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Introduction to public communications. Public communications. Process of informing people about an organisation and its activities Basic form: Producing and distributing regular reports Also, efforts to: Get media coverage Influence policymakers’ decisions

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public communications
Public communications
  • Process of informing people about an organisation and its activities
  • Basic form:
    • Producing and distributing regular reports
  • Also, efforts to:
    • Get media coverage
    • Influence policymakers’ decisions
    • Maintain good corporate reputation in eyes of stakeholders: government, donors, partners, clients, other publics…
other names for public communications
Other names for public communications
  • Public awareness (NGOs, government institutions)
  • Public relations (private sector)
  • Communication publique (French)
aim of public communications
Aim of public communications
  • To maintain and improve understanding and cooperation…

between the organisation and its most relevant publics

    • General understanding and cooperation
    • And for specific purposes
organisational image
Organisational image
  • Project positive image of the organisation
  • Image = perception of org by various publics
    • Publics in contact with org via personal interaction, media, word of mouth
  • Outside perception not always accurate
    • Perception creates the image
    • Publics see image “reality”
why is a positive image useful
Why is a positive image useful?
  • To enhance org’s relationships with outsiders
  • To enhance relations with staff
  • To improve org’s financial prospects and partnerships
  • To improve how well the organisation performs
types of health and nutrition organisations
Types of health and nutrition organisations
  • Ministries of health
  • Medical organisations
  • Schools, universities, educational organisations
  • Research institutes
  • Development NGOs
  • Others…
improving understanding
Improving understanding
  • Many publics do not understand what the org does
  • Much work is technical or scientific
    • So much public awareness describes work so it is easy to understand
  • Form and purpose of public awareness programme varies from one organisation to the next
why public communications
Why public communications?
  • Org needs government support and funding
    • Public awareness important for fund‑raising and support from government, the community and other important groups
  • Org obliged to inform donors, clients, partners, taxpayers and public
  • Org needs feedback to focus work and stay relevant to clients’ needs
  • Many orgs accused of leaving their work “on the shelf”
    • Public awareness helps outsiders hear about this work
  • Inform (potential) partners of org’s work
    • Strengthens networking and potential for collaboration
slide10

Marketing

Lobbying

Advertising

Advocacy

Communication

Public awareness

Mobilization

Journalism

Education

Scientific communication

Extension

other forms of organisational communication 1
Other forms of organisational communication (1)
  • Extension and training
    • Inform and educate people about health and nutrition issues, and gain feedback about work the org should do
  • Lobbying and advocacy
    • Convince government and parliament to change laws
    • Influence public opinion about an issue
  • Fundraising
    • Raise money
other forms of organisational communication 2
Other forms of organisational communication (2)
  • Marketing and advertising
    • Persuade people to buy products and services
  • Internal communication
    • Inform staff
    • Ensure staff involvement in decisions
  • Scientific and technical communication
    • Communicate research findings
  • Networking
    • Exchange info and coordinate activities with partners
this week s programme
This week’s programme
  • 5-day workshop will not turn you into a professional public communications practitioner
  • Degree in public relations = 2-3 years
  • This week:
    • Expose you to the what, why and how of public awareness
    • Learn tricks of the trade of presenting yourself and your organisation to the public
    • Learn from each other’s experience… good and bad
organizational communication
Organizational communication

Clients

Organization

Incoming information

Peers

Policymakers