PUBLIC RELATION KNOWLEDGE ACQUISITION INDEPENDENT STUDY

TAIWO, ADEDAPO ADEDAMOLA

DEPARTMENT OF COMMUNICATION AND ADVERTISING (MSC}

FACULTY OF COMMUNICATION AND PUBLIC RELATIONS

NATIONAL UNIVERSITY OF POLITICAL SCIENCE AND PUBLC ADMINISTRATION

APRIL, 2019
 CHAPTER 1

WHAT IS PUBLIC RELATIONS?

Public relations help a business or individual cultivate a positive reputation with the public through
various unpaid or earned communications, including traditional media, social media , and in person
engagements. Public relations is a strategic communication process that builds mutually beneficial
relationships between organizations and their publics.

Public relations work with organization , company, government , or individual to cultivate a story that
portrays that clients reputation, idea , product , position or accomplisment in a positive light . we can
say that public relations areprofessional story tellers. Unlike advertisers , who tell stories through
paid methods. Public relations tell their stories through unpaid or earned media. This unpaid or
earned avenues include traditional media , social media , or speaking engagements. Which are
effective opportunities for reaching the general public.

Public relations dont really reach to a paying customer but everyone . public relations also extend its
campaigns to government bodies . it can execute political campaigns or explain a government new
policy to the public. Public relation can also be used to mitigate any damage that could weaken a
clients reputation.

Alison Theaker also define public relation as explorer ethical issues which affects the industry ,
examine its relationship with politics , lobbying ,oranization and journalism , assesses its
professionalism and regulation and advises on training and entry into the proffession.

Philip Kitchen also define public relations as a communication with various publics.

Rex Harlow 1976 define public relations as a distinctive management function which helps establish
and maintain lines of communicaton , acceptance and cooperation between organization and its
publics. He also further to define it as the responsibility of management to serve the public interest.

Therefore public relations helps management keep abreast of and effectively utilise change , serving
as an early warning system to help anticipate trends , and uses research and ethical communication
techniques as its principal tools.
 CHAPTER TWO

PUBLIC RELATIONS , PROPAGANDA AND THE PSYCHOLOGY OF PERSUATION

Public relations can be considered a new branch of the promotion process , despite the fact the idea
of creating internal and external links within and between institutions is relatively wide spread. Now
adays communication has become a relevant domain in any organization and therefore many public
and private institutions or organization have public relations departments or atleast a person in
charge of its public relation activities .

Public relations play an important role because they contribute to the public understanding of the
administration policies and raise awareness of the roles of decision makers and purview of public
institutions , the availability of social servies , and risk to public health safety.

Public relation is considered a primary institutional duty of public administrations , given that
communication is a fundamental and irreplaceable resource to guarantee effectiveness , efficiency
and transparency of public administration.

PROPAGANDA

This is a deliberate attempt to persuade people to think and then believe in a manner desired by the
source , public relations , a branch of propaganda , is a related process intented to enhance the
relationship between an organization and the publc .both in turn are related to advertising .

Propaganda shapes the infinite into concreate images . propaganda has always been a strategy of
government . propaganda has always been a necessity for any government actively seeking to
mobilize its people.

PSYCHOLOGY PERSUATION

This is a planned persuation of people to behave in ways that further its sponsors objectives. It is an
anathema and it is perceived to be on the slippery slope that skids through publicity and ends up
with propaganda. Psychology persuation can also be seen as a two way to work it requires a detailed
understanding of our audience and stakeholders and a need to engage with their perception of the
situation. In conclusion psychology persuation can improve our chances of deploying communication
techiniques to bring about behavioural change.
 CHAPTER THREE

PUBLIC RELATION AND MANAGEMENT

Public relations management is a strategic preocess that builds mutually beneficially relationships
between organizations and their public. It brings pratice of managing communication between an
organization and it public. Public relation management is that communication , marketing , and
management that is use to breakdown the general population into segments that can be used to
more precisely identify groups of individuals that are relevant to an organization interest , for
communication or marketing programs or for understanding the audience of media. It makes it
possible to identify communication parties more precisely than do concepts such as public opinion ,
the general public or masses.

Public relation management communicate with public who seek out organization to solve problem
they recognize , such as enviromental problems , community problems or problems with employee
welfare and safety. This problem might be caused by organization themselves . the problems are
consequences of organzational behaviour or they might be experienced independently by publics
that then seek out and often pressure , organization to help them solve the problem.

Further more it make process and helps to understand congnitive process of nenbers of public and
the development of activist groups.
 CHAPTER FOUR

IDENTIFYING AND PRIORTIZING STAKEHOLDERS AND PUBLIC IN CREATIVE

One of the most important steps in strategic and effective public relations is accurately identifying
the public with which you want to build mutually beneficial relationships. A popular axiom for public
relations is that there is no such as general public in other words an organization has variety of key
groups who bring different expectaton for their relationship wih the organization.

Stakeholders management and public relations have provided many different ways of identifying key
stakeholders or publics.

A stakeholder is a group or individual who is affected by or can affect the success of an organization.
Stakeholders have some control and authority over oganization , such as stockholders , board of
directors , elected officials , governmental organization with resources and necessary level of
autonomy to operate.

Stakeholders are very essential to the operations of the organization and are divided between input
providing labor and resources to create products or services.
 CHAPTER FIVE

THE PUBLIC RELATIONS PROCESS –RACE IN CREATIVE COMMON

The public relation preocess can be as simple or complex as you like. If you want to have a strong and
mutually beneficial relationshipnwith your publics, it going to be a some what involed practice.

Public relations process is the process of ensuring that decision made by organization are mutually
beneficial between the organization it self and it audience. This means using strategic
communication to negiotaite with your audience , resolve conflicts and promote ,utual
understanding all backed with through research . this plans must be put when generating public
relations preocess.

Race is an effective process to follow when developing a strategic public relations process plan if you
want to have a strong and mutually beneficial relationship with your public. The race in ublic relation
process e,compasses different phases such as research , action and planning , communication and
relationship building and evaluation.