at least five (5) of the factors that led to the growth of Public Relations in Nigeria.
i. Technological advancement which provided enabling environment for mass production, distribution and marketing
in addition to providing resources for efficient and effective organisational communication and more specific
audiences.
ii. Increase in the number of sufficiently educated middle class who to a large extent are conscious of the world
around and desperate at getting information about people and organisations.
iii. Growth of organisations like private and public sectors, government agencies and corporations, trade unions,
voluntary organisations and sundry organisations that influence peoples’ lives.
iv. Advancement in social science researches which has led to systematic accumulation of reliable, dependable and
sophisticated data needed to plan, execute and evaluate public relations campaigns and interpret public opinions and
or sentiments.
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v. The professionalisation of public relations to the extent public relations regulatory bodies now exist at local,
national and international levels.

With proper illustration, explain to a novice the concept of internal and external publics.
concept of internal Publics
internal publics refer to groups that are under the employ of the organisation. the media for internal publics is needed
to enhance employeremployee relationship
In the case of internal publics, the following formal and informal media channels are usually employed to serve the
purpose of maintaining a healthy employer-employee relationship. These according to Onabajo (2003:64-73) are:
1. Newsletters: Which communicate news in a timely and targeted fashion to the internal publics. 2. Supplementary
publications: This includes pamphlets, brochures, manuals and books. According to Cutlip et al. (2000:293) they serve
three major purposes which are indoctrination, references and institutional promotion.
3. Letters: Which Onabajo (2003:67) rightly says “support line communication by ensuring accuracy of information...”
4. Inserts and enclosures: Which to a large extent guarantee high message receptivity (inserts) and many a time,
induces the targets to imitate actions in the positive direction (enclosure).
5. Reprinted speeches: Which can be used to inform and reassure the target publics about issues of mutual interest.
6. The grapevine: This fills the information gaps left by an inadequate communication process.
7. Meetings: Which brings people together and provide opportunities to speak and listen to others, speak in a two-way
communication system.
8. Teleconferencing: Which enables speakers or conferees to meet and discuss online without having to physically
travel several kilometres to participate.
9. Closed-Circuit Television (CCTV): This allows for live telecast and beaming of messages for the consumption of many
employees at the same time.
10. Video film and slide presentations: This aims at developing favourable ideas, innovations, attitudes or behaviours
in viewing audiences.
11. Displays and exhibits: Which seek to achieve marketing and sales objectives and by so doing, boost employer-
employee relationships
concept of external publics
the external publics are all those groups that one way or the other does business with the organisation. the media of
external publics are used to reach out to widely dispersed publics.
media of external publics include all the organs of mass media, social media; and the wire services and news syndicate.
The choice of these channels of communication for reaching external publics stems from the fact that they have the
potential of reaching diverse heterogeneous publics irrespective of their spatial location.

Mention at least four (4) internal and three (3) external publics of the National Open University of Nigeria (NOUN).
We can therefore identify the following as the internal publics of National Open University of Nigeria (NOUN):
1. The academic staff of the university who do the actual teaching or tutorials as well as
rendering other academic-oriented services.
2. The administration or nonacademic staff such as the registrar, the admission officers, the personal officers, the
bursar etc.
3. Various categories and levels of students for whose sake the university was established to serve.
4. Junior cadre workers like clerks, cleaners, gardeners, gatemen and security men who are not decision makers but
decision implementer and whose services count a lot in the success or otherwise of the organisation.
External publics
1. Other organisations that are domiciled in the university environment but are not under the control of university
management. Organisation like banks, restaurants etc.
2. Organisations that are not domiciled in the university environment that do also render services to the university
community and management, like banks, insurance companies, affiliate institutions and sundry companies that render
retainer services to the university.
3. The indigenes of the community neighbours or host communities of the university and whose actions can affect
smooth operations of the university.

As a Public Relations officer of Bontus Nigeria Ltd, explain to the management of the company at least three (3)
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reasons why it has become necessary to have a functional Public Relations Unit in the company.
1. Issues monitoring and trend analysis of event likely to impact either positively or negatively on the client(s) and
mapping out strategic plans to take advantages of the positive one, while nipping the negative ones in the bud.
2. Carrying out planned public education and enlightenment programmes aimed at disseminating relevant information
on government policies, programmes and actions.
3. Taking concerted professional efforts to correct the misrepresentation, misinformation, disinformation, prejudice
and biases against the government, political parties or politicians.

Identify and discuss the Nuggets for improving the relationship between an organization and its host community.
(i). Event Sponsorship: A corporate organisation can enhance its relationship with the community neighbours through
event sponsorship. The community neighbours may therefore develop a sense of belonging when the corporate
organisation operating in their area decided to sponsor an event that is so dear to them. In Nigeria for instance, the
sponsorship of traditional events like new yam, Mmanwu (Masquerade), Oro and Argungu festivals; educational
programmes like quiz and essay competitions, and sporting competitions can go a long way to cement the relationship
between an organisation and the host communities.
(ii). Physical Infrastructural Development: Part of the social responsibility functions of corporate organisations
demands that organisations should carryout physical development of the community neighbours. Note that public
relations business is all about action and communication. So, taking action in this direction and communicating same
will help immensely to enhance the image and reputation of corporate organisations before the host communities.
(iii). Assisting in Community Development Projects: By collaborating with town unions to organise fund raising for the
execution of community initiated development projects.
(iv). Social Visits: The management team of a corporate organisation can also help to achieve cooperation of host
communities by visiting community leaders, the management of some institutions located in the communities and
influential people in the community.
(v). Creating Employment: The image and reputation of an organisation can further be enhanced by employing
members of the host communities in the organisations operating within the area. Such employment will give the
employers a sense of ‘oneness’ and by extension, make them to treat the organisation as their own.
(vi). Patronising Local Contractors/Suppliers: Where necessary local contractors/suppliers should be patronised to
further give them a sense of belonging. As Nwodu (2010, p.285) puts it, this will make such contractors/suppliers “feel
belonged and by extension, become favourably disposed towards the corporate organisation”.
(vii). Being a Good Corporate Citizens of Host Community: The corporate organisation should always strive to position
itself as good corporate citizen of the host community. This the organisation can do by responding positively,
identifying and participate actively in community activities as well as paying its corporate tax promptly.

discuss the unconventional Public Relations Tactics that a Public Relations practitioner can employ to achieve
organisation’s goals.
Controlled public relations tactics are those public relations activities which the practitioner has absolute control of all
the processes. In this case, the practitioner is in full control of the communication activities right from the ideation to
message development and distribution-cumdissemination. Major examples of controlled public relations tactics are:
advertising, annual report, brochures, posters, direct mail, corporate gifts and advertorials. These forms of
communication are branded controlled in the sense that the practitioner takes absolute decision on the length of
message, the wordings, the accompanying visuals, demonstrations etc.Hudson (2004: 199) summarises this form of
tactics in the following words: the practitioner crafts the message, selects exactly how it will be produced, what values
may be utilised, and what kinds of colours, typefaces, fonts and papers may be chosen, then determines exactly when
and where the information may appear or to whom the painted materials will be distributed

You have just been made the Public Relations Officer of Dustine Publishing Company located in Kuma Community,
Abuja, where there has been lingering crisis between the company and its host community, as the new PRO of the
company, discuss at five (5) of the strategies you would employ to restore peace in the community.
a. Understand the nature, extent and impact of the crisis.
b. Accept blames and responsibilities; never deny or denounce the existing problem
c. Operate an open policy and promptly communicate action
to all stakeholders.
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d. Map out planes to solve the problem so that it will never re-occur
e. Show concern to victims, let affected parties understand that you care

Highlight and explain five (5) forms of Press Release.

a) Response Release which is usually issued to serve as a company’s response to an issue in the media that is critical of
the company’s actions and/or inactions.
b) Spot News Release which companies affected by unprecedented occurrences like fire outbreak, aero hijack,
bombing of oil sites and sundry man-made/natural mishaps often use to hint members
of the public about the problem.
c) Bad News Release which companies often use to state their positions on image damaging news or issue already in
circulation.
d) Features News which is used to publicise the achievements and/or success stories of a corporate organisation.
e) Announcement Releases which as the name implies, announces “the marketing of a new products, the opening of a
new plant, the company’s latest financial results or a new company’s policy”

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