Public Relations practitioners have been tasked to include their brand’s core values in their media and public relationscampaigns for effective results.
A United Kingdom-based Public Relations consultant, Mrs. Diana Young, who is also a resource person at the London School of Public Relations (LSPR), gave the charge while making her presentation on Media Relations and Effective PR Campaign during a short course held from August 8 – 10, 2022 at the London School of Public Relations (LSPR).
Young posited that Public Relations work on the psychology of the people to connect emotionally with their target audience.
She also spoke on the need for PR practitioners to check what is trending in the traditional and social media space which could affect their brands and address such issues rather than deleting them outright.
The PR expert emphasised on the importance of research, how to handle campaigns and the need for brands to create Specific, Measurable, Achievable, Relevant and Time-bound (SMART) goals for effective PR campaigns, pointing out that getting messages to the right audiences is key to effective public relations.
Similarly, in her presentation on Executive Leadership Presentation & Pitching, she highlighted on how to motivate staff and get the best out of them as well as enumerated the various types of leadership styles to include Autocratic, Democratic, Laissez-Faire and Transformational; and advocated for a blend in style considering various situations that may arise in different work environments.
Young enjoined the participants to think about the way they are perceived by their staff, adding that leaders in the work place should carry all their staff along in order to attain organisational objectives, and took participants through the various processes of presentation and pitching, emphasising on the style and content of the presentation/pitch.
Earlier, on the Day 1 of the course, another PR and media consultant, Mr. Jonathan Hart, took the participants through a presentation on Dynamic Strategic PR Activity and highlighted the importance of a brand having a vision and mission statement, Strength, Weakness, Opportunity, Threat (SWOT) analysis, Long Term Goals, Yearly objectives and Action plan.
Both presentations were punctuated with individual participants’ contributions, group discussions and practical sessions.
Participants at the short course were drawn from the public and private sectors including; the Akwa Ibom State Ministry of Information and Strategy, the Nigeria Incentive-Based Risk Sharing System for Agricultural Centre, Abuja and the King Abdullah Petroleum Studies and Research Centre, Riyadh, Saudi Arabia, among others.
In her welcome remarks, the director of Training and Communication in the LSPR, Dalal Nagel, said the School supports individuals and corporate bodies through practical, flexible training, coaching and consulting services in readiness for the challenges they may face in the work place.
Nagel commended the Akwa Ibom State Government, particularly the Ministry of Information and Strategy for investing in the training of its personnel on Public Relations, Media Relations and Leadership.
Highpoint of the training was the presentation of Diploma Award to the participants by the commissioner for information and strategy, Comrade Ini Ememobong, who paid a surprise visit to the School, assisted by the director of the Director of Training and Communication of the LSPR, Dalal Nagel.
In an interview, the permanent secretary, Akparawa James Edet,commended the hierarchy of the LSPR and the trainers for their commitment to the coaching and for sharing their wealth of knowledge and professional insights with the participants and recommended them to other corporate bodies for patronage.
The delegation from the Ministry of Information and Strategy led by the permanent secretary, Akparawa James Edet, included the director of Information, Mrs Blessing Urua; the director of Public Relations, Mrs Grace Akpan; the director of Strategy, Mr. Aniekan Ukpong and the director of Archives, Mrs Eunice Egharevha.
Others were the chief information officer, Mr Idris Mabadeje; the officer in-charge of Skills Optimisation attached to the Office of the Honourable Commissioner, Mrs. Emem Uwem Akpan and a board member, Akwa Ibom State Environmental Protection and Waste Management Agency, Mr. Charles Uwem.
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