Source: The Star
Wednesday, 25 July 2012 00:11 BY CHRIS HARRISON
AW asks: What is the role of PR – public relations?
Broadly does such a person act as a conduit, a liaison officer between customers and the company? Does he attend to queries of customers – and portray the good image of a firm. Does he help to make a product more saleable? Can a thriving business concern dispense with the role of PR. What’s the role of PR where in the modern era industries are producing goods/brands on a massive scale?
Chris replies: Lots of good questions here AW. I would define Public Relations as the practice of shaping relationships with the public. And as with all marketing activities, it begins with defining whom your public is. This can range from quite distant groups like Government and other influencers in society, to very intimate publics like your own workforce. In between, as you say, come the publics who buy, or who may soon buy, your products. A big enterprise or cause may have several different publics, and will then need to prioritise and segment PR efforts. Interestingly, in Kenya there has historically been less PR effort applied to consumers than to other publics. But this is changing rapidly as consumers gain a more active voice through the Internet. In the past it was possible to ignore letters of complaint; but negative comments on blogs are ticking time bombs that must be defused.
Public Relations should not be confused with Media Relations, which is the practice of dealing with editors and journalists in order to shape their perceptions of a business. In Kenya this was historically about ‘killing’ negative stories. But as the journalistic profession has improved its ethical standards and quality of writing, the elimination of bad news stories has become a far less absolute science. PR professionals now concentrate on building relationships with editorial teams. Based less on lunches and other incentives, and more on passing positive information when times are good, and being an honest broker when times are bad.
To answer your two remaining questions: no, I don’t think the role of a PR person is to face the music with consumers. That responsibility lies with the CEO. The CEO and PR person must identify closely with one another. If there is a change in CEO, there is usually a requirement for a new PR person – because the CEO needs him to be his adviser and interpreter. And finally the more successful your business, the more likely you are to need a PR resource. Your presence in the market will be larger, and your exposure to episodes of success or failure greater.
LA writes: Digital LED screens versus traditional billboards: In terms of effectiveness to reach target audience, which would you advise Client to go for and why?
Chris answers: LA, you just know what I am going to say. It depends on your target audience!
However let me add a comment about outdoor impact. We have far too many traditional billboards in Nairobi, and they are dispersed in a cluttered and undisciplined way, which reduces the individual impact of any one site. Against this backdrop, the digital screens have greater impact, but I really don’t think they should be allowed to distract drivers at busy intersections. Mark my words, we will soon have a fatality outside the new Karen Mall attributable to the very impactful screen there. Outside Nairobi I wish we had more choice of outdoor advertising sites. And more competitors in the marketplace.
Chris Harrison is a marketing and advertising practitioner of 30 years’ standing. From Nairobi, he leads Y&R’s network in Sub Saharan Africa. He’s ready to prescribe answers to your marketing questions, and you can consult him on www.chrisharrison.biz
